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:
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
Director: Ariel Martin
EP: Alex Tizzard
Producer: Megan Ayers
Editor: Charles Ivory
Mnemonic: Cream Electric Art
Featured image source: YouTube/Campbell Arnotts
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