Menulog recruits Wendell Sailor to do mundane things at home during State of Origin, via Thinkerbell

During game two of State of Origin on Sunday evening, Menulog released a series of ads showcasing footy legend Big Dell, aka Wendell Sailor, doing mundane things at home.

After receiving feedback from footy fans during game one that the frequency of the new campaign launch featuring global superstar Katy Perry disrupted their Origin viewing experience, Menulog wanted to have a bit of fun and take things in another direction for game two, via a series of deadpan ad spots playing throughout the match.

Developed by Thinkerbell, Sailor was on full display through a series of everyday activities, including brushing his teeth, reading ‘King of the Wing’ and having a snooze. The feedback was instant online, with many singing the praises of Menulog’s reaction including:

The Katy Perry spot at hand is a remake of the brand’s iconic ‘Did Somebody Say’ jingle, swapping out Snoop Dog’s original hip hop take on the track for Perry’s iconic bubblegum pop, with the new spot giving viewers a look into Katy Perry’s delicious world of food themed glamour.

Simon Cheng, marketing director at Menulog Australia, said: “We may have slightly overcooked it for footy fans with our advertising during game 1 of State of Origin. But we get it…the fans tune in for some great footy. Our Katy Perry ad is definitely not going anywhere and Aussies can expect to see and hear it many more times, but for game 2 of Origin, we wanted to give them something a little closer to home with a bit of Wendell.”

Adam Ferrier, chief thinker at Thinkerbell, said: “We admire brands who have a bit of fun at their own expense. We loved helping Menulog get involved in the conversation and deliver something bloody unexpected.”

The campaign has been supported via earned media and social.


Client: Menulog Australia

Creative, Earned and Social: Thinkerbell

Media: UM

Production: Elastic


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