Melbourne-based health and wellbeing company BioRevive has launched its new joint pain remedy, Nageze, with an integrated campaign from newly-appointed creative agency By All Means.

The campaign, which runs across TV, digital display, print and POS, brings back to life Australia’s favourite head on a stick, Dickie Knee, to tell the tale of Aussie TV personality John Blackman’s representative battle against the everyday aches and pains of ‘dickie joints’.

Written, produced and directed by the team at By All Means, the campaign film features the voice of Hey Hey It’s Saturday in a variety of increasingly ridiculous outfits in an endearing homage to the landmark Bill Murray comedy Groundhog Day.

Nick Crothers, brand manager at BioRevive, said: “Our challenge to By All Means was to not only make a pre-existing brand alignment with classic Australian TV personality John Blackman relevant to a contemporary audience, but communicate the benefits of this unique product within a set of highly restrictive industry regulations.

“The team at BAM delivered a great solution, and all on an extremely tight deadline.”

By All Means managing director Mat Cummings said: “We had a ball working with BioRevive, John Blackman and his wife Cecile in a campaign that doesn’t take itself at all seriously.