How Fifi & Jules created ‘the greatest radio ad ever made’ for iSelect

Fifi Box Jules Lund Today NetworkAn opportunist phone call to the Fifi & Jules drivetime show from iSelect chief marketing officer David May has delivered the brand a national PR coup across the Today Network.

May persuaded the pair to create what they told listeners was “the greatest radio ad ever made” with the project becoming a central part of the show for the last fortnight.

The four-and-a-half minute epic finally made its debut last night.

Hear the ad:

The all star team behind the ad included author and former adman Bryce Courtenay doing the writing and Rob Sitch, who directed clsassic Australian movies The Castle and The Dish, directing the ad. The voiceover comes from Steve Zirnkilton, best known for the deep voiced “In the criminal justice system…” introduction to TV show  Law & Order.

The ad also features a cameo from former Nine star Kerri-Anne Kennerley making ends meet as a phone operator for iSelect. Former Beverly Hills 90210 star Jason Priestley also appears in the ad along with the Today Network’s Fifi Box, Jules Lund and Hamish Blake.

The project began after Box discussed on air how she used to be copywriter, and wrote an ad for a hair salon in Newcastle.

May told Mumbrella: “It was just one of those lucky things. I listen to a lot of radio, and when I heard them talking about it, I picked up the phone and they put me to air. I’m always looking out for opportunities like this. If all we talked about was helath insurance and motor insurance people would get bored very quickly.”

Southern Cross Austereo did not charge iSelect for the airing of the ad. May said: ‘It probably helps that we do spend a lot with SCA in general.”

May said: “I’m now talking to Austereo about how much it will cost to run it again.”


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