Peters Ice Cream have been celebrating the 50th anniversary of the Drumstick in Australia with a ‘Celebrating 50 Summers’ campaign which honours the “classic rituals” associated with an Australian summer.
The campaign from Leo Burnett Melbourne and Publicis Mojo features common experiences associated with an Australian summer including bad tan lines, backyard cricket and budgie smugglers set against a new version of ‘Ode to Joy’.
It ends with the familiar Drumstick ad ending of a large group on the beach in synchronised motion eating a Drumstick with one character changing things up to take a bite of the bottom of the cone first.
The commercial has a familiar feeling, drawing on similar summer imagery used in past campaigns as the ‘Celebrating 50 Summers’ campaign plays on the idea that the Drumstick is the Aussie ice cream cone of “summers past, present and future”.
Peters Ice Cream head of marketing Emma Jane Collins said in a statement: “Drumstick is Australia’s original ice cream cone and has been synonymous with Australian summer for five decades. Celebrating Drumstick’s 50th anniversary is an exciting milestone for us, and it’s great to see 50 years on it’s still a favourite for Aussies young and old.”
The campaign launched with outdoor activity in November last year, with the commercial launched via digital channels at the beginning of December. It was then launched on TV and cinema on December 26.
It runs until mid-February.
A Facebook app has also been developed for the ice cream brand, on which fans are encouraged to create and share photos that show their favourite summer memories and rituals.
Leo Burnett Melbourne executed and produced the TVC with production company the Sweet Shop and Noah Marshall as the director. The concept was created by Publicis Mojo.