Think you can take on the Aussie sun with some coconut oil and a base burn? You’re asking for a roasting, mate.
Like a half-sozzled heckler hurling insults from the front, time and again we get burnt. Joke’s on us too, with more than two in three Australians diagnosed with skin cancer in their lifetime.
To make the sun’s effects really cut through, our ‘Don’t get roasted’ campaign fires off some solar-powered zingers. ‘Cos we all love a laugh… Less so being the punchline.
Standard Procedure
Using photosensitive ink, our OOH reveals the burn in real-time.
TVC
With his quickfire barbs and laserbeam insight, comedian Reuben Kaye is our sassily searing sun.
Warm, bright music plays as we pan across an Aussie beach, sunkissed people frolicking…
Music cuts as Reuben Kaye’s sneering face appears in the sun.
SNORRRRE – it swings a single beam onto snoozing tourist Kev, empty six pack beside him.
SUN: [Bitchy aussie voice] Wakey wakey Kev! Not in “Ma–jorcka” anymore! You must be British cos you’re red as a BEEPing postbox!
Kev wakes up startled and flapping like a bright pink seal.
SIZZZZLLLEE – his mates throw water over him as the sun fries ‘YOU MUST BE BRITISH’ into his chest.
Cut to the next victim, a Byron hippy with ‘Cayenne oil ~ SPF12’ beside her.
SUN: SPOT THE MORON! Hope there’s a crystal for stupid hun, ‘cos your chakras are SPF f***ed!
The sun sears ‘SPOT THE MORON’ around a mole on her back as she turns, panicked, her beach turban falling off.
Cut to an oily fuckboy laughing at his mate applying sun cream, before checking himself out in his reflective sunnies.
SUN: Oh you're more toxic than an oil spill at a dolphin sanctuary!
Fboy jogs over to the beach gym to show off. As he raises himself on the chin-up bar, the sun burns ‘VITAMIN DBAG’ across his chest.
SUN: Try bench-pressing two burnt titties, ya vitamin d-bag! [Dirty laugh] Heh heh heh!
He drops off the bar, singed and smoking, as women laugh nearby.
VO: The sun’s pretty harsh out here.
We pan out to see the sun’s harsh spotlight continue travelling across the beach, sending down its brutal rays.
VO/Supers: Don’t get roasted.
The sun winks before scorching an entire jolly volleyball team, distant cries.
A bottle of Standard Procedure slides into frame as supers animate on.