BCF debuts new BCFing brand platform through song via Clemenger BBDO, Brisbane/Melbourne
BCF – Boating Camping Fishing is launching its new BCFing brand platform this weekend, via a collaboration between Clemenger BBDO Brisbane and Melbourne.
‘A BCFing musical’ will go to air during the Grand Finals with a hard-to-get-out-of-your-head song that captures the fun of Boating, Camping and Fishing.
BCF set out to broaden the appeal of Boating Camping and Fishing as a way for anyone to escape the 9 to 5.
Says Ant Keogh, chief creative officer, Clemenger BBDO Melbourne: “We took the challenge of being shamelessly retail and created a musical that happens to repeat the brand name over 10 times in 30 seconds.”
Says Nick Kelly, director, The Sweet Shop: “What grabbed me when I first heard the BCF song was the simple honesty of it. There was no trickery, just this infectious sense of joy. Creating the ragtag bunch of characters to tell the story was a lot of fun.”
The ads finish on the call-to-action, ‘Be a BCFing expert’ with the BCF team and online content ready to help people become masters of the outdoors.
The new brand will be rolling out in-store, online and through the upcoming Summer and Christmas retail seasons.
Client: BCF – Boating Camping Fishing
Anthony Heraghty, Managing Director Leisure Retailing, Super Retail Group
Ben McConnell, Marketing Manager BCF, Super Retail Group
Creative Agency: Clemenger BBDO Brisbane/Melbourne
Creative Chairman: James McGrath, Clemenger BBDO Melbourne
Chief Creative Officer: Ant Keogh, Clemenger BBDO Melbourne
Creative Directors: Cristian Staal, Marianne Harvey, Clemenger BBDO Brisbane
Copywriters: Ant Keogh, Clemenger BBDO Melbourne; Marianne Harvey and Christie Meehan, Clemenger BBDO Brisbane
Art Directors: Cristian Staal, Clemenger BBDO Brisbane; Russel Fox, Clemenger BBDO Melbourne
Senior Producers: Karolina Bozajkovska and Lisa Moro, Clemenger BBDO Melbourne
Planning Director: Michael Derepas, Clemenger BBDO Melbourne
Communications Director: Bryn Griffiths, Clemenger BBDO Brisbane
Senior Account Director: Allison Witherspoon, Clemenger BBDO Brisbane
Production Company: The Sweet Shop
Director: Nick Kelly
Production Producer: Allison Lockwood
DoP: Martyn Williams
Production Designer: Jon Dowding
Editor: Stuart Morley, The Editors
Colourist: Edel Rafferty, Method Studios
Online Artist: Jamie Scott
Songwriter: Ant Keogh
Music Production: Electric Dreams Studios
Sound Designer: Paul Le Couteur, Flagstaff Studios
26 Comments
Awesome, stuck in my head already
Love this
I like it. But it is not retail. It is a brand ad for a retail store.
And it is 1 minute long . Not 30 seconds.
But those aside..I like
Great job to cast. Thank you Clemenger Melb and The Sweetshop. X
@not retail
You’re quite right this cut is not really retail but trust me, by the end of summer, you’ll be begging for it to STOP being retail.
Awesome line, but as an ad and someone in the target market it doesn’t really appeal to me and seems more like it’s aimed at fellow ad creatives.
@Drank
You’re an ad?
This is the relevant branding idea ING Direct should have adopted when it was staring them in the face. I thought so at the time. But clearly they didn’t have the guts.
…ING this
…ING that
etc etc etc
Nice jingle.
On the other hand, you’ve missed the core customer, where’s the boat?
Where’s the blue water?? Where’s BCF??? Big miss in the long run.
Rocks. Thanks for the laughs guys.
I love it – great job Clems!
I like it. I think its great how they not only focusing on their core customer but actually realise there are so many more target audiences that they have overlooked.
Seriously no f’ing good. It has creative appeal for neanderthals. Good example for the kids – not.
The insinuation to offensive language is disappointing. I agree with Sidah – not a good example to the children in our community.
Agree with Loretta and Sidah – cheap and nasty creative, copywriting basically a hack job of a dirty limerick.
Bloody awful !!! Bring back those other two guys they are fantastic.
I agree wholeheartedly with Loretta. Disgusting and with children in it as well. I would not even go into the shop now even though I am a member just as a protest. Get back to good old fashioned clean fun without the smut (We hear enough of that.)
Most disgusting advert ever, should be ashamed, what is it trying to portray to youngsters
BCF what a shame that you catch attention by ceap inuendo our childrens teachers already have a difficult time teaching respect to young people and along you come with your little ditty and all our hard work goes out the window yes because it is catchy but it is cheap unfortunately your not try a bit harder to be an example to our youngsters.
Disappointing ad with a cheap grab using unsavoury language in a poor attempt to be clever. Offensive & disgusting. BCF has lost a loyal customer through this campaign.
please remove this offensive ad it is teaching young children it is ok to use such innuendo in catchy tunes i am sure you could be more selective in your aproach to increase your consumer approval.
The ad is inappropriate and should be modified or removed.
So I contacted the Advertising Standards Bureau about the “effing” reference in this ad, which I think is bad for kids to hear on TV. They don’t care. Sounds like I can use “effing” in public, as BCF have done. The BCF is certainly an “effing” ad.
Advertising Standards Bureau wrote back – this is part of the reply: “The Chairman’s decision is made on the basis that, although offensive to you, the issue you raise about particular language used in the advertisement, is one which has been considered by the Board on many occasions and one that it has consistently determined does not breach any of the provisions of the Codes. The Board has consistently determined that use of this language, in a context that is not aggressive, threatening or demeaning, is not language that is strong or obscene and its use is not inappropriate. On this basis the Chairman considers that the advertisement about which you have raised concerns would not breach the Code.”
The current bcfing song is suffiiciently full of blatant sexual innuendo to mean I will take our family’s business relating to our camping activities elsewhere.
Lighten up people. Who would want to go fishing with a binch of wet blankets. Hats off BCF.
The old guy at the end looks 99% like my husband.
A step backwards to the cave man days. Pure rubbish, offensive and you have just alienated a whole demographic. Disappointing.