Speedo launches major global relaunch campaign “Go Full Speedo” via MIRIMAR, U.S.
Speedo has partnered with Aussie owned US-based independent creative agency MIRIMAR to create “Go Full Speedo,” a global campaign that will serve as a relaunch for the swimwear brand during an Olympic year. The objective is to reclaim the Aussie brand’s heritage and status as a global icon.
Go Full Speedo is a rallying cry for swimmers worldwide. It’s a mindset that represents total commitment in and out of the water.
The aspirational work—which comprises film, an original song, still photography, and social videos—launches May 6 and will run through October.
Ads will run in the USA, UK, Germany, France and Australia with media focusing on paid online video, influencer channels such as Meta and TikTok, and athlete-owned social channels. Mirimar produced three films—the “Go Full Speedo” launch film, “Towel Change,” and “What Do You Call Them”—along with various cutdowns.
Additionally, the project will include PR launch stunts, social activations, athlete endorsements, and an original song “Go Full Speedo,” by the band The Beefs, which plays in the films. The song is being released as a single and as a track on their new album.
The “Go Full Speedo” hero film is directed by Australian Scottie Cameron, who lives and works in L.A. It features “Stranger Things” star and Aussie icon Dacre Montgomery, Californian skateboarding legend Peggy Oki, and the stars of the TV show Bondi Rescue.
Speedo is in Australia’s DNA. The brand is iconic, nostalgic, and dripping with Aussie charm. But after years of focusing on speed and performance, it has drifted away from its original bold Aussie attitude. The new brand platform helps Speedo reclaim its spot in the hearts of the bronzed Bondi Beachgoers who made it famous as well as anyone with the attitude and cheekiness to identify with it. It captures where the brand has come from and the commitment of where it’s going.
Says Simon Breckon, SVP of Speedo International: “Go Full Speedo embodies the indomitable spirit that resides within us all – an unwavering determination to seize every opportunity, both in and out of the water, and take commitment to the next level. We’re incredibly excited to be launching the new campaign alongside a star such as Dacre and all our athlete partners.”
Says Aussie expat Nick Morrissey, ECD, MIRIMAR: “Go Full Speedo is a mindset that can transcend the pool and live in culture to celebrate anyone that’s giving it a red hot go.
“Growing up in Bondi before moving to the US, Speedo was always more than just a swimwear brand—it was iconic for the people and the lifestyle it represented.”
Says Aussie expat Luke McKelvey, co-founder at MIRIMAR: “We love that this new platform can encompass everything from a kid jumping from the high board for the first time to an Olympic athlete breaking a world record.”
Client: Speedo
Global SVP Simon Breckon
Content & Community Manager Anna Stevenson
Global Head of Content & Community Daniela Trece
Global Content & Community Manager Cindelle Gouin
SVP Content & Creative Paisley Wright
Head of Art Dana Brej
Junior Producer Lucy Fairbanks
Agency: MIRIMAR Creative Group
Chief Creative Officer: John McKelvey
Co-founder & Managing Director: Luke McKelvey
Executive Creative Director: Nick Morrissey
Senior Art Director: Alex Polglase
Senior Copywriter: Jake Ausburn
Senior Account Director: Holly Sloofman
Executive Producer: Bill Berg
Creative Producer: Jacqui Walker
Agency Producer/Post: Margot Fitzpatrick
Production Company: Collider, Sydney
Director: Scottie Cameron
Executive Producer: Rachael Ford-Davies
Producer: Melissa Weinman
Production Manager: Kate Rule
Production/Cast Co-ordinator: Natasha Brockmeier
Director of Photography: Ryan Camody
Camera Operator B Cam: Jordan Maddocks
Art Director: Elisa Baker
Editorial Company: The Editors, Sydney
Editor: Grace O’Connell
Executive Producer/MD: Nicoletta Rousianos
Editorial Producer: Isabella Key
Flame Operator: Stu Cadzow
Colourist: Matt Fezz
Music
Original track: “Go Full Speedo” The Beefs.
Original Music and Lyrics – The Beefs
Production – Sammy Smith
Sound Design and Music Post: Sonar Music, Sydney
Senior Sound Designer: Andy Stewart
Additional Music Production: Josh Pearson
Additional SFX & Foley: Joel Dias and Liam Del Prete
Head of Production: Haylee Poppi
Senior Casting Director – Stevie Ray at McGregor Casting
37 Comments
Very fun. Great choice shooting on film too!
Yeah nah I don’t think so.
I agree but they almost got away with it
This is handsdown better.
https://www.youtube.com/watch?v=xC1GUmwzUNw
Love it.
This is rubbish.
Go full cheese-o
30 sec too long but v good
…that one of the better pieces of content to come out of this country didn’t actually come out of this country
Made by humans. How good.!
– meaning- about 75 x 6 second tik tok shit.
It’s great and fun. The only thing is – a man uses the international signal for ‘help’ in the water, and everyone just waves waves back and ignores him. From a swimwear brand. In an ad starring members of Bondi Rescue. Not really responsible.
This did: https://vimeo.com/48443731
You never go full Speedo
This is great, LOVE the tune. Obviously out of Speedo global the local guys wear speedos back to front
US/global budgets are always going to have the power to overshadow those of AU
What is this chaotic mess?
Thanks. That Budgie Smuggler film is a lot easier to digest
Excellent point, my young friend.
Except the ad you’re talking about is for ice creams. And I’ll bet half the people who also enjoyed it, wouldn’t know that.
100% of people who watch the Speedo ad will know it’s for Speedo.
Keep up the astute observations, though!
This is a bit all over the show and also makes speedos feel to be a bit lame for most of it
Lose the pitch mate?
Finally people having fun with the product being advertised.
More please.
Here we go again, ad bashing from a handful of nobodies who have never done anything, sitting down the back of some retail agency getting $300 a day, banging away at their keyboard about ads of a scale they’ve never done. No wonder the Aussie guys who own this agency are not based in Australia. The answer is easy, just look at the lightweights here who comment on ads. This ad stands out from the wasteland that is Australian TV advertising. And the reason there is such a wasteland of crap TV commercials is because of the crap standard of many of the creative people who work in the industry here, not all, but so many.
Your need to belittle people who do certain jobs like ‘retail’ says more about you than any other comment here. You can’t handle negative comments so you pick on those you rate as weak? You sound like a tosser. Bet those so called ‘retail’ people are a lot happier than the miserable guts you sound like.
Nah… I don’t think so
@@FFS
Bloody well put. These types of comments definitely need to stop (not to forget that there is plenty of exceptional retail advertising both here and overseas).
Yeah I reckon that’s the joke hey. Maybe you’d like to report it to the authorities or something.
After wasting hours writing that, burning through a ChatGPT subscription, and belittling good, honest retail folks, this ad still sucks.
Had promise, didn’t deliver
Looks like some “creatives” got upset for being called out as hacks. Only hacks spend time sitting around slagging off ads. Why? Because they have nothing better to do, they’re definitely not writing decent ads, the dross you see on screen on any given day is evidence of that. As FFS said – a wasteland. Yes, retail can be creative, but you have to be a non-hack to make it creative. They do some brilliant creative retail work in the UK. AI will soon wipe out the bottom-of-the-barrel people and leave behind those who are creative and Uber will soon have more drivers.
Harden up, you crybabies.
FFS is right. This ad is bang on, and most of you nebbishes won’t even get a look at a brief like this your entire career.
Yes, videos are allowed to go longer than 12 seconds.
No, TikTok and Insta are not the only acceptable channels.
And yes, retail is important and valuable and meaningful.
Now get back to those MRECs, you lot!!!
There are a lot of bad ads out there. This ain’t one of them.
@ FFS leave FFS alone!
Mate, if you need to be a knob about other people’s roles to support your view, it confirms your opinion is likely to be of fuck all value.
I’ve never met a capable, senior creative who feels the need to shit on others to make a comment on the work posted here (be the comment positive or negative).
Grow up.
The Stranger Things guy, strutting in his togs for 90 seconds – the brief sent from god.
You don’t sound hard enough to be in the KGB.
You sound like someone who has never done anything yet stands up for your nobody mates who like to slag ads on this site that you and none of your like have done or ever will do. Don’t you have a weekend sales banner ad to knock out for Coles? Back to work, buddy, that $ 200-day rate waits for nobody.
Ok folks, settle down—it’s only advertising. This was ok work, you got the job done. It snagged some love hearts on socials, and now it’s yesterday’s news. Time to move on.