‘Kill Hungrythirsty Dead’ returns for Oak as an animated teddy picks up where Sergeant John Henry left off
Oak has revived its ‘Kill Hungrythirsty Dead’ campaign, ten years after its launch.
The ad picks up halfway through the original TVC, set at a fairground, and sees an animated teddy bear take the place of actor David Field’s character Sergeant John Henry.
Despite marking the ten year anniversary of the campaign, the new ad is based on a TVC that was released in 2012.
Kill Hungrythirsty Dead was devised to communicate that Oak is the perfect solution to feeling a little bit hungry and a little bit thirsty.
In the new campaign, the bear says that Oak kills Hungrythirsty dead and ‘then negotiates the rights to a Netflix doco about the murder’.
The 2012 Kill Hungrythirsty Dead TVC can be viewed here:
Lactalis general manager marketing, Angela Burr, said: “OAK is an incredible brand to have in the portfolio and we are very excited to be launching a new campaign with our long-standing agency The Monkeys.
“OAK has a history of provocative and disruptive creative, and any creative idea for this brand needs to be bold, brave and irreverent. We love the work.”
The Monkeys were responsible for the launch of Kill Hungrythirsty Dead in 2010 and have continued working with Oak for the new campaign.
Ant Keogh, The Monkeys chief creative officer, said: “This new episode takes a sideways path, picking up on one of the other characters in the OAK universe. A place where even the teddy bears are no-nonsense tough guys.”
The TVC was directed by Leilani Croucher and produced by Revolver. Visual effects were completed by Heckler.
The campaign will appear on TV, online and in-store throughout the winter season.
Credits
Client: Lactalis Australia
General Manager Marketing: Angela Burr
Marketing Manager: Tracey Berkeley
Sr. Brand Manager: Bronwyn Phillips
Agency: The Monkeys, part of Accenture Interactive
CEO: Paul McMillan
Chief Creative Office: Ant Keogh
Head of Planning: Mike Derepas
Sr. Art Director: Connor Beaver
Copywriter: Scott Zuliani
Senior Craft Designer: Raph Tamkalis
National Head of Production: Romanca Jasinski
Producer: Emma King
Group Content Director: Jaimee Kerr
Content Director: Jantine Wigboldus
Account Executive Ella Papilion
Production Company: Revolver/ Will O’Rourke
Director: Leilani Croucher
Managing Director/Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Alex Kember
DoP: Jeremy Rouse
Editors: The Glue Society Studios
VFX / Post Production: Heckler
VFX Supervisor: Jamie Watson
Executive Producer: Bonnie Law
Head of 3D: Tom Corbett
Senior Compositor: Bertrand Polivka
2D Supervisor: Ryan Trippensee
3D Artists: Boris Formin & Tim Jarick
Lead Colourist: Greg Constantaras
Senior Flame Artist: Brad Smith
I/O: Daniel Page, Maud Chapuis
Sound: Squeak E Clean Studios
Sound Engineer: Paul Le Couteur
Executive Producer: Ceri Davies
Photographer: Neil Bailey
Executive Producer: Doone Colless
Retoucher: Dave Mercer
