What ‘Sounds like Triple M’? A giraffe named Bruce dancing in his living room, according to new campaign

A giraffe caught up in the moment singing along to Whitesnake’s 1980s hit Here I Go Again is the centrepiece of a new ‘Sounds like Triple M’ campaign created by Thinkerbell.

The Southern Cross Austereo (SCA) station said ‘Bruce’ the giraffe was used to show the power and emotion of its music, because “it’s too hard to describe with words what ‘Sounds like Triple M’… and a singing giraffe gives the audience a pretty good idea”.

The campaign is meant to demonstrate the “passionate, fun and absurd energy” of the station, with head of Triple M Mike Fitzpatrick saying it shows off the station’s “uniqueness”.

“We wanted to reflect our irreverent tone of voice, and to evoke the feeling you get from listening to Triple M – whatever that means to you. Whether it’s the shows, the music or the footy, it should make you feel great,” he said.

Southern Cross Austereo’s chief marketing and communications officer, Nikki Clarkson, said the company’s agencies had delivered.

“The campaign is a simple idea that aims to reinforce Triple M is one of a kind. The imagery in the commercial, brought to life by the team at Thinkerbell and animation experts Cadre, together with an iconic rock song, delivers on this promise.”

And Thinkerbell’s Jim Ingram and Adam Ferrier attempted to explain the meaning of the giraffe.

“What makes Triple M, Triple M? Personally, I have no idea how to describe it. But I know a giraffe named Bruce and a band called Whitesnake who can,” chief creative tinker Ingram said.

Added chief thinker and consumer psychologist Ferrier: “The giraffe represents both a visual and audio distinctive brand asset that creates a sense of cognitive disfluency in the receiver….. ahhh forget it, it’s just a bit of fun.”

The Sounds Like Triple M campaign will roll out across TV, catch up TV, outdoor, print, digital and social from today.

Client: Southern Cross Austereo
Agency: Thinkerbell
CGI/VFX: Cadre Pictures


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