The dad and son who told us the Great Wall of China was built to keep the rabbits out are back in a new television commercial. In this latest instalment, the dad cheekily redefines our national day.
BigPond®’s latest television commercial sees the return of the famous father and son duo in a new ‘episode’ of the campaign promoting BigPond® broadband.
BigPond® Group Managing Director, Mr Justin Milne, said the latest campaign continues telling the story about Australia’s unlikely hero Patrick (played by actor Patrick O’Mera) and his son Daniel (Brandon Fraser).
“Since the popularity and commercial success of our first advertisement about rabbits, we know people love a good story so we have begun to tell one about this dad and his son,” Mr Milne said.
“Marketing messages not only need to entertain, but need to have a narrative and storytelling in advertising was a prominent theme at this year’s International Advertising Festival in Cannes.”
Did you know...
The original and most beloved commercials in the Patrick and Daniel series, Rabbits, was lauded as "Australia's favourite ad" by the Nine Network's '20 to 1' program in 2006. It has received the following accolades:
- 2008 – Gold winner, Asia Pacific Effie Award winners (award for advertising effectiveness);
- 2006 - Gold, Utilities, London International Awards;
- 2006 - Best In Show, Integrated, Account Planning Awards;
- 2006 - Winner, Idea, Telecommunications Kodak Gongs;
- 2006 - Finalist, Film, Cannes Lions.
Other advertisements in the series are:
- Rabbits September, 2005
- Kombi April, 2006
- Scotsman October, 2006
- Collingwood March, 2007
- Australia Day August, 2008
The father and son were first introduced to television screens in 2005 when an advertisement about broadband saw a new phrase enter the Australian lexicon: the Great Wall of China was built to keep the rabbits out.
Since then, three commercials have followed, each time giving an insight into the world of Patrick and Daniel.
The next door neighbour, George, is Scottish and he loves to play the bagpipes. Patrick and Daniel like to take holidays in their blue Kombi. We also know Patrick likes to stretch the truth when he told Daniel he used to play for Collingwood.
“More and more I am asked about our Patrick and Daniel commercials,” Mr Milne said.
“People are wanting to know where Daniel’s mother is; if Patrick is a single father; if there is a relationship between Daniel’s teacher and Patrick; and importantly, if Patrick will ever purchase broadband.
“I don’t recall such strong interest in a series of advertisements since the Nescafe coffee commercials.
“Patrick and Daniel have been a success because their story resonates with Australian consumers,” Mr Milne said.
The new commercial, called Australia Day, airs on television screens a day before the Beijing 2008 Olympic Games opening ceremony.
The commercial is set in a parent/teacher interview to discuss Daniel's academic performance and highlights quintessential Australia Day activities.
The new commercial includes the same actors that have featured in previous instalments of the campaign, including Daniel's school teacher (played by Debbie Hall). The story's continuity reaches as far as the filming location, Williamstown Primary School in Melbourne, which was also used in the earlier Rabbits commercial.
The new campaign concludes with the line: "Learn more with BigPond® Broadband."
The integrated campaign comprises a 30-second television commercial, online, print and radio ads, direct mail and point-of-sale materials. Print and online materials show Patrick and Daniel gardening, cooking and fishing to demonstrate how broadband can help people to follow their passions.
Download the video:
- BigPond Broadband advertisement: Australia Day (WMV - 2.97MB)
Running time: 30 seconds