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:

Dubsat logo Mumbrella


  1. Mick
    25 May 12
    11:30 am

  2. Pleeeese…… That was 3 minutes of my life I will never get back!

  3. A bloke
    25 May 12
    11:37 am

  4. Congrats jess well done. Star is always on the rise.

  5. Rawnocerous
    25 May 12
    11:43 am

  6. It was a pretty dire old month then.

  7. Logic
    25 May 12
    11:47 am

  8. 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.

  9. Peter Rush
    25 May 12
    11:52 am

  10. This is an unfunny, rambling mess. When viewed from the couch at home it’s an absolute channel changer – every time.

  11. Marie
    25 May 12
    2:01 pm

  12. You can’t be serious? It is a disaster of an ad and one I could stand to sit through.

  13. Vittoria
    25 May 12
    2:04 pm

  14. I want to punch myself in the face repeatedly after having watched that.

  15. Jeepers
    25 May 12
    2:23 pm

  16. They’re right, he was the perfect creative to bring that to life.

  17. Bridget
    25 May 12
    2:37 pm

  18. Ad of the month? Are you serious? I’d hate to see the competition it was up against…

  19. bob is a rabbit
    25 May 12
    2:59 pm

  20. I hope they have a myspace page I can check out

  21. social media green p plate
    25 May 12
    3:28 pm

  22. Surely that must be a typo?
    Don’t you mean ‘Worst Ad Of The Month?’

  23. spud
    26 May 12
    5:39 pm

  24. 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 !

  25. brightside
    28 May 12
    8:58 am

  26. 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.

  27. Pedro
    28 May 12
    3:53 pm

  28. 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.

  29. Tom
    29 May 12
    9:09 am

  30. 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