Dare Iced Coffee wins Mumbrella’s Ad of the Month
An ad promoting an iced coffee drink has won Mumbrella’s April Ad of the Month.
The ad, for Dare Iced Coffee, featured comedian Ryan Shelton in a mock-home renovation show, The Dare Fix Challenge.
The full version of the ad ran for three minutes and premiered in an entire ad break.
Created by Dare’s marketing team, Shelton and MCM Media, MCM’s group content director, Sam Thompson said: “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.”
Starcom MediaVest covered media.
The Dare Fix Challenge was selected from Mumbrella’s Ad of the Month shortlist which included:
1. Kia Grand Carnival – stickers – Innocean
2. TAC – Motorcycle reconstruction – Grey Melbourne
3. Cadbury – Welcome to Joyville – Saatchi Saatchi
4. Miroslav – Miroslav Quality – M&C Saatchi
5. VB – Raise a glass – Droga 5
6. Dare Iced Coffee – The Dare Fix – MCM Media & Ryan Shelton
7. Jeep – Ultimate Search Engine – CumminsRoss
TV, cinema and the online video campaigns are eligible for the month in which they first screened in the public domain.
The winner is chosen by reader votes.
May’s call for entries will be made soon.
With the support of:
topics
ad of the month
Cadbury
CumminsRoss
Dare Iced Coffee
Droga 5
Grey Melbourne
Innocean
Jeep
M&C Saatchi
Miroslav
Raise A Glass
Saatchi & Saatchi
stickers
TAC
VB
Welcome to Joyville
Pleeeese…… That was 3 minutes of my life I will never get back!
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Congrats jess well done. Star is always on the rise.
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It was a pretty dire old month then.
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I REALLY liked the Dare spot and I’m not at all a big fan of Shelton’s shtick … didn’t realise MCM were involved. Congrats everyone.
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This is an unfunny, rambling mess. When viewed from the couch at home it’s an absolute channel changer – every time.
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You can’t be serious? It is a disaster of an ad and one I could stand to sit through.
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I want to punch myself in the face repeatedly after having watched that.
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They’re right, he was the perfect creative to bring that to life.
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Ad of the month? Are you serious? I’d hate to see the competition it was up against…
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I hope they have a myspace page I can check out
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Surely that must be a typo?
Don’t you mean ‘Worst Ad Of The Month?’
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Clearly the judges put quantity over quality. Terrible ad which i believe has been pulled as it annoyed existing and potential consumers. They “dare not” keep running it !
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The fact that this “ad” has received so many comments is testament to its effectiveness. Clearly wasn’t perfect however good on everyone involved for giving it a go. In an era of ad avoidance this certainly has captured peoples attention on a mass scale, and it was unmistakably a DAREing bit of work.
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I agree with brightside, the spot did it’s job and we all have to remember that you can’t please everyone. I don’t believe the ad has been pulled as you can still watch it online which is one of the pillars for judging as above.
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The Dare thing blows big time but the Kia Grand Carnival sticker ad on a short list for best ad??? Really??? It is a steaming pile of poo… why would any sane business want to identify their customers and/or potential customers with those retarded stickers and just how much of the car is seen in that ad?? Classic case of the concept vampiring the product
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