Vegemite’s TV spot starring Darwin’s Ice Hockey Club gets 26,000 views on YouTube since launch
A television commercial, created by JWT Melbourne, featuring the comical tale of Darwin’s ‘World Champion’ Ice Hockey Club, has received over 26,000 views on YouTube since it launched four days ago.
Darwin’s Ice Hockey Club are the stars of one of two new Vegemite television commercials, which premiered on Sunday night as part of a nationwide campaign to celebrate everyday Aussies who are achieving extraordinary things. The Club has challenged some of the most successful and powerful ice hockey teams in the world, inviting them to come to Darwin, and is proud to claim it is yet to be beaten – arguably making them the ‘World Ice Hockey Champions’, despite not ever actually having played a game.
The television commercial for the new ‘Toast of a Nation’ campaign for Vegemite spread has received over 26,000 views on YouTube since it launched. The TV commercial starring the Club is also responsible for increasing the Vegemite YouTube channel ranking, which is now the 11th most popular in Australia, with over 11,000 views.
The spot was also selected in the Top 6 of the Week on bestadsontv.com, the global creative site, and picked as runner-up by guest judge Erkki Izarra, creative director and founder of 358 Helsinki.
The latest Vegemite campaign has been born from over the past 18 months with the brand actively engaging with Australians to understand what they want from their famous icon. And from all accounts, Australians have said they want Vegemite spread to stand up and hero what makes us great.
Over the next 12 weeks, Vegemite is undertaking a nationwide search for 25 everyday Aussies who are ‘Made from Vegemite’, crowning the most unique and exceptional as the ‘Toast of a Nation’. Australians are invited to share the remarkable stories and achievements of themselves and people they know by nominating at vegemite.com.au
The Darwin Ice Hockey Club is a living legend in the Northern Territory, and Vegemite hopes that their fun loving nature, down to earth attitude and willingness to ‘have a crack’ will inspire other Australians to join the nationwide search for the ‘Toast of a Nation’.
Joe Stenhouse, Darwin Ice Hockey Club player said: “Although rather surreal, it is such a thrill for the Darwin Ice Hockey Club to be part of Vegemite’s new television commercial. It’s an even bigger thrill that so many people have watched the commercial and love it. We’ll have to step up our training now though, as with the whole of Australia watching, we may actually have a team show up to play us!”
Says Kraft Foods Australia Senior Brand Manager for Vegemite, Andra Gough: “We’re delighted that the new Vegemite TV commercial featuring The Darwin Ice Hockey Club has engaged the Australian public. We are proud to be toasting the Darwin Ice Hockey Club, and supporting the team as living proof that even the most unlikely group of Aussies can be World Champions if they put their mind and spirit to it.”
In lieu of payment for staring in the commercials, the Darwin Ice Hockey Club have asked Vegemite to make donations on their behalf to a number of local charities, including: Camp Quality, Cancer Council NT, Wildcare Inc. NT, RSPCA Darwin, and Palliative Care NT Inc. Top End Brand.
Australians join the search for the ‘Toast of a Nation’ at vegemite.com.au
10 Comments
Lovely, lovely, lovely!!!
Looks like you might have had a bit of fun taking the piss on this, lads.
And very nice too, Scotty & Your Grace.
(I even detect a touch of your writing style in there, Godwin.)
Sorry, forgot to put my name to 3.55am… Although most who know me would prefer that I were anonymous in general.
Understandably.
Hey anonymous, to save you from your ignorance, what my mates from the MBIH say and show on the ad IS HOW IT HAPPENS and has been for many years and many wonderful victories. There has been no editorial licence taken with this, the ad shows it as it is!
The only think missing was the celebratory “pub crawl” down Mitchell street toasting the victors and reigning world champs….. again and again and again…
Mick, you’re following and commenting on a specialist advertising blog?
Fuck mate, that’s impressive commitment for someone that’s as busy a REAL ice hockey ex-goalie as you!!!
Perhaps you could next turn your hand to copywriting if the Pittsburgh Steelers keep not turning up for a game.
Sorry, mate, about the obviously wrong and offensive “piss take” comment, if indeed I’m the anonymous one you’re referring to.
Please pass my compliments, nevertheless, on to Scotty and His Grace if they haven’t read my praise yet. The fact it’s all real makes it all the more wonderful.
Nice pictures and it was fun to watch. Didn’t make me hungry for what was the product? Ah, yes… Vegemite. In fact, it looks like Vegemite is made from bulls**t. 26,000 views on YouTube. Wow! Gosh! YouTube! Would be interested to see how this equates in sales. Or are we in the business of making funny little trailers? It’s is entertaining, but it’s also a very myopic view of a multicultural society.
Incredible.
Crap
As a Canadian expat living here in Australia for over 11 years now I love this ad!!!!
Even though this advert is 7 years old, I still get a great laugh out of it. It has to be the greates ad ever made……..I just love living in Darwin