After 10 years Oak launches new ‘Kill Hungrythirsty Dead’ campaign via The Monkeys
10 years after the launch of its first ‘Kill Hungrythirsty Dead’ campaign, The Monkeys Melbourne is back with new work for OAK. The campaign will appear on TV, online and in-store this winter.
The latest commercial in the long-standing campaign takes us back to a familiar fairground, where a plush teddy bear picks up the monologue that character Sergeant John Henry left off.
The self-aware bear reminds us in no uncertain terms that OAK, with its full strength and full flavour, is still the only way to tackle Hungrythirsty.
Says Angela Burr, general manager marketing, Lactalis: “OAK is an incredible brand to have in the portfolio and we are very excited to be launching a new campaign with our long-standing agency The Monkeys.
“OAK has a history of provocative and disruptive creative, and any creative idea for this brand needs to be bold, brave and irreverent. We love the work!”
Says Ant Keogh, chief creative officer, The Monkeys: “This new episode takes a sideways path, picking up on one of the other characters in the OAK universe. A place where even the teddy bears are no-nonsense tough guys.”
The TVC was directed by Leilani Croucher and produced by Revolver/Will O’Rourke, with VFX completed by Heckler.
Client: Lactalis Australia
General Manager Marketing: Angela Burr
Marketing Manager: Tracey Berkeley
Sr. Brand Manager: Bronwyn Phillips
Agency: The Monkeys, part of Accenture Interactive
CEO: Paul McMillan
Chief Creative Office: Ant Keogh
Head of Planning: Mike Derepas
Sr. Art Director: Connor Beaver
Copywriter: Scott Zuliani
Senior Craft Designer: Raph Tamkalis
National Head of Production: Romanca Jasinski
Producer: Emma King
Group Content Director: Jaimee Kerr
Content Director: Jantine Wigboldus
Account Executive Ella Papilion
Production Company: Revolver/ Will O’Rourke
Director: Leilani Croucher
Managing Director/Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Alex Kember
DoP: Jeremy Rouse
Editor: Scott Stirling
Edit House: The Glue Society Studios
VFX / Post Production: Heckler
VFX Supervisor: Jamie Watson
Executive Producer: Bonnie Law
Head of 3D: Tom Corbett
Senior Compositor: Bertrand Polivka
2D Supervisor: Ryan Trippensee
3D Artists: Boris Formin & Tim Jarick
Lead Colourist: Greg Constantaras
Senior Flame Artist: Brad Smith
I/O: Daniel Page, Maud Chapuis
Sound: Squeak E Clean Studios
Sound Engineer: Paul Le Couteur
Executive Producer: Ceri Davies
Photographer: Neil Bailey
Executive Producer: Doone Colless
Retoucher: Dave Mercer
37 Comments
Does Alex Derwin get a writing credit?
Such a dumb question. Does Alex still credit Cam for the Aldi campaign he started?
Plus, I’m pretty sure Damien Fitzgerald wrote the Oak ad.
A full 45 seconds of dialogue delivered in half a minute.
Otherwise, great production values
Watch it again, open your eyes this time.
Then watch this (hopefully your eyes are still open) – https://www.youtube.com/watch?v=67yUZX5HKsY
It’s brilliant.
If the recent Jeep ads were for Chocy milk…
Who’s Oaks target market? People who bought oak milk 10 years ago?
I want my Ted back.
Badly need a decent planner
Does Cam credit the two Spaniards who started the Aldi campaign?
I think that is @Billy’s point. Most great enduring campaigns last longer than those who played a role in starting them. I’m sure Alex wouldn’t feel comfortable with a credit on this, just like Cam wouldn’t want a credit on new Aldi work and likewise the Spaniards.
I think that’s my point. Don’t imply Cam is responsible for the revolution of what was, the client nobody wanted to work on.
Personally I thought it was terribly shot. All over the place depth of field wise, and there was simply no reason to be cutting back and forth all the time. One shot would have been far better.
I like how this has become a thread about Alex. He’s a great! Love Derwin long time.
BMF is a special place.
Carlos and Laura who tactically attacked a duopoly with irreverence are great ppl. As is Cam. As is Alex.
The toxicity you find elsewhere doesn’t last at BMF.
Having started my career there, I thought that was the norm. It is not
Good content but terrible advertising. Gotta agree with Monkeys Melbourne
What happened? I blinked.
This is fun. I chuckled.
I like that it continues on with the side-character of the teddy bear. Made me watch the old ad, to check the continuity.
Not sure that creepy masked character would resonate as well, if it’s next in line. Well done to all involved.
WTF just happened. I know it was meant to be frenetic but that is an absolute mess.
The whole thing reads like an edgy YouTube comment.
Awful.
The public don’t remember esoteric meta references to ads from ten years ago.
Idea is ok. Feel like as a concept it’s been done but what hasn’t?
Execution is sloppy. Rushed, clunky edit, lack of connection.
Had no idea this was an homage to a previous ad until I saw the comments. Is anyone even going to realise outside adland?
You’re awful.
What’s awful is anyone defending this. People on salaries well over $150k in a time of pandemic got paid to make this self-indulgent mess.
But this is a mess. It has none of the wit or charm of the original. Even the teddy was better 10 years ago.
Liked the ad.
This was probably created by a band kid who flips their hair every 12 seconds and carries drum sticks around even though you hold back the entire band back.
In the original was far better. Proof that English writers are generally better writers. Craft, innit.
Not much proof… the writing seems about the same.
It’s not too late to pretend this never happened and just run the original again.
Has the word ‘Troll’, in its online context, been accepted into the oxford dictionary yet?
and they executed it. I kinda like it.
Ripping into it for not being original is like ripping into anyone who puts the colour red in their coke ad.
OAK have brand cues. The Monkey’s executed on it.
Is it great? No. Is it good? Sure. Will it do the job? Probs.
Everyone ripping into this are clearly a sad sack. We should applaud a brand for actually sticking to a brand platform for more than 1 year – regardless of the originating agency.
Also Alex Derwin is a superstar – we all know that.
This is great, really clever. Love the continuation/spin off from the old ad. There is a massive opportunity missed in social though. Nudge the fans on the clever link. All you can see on FB are gross pack shots?
Can someone get The Monkeys an AOL Starter Pack CD-Rom? They seem to think everyone still watches TV.
I think we need a new thread started, ‘We love Derwin’.
Jokes aside, I think he’d be embarrassed by the hijacking of this post.
His humility is one of his biggest assets.
Best ad since Louie The Fly [ written by Bryce Courteney ] every time i see it i say i’m not going to laugh , then i can’t help laughing
Does Ted say coke in the ad