Mosh lifts the rug on men’s health in new campaign via Sunday Gravy and Revolver
For generations, Aussie men have ignored their health issues, putting things off until they get serious. Mosh are on a mission to destigmatise men’s health by making things like hair loss, weight loss and sexual and mental health more affordable, accessible, easy and safe in a new campaign via Sunday Gravy.
Mosh collaborated with Sunday Gravy and Revolver’s Matt Devine to unify their offerings.
Says Josh Dorevitch, Mosh: “We needed a way to get through to men. Knowing that most blokes can be guilty of sweeping their health under the rug, we wanted to highlight this behaviour in a memorable way that gets men to take action. Working with Matt and Sunday Gravy, we explored the universe that exists under that rug and made a film that we hope men will like and more importantly relate to.”
Each scene from the film will be broken down to tell individual product stories that support the brand’s holistic health offering and continued expansion into new categories, including the addition of weight loss and revamped mental health offering this year.
The campaign will run across TV and online channels.
Brand & Comms Lead, Mosh: Josh Dorevitch
Head of Marketing, Mosh: Christine Yoon
Creative Agency: Sunday Gravy
Director: Matt Devine
Production: Revolver
Offline edit: Arc Edit
VFX & online edit: Heckler
Sound Design: Heckler Sound
35 Comments
Feels like there is a funny 90 in there somewhere. That long film is very painful to watch.
like the insight a lot. baby is weird. 4.5 stars.
This is hands down the best thing I have seen on here this year. Laughed the whole way through!
That was the most labored, bloated nonsense I’ve seen in a long time. Why on earth would you think it needed three and a half minutes to make that point?
Very good stuff, solid message, well executed
If the idea needs 3.5 minutes it’s no good.
As a middle aged man Mosh ads usually annoy the hell out of me. But this is really well done and made me laugh. Lots of hidden detail and restraint in the comedy which is rare for Australian ads. It’s refreshing to see dark humour like this getting made in OZ. We should be applauding clients that will let films like this get made. We need more of it.
But so good.
Hi Jack!
p.s this is bad.
…not film making. Just sell your product as quickly as possible and move on. We should not applaud this type of dribble.
No let’s not do that at all.
Great insight, well executed!
No let’s not do that.
Isn’t this like the first thing they teach you not to do in writing?
that’s amazing
This film is less of a waste of space than most brand films. That art dept is dynamite.
Thank you for reminding me why I avoid psychedelics. Lol. Also, I love this. I love that this got made. The 30″ is a great cut down, the VO works really well ticking off all the mens support that Mosh offers. The full length is so fucked up but absolutely in a good way. I disagree with it needing to be shorter – I like that it’s a short fucked up film that also happens to be an ad for mens health. The idea doesn’t ‘need’ 3.5 minutes, the execution just happened to be so for the sake of entertainment. Nothing wrong with that. Must’ve been epic to work on for all involved, can imagine all the creative riffing along the way. Hats off to the client too for taking a huge creative leap of faith. Love it or hate it, if only more clients had the courage to do something this unique in their own categories more often. Isn’t that what we all want? Not sure why we’d shit on it tbh. Wasn’t sure on the talent at first but was convinced when he was all the girlfriends in the bed. Gold. I’d be keen to see how this one fares on YouTube over time and how many views it gets.
That was long and felt long. You can tell a lot of craft and care was sacrificed for the length. You didn’t need to. Could have held it together in a 60 or 90 and given it the polish it deserved. Got clunky toward the end when it was about hair loss weight loss and mental health. Probably could have grouped all of that into a mens issues bucket and advertised that.
Lets group all men’s health issues into a bucket, think you missed the message
That was weird as hell but really really funny. Disagree on it being too long. Felt like a 60 as every scene was good. Art direction and the guys performance is outstanding.
This work slays the cheap/lazy work by its nearest competitor Pilot. We’ll done to all.
Well that 3 minutes 22 seconds stolen…
Weird. In a good way. Been a while since I’ve seen something that good. Well done all.
A lot of ad people are going to find reasons to not like this work. I like it because it speaks to me, and I am bang in the rug-sweeping target market. Yeah it’s a bit long in places. Some of the gags linger. But the old ‘write a 60 and make four 15 cutdowns’ was inevitably going to translate to ‘write a 3 minute and make 20 15 cut downs’. And it’s great to see something that’s more of a sketch, less of an ad. Well done to a brave client and everyone involved, hope it works its rug off.
Not sure why some above are complaining about the length. If you think 3.5 minutes is long I feel sorry for you and your partner. Clearly the is showcasing the entire reel but the campaign will be based on splices of it. Freakish I say.
The reason why all Australian work falls behind the rest of the world is because the industry here award this as ‘good’ work. This is poorly executed on all levels.
Very clever idea well executed
Rate the insight and quality production. All the examples of the idea are great so the length isn’t an issue
Love it! Good stuff
Well shot and well acted. Saw this on TV the other night with a couple of mates and it had them chuckling (even the bald ones).
Wtf did I just watch?? Loved it, so good for so many reasons. Belt sander scene had me rolling.
Rate the insight and thought the art direction/ production were strong – didn’t seem long because each example of the idea was well executed
Love it! Funny and informative
Did I just watch? Didn’t want to like it. But did. Nice work to all. Very brave client. No doubt this will pay off.
Although i hate hair loss ads as much as gambling ads, this is good. Watched it start to stop.