Ferocious possum, poisonous berries and swarm of bees feature in new BCF campaign via The Monkeys
BCF and The Monkeys have unveiled the latest BCFing campaign, featuring an evolution of the ‘BCFing’ song to follow one family’s camping holiday gone very wrong.
The mishaps revolve around the dad, who faces a sinking boat, ferocious possum, being dragged behind a jetski by his fishing line, eating poisonous berries, and a swarm of bees, among other disasters.
The integrated campaign, appearing on TV, online, radio, and in-store, aims to highlight how badly things can go in the outdoors without the right equipment and expertise.
“On the surface level, it’s a bit of fun, the physical humour can be enjoyed by anyone while, underneath, we haven’t forgotten the fundamentals of retail. With that song, no one forgets these ads are for BCF,” said Ant Keogh, chief creative officer at The Monkeys Melbourne.
The TVC was directed by The Bobbsey Twins, with Finch.
A possum attack is just one of the disasters the dad faces in the TVC
“Every Aussie has their own outdoor mishap that becomes a family legend. They’re the kind of stories and advice we help our customers with every day. Bringing them to life in this way is our collective ode to the great outdoors,” said BCF’s GM of marketing, Ben McConnell.
Additional campaign content will be posted on BCF-owned channels ahead of summer, building upon the Be a BCFing Expert platform, which saw the brand spend three years transforming its customer experience and staff training program to centre ‘expertise’.
Mike Derepas, The Monkeys’ head of planning, added: “Since the launch of the brand platform, Be A BCFing Expert, Ben and the BCF team have done the hard work to organise their business around the brand promise. Their commitment to the platform makes their campaigns work harder each year.”
Campaign Credits:
Client: BCF
General Manager Marketing – BCF: Ben McConnell
Studio Manager – BCF: Bridget Buckley
Creative Lead & Graphic Designer – BCF: Andrea Lukacz
Agency: The Monkeys, part of Accenture Interactive
CEO, Melbourne: Paul McMillan
CCO: Ant Keogh
Head of Planning: Mike Derepas
Copywriter: Hugh Gurney
Art Director: Joe Sibley
Head of Production: Romanca Jasinski
Producer: Jacqui Walker & Katie Wellbelove
Group Content Director: Jaimee Kerr
Content Director: Jantine Wigboldus
Account Executive Ella Papilion
Production Company: Finch
Director: The Bobbsey Twins
Executive Producer: Loren Bradley & Corey Esse
Producer: Cath Anderson
D.O.P: John Toon
Post production: Arc Edit
Editor: Peter Sciberras
VFX Artist: Eugene Richards
VFX Supervisor: Richard Lambert
Colourist: Martin Greer
Music: Electric Dreams
Sound Design: Squeak E Clean
Photography: Jesse Smith
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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that resembles some of my family camping trips – nice!
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A white bloke. His long suffering family. A pun on effing.
Jeez advertising doesn’t get any better than that. Hats off to The Monkeys.
It’s gold for Accenture… gold gold gold
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Swarming bees— hehehehe
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Brilliant, relatable, humorous and bang on for the target audience.
Pure genius, hats off to all involved.
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Have never laughed so much! Thank you to all concerned. Bloody Ripper!
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Best ad I’ve seen in a long time, really depicts the things that go wrong but really show the Aussie. My husband and I love this ad and laugh every time we see it, would be great if we could see more amusing ads instead of what is offered to us. I’ll be headed off to BCF we think their ads are great and we can’t forget their name.
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Great ad! Catchy tune – good beat, hilarious content – terrific graphics, leaves me smiling and dreaming of getting out into the great outdoors – but not without seeing the BCFing experts. Great work, Monkeys, Finch and all concerned,
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Congratulations on your new advertising for BCF, They are fantastic. And very well thought out. A lot of camping families can relate too. Well done
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My son in Darwin suggested I look at this. Wonderful!
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