Streets ice-cream’s are having a gay old time this summer.
Aussies love a good laugh, which is why DDB Sydney has mixed up Streets global ice-cream campaign developed by Adam & Eve DDB, to make it a little bit saucier for the Australian market.
The campaign, Goodbye Serious, launched its outdoor components on 4 January, followed by animated TVCs that have hit screens this week.
The idea behind the campaign was to give consumers a break from the serious side of life, and bring the iconic ice creams to life. To make the campaign relevant to the Australian market DDB Sydney refocused the local ads to be all about summer and sport.
We've seen some pretty risque campaign features around town, like one poster that features Bubble O’Bill asking a Gaytime ice-ream: ‘Gaytime?’ to which it replies: ‘Whoa there cowboy!”
Unilever marketing director, Anthony Toovey said: "We have much loved icons that are unique to Australia, and we wanted to do justice to these. The campaign is designed to be topical, fun and relevant to the local market."