News Corp Australia Ups The Razzle-Dazzle In New Campaign

News Corp Australia Ups The Razzle-Dazzle In New Campaign

News Corp Australia has recruited the nation’s biggest comedic export to front a landmark subscription campaign that launches today.

B&T Magazine
Posted by B&T Magazine

Australian icon Barry Humphries and his alter egos, Dame Edna Everage and Sir Les Patterson, will bring a touch of pizzazz and their trademark humour when they feature alongside each other in the News Corp Australia campaign to promote the tablet and mobile editions of the company’s metro mastheads: The Daily Telegraph, Herald Sun, The Courier-Mail and The Advertiser.

News Corp Australia managing director metro and regional publishing Damian Eales said: “The aim of this campaign is to showcase the rich and immersive experience of our digital editions as well as the breadth and depth of news, sport and entertainment our subscribers have access to every day; all in a funny and engaging way.

“When you think about Australian comedic icons, they don’t get much bigger than Dame Edna and Sir Les. They are national living treasures, they appeal to the spectrum of our readers, and we were delighted they were both on-hand to lend their irrepressible humour to our campaign.”

The campaign which was created by Archibald Williams, is a significant investment made by News Corp Australia to promote its digital products and subscriptions.

Matt Gilmour, executive creative director from Archibald / Williams said: “The opportunity to work with an icon like Barry Humphries was incredible, the man has been entertaining the world for decades and he’s as sharp as ever. On a personal note, I’m particularly excited to see Sir Les on our screens again.”

News Corp Australia general manager customer relationship marketing and insights Victoria Turner said: “Dame Edna and Sir Les are both so engrained in the psyche of what it means to be Australian.

“In choosing them as ambassadors, we knew their ebullient wit would encourage our readers to discover every feature of our tablet and mobile editions. They literally bring our news, sport and entertainment to life; as well as demonstrate all the additional value you get with a subscription.”

Barry Humphries said: “For my sins, I’m the manager of both Dame Edna Everage and Sir Lesley Colin Patterson, who have been at loggerheads for many years over one of Sir Les’s early indiscretions when under the influence of stimulants.  In order to achieve a reconciliation, I persuaded them to spearhead this News Corp Australia campaign.  We are all avid consumers of news, and the controversial Sir Les has hit the headlines  more often than Kim Kardashian’s posterior.  It is gratifying to me to know that now, by a perusal of the digital editions , I can keep track of this famous political maverick and scallywag, as well as relishing Dame Edna’s cutting edge pronouncements on all subjects at any time of the day and night, and on any device.”

The campaign will span social, digital, TV and print targeted at the main metro centres of Sydney, Melbourne, Brisbane and Adelaide for 8 weeks starting from Sunday September 27.


Archibald / Williams team:
Executive Creative Director: Matt Gilmour
Producers: Christina Wilmot, Liz Nunan
Creative Director: Jonny Browne
Managing Director: Chris Yong
Group Account Director: Belinda Palmano
Account Executive: Sarah Hughes
Account Manager: Geraldine O’Donnell
Creative Technologist: Ahmed Meer
Production Company: Moth
Director: Michael Gracey
Executive Producer: Jonathon Samway, Nerissa Kavanagh
Producer: Kate Rule
Post Production: Blackbird
VFX Supervisor: Nick Ponzoni
Blackbird Producer: Bonnie Wilkinson-Smith