The Leukaemia Foundation’s World’s Greatest Shave has delivered its new campaign featuring the ‘iconic’ Bon Rurgundy.
The campaign includes four short thirty-second advertisements starring Bon Rurgundy as a ‘Chinville News Network’ anchor.
Created by Paul Barkley and partner Simon McGrath from Paul Barkley Creative for the second year in a row, the spots are set to roll out across television, online, social and mobile platforms as well as traditional print and posters.
The first spot titled ‘Bubble Wrap’ opens with Rurgundy saying “The Leukaemia Foundation has given me the job of convincing you to sign up for the World’s Greatest Shave”. He then proceeds to pop some bubble wrap behind the news desk.
Following this is the ‘No Pants’ clip where Rurgundy answers a call while delivering the news, then presenting a news flash, “I’m not wearing any pants” and finishing with “I’m Bon Rurgundy, you get shaving Australia”.
The third spot ‘Breaking News’ has him describing a man doing karate, a women dropping a tea-cup, a boy falling from a tree and finishing on ‘un-breaking news’ with the World’s Greatest Shave, encouraging viewers to sign up.
‘Green Screen’ is the fourth spot for the short videos, where Rurgundy reports live from various locations throughout the world, in front of a green screen.
Susie Howard, general manager and brand and marketing manager at the Leukaemia Foundation, said: “With our ever-expanding media mix, we needed a creative vehicle for the 2017 campaign that would deliver ‘bang for our buck’. Online is to play a much more prominent role this year so we briefed the guys on a robust digital campaign and several online video spots alongside our traditional 30sec TVCs.”
Paul Barkley from Paul Barkley Creative, said: “We needed a memorable character to stretch across a number of these channels in an effective way, while keeping within a set budget. Enter, five-time Chinie Award winning anchor and all round awesome guy – Bon Rurgundy.”
- Client: Leukaemia Foundation
- Agency: Paul Barkley Creative
- Creative Director: Paul Barkley
- Creative Team: Paul Barkley & Simon McGrath
- Director: Heath George
- Photography: Paul Barkley & Simon McGrath
- Animator: John Lewis
- Production Company: Clockwork Films