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Men behaving dangerously feature in Maximus campaign

Men trying to solve everyday problems – albeit in an unsafe manner – are the feature of the first campaign for sports drink brand Maximus.

Created by TKT Sydney and Frucor Suntory, the ads feature men struggling as they build campfires, clear roof gutters, use jackhammers and attempt to free a ute which is bogged.

The campaign will run across TV, digital, social and out-of-home.

Mark Wiedermann, marketing director at Frucor Suntory, said in a statement: “We’ve had a lot of fun with the Maximus brand over the years celebrating the lifestyles of Aussie men who, whatever the task, give it a red hot go and earn their mateship stripes for going big.

“This next campaign recognises the understated hard yards men go to, to get the job done, earning themselves great tasting replenishment of a Maximus, and brings attention to those mates who need a slight ribbing that their efforts are just not good enough.”

Ben Coulson, chief creative officer, TKT, Sydney, added: “It’s weird how sports drinks always use elite athleticism as a hook, and almost no one who drinks them is an elite athlete. There are plenty of other ways to work up a sweat and it felt like time to have a chat about that.”

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