Things go awry in the outdoors in BCF’s new campaign via The Monkeys, Melbourne
BCF has unveiled its latest BCFing campaign via The Monkeys, part of Accenture, showing how things can go wrong in the outdoors without the right gear and expertise.
The campaign evolves the familiar “BCFing” song to tell the story of one family’s disastrous camping holiday. On the trip they encounter ferocious possums, poisonous berries, and marshmallow mishaps, before deciding to visit the experts at BCF for some help.
Says Ant Keogh, chief creative officer, The Monkeys Melbourne: “On the surface level, it’s a bit of fun, the physical humour can be enjoyed by anyone while, underneath, we haven’t forgotten the fundamentals of retail. With that song, no one forgets these ads are for BCF.”
The integrated campaign will appear on TV, online, radio, in-store with additional content on BCF owned channels as well as extending across the summer retail calendar.
Says Ben McConnell, GM of marketing, BCF: “Every Aussie has their own outdoor mishap that becomes a family legend. They’re the kind of stories and advice we help our customers with every day. Bringing them to life in this way is our collective ode to the great outdoors.”
The new campaign builds on the brand’s Be A BCFing Expert platform, after the retailer spent the past three years transforming its in-store customer experience and staff training programs around ‘Expertise’.
Says Mike Derepas, head of planning, The Monkeys Melbourne: “Since the launch of the brand platform, Be A BCFing Expert, Ben and the BCF team have done the hard work to organise their business around the brand promise. Their commitment to the platform makes their campaigns work harder each year.”
The TVC was directed by The Bobbsey Twins, with Finch.
Client: BCF
General Manager Marketing – BCF: Ben McConnell
Studio Manager – BCF: Bridget Buckley
Creative Lead & Graphic Designer – BCF: Andrea Lukacz
Agency: The Monkeys, part of Accenture Interactive
CEO, Melbourne: Paul McMillan
CCO: Ant Keogh
Head of Planning: Mike Derepas
Copywriter: Hugh Gurney
Art Director: Joe Sibley
Head of Production: Romanca Jasinski
Producer: Jacqui Walker & Katie Wellbelove
Group Content Director: Jaimee Kerr
Content Director: Jantine Wigboldus
Account Executive Ella Papilion
Production Company: Finch
Director: The Bobbsey Twins
Executive Producer: Loren Bradley & Corey Esse
Producer: Cath Anderson
D.O.P: John Toon
Post production: Arc Edit
Editor: Peter Sciberras
VFX Artist: Eugene Richards
VFX Supervisor: Richard Lambert
Colourist: Martin Greer
Music: Electric Dreams
Sound Design: Squeak E Clean
Photography: Jesse Smith
36 Comments
Brilliant, really fun!
Wish I had budgets like that.
Loved it. Great ad.
Awesome. Funny. All the gags brilliantly executed.
Reminds me of the days where every product had a song or jingle!
Don’t feel sorry for old mate, he should’ve gone gone to BCF first.
very good
Funny and relatable. Some genuine laughs there. Well done.
Yeah that’s funny.
BCFing good!
Saw this last night.
Pissed myself.
Well done.
BCFing smiled.
And that my friends, is why client love Ant Keogh.
Nailed it the first time at Clem’s then again at the Monkeys.
Brilliant!
Classic. How do BCF have a budget like that tho?!
Thumbs up to all involved.
Best BCF ad ever!
I really F-ing enjoyed that.
Good work Monkey’s team.
This is bloody excellent! Love the song and the production. Bring back the jingle.
This is great – well done guys
Love it! Well done.
Have to say, I liked the previous campaign more.
The gags are a bit too Mr Bean for my liking.
“Don’t go camping because it sucks and you can get bitten by a possum?”
Original one still the best
What’s the media strategy?
This is just the sort of thing to restore faith in our industry.
who was the production designer.
Smashed it!
It’s so refreshing to see a funny ad with a great line. Well done, Ant. Punters will love this.
noticed something quite funny
Loved it.
Huuuuuuge! Onya Gurner!
Funny.
Very good.
Good work Team – like advertising should be – a bit daft, lots of fun, very memorable and creatively cut-through. Without huge media dollars, this is a nice case of impact over frequency. Take heed.
Hilarious ad, all the camping cliches, impressive production quality with good casting. Just didn’t leave me convinced it’s going to do great things for the brand as a whole.
BCF was the best campaign produced at Clems under Keogh’s watch.
It’s the best thing I’ve seen for years. Not an ‘activation’, or a smart arsed thing that nobody sees, an old-fashioned ad that the general public will see, love and talk about. I bet BCF have got a lot busier since this campaign started running. Selling stuff with branded lines and things people see. Hey, that’s what we’re meant to do.