It was not a hit until being re-recorded and re-released on their 1987 self-titled album.Thanks for this clarification. Bruce the giraffe rocks out to Whitesnake in this over the top and impossible-to-ignore spot for Australian commercial radio network Triple M created by Melbourne animation/CG/VFX studio Cadre Pictures through local agency Thinkerbell. I thought it was just talk and sport.Given that giraffes have very small voice-boxes that may or may not generate sound, and that they mainly communicate by vision, touching and rubbing their necks together … I wish that WAS the sound that Triple M made.“…it’s too hard to describe with words what ‘Sounds like Triple M’”…. If a radio station can’t describe their own position, then they have no hope. The imagery in the commercial, brought to life by the team at Thinkerbell and animation experts Cadre, together with an iconic rock song, delivers on this promise.”And Thinkerbell’s Jim Ingram and Adam Ferrier attempted to explain the meaning of the giraffe.“What makes Triple M, Triple M? The campaign centres around an animated giraffe, affectionately known as Bruce, who is singing Whitesnake’s ‘Here I Go Again’. You can also 'Read More' to view our Cookie Policy and learn how to control them. Who's doing what in the world of commercial creativity. Let me have a play with the wording. Great ad guys!

What this ad conveys is Triple M’s uniqueness. Triple M’s new campaign by Thinkerbell features a singing giraffe. Giraffes are the tallest of all land animals; males (bulls) may exceed 5.5 metres (18 feet) in height, and the tallest females (cows) are about 4.5 metres.

campaignPedestrian TV launches film festival with Matthew McConaughey’s Wild Turkey LongbranchMagnum & Co appointed to launch Marvel’s Avengers gameA giraffe caught up in the moment singing along to Whitesnake’s 1980s hit Here I Go Again is the centrepiece of a new ‘Sounds like Triple M’ campaign created by Thinkerbell.The Southern Cross Austereo (SCA) station said ‘Bruce’ the giraffe was used to show the power and emotion of its music, because “it’s too hard to describe with words what ‘Sounds like Triple M’… and a singing giraffe gives the audience a pretty good idea”.

Nothing sounds more like the brand than the iconic whisper! Giraffe, (genus Giraffa), any of four species in the genus Giraffa of long-necked cud-chewing hoofed mammals of Africa, with long legs and a coat pattern of irregular brown patches on a light background. Sign up to our free daily update to get the latest in media and marketing. The giraffe’s name is Bruce and he is seen is his ‘70s-style lounge room singing to … This ad sells nothing.Yes…however it has you TALKING about it… So the concept was a success!Just for the record….although “Here I Go Again” was technically first released on Whitesnake’s 1982 album “Saints & Sinners”. The imagery in the commercial, brought to life by the team at Thinkerbell and animation experts Cadre, together with an iconic rock song, delivers on this promise.”1/853 New South Head, Rose Bay. We have a suggestion how to calculate itAustralian government must act urgently on detention of journalist Cheng Lei in ChinaHow COVID caused chaos for cricket – and may force a rethink of all sport broadcasting dealsIf Facebook really pulls news from its Australian sites, we’ll have a much less compelling productReturn to radio ratings: ARN’s Ciaran Davis on lockdowns, stand downs and trusting in audioMumbrellacast: Tom Tilley, Ooh and Nova’s musical chairs, plus Darrell Lea takes on CadburyNova’s Cathy O’Connor and Peter Charlton talk succession planning and changing the guard after 12 years‘There’s no one quite like Brendon’: Ooh Media chair Tony Faure on the path to Cathy O’ConnorWhat’s in a name? The campaign is meant to demonstrate the “passionate, fun and absurd energy” of the station, with head of Triple M Mike Fitzpatrick saying it shows off the station’s “uniqueness”.“We wanted to reflect our irreverent tone of voice, and to evoke the feeling you get from listening to Southern Cross Austereo’s chief marketing and communications officer, Nikki Clarkson, said the company’s agencies had delivered.“The campaign is a simple idea that aims to reinforce Triple M is one of a kind. Bauer bungles Richard Wilkins profile pieceRussel Howcroft’s advertising wars: Qantas vs VirginSpokenlayer and SCA to launch short form audio network in AustraliaSunny Digital adds Oaks Hotels, Resorts and Suites as a clientFiftyfive5 expands Melbourne team with two senior hiresSix O’Clock Advisory signs up to new sporting integrity and governance collectiveBauer unites leading magazine publishers to support National Newsagent WeekJC Decaux uses voice recognition technology in new R U OK? We wanted to reflect our irreverent tone of voice, and to evoke the feeling you get from listening to Triple M – whatever that means to you. But I know a giraffe named Bruce and a band called Whitesnake who can!”Adam Ferrier, chief thinker at Thinkerbell and consumer psychologist, added, “The giraffe represents both a visual and audio distinctive brand asset that creates a sense of cognitive disfluency in the receiver….. ahhh forget it, it’s just a bit of fun.”Not said is that it will attract attention and be remembered.

We wanted to reflect our irreverent tone of voice, and to evoke the feeling you get from listening to Triple M – whatever that means to you.

A giraffe caught up in the moment singing along to Whitesnake’s 1980s hit Here I Go Again is the centrepiece of a new ‘Sounds like Triple M’ campaign created by Thinkerbell. One of SCA’s sales props is ‘audio logos’, so not using their most famous audio logo on their own advertising seems odd. According to the press release, “Because, it’s too hard to describe with words what Jim Ingram, chief creative tinker at Thinkerbell, stated, “What makes Triple M, Triple M?

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