Michael Hutchence and Bon Scott live on, Classic Rock tells listeners
R
ock legends are not dead on Classic Rock is the message behind the radio station’s first ad campaign, which launches on Sunday.
The campaign – created by Three Drunk Monkeys – uses the names of Australia’s greatest dead rock musicians, INXS’s Michael Hutchence and AC/DC’s Bon Scott.
It also features Jimi Hendrix and is the first ad campaign since DMG rebadged its Sydney and Melbourne Vega stations as Classic Rock.
Earlier today, Classic Rock revealed that its was axing its Melbourne breakfast lineup of Dicko & Dave.
Station boss Dan Bradley told Mumbrella: “These ads are a homage to the artists and it’s certainly not meant disrespectfully.”
A second thread of the idea that Classic Rock lives on is a series of time lapse air guitar moments.
A third thread will follow later.
The campaign, planned and bought by Mediacom, is running in Sydney and Melbourne in outdoor only.
The DMG-owned station launched in March, bringing an end to Vega Radio. It followed the purchase of 50% of DMG by Lachlan Murdoch.
Bradley said of the Three Drunk Monkeys’ advertising work: “We’re very excited about it. We know this creative is good. It’s going to work.
“We are very comfortable with the product and we know that it will hold people as they come in.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Is anyone questioning if the creative is meant to be disrespectful? I think people will get it. Seems like an odd comment to make if you’re so sure it will work.
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Love the idea.
i would’ve gone:
Bon Scott lives.
Michael Hutchence lives.
But maybe that’s why Three Monkeys got the business and not me!
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Hi Kate,
In fairness to Dan, I asked the questiion, and the quote was him answering that question. Personally, I think they’re fine and in the right spirt, but I had half a feeling that a rabid fan might object to the appropriation of their idol to sell something.
So far, what commentry I’ve seen in social media for isntance has been entirely positive.
Cheers,
Tim – Mumbrella
As an avid Bon fan, I love it.
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Rock On! Cool work
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Another great campaign from the Three Drunk Monkeys – the new sound of the station rocks.
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Considering that so many Australian radio stations wont touch AC/DC music & would rather play sissy-teeny-pop or Yo-mamma-ghetto-crap, I think this is a tasteful & respectful homage to Bon Scott (& the other musicians).
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Advertising aside, there is another little station out there doing classic rock called MMM. Wouldn’t they be better placed being original?
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Very classy, subtle and effective. Well done to the Monkey Men!
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yeah pretty awesome and yeah then and now alwayz they 4ever will be with us
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So does this mean that Classic Rock will only play AC/DC pre 1980 and nothing from their last 30 most popular years? It sort of downplays Brian Johnson’s role in the band and as much as Bon Scott was a fantastic talent and unbelievable front man, Brian Johnson has been there at least 20 more years than Bon Scott. And Bluey, have a listen to Triple M and WS. They also play AC/DC. Triple M in particular. In fact I may be wrong and happy to admit it but I think Triple M were even the radio station of choice for the recent AC/DC tour? Surely everyone that likes AC/DC and INXS have many of their albums on CD or ipod. That said is there really anything else that Classic Rock can offer me to listen apart from other artists from this bygone era? Artists of which I own many CD’s and music already (even their LATER stuff!!!) and can listen to whenever I want.
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