M.J. Bale Sends UK Weatherman On Heat-seeking Mission For New Campaign
M.J. Bale has partnered with TBWA Sydney and Eleven for a new campaign, putting the brand’s Cool Wool suit – which it claims to be the most breathable yet – to the test by giving it to a man who is in no way designed to handle high temperatures.
Armed with his forecasting equipment, an M.J. Bale suit and a skeleton crew, UK weatherman Alex Beresford set out on a heat-seeking mission from the set of Good Morning Britain to chase the sun around the globe and put the Cool Wool suit through its paces.
Every day, Beresford forecasted where tomorrow’s hottest temperature was going to land on the globe, then raced to make it there for another live weather forecast.
Back home, the results of these broadcasts were fed into a custom-built M.J. Bale change room (see below) designed to change people’s opinion of wool as a summer fabric, allowing the public to experience the effects of M.J. Bale’s Cool Wool suits in the exact same conditions that Beresford encountered.
Each forecast was delivered through Facebook Live, allowing the public to interact with Beresford in real time.
Unfortunately for him, this meant that he spent 11 days being tormented by his audience, from the blistering sands of Dubai to the salt flats outside Jodhpur all the way to the middle of the Sahara Desert.
It was only when Beresford finally arrived in the record-temperature-holding Death Valley that his audience finally relented and rewarded him with an icy cold drink instead of the molten-hot vindaloos and arduous camel rides he’d had to endure.
Despite phones melting, numerous vehicles breaking down and tempers flaring hotter than the sun he was chasing, the suit held its own in the hellish conditions.
Craig Brooks, deputy executive creative director of TBWA Sydney (and member of the skeleton crew), said: “When we were coming up with the idea, I assumed that I wouldn’t actually be heading out on the shoot, so we really pushed the torture elements to the limit.
“Big mistake, because I then had to experience it all for myself. Luckily the suit and Alex held up to everything we threw at them, so it was worth it, even though it shaved five years off my life.”
TBWA Sydney chief creative officer Andy DiLallo added: “It’s not often you get the opportunity to make a great campaign that tortures an Englishman and your deputy ECD at the same time, so for me it was a no-brainer.”
Matt Jensen, founder and CEO of M.J. Bale, said: “Looking good is a struggle when you live in one of the hottest countries in the world, with many men sacrificing style to stay comfortable.
“With this campaign, we wanted to show gents no matter how hot the forecast, they can still stay looking smart and feeling cool, so we invited them to feel the difference for themselves in-store. The coolest suit in the hottest change room – it was a perfect fit”.
CREDITS
TBWA Sydney
Chief creative officer: Andy DiLallo
Deputy executive creative director: Craig Brooks
Creative director: Ian Williamson
Senior art director: Mark Tallis
Senior writer: Cameron Dowsett
Producer: Annabel Jewers
Junior producer: Savannah Anseline
Senior account director: Laura Morano
Account director: Dave Matthews
Planning director: Joel Pearson
Design director: Chris Mawson
Design and animation: Razif Djamaluddin
Design and animation: Thanh Lu
Animation: Brent Loy
Sound designer: Beau Silvester
Production partners
Director and photographer: Patrick Fileti
Music: Song Zu
Composer: Ben Lam, Songzu
Sound producer: Jessica Bonney, Songzu
Activation director: Richard Bernardo, Avant Garde Events
Production fixer, Dubai: Abdel Salam
Production fixer, India: Daulat Singh Ranawat
Production fixer, Morocco: Reda Fakhar
Eleven
General manager: Fi Milliken
Account manager: Jade Barringer
Account executive: Caitlin Jokovic
M.J. Bale
Founder and CEO: Matt Jensen
General manager: Shannon Luxford
Marketing and PR coordinator: Nick Sanders
Head of visual communication: Cassandra Thomas
Brand editor-in-chief: Jonathan Lobban
Brand experience manager: Jaime Fernandes
Latest News
Cairns Crocodiles The Work: Healthcare Sponsored By Alternaleaf
There is just under a month to go until the inaugural Cairns Crocodiles Awards presented by Pinterest! Today, as our judges deliberate over a year’s worth of hard work, we celebrate some of the incredible entries in the Healthcare category sponsored by Alternaleaf. The Cairns Crocodiles Awards celebrate the best examples of creativity in marketing […]
ThinkNewsBrands To Play A Major Role At CMO ANZ Summit
I think we can all agree that being front and centre is a better place to be than back and off centre.
TV Ratings (09/05/2024): Carlton Beats Melbourne In Nail-biting Win
We venture a bet that viewers had no nails left by the end of this game!
Woolies And Suncorp Marketers On Why Brands Are Investing BIG In Netball
Brands finally understanding the potential of netball in Australia. And that's despite the Matildas' ongoing efforts.
Apple Apologises For ‘Tone Deaf’ Culture Crushing iPad Ad
AI may be the route to a smarter & efficient humankind, but for most of us it means "Shit, I'm going to lose my job!"
TEG Group Nabs Belinda Shaw From Boral
Belinda Shaw certainly not shy of challenge as she shifts from a cement firm over to a ticketing one.
NBL Slam Dunks New Network Ten Broadcast Deal
Do you think shooting hoops would be a better use of your spare time than drinking heavily? Discover the truth here.
Qatar Airways Becomes Partner and Official Cargo Airline Partner of MotoGP
B&T can't recommend Qatar Airlines enough. Qatar itself would give Hell's fires a run for their money such is the heat.
Rebel Bondi Junction Pulls Kangaroos Jerseys From The Shelf
Despite some adverse press, this is probably the correct thing to do by the sports retailer.
Dineamic Rebrands To serve Up Honest Food, Via Bullfrog.
Are ready-meals the new status symbol of the super busy? Much like hands-free phones & wanky personalised number plates?
TikTok Joins Adobe-founded Content Authenticity Initiative (CAI) To Help Combat Misinformation
With all this talk of the Chinese government spying on us, B&T embarrassed we haven't got that much to be spied about.
Cannes In Cairns Delegates Called Upon For AI Reef Challenge
Just by attending Cannes In Cairns you can help save the Reef! Which may offset the damage you do not saving your liver.
Man Of Many Launches Sydney Whisky Month – A Luxe Whisky Fair
Sydney's getting its own whisky month. Topics of conversation to avoid include the Middle East & Peter Dutton's head.
Challenger Signs Three Year Partnership With Sydney Film Festival
B&T loves the Sydney Film Festival & not just because it enables us to wear black turtlenecks & say noir over & over.
Truths & Tensions Of The Modern World: Nature Study Reveals Only 50% Of Aussies Feel Optimistic About The Future
Worrying study finds half of Aussies pessimistic about the future. An overwhelming majority detest the McPlant burger.
Bernard Salt AM On Why The Best Is Yet To Come For The Aussie Ad Industry
The demographer & futurist predicts a rosy future for Australia's ad industry. Alas, no tips for Randwick this Saturday.
Coles’ FightMND Fundraiser Takes Off For Big Freeze 10
As much as B&T applauds Coles on this charity initiative, we do ask for less 'Locomotion' through the in-store stereo.
IAB Australia Calls For Submissions To MeasureUp 2024
The IAB's calling for speaker submissions for its MeasureUp conference. Also looking to loan an overhead projector.
Drive TV & Kia Puts EV9 To The Ultimate Test In New TV Special
Have trepidations about purchasing an EV? This eight-part TV show's for you. Simply can't afford one? Watch on, anyway.
WPC Group & NextGen Jobs Recruit InsideOut For PR Account
As much as you love adland, do you often think you'd be better off had you become a plumber? Prove mum was right here.
“She’s A National Treasure For Australia And A Human Treasure For The Planet” – Warner Bros’ Josh Goldstine on Margot Robbie, Barbie And Marketing
Barbie was undoubtedly the marketing success story of 2023. B&T still leading the 'Margot for PM' calls into 2024.
M&C Saatchi Group Invite Emerging Artists To Create Visions Of A Better Future
Does the bowl of fruit on your kitchen bench need immortalising? Top news as M&C Saatchi's art initiative returns.
Thorpie & Matildas Superstars Join The Amazing Race Australia: Celebrity Edition.
Thought to yourself "that Ian Thorpe fellow's been quiet of late"? 10's celeb edition of Amazing Race is where it's at.
Greenpeace Launches Heartbreaking Call To End Deforestation Via Dropbear
As much as B&T applauds Greenpeace, its ads leave you feeling like you got the gas, water & phone bill on the same day.
Smith’s Unveil New ‘Joy is a Simple Recipe’ Brand Platform Via Goodby Silverstein & Partners
The only thing better than a round of beers arriving is the sight of a bag of Smith's between the drink carrier's teeth.
ABC Launches Two New Channels Combining Kids, Family & General Titles
Among the many joys of having young children is that they will seriously watch any old shit on TV.
Wests Tigers Lose One Million Dollar Sponsorship Deal In Hagipantelis Fallout
The question has to be asked - do Tigers play on an ancient Indian burial ground given their ongoing spate of bad luck?
Ads That Entertain And Surprise Consumers Perform Best In Asia-Pacific – WARC report
New study reveals humorous ads "entertain and surprise consumers". Here's hoping Julia Morris doesn't get any ideas.
Aussie Employees Want AI At Work And Won’t Wait For Companies To Catch Up, Study Finds
Someone has clearly told Aussie workers AI wont steal their jobs, but might help them get to the pub more quickly.
Introducing Sam, Mamamia’s New AI-Powered Programmatic Audio Offering For Brands
Mamamia one of the first indie publishers to be really playing in the AI space. Well, the only one really.
OMA Appoints Motio’s Adam Cadwallader & JCDecaux David Watkins To Board Of Directors
New appointments to the OMA board of directors today. Monthly meetings' finger sandwiches to remain strictly egg or ham.
Bastion’s Harry Roth Selected For Cannes Lions Creative Academy
Bastion's Harry Roth off to this year's Cannes creative academy. May wear his Wallabies jersey to ruffle feathers.
TV Ratings (08/05/2024): Seven Has A Huge Night As News & Quiz Shows Dominate
News & quiz shows dominate last night's TV viewing. Further proof of our interest in the Middle East & steak knives.
Network 10 Wants Government Help To Save Regional Broadcast TV
Could Farmer Wants A Wife help Network Ten out of this mess?
Royalties Generated By Aussie Artists On Spotify Reached Nearly $275M In 2023
Royalties generated by Aussie artists on Spotify in 2023 hit $275 million. Shannon Noll's contribution reached $4.45.
eBay Study: Aussies’ Growing Love For Pre-loved Fashion Soaring To New Heights
New study reveals Aussies' love of second-hand fashion. Meaning it's now very cool to smell of moth balls.