Bruce the giraffe ends lockdown in latest ‘Sounds Like Triple M’ creative

Bruce the giraffe is back for the next phase of Southern Cross Austereo’s (SCA) ‘Sounds Like Triple M’ advertising campaign, and he’s now left his living room to share his love of rock music with the rest of the world.

After launching the ‘Sounds Like’ campaign with Thinkerbell earlier in 2020, Triple M has brought back Bruce for another ad, this time walking down the street singing ‘Run To Paradise’ by The Choirboys.

On his travels, Bruce meets another giraffe named Babs, also a rock lover and singing along to the same tune.

“…the essence of what makes Triple M, Triple M is so unique – with its world first combination of rock, sport and comedy – maybe the question should be, why not a giraffe?” the station said told media.

Triple M hailed the original campaign as a huge success, and now phase two will roll out across TV, outdoor, digital and social from December.

Head of Triple M Mike Fitzpatrick said Bruce the giraffe represents “every Triple M listener coming out of 2020 – excited to be out, with the world’s greatest rock station in their ears and wearing their inner rock star on their sleeve.”

Thinkerbell co-founder and chief creative tinker Jim Ingram said the agency wanted to get Bruce out of his house now that lockdown is over.

“In this latest iteration of Bruce we thought it was important to get him out of the house –  he’s been cooped up for a while and was going a bit stir crazy,” he said.

“So, it’s good to see Bruce exploring his neighbourhood and rocking out to Triple M at the same time.”


Agency – Thinkerbell
CGI/VFX – Cadre Pictures
Production – The Producers
Sound – Brendan Tacey, Triple M


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