The Bondi Vet has gone saucy. Very saucy. Dr Chris Brown swaps the version Australia knows – trusted vet, familiar TV face, and all-round nice guy – for red velvet, candlelight, dressed the part and one seriously saucy performance in part two of Mutti and WiredCo.’s ‘Confessions of a Muttiholic: Saucy Stories’.
Following Sam Kerr’s launch instalment, which has generated more than 19 million views and 3.8 million audio streams, Mutti is turning up the heat with Love ‘Thy Neighbour’: a fan-driven Saucy Story that puts Dr Chris Brown into territory audiences have almost certainly never seen or heard him in before.
The work is the latest expression of Mutti and WiredCo.’s brandformance platform Confessions of a Muttiholic, built on the insight that when Australians discover Mutti, they don’t simply like it – they become obsessed. Saucy Stories takes those fan confessions and collides them with cultural obsession, romance storytelling and talent casting designed to make audiences look twice.
“The response to Saucy Stories has shown us that people love seeing Mutti turn genuine fan obsessions into something completely unexpected,” said Samantha Filocamo, marketing director at Mutti ANZ.
Joining Brown in the latest chapter is Paralympic champion and disability advocate Dylan Alcott, who brings his trademark warmth and humour to another real Muttiholic confession: the story of someone convinced their engagement ring was hidden inside a jar of Mutti Passata. It gives Saucy Stories a contrasting performance alongside Chris Brown’s full-throttle transformation – two unmistakably Australian personalities taking the romance genre somewhere audiences would never normally expect to find them.
“Chris felt like an exciting choice precisely because people have such a clear idea of who he is. Taking that familiarity and revealing a side of him audiences haven’t seen before gives the story real surprise, while keeping the Muttiholics at the center of it. Dylan brings a completely different warmth and humour to his story, which is exactly what we wanted from the series – distinct performances, all sparked by the extraordinary things real Mutti fans do,” added Filocamo.
Brown’s story began as a genuine Muttiholic confession and was transformed by award-winning Penguin Random House author Emma Mugglestone into a flirtatious romance involving a Mutti tin-can telephone and a mysterious neighbour whose linguine all’Arrabbiata proves impossible to ignore. Then came the bigger creative question; what happens when one of Australia’s most wholesome and recognisable personalities is asked to narrate it with absolute romantic conviction?
The answer is a film that deliberately plays against every expectation of Brown. Dressed head-to-toe in red against theatrical velvet curtains, surrounded by candlelight, tomatoes and Mutti, he reads from an oversized romance novel as the camera moves into lingering, knowingly intimate close-ups. It is a long way from the Bondi Vet, and that tension is exactly the point.
“There was definitely creative jeopardy in this one,” said Joe Stuart, creative director at WiredCo. “Australia knows Chris as the Bondi Vet; warm, trusted and very familiar. We were asking him to walk onto a set of red velvet and candlelight, and deliver a romance story like he absolutely meant every word. Until you see that transformation happen, you don’t know if the tension is going to land. Whereas Dylan brings a different flavour, his is more of a jester holding court on valentines day.”
Getting there took work. The team knew the idea would live or die on Brown’s transformation, so he and director Lachlan Dickie worked hard to find the line between heightened romance and total commitment. Rather than playing the joke, Brown was compelled to inhabit the character, making the final performance all the more surprising.
“Lachie and Chris worked out how far we could push it. The breakthrough was when Chris stopped performing the idea of a saucy narrator and just became one. That commitment is what makes the film funny, surprising and, frankly, much spicier than we expected,” added Stuart.
Produced by Rabbit and directed by Lachlan Dickie, Love Thy Neighbour continues the campaign’s deliberately heightened romance world while pushing the casting idea further. Each Saucy Story stays true to a real confession, then amplifies it through the codes of romance fiction and a celebrity performance designed to overturn expectation.
The campaign is supported by WiredCo.’s integrated paid, owned and earned ecosystem designed to turn the reveal into a high-impact cultural moment, then build frequency and recognition for the wider Saucy Stories platform across the places Australians discover entertainment, inspiration and dinner ideas.
“The media strategy continues to build the Saucy Stories world across the channels where Australians already go for entertainment and inspiration,” said Ollie Carthy, head of paid media at WiredCo.
“Chris gives us a fresh reveal moment with genuine stopping power, so we’re using impactful video, social and audio placement along with earned touchpoints to maximise surprise. This approach builds valuable reach and attention for Mutti, letting each new chapter feel like an event in its own right or as the next installation of the Saucy Stories series Importantly, we’re then continuing to connect the moment back to Mutti around mealtime planning and the path to purchase.
“Saucy Stories was designed to keep giving people something new to discover, rather than peak with one celebrity and disappear,” concluded Samantha Nunura, general manager of client services and business operations at WiredCo.
“Chris takes that promise up a level. The casting is unexpected, the performance is genuinely surprising and the story still begins with a real Muttiholic. That combination is what allows the platform to keep building across paid, owned and earned without losing the fan truth at its centre.”
Credits:
Mutti:
Trish Pegorer – ANZ Managing Director
Samanatha Filocamo – ANZ Marketing Director
Alex Zappia – ANZ Brand Manager
Amy Smith – ANZ Senior Shopper Marketing Manager
WiredCo.:
David Kennedy-Cosgrove – Partner and Managing Director
Michelle Hampton – Partner and Managing Director
Angela Hampton – Founder and CEO
Samantha Nunura – General Manager
Joe Stuart – Creative Director
Liv D’albertanson– Senior Account Manager
Sophie Millican – Creative
Cameron Morris – Designer
Jessica Nutt – Earned Media Account Director
Connie Nicolaou – Earned Media Senior Account Manager
Sophie Young – Earned Media Senior Account Executive
Steph Edwards – Head of Social Content & Creative
Kiana Corpus – Social Media Specialist
Oliver Carthy – Head of Paid Media & Strategy
Irene Sang – Paid Media Specialist
Olivia Fench – Account Assistant
Christina Wilmot and Carolyn Starkey – Producers
Penguin Random House:
Emma Mugglestone – Author
Rabbit Productions:
Lachlan Dickie – Director
Morgan Hind – Producer
Lucas Jenner – Executive Producer
Isabel Stanfield – Production Coordinator
Emma Schofield – 1st Assistant Director
Jack Saltmiras – Director of Photography
James Campbell – 1st AC
Connor Jansen – 2nd AC / Data
Josh Miller – VTR OP
Dani Haski – Autocue
Predrag Malesev – Sound Recordist
Matt Willis – Gaffer
