Speedo reclaims Aussie history in new spot, via MIRIMAR
Beloved Australian swimwear brand Speedo has launched a global campaign to relaunch the brand and reclaim its Aussie history, featuring Australian actor Dacre Montgomery among others, via MIRIMAR.
‘Go Full Speedo’ reminds the world of the iconic brand, and how it is “dripping with Aussie charm”.
While Speedo has focused on speed and performance for many years, it has drifted away from its original Aussie attitude. The new platform hopes to win back that charm, and recapture where the brand has come from and the commitment to where it’s going.
Directed by Aussie Scottie Cameron, the spot features Aussie actor Dacre Montgomery, the stars of Bondi Rescue, and California skateboarded Peggy Oki.
“‘Go Full Speedo’ embodies the indomitable spirit that resides within us all – an unwavering determination to seize every opportunity, both in and out of the water, and take commitment to the next level,” said Simon Breckon, SVP of Speedo International.
“We’re incredibly excited to be launching the new campaign alongside a star such as Dacre and all our athlete partners.”
MIRIMAR’s executive creative director, Nick Morrissey, added: “‘Go Full Speedo’ is a mindset that can transcend the pool and live in culture to celebrate anyone that’s giving it a red hot go.”
The spot is set to an original song by Aussie band The Beefs, which will be released as a single and as a track on the band’s new album. The campaign will also see PR launch stunts, social activations and athlete endorsements.
“Growing up in Bondi before moving to the US, Speedo was always more than just a swimwear brand – it was iconic for the people and the lifestyle it represented,” said Luke McKelvey, co-founder at MIRIMAR.
“We love that this new platform can encompass everything from a kid jumping from the high board for the first time to an Olympic athlete breaking a world record.”
The spots are live across Australia, the US, UK, France and Germany, with media focusing on paid online video, influencer channels, and athlete-owned social channels.
The campaign will run through to October.
Other assets:
‘Towel Change’
‘What Do You Call Them’
Credits:
Client: Speedo
Global SVP: Simon Breckon
Content & community manager: Anna Stevenson
Global head of content & community: Daniela Trece
Global content & community manager: Cindelle Gouin
SVP content & creative: Paisley Wright
Head of art: Dana Brej
Junior producer: Lucy Fairbanks
Agency: MIRIMAR Creative Group
Chief creative officer: John McKelvey
Co-founder & managing director: Luke McKelvey
Executive creative director: Nick Morrissey
Senior art director: Alex Polglase
Senior copywriter: Jake Ausburn
Senior account director: Holly Sloofman
Executive producer: Bill Berg
Creative producer: Jacqui Walker
Agency producer/post: Margot Fitzpatrick
Production company: Collider, Sydney
Director: Scottie Cameron
Executive producer: Rachael Ford-Davies
Producer: Melissa Weinman
Production manager: Kate Rule
Production/cast co-ordinator: Natasha Brockmeier
Director of photography: Ryan Camody
Camera operator B cam: Jordan Maddocks
Art director: Elisa Baker
Editorial company: The Editors, Sydney
Editor: Grace O’Connell
Executive producer/MD: Nicoletta Rousianos
Editorial producer: Isabella Key
Flame operator: Stu Cadzow
Colourist: Matt Fezz
Music
Original track: “Go Full Speedo” The Beefs.
Original music and lyrics – The Beefs
Production – Sammy Smith
Sound design and music post: Sonar Music, Sydney
Senior sound designer: Andy Stewart
Additional music production: Josh Pearson
Additional SFX & foley: Joel Dias and Liam Del Prete
Head of production: Haylee Poppi
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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