MediaWorks has unveiled its latest marketing campaign for The Rock, revelling in the fact that 2021 marks 30 years of the iconic radio brand gracing our airwaves.
The creative, which was developed in-house at MediaWorks, is aptly taglined ‘Taking The Piss Since ‘91’.
It includes stills for outdoor billboards as well as a TVC featuring The Morning Rumble’s Roger Farrelly (Rog), Bryce Casey and Andrew Mulligan (Mulls) holding a mock news conference addressing the past 30 years of shenanigans and scandals – which may or may not have been in poor taste.
The tongue-in-cheek TVC laments the still-going-strong position of The Rock as the home of irreverent humour, while reminding listeners of the radio station’s antics over the past three decades (like giving away a Ukranian bride).
Rock royalty Rog has been with The Rock for 29 of those 30 years – so it’s safe to say a year of celebrations and piss-taking can be expected in the lead up to the actual anniversary on December 1st.
In recent years, The Rock has become an advocate for mental health awareness, backed by campaigns such as Bryce Casey’s Spare Change to raise funds for mental health support services.
The ‘Taking The Piss Since ‘91’ campaign went live last week and will continue to roll out in different iterations throughout the year.
Marketing Manager: Emily Reid
Creative: Richard Matthews
Creative Designer: Anton Herbert
Director: Aaron Ly
Sound: Grant Brodie
Photographer: Russ Flatt