Former Bachelor Tim Robards steps up as the new Tim Tam genie

The Tim Tam genie has taken on a new form in Australia’s first Bachelor Tim Robards.

In a return to the tone of the original Tim Tam genie campaigns, this year’s explores the flirty and playful dynamic between the genie and its master, and positions the Tim Tam as a ‘relaxing’ and ‘irresistible’ indulgence.

In 2020, Arnott’s surveyed Australians on what they envisaged the modern Tim Tam genie to be like, and produced a campaign with a confident and charismatic female genie who grants three wishes to her canine master.

Robards is not the first personality from Ten’s The Bachelor franchise to be featured as the Tim Tam genie. In 2018, magician Apollo Jackson, who was a contestant on Sophie Monk’s season of The Bachelorette, took on the role.

Since its first appearance in the 1990s, several noteworthy Australians have featured in the Tim Tam genie campaigns, as both the wisher and the genie. Cate Blanchett appeared as the master in 1994.

Robards will appear in the integrated campaign which will run until June and support the launch of the new Tim Tam Crafted Collection. The campaign will appear on broadcast TV, out-of-home, digital, in-store, social and earned media. Several activations are also planned for the year which will grant wishes in real life, including on ‘National Tim Tam Day’, 16 February.

“This campaign continues our work to maintain the undeniable magic and irresistible indulgence of the iconic Tim Tam brand. A contemporary and humorous spin on the classic Tim Tam Genie story – as well as the distinctive never-ending packet of Tim Tam biscuits – will build fame and salience for the brand and engage Tim Tam fans across the country,” said Arnott’s marketing manager Matt Grant.

The campaign was created by The Neighbourhood, a bespoke Publicis Groupe team formed to service the Arnott’s account.


Client: Arnott’s
Chief Marketing Officer: Jenni Dill
Marketing Director: Susanna Polycarpou
Marketing Manager: Matt Grant
Director of PR, Digital & Social: Amy Wagner

Agency: Publicis Groupe via The Neighbourhood
Chief Client Officer: Helge Gruettke
Senior Business Director: Laura Hawdon
Business Manager: Jack Asimus
Planning Director: Peter Pippen
Creative Director: Michael Barnfield
Creative Team: Ben De Klerk and Ben Ware
Integrated Producer: Corinne Heffernan
VFX: Matt Brunner
Post Coordinator: Amritha Rajavelu
EP: Tim Pietranski
Still photography: Sam Bruce
Casting: Leon Fryer, I4Casting

Music: Song Zu
Sound: Shane Vancuylenberg

Media Client Manager: Sophie Crump
Media Coordinator: Mackenzie Cowan
Earned Media Lead: Andrew Sroufe
PR Account Director: Steph Banno
PR Senior Account Executive: Sarah Lipkin
Shopper Group Account Director: Steph Quinn
Social Media: Touch Creative
Packaging Design: The Edison Agency

Direction: Airbag
Director: Ariel Martin
EP: Alex Tizzard
Producer: Megan Ayers
Editor: Charles Ivory

Mnemonic: Cream Electric Art
Bruce Bigelow
Steve York
Nicole Henderson


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