Talk about timing. Australian swimwear brand Budgy Smuggler has just launched an eminently (Ad Nut apologises in advance) cheeky campaign that invites the UK to give up on Brexit and "Brenter" Australia instead. Lucky for the brand, the campaign perfectly coincides with the ascent of the Brexit mess to new heights of lunacy, as MPs just voted against eight different options for how to proceed.
Although Ad Nut must warn you that there are some things in the ad you will not be able to unsee, the cultural jabs—which gleefully make fun of not only the UK and Europe but Australians as well—make it very much worthwhile.
The campaign, by Clemenger BBDO Melbourne, also includes coordinated PR actions executed by Clemenger BBDO PR in Australia and Ketchum London in the UK.
In the UK, the campaign launched via a press conference hosted on—what else?—a campaign bus outside the Houses of Parliament. In Australia, a group of #JoinTheAU advocates, dressed in nothing but AU Budgys, announced the campaign on Bondi Beach.
“As a brand with offices in Australia and the UK, which is our UK/Europe base, we’ve been watching intently as Brexit has unfolded, and to be honest it looks like a complete shit fight," Adam Linforth, the brand's "chief smuggler", said. "So we thought we'd extend an olive / eucalyptus branch from sunny Australia."
(There. All done, and Ad Nut has successfully resisted making any jokes about nuts. You're welcome.)
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