Mother and Dolph Lundgren challenge you to rescue op

By AdNews | 22 August 2013

If there was ever a question Mother was targeting the male market, a partnership with Activision's Call of Duty for a campaign starring 1980s muscle man Dolph Lundgren should put doubts to rest.

At the core of the promotional activity from Coca-Cola's energy drink brand is the opportunity to take part in a “secret rescue op”. Obviously, there are no details on what said “secret rescue op” is (duh, it's a secret) but we imagine to get Dolph on board, it might involve a lot of bronzer and fake tan.

The promotion will be marketed across TV, cinema, out-of-home, point-of-sale, digital and on-pack.

“Everyone loves the iconic Call of Duty gaming franchise and Mother is excited to partner with COD for their latest release, Call of Duty Ghosts,” said Mother marketing manager Steven Ruhl. “The partnership brings together two of the greatest passions for Aussie blokes, gaming and Mother of an energy hit.”

Creative was done by McCann.

The new Call of Duty game is set to be released in November.

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Have something to say? Send us your comments using the form below or contact the writer at

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus