McCain launches latest iteration of its ‘Nothing Special’ platform via cummins&partners
cummins&partners has launched a new Masterbrand campaign for McCain extending the ‘Nothing Special’ platform for another year. This year the focus is on highlighting its McCain Pub Style chip range and sees the return of comedian Becky Lucas as the main character in the campaign.
Says Sophie Lander, national managing director, cummins&partners: “We are so excited to launch a new campaign under ‘Nothing Special’ for McCain. We see this as a platform with real longevity, built on the truth that spending moments together with friends and families are the real special moments. This is the perfect part two to the story we launched 12 months ago.”
Says Heath Collins, national creative director, cummins&partners: “This campaign has been a real success story for the brand so far, so bringing phase two to life and continuing on our journey with Becky has been a pleasure.”
Says Swati Jain, marketing director ANZ, McCain: “The Nothing Special platform celebrates togetherness, and our latest campaign shows how McCain Pub Style Chips have the power to create those magic moments. Moments that may feel like nothing special, but looking back there is always something special about nothing special. cummins&partners continue to be a great partner in delivering high quality and effective work for us on this platform, and across our portfolio, and we are super excited about launching the campaign, once again with Becky Lucas.”
cummins&partners integrated creative and media teams worked on the campaign, which launched across TV, OOH, BVOD, social and digital from July 16.
Client – McCain
Marketing Director ANZ – Swati Jain
Marketing Lead (Retail Potato) – Nicole Doolette
Brand Manager (Retail Potato) – Tom Bennett
Creative Agency – cummins&partners
National Managing Director – Sophie Lander
National Creative Director – Heath Collins
Head of Strategy – Phil Pickering
Art Director – Tiger Hongmung
Copywriter – Georgia Payne
Copywriter – Liam Jenkins
Creative Services Director – Steven Tortosa
Account Director – Mitchell Buck
Content Director – Matt Werkmeister
Design Director – Rowan Hammerton
Senior Retoucher – Ed Croll
Finished Artist – Emma Shaw
Editor – Aloysius Teo
Production Company – Airbag
Managing Partner – Adrian Bosich
Director – Will Horne
Executive Producer – Martin Box
DOP – Ed Goldner
Producer – Selin Yaman
Offline Edit – ARC EDIT
Editor – James Ashbolt
Grade and Online – Manimal
Audio Production – Squeak E Clean Studios
Composer: Scott Langley
Sound Designer: Rob Stephens
Audio Post Producer: Laura Hesse
Music Producer: Richie Buxton
Executive Creative Producer: Karla Henwood
10 Comments
My name is getting flogged in advertising lately. What did I do?!
‘Ah McCain, You’ve done it again’
Not a bad ad btw – they made the chips look good anyway
Whenever I have a house party I always make sure to serve hot chips. AND NOTHING ELSE!
Enter this into the canon of ‘becky lucas walking through scenes and talking at us’ ads.
I like it.
Why go to all that effort and expense to produce something so bland and unmemorable?
@BZ coz it probably tested well with the target consumer, uses the brands distinctive assets mercilessly and is more entertaining than most of the tasteless rubbish on Australian FTA TV, at least from what I saw when I lived there…
Who is actor Simon
Keegan Joyce – he was in Rake
What is the name of the song playing in the background in this commercial?
Annoying sarcastic millennial does nothing for the brand