Dare Iced Coffee’s ad break on Channel 9 – worth tuning in to for a chance to win $30k
This Tuesday 17 April, Dare Iced Coffee will take over an entire ad break on Channel 9, with entertaining short form content featuring Actor/Comedian Ryan Shelton.
Targeted at a hard to reach 20-30 year old audience, the idea centres on providing engaging content with an irreverent and intelligent switched on solution to an everyday problem. Within this context, Shelton attempts to bring to life the creative idea of ‘A Dare Iced Coffee Fix’ll Fix It’ in an entertaining way.
Says Shelton: “Dare Iced Coffee gave me two Options. Option 1, be a part of the campaign to create three minutes of content that will take over an entire commercial break or Option 2, accept a lifetime supply of Dare Iced Coffee. I quickly chose Option 2 and they told me that one was a joke.”
Over a thirteen week campaign, television, radio and online aims to inspire fans to upload their own everyday dilemmas on the Dare Facebook page for their chance to win $30k and have their problem fixed Dare-style on National TV.
Jessica Severin, Brand Manager for Dare Iced Coffee, says the campaign is a great example of using a unique platform to engage and entertain our target audience while delivering our brand message.
Says Severin: “We are really excited about bringing Dare’s real coffee kick message to our consumers in a big and bold way.”
“This campaign is a great example of real collaboration between the Dare Brand team at Lion, Starcom and MCM Media; and Ryan was the perfect creative to bring to life the concept,” says MCM group content director Sam Thompson.
The campaign premieres on Channel 9 on Tuesday 17 April at 9pm.
Client – Jessica Severin, Brand Manager Dare Iced Coffee
Production and Creative – MCM Media and Ryan Shelton
10 Comments
I bet AJF are loving this.
Ouch.
Hmmm. Curious. I’ve seen a few brands give this a crack. This particular implementation seems less effective than others – given I am in the demographic and it only managed to raise one or two smirks/chuckles. I wanted to laugh, I really did. Decent looking production/SFX on this. I guess time will tell.
one word ……..WEAK
#selfharm is trending
How can a long ad be called short-form content?
Agree with 7:41pm.
Why is the media agency making long ads?
Bet they were the same media agency that told the client /creative agency that ’60 Second ads aren’t efficient’ in the meeting the week before.
The punters that like Ryan Shelton will love these. (The first time.)
Funny -not. Horrid. What client would pay for this?
Frankly never show this again & please try and get the people that drink dare to chuck there empties in the bin not blowing around the building site and into the street
Frankly never show this again & please try and get the people that drink dare to chuck there empties in the bin not blowing around the building site and into the street