Three Drunk Monkeys get cheeky with Nova 969

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Three Drunk Monkeys is helping introduce Nova 969's new breakfast team to listeners, with a campaign proclaiming that 'Some combinations are just funny'.

Spearheaded by three TV spots, which went to air on Sunday, January 31, following radio and online teaser elements, the campaign promotes the teaming of well-known presenter Merrick Watts with newcomers Ricki-Lee Coulter and Scott Dooley.

The challenge is to convince mainstream Australians aged between 18 and 39 that Nova will sound different with the addition of the new talent.

The campaign exposes the strange truth that some combinations are inherently funny. Take Merrick, Scott Dooley and Ricki-Lee.

They are three completely different personalities from different backgrounds, and yet for some reason the combination not only works, it's funny.

Under the tagline of 'Some combinations are just funny', the campaign features a series of scenarios and combinations which do not seem to belong together – such as a cow-man playing tennis.

The teaser radio spots, which ran on January 28 and 29, promoted “cow-man milk” and drove listeners to the website www.cowmanmilk.com.au. Once there, users can play a video which reveals that Nova 969 is behind cow-man milk.

In addition to radio and online, the campaign uses television, cinema and social media.

Noah Regan, creative director of Three Drunk Monkeys, said: “I’ve never questioned my sanity so much during the making of a campaign. From reading out ‘cut to a Cowman playing tennis’ to the Nova team, to the days deliberating which was funnier – a Cannibal belly-dancing with twins or twin cannibals belly-dancing.”

CREDITS

Client: Nova 969

Product: Nova 969 Breakfast team – Merrick, Dools & Ricki-Lee

Agency: Three Drunk Monkeys

Executive Creative Directors: Justin Drape, Scott Nowell

Creative Director: Noah Regan

Copywriter: Ben Sutton

Art Director: Jed DePyper

Group Content Director: Dan Beaumont

Content Manager: Emily Thompson

Agency Producer: Thea Carrone

Director: Ben Zlotucha

Production Company: Caviar Content Productions

Photographer: Julian Wolkenstein

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