Thinkerbell takes VEGEMITE back to its iconic roots to mark 100 Mitey Years
VEGEMITE has unveiled a remake of its iconic Happy Little VEGEMITES advertisement ahead of the brand marking its 100th birthday, in new work by Thinkerbell.
A public casting call in April saw children from across the country try out for a role in the ad, with a staggering 10,000 applications received.
Along with a new cast of kids, the remake features a special member of the VEGEMITE family – Trish Cavanagh, who at seven-years-old starred in the original 1950s campaign, marching on top of a jar.
Now 71, Cavanagh makes a cameo more than six decades on.
“I’m so honoured VEGEMITE asked me to be involved in the ad that changed my life forever,” she said.
Regina Stroombergen, head creative at Thinkbell, said there was no more iconic Aussie ad than the original VEGEMITE commercial.
“Having the opportunity to give it a bit of a remix for 2023 is a real honour,” Stroombergen said.
The campaign will roll out across TV, with targeted spots in breakfast, as well as BVOD and YouTube, with media managed by Publicis Groupe’s Starcom.
“VEGEMITE has played a key role in this great nation since 1923, and we couldn’t think of a better way to celebrate its incredible legacy than by inviting a new generation of Happy Little VEGEMITE’s to be a part of something incredibly special,” Matt Gray, marketing GM for Bega Foods, said.
Credits:
Creative Agency: Thinkerbell
Production Company: Eric Tom & Bruce
Music Re-mixer: Terry Mann
Media Agency: Starcom
Casting: Studio P
An iconic audio piece, but sure…. let’s focus solely on visual amplification.
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