Aussie nerds want you to leave them alone and go to Jaycar Electronics instead, via Special
Electronics retailer Jaycar Electronics and Special have released a fresh campaign that champions the voices of Aussie nerds, telling people to give them space and go to the former for all their technology needs.
The retailer’s ‘Just Ask Jaycar’ brand platform makes use of a 30-second film that sees a glasses wearing representative speak on behalf of nerds everywhere, expressing their frustration and somewhat reluctance of being the go-to person for tech issues.
“Today we say… just ask Jaycar,” the representative says, concluding the spot.
According to Jaycar’s chief marketing officer, Caroline Viska, the retailer has existed within a niche pocket for too long; the campaign helps it widen its offering.
“For far too long we have been the best kept secret in retail – known only to a niche, technical customer,” Viska said.
“Thanks to the amazing team at Special Australia things are about to change, we’re broadening our offer to a wider range of consumers and ensuring people know exactly where to go with their technical questions.”
“For those of you that know us, supply us, or shop us, I think you will find that the campaign nails the ‘human truth’ and essence of us,” Viska added.
“We all have a nerdy friend who politely, but perhaps unwillingly, helps us with tech problems,” said Special creative directors, Justin Butler and Letizia Bozzolini.
“This campaign is their slightly awkward moment in the sun, where they finally work up the courage to say: Just Ask Jaycar.”
The platform leverages digital, out-of-home (OOH), TV and social platforms to connect with audiences.
CREDITS
Client: Jaycar Electronics
Chris Wilesmith, CEO
Caroline Viska, CMO
Alain Sandler, Group Marketing Manager
Creative: Special
Lindsey Evans, CEO
Tom Martin: Partner, CCO
Julian Schreiber: Partner, CCO
Dave Hartmann: Partner, CSO
Justin Butler: Creative Director
Leti Bezzolini: Creative Director
Sophie Aitken: Creative
Edwin Concubierta: Creative
Adam Shear: Head of Design
Sabine Schwartz: Design DIrector
Maggie Webster: Designer
Sevda Ćemo: Head of Film & Content Production
Kat Stephens: Senior Producer
Gill Russell: Team Lead
Media: Pearman
Tara Lamond, Group Business Director
Marta Kozlowska, Senior Account Manager
Bench:
Nate Vella, Brand Strategy Lead
Production Company: MOFA
Director: Yianni Warnock
Executive Producer: Llew Griffiths
Producer: Linzee Rose
DOP: Campbell Brown
Art Director: Sam Lukins
Posthouse: The Editors
Offline Editor: Mark Burnett
Online Editor/Colourist: Matt Fezz
Post Producer: Bella Key
Sound & Music House: Rumble Studios
Sound & Music Producer/EP: Michael Gie
Composer: Rino Darusman
Sound Engineer: Tone Aston
Casting: Byrne Creative
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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