Nova challenges listeners to mutilate their teddy bears

Nova has today launched an ad campaign to back the next phase of its For Love & Money campaign to promote its Sydney breakfast show.

The campaign, created by Happy Soldiers, asks listeners to the Merrick, Dools & Ricki-Lee show what sacrifice they are willing to make.

The ads include a teddy bear in the blender and a football team who give up their shorts.

Listeners are being asked to pledge their sacrifice and upload video or photographic evidence of carrying it out to Nova’s Facebook page in order to win cash.

The first phase of the campaign which ran in June challenged listeners to help market the show.

David Borean, GM of Nova 969, said: “Through our first Love & Money campaign we were able to reach out to communities on-air and online who we hadn’t previously engaged. We were really impressed with the response we got, so this time around, we’re keen to see how much people are willing to sacrifice for Nova 969.”

The campaign will run through to November.


  • Client: DMG Radio Australia / Nova 969
  • Creative Agency: Happy Soldiers
  • Digital Agency: Shine Media
  • Production Company: Snakes & Ladders Productions

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