Pepper Money offers its take on ‘real life’ in Australia with musical campaign

Non-bank loan provider, Pepper Money, has created its own Australian version of the track ‘Real Life’ by Jake Owen for its new campaign.

The campaign film features Australian actor Lloyd Allison-Young performing the song about how growing up in Australia and the demands of having a family have changed over time.

The film also features a number of Australian icons, including a Hills Hoist, a Holden Torana, and a ute with its tray adapted to become a swimming pool.

The campaign was created by String Theory and the film was directed by Stuart Bowen. Customedia is responsible for the media buy.

20 Pepper Media employees make cameos in the film, including its general manager of mortgages and commercial lending, Aaron Milburn.

Pepper Money’s CEO for Australia and New Zealand, Mario Rehayem, said: “Pepper Money’s brand has evolved and, after two decades, it is time to showcase the people we represent – real-life Australians. We’re proud to be launching tomorrow across a wide range of media our anthemic celebration to Australians facing the highs and lows of real life.

“A warning though: the catchy title tune, sung by Lloyd Allison-Young is a real earworm. My kids can’t stop humming it, and I find myself singing it in the shower.”

Pepper Money’s chief customer experience officer, Joanne Thrift, said: “The world keeps changing and Pepper Money is keeping pace with the breadth of customers we now support. Indeed, for many of them the nine-to-five job is a thing of the past. Increasingly, they’re having to adapt to new ways of working, being self-employed, working later in life, and working multiple jobs.

“In that context, String Theory sought to create an anthemic celebration of Pepper Money’s customers, in all their wonderful diversity, and to build on Pepper’s 20 successful years to position the brand as meeting the rapidly-evolving needs of those Aussie mortgage borrowers.

“A brand campaign of this type is a first for Pepper Money and the close relationship we have with our longstanding creative and media partners has allowed us to create such a standout campaign. I believe this will set Pepper Money apart from Australian banks and the other non-bank lenders in the market and clearly demonstrates that Pepper Money gets that real life happens.”

The campaign will begin tomorrow, with a takeover on Nine’s digital mastheads and YouTube. It will appear on TV, radio, outdoor, and social media.

The original song can be heard here:


Client – Pepper Money
Chief Customer Experience Officer: Joanne Thrift
Head of Marketing and Brand, Pepper Money: Alison Green
Brand and Sponsorship Manager: David Berry
Brand and Sponsorship Coordinator: Adrian Nigro

Creative Agency – String Theory
Director: Dr Jane Cherrington
Executive Creative Director: Jeremy Taine
Creative Director: Tim Blower
Producer: Alva Waldren

Media Agency – Customedia
Head of Digital: Richard Warwick
Senior Partner: Toby Roderick
Media Analyst: Tegan Vaha

Pepper Money staff appearances
Natalie Adorini
Sankar Allaboina
Sarah Apon
David Berry
William Eder
Kat Farrugia
Wasim Hashmi
Gareth Keeley
Tina de Klerk
Dennis Lee
Dana Lippett
Vase Marcevska
Rony Mezher
Aaron Milburn
Alice Moniz
Adrian Nigro
George Srour
Vanessa Sutherland
Jo Thrift
Ou Wen Yan


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