Menulog recruits footy legend Wendell Sailor to do mundane things at home during State of Origin in latest campaign via Thinkerbell
During game two of State of Origin on Sunday evening, Menulog released a series of ads via Thinkerbell, showcasing footy legend Big Dell, aka Wendell Sailor, doing mundane things at home.
After receiving feedback from footy fans during game one that the frequency of the new campaign launch featuring global superstar Katy Perry disrupted their Origin viewing experience, Menulog wanted to have a bit of fun and take things in another direction for game two, via a series of deadpan ad spots playing throughout the match.
Sailor was on full display through a series of everyday activities, including brushing his teeth, reading ‘King of the Wing’ and having a snooze. The feedback was instant online, with many singing the praises of Menulog’s reaction including:
- – I must say, the Menulog ads during State of Origin game 2 are absolutely magnificent! 🤣 @Menulog. Whatever team created these ads needs a raise, honestly!
- – The new @Menulog ads are pure ART. Well played @RealBigDell, well played @Menulog.
- – Fair play to Menulog for having some fun after all the complaints about the Katy Perry ad last Origin.
Says Simon Cheng, marketing director at Menulog Australia: “We may have slightly overcooked it for footy fans with our advertising during game 1 of State of Origin. But we get it…the fans tune in for some great footy. Our Katy Perry ad is definitely not going anywhere and Aussies can expect to see and hear it many more times, but for game 2 of Origin, we wanted to give them something a little closer to home with a bit of Wendell.”
Says Adam Ferrier, chief thinker at Thinkerbell: “We admire brands who have a bit of fun at their own expense. We loved helping Menulog get involved in the conversation and deliver something bloody unexpected.”
The campaign has been supported via earned media and social.
Client: Menulog Australia
Creative, Earned and Social: Thinkerbell
Media: UM
Production: Elastic
16 Comments
Ouch for Hero.
This was honestly so refreshing during Origin. Big fail for HERO.
Nothin like shitting on your new brand campaign to say you really don’t know what you’re doing
You are everything that is wrong about advertising. Chill out mate. It’s meant to be fun.
Found the basic client
Please
Do you realise we are in the attention game? This is wonderful.
You need to have confidence and chrome-plated balls to do this.
Bravo Menulog.
This is good, actually.
Seems like the local client having a sly crack at the global work.
This and XXXX postcodes thing. Did Thinkerbell buy the state of origin?
Nice. Although there was a pun if you had used Anthony Mundine instead.
Saw these live. Stood out like the proverbial.Brave
Genius. What a missed opportunity! Hope they at least tried this and Wendall was plan B.
Legendary ad for Queenslanders
Kudos to Adam Ferrier for doing a welcome sub for Fanboy Russel on Gruen.