A sinister black swan menaces people into choosing its dip in new campaign

A mysterious black swan menaces a partygoer and supermarket shopper into choosing a dip named after it in the brand’s first sortie into TV advertising in more than a decade.

The new campaign by Publicis Mojo Brisbane for the BlackSwan range of savoury dips includes two 30 second spots which feature the same swan appearing as a man is about to choose a dip at supermarket, and to another man at a house party.

The brand originated in South Melbourne and has grown to be the market leader in the category.

“Black Swan is a uniquely Australian brand that has grown organically over time, based on its product quality,” said Chris O’Sullivan, CEO and managing director of Monde Nissin, which bought Black Swan in 2014.

“Publicis Mojo have developed a compelling platform to accelerate BlackSwan’s sales and we are backing it with this new campaign.”

Grant Rutherford, chief creative officer of Publicis Mojo said: “It’s rare you get an idea that has such beady eyes staring you right in the face. It’s infinitely campaignable and distinctly ownable for the Black Swan brand.”

Georgina Pownall, general manager of Publicis Mojo Melbourne added in a statement: “There is huge potential for Black Swan sales in Australia.

“It is a great quality product and well-priced ion the category. So we believe we can capitalise on the awareness and popularity of the brand that is already in the market.”

The campaign is running nationally.


Client: Chris O’Sullivan, Monde Nissin

Agency: Publicis Mojo Melbourne

CCO: Grant Rutherford

CD:  Michelle Walsh

Writers: Michelle Walsh / Grant Rutherford

Art directors: David Schaak / Grant Rutherford

Digital Lead:Mike Crebar

General Manager: Georgie Pownall

Producer: Vicky Lee / Jacinta Xing

Prod Company: Airbag

Director: Micca Delaney

Producer: Rob Stock

Sound: Final Sound: Craig Conway


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