Triple M launches new ‘Sounds Like Triple M’ marketing campaign via Thinkerbell
The Triple M Network will this weekend launch a new marketing campaign, titled Sounds Like Triple M via Thinkerbell.
The Triple M Network has grown to 45 stations across FM, AM, DAB+, mobile and online, and as the network celebrates its 40th birthday, the Triple M team sought to create a campaign that communicates what listeners can expect when they engage with Triple M. It’s a brand that has a passionate, fun and absurd energy that simply cannot be put into words.
The campaign centres around an animated giraffe, affectionately known as Bruce, who, in his 1970s style lounge room, is singing to Whitesnake’s iconic power ballad – Here I Go Again. Why? Because, it’s too hard to describe with words what “Sounds Like Triple M”, so instead the team decided to show it… and a singing giraffe gives the audience a pretty good idea.
Says Mike Fitzpatrick, head of Triple M: “What this ad conveys is Triple M’s uniqueness. We wanted to reflect our irreverent tone of voice, and to evoke the feeling you get from listening to Triple M – whatever that means to you. Whether it’s the shows, the music or the footy, it should make you feel great.”
Says Nikki Clarkson, chief marketing and communications officer, Southern Cross Austereo: “The campaign is a simple idea that aims to reinforce Triple M is one of a kind. The imagery in the commercial, brought to life by the team at Thinkerbell and animation experts Cadre, together with an iconic rock song, delivers on this promise.”
Says Jim Ingram, chief creative tinker at Thinkerbell: “What makes Triple M, Triple M? Personally, I have no idea how to describe it. But I know a giraffe named Bruce and a band called Whitesnake who can!”
Says Adam Ferrier, chief thinker at Thinkerbell and consumer psychologist: “The giraffe represents both a visual and audio distinctive brand asset that creates a sense of cognitive disfluency in the receiver….. ahhh forget it, it’s just a bit of fun.”
The Sounds Like Triple M campaign will roll out across TV, catch up TV, outdoor, print, digital and social from Sunday March 1.
Client: Southern Cross Austereo
Agency: Thinkerbell
CGI/VFX: Cadre Pictures
33 Comments
And tastes like Australia!
Simple idea nice craft. No bogans. This is best MMM stuff in years.
This is fucking awesome. Fucking weird. But fucking awesome. Fucking.
Will pay that.
Reminds me of something I saw in the jungle years ago.
I think the fact it was PRd late on a Friday afternoon says it all.
This is the lamest shit I’ve ever seen
Well done Thinkerbell
Better than a dancing hamster I guess. Good song but.
Am I missing something? What does this mean?
Like this.
SCA, which owns and runs Triple M, recently had to let a lot of people go, so presumably, there’s not a lot of spare money floating around there at the moment.
So imagine commissioning an agency to produce a piece of work where the Chief Creative Tinker says, “What makes Triple M, Triple M? Personally, I have no idea”, and the Chief Thinker and consumer psychologist, “The giraffe represents both a visual and audio distinctive brand asset that creates a sense of cognitive disfluency in the receiver….. ahhh forget it, it’s just a bit of fun.”
Regardless of what you may think of the ad, doesn’t the client deserve a little more respect than that?
Hi wow. Get a sense of humour. Advertising helps businesses grow. It’s why we do it. This is good fun MMM
They should go back to doing ads that meant something, like https://www.youtube.com/watch?v=7QcQHRQdKPI
It’s no Cadbury gorilla
This is the new purple hippo!
It’s a fun waste of money. It looks good and sounds good. But there’s no way known people are going to see it and think Triple M, not is it giving me any reason to switch over to Triple M.
Was thinking exactly that.
Good to see that medical grade marijuana has made a return to creative departments.
This is great. Its irreverent, fun, and rock. Post and craft is excellent.
I preferred the Fox FM / 2day FM purple hippo: https://www.youtube.com/watch?v=nK1SOCGEpjA
Should’ve revamped Dr Dan and had him rocking out. Would’ve made far more sense to leverage an established and well known brand asset. This could be an ad for any rock based station, just change the logo.
The dancing hippo returns!
Is it just me or is this a poor attempt at ripping off Cadbury’s iconic gorilla ad?
Classic tune performed by animal. Tick.
Logo. Tick.
Have they paid Lionshare for using the Giraffes image?
It’s Cuz inside that Giraffe suit.
Nice ad, I’m definitely switching to Optus after seeing this.
The irony of calling yourselves ‘Thinker’-bell, then producing work of such epic vacuousness.
It’s creative like this that makes me embarrassed for the industry in Australia.
https://www.youtube.com/watch?v=6dCmJEtN8XM
That’s what the Optus Giraffe is up to now.
I really hate this ads. I am sorry guys it just doesn’t even look interesting.
I LOVE THE AD. It makes me laugh especially in these times. The thought behind it is all fun and it does show us that TRIPLE M does have some great music.