A new integrated campaign launched this week from Publicis Groupe via The Neighbourhood renews the tradition of genies appearing in Tim Tam ads, with Tim Robards trading roses for Australia’s favourite chocolate biscuits.

The new television spot explores the familiar, playful dynamic between genies and their masters, as wishes rarely turn out the way you expect them to. A bit of humour and cheeky wordplay sets up the “magical never-ending” packet of Tim Tam biscuits, described as the “ultimate expression of indulgence”.

A fully integrated campaign featuring Robards as the genie, supporting the new Tim Tam Crafted Collection range, will run from January to June 2021, spanning broadcast, OOH, digital, in-store, social and earned media.

A publicity teaser campaign for the new range aims to generate massive anticipation for the four new flavours, including a nationally broadcast taste test from Arnott’s Huntingwood bakery. In addition, the brand will be granting wishes in real life during several planned activations across the year, including National Tim Tam Day on 16 February.

Matt Grant, Arnott’s marketing manager said: “This campaign continues our work to maintain the undeniable magic and irresistible indulgence of the iconic Tim Tam brand.

“A contemporary and humorous spin on the classic Tim Tam Genie story—as well as the distinctive never-ending packet of Tim Tam biscuits—will build fame and salience for the brand and engage Tim Tam fans across the country.”

Credits for the campaign are as follows:

Client: Arnott’s

Chief marketing officer: Jenni Dill

Marketing director: Susanna Polycarpou

Marketing manager: Matt Grant

Director of PR, digital and social: Amy Wagner

Agency: Publicis Groupe via The Neighbourhood

Chief client officer: Helge Gruettke

Senior business director: Laura Hawdon

Business manager: Jack Asimus

Planning director: Peter Pippen

Creative director: Michael Barnfield

Creative team: Ben De Klerk and Ben Ware

Integrated Producer: Corinne Heffernan

VFX: Matt Brunner

Post coordinator: Amritha Rajavelu

EP: Tim Pietranski

Still photography: Sam Bruce

Casting: Leon Fryer, I4Casting

Music: Song Zu

Sound: Shane Vancuylenberg

Media client manager: Sophie Crump

Media coordinator: Mackenzie Cowan

Earned media lead: Andrew Sroufe

PR account director: Steph Banno

PR senior account executive: Sarah Lipkin

Shopper group account director: Steph Quinn

Social media: Touch Creative

Packaging design: The Edison Agency

Direction: Airbag

Director: Ariel Martin

EP: Alex Tizzard

Producer: Megan Ayers

Editor: Charles Ivory

Mnemonic: Cream Electric Art

Bruce Bigelow

Steve York

Nicole Henderson

Featured image source: YouTube/Campbell Arnotts