Rebel stresses the emotional importance of sport in new campaign

Rebel Sport is reminding Australians that now more than ever, it is important to shed the load we are all carrying  by taking some out to get active.

A new campaign from The Monkeys communicates that an ordinary day can be made extraordinary by pushing yourself to reach your sporting potential – showing a woman gradually shedding nagging parents, bosses and husbands as she runs.

Rebel’s general manager of customer and marketing, Jenny Gulliver, wanted to build an emotional connection to sport through the campaign.

“We’re proud and excited to launch our distinctive brand campaign which has the ability to build a stronger emotional connection between Australians and their sport,” she said.

The Monkeys were named Rebel Sport’s lead creative agency in June, and kicked off the partnership with a countdown to the return of the AFL season that had been on hiatus due to COVID-19. The Monkeys also works on the creative account for BCF, another of Super Retail Group’s brands.

The campaign reflects the link between exercise and stress relief and overall wellbeing.

The Monkeys Melbourne CEO, Paul McMillan, said: “Sport plays an incredibly important role in all of our lives. Whether it be participating, or supporting, it can help to improve our physical and mental health. The new rebel campaign is a call to arms for all Australians to get involved.”

The TVC was shot by Good Oil’s Hamish Rothwell. The campaign will appear nationally on television, social, digital, ambient and out-of-home advertising.


Client: Rebel
Managing Director: Gary Williams
General Manager Customer & Marketing: Jennifer Gulliver
Head of Creative: Zoe Phillips

Creative Agency: The Monkeys Melbourne, part of Accenture Interactive
Production Company: Good Oil
Director: Hamish Rothwell
Executive Producer: Simon Thomas
Producer: Andrew McLean
DOP: Germain McMicking
Editor: Lucas Baynes at ARC EDIT
Casting Agent: Chameleon Casting
Post Production: Blockhead VFX
Production Design: Jo Ford
Music: Level Two Music
Sound: Paul Le Couteur / Ceri Davis at Squeak E. Clean Studios

Contact the journalist:
Have more information on the article? Want to share an opinion? Just want to reach out? Email Zoe on or get in touch via LinkedIn.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.