Friday, September 08, 2006


Aussie Bodies has just launched a provocative viral campaign via Cummins & Partners, Melbourne for its new protein powder Xtreme Muscle Gainer.
The commercial will predominantly run virally through Men’s Health online and on Fitness First TV. It features steamy, uncensored sex between a couple in a hotel room, and ends with the tag line ‘If you build it, they will come’.
"We wanted to make the sex look realistic so as to immediately capture the attention of our audience," says Aussie Bodies CEO, Maria Deveson-Crabbe.
"A viral campaign needs to be compelling, funny or push the boundaries in order for it to have pass-on appeal. For this campaign, we have used a combination of sex and humour that will not only put a smile on people’s faces but also drive viral pick up," she says.
"No doubt the explicit nature of this campaign will raise a few eyebrows, but we know a significant motivation for users of protein powder is having a good physique for sex appeal. We expect a few wry smiles from those who already use Xtreme Muscle Gainer and also expect we will appeal to potential consumers."

If You Tube reject the spot, you can check it out on under 'Build it and they will come'.

Creative Director: Sean Cummins
Copywriter: James Procter
Art Director: Dave Lunnie
Director: James Teh
Production Company: Renegade films
Agency Producer: Jill Wheeler


Anonymous Anonymous said...


Funny, but for me the explicitness actually detracts from the humour. Still, a pretty good effort.

9:45 AM  
Blogger Captain Obvious said...

It's way too long. If you're gonna do a pun-line reveal get in and out quickly I reckon.

10:47 AM  
Anonymous Anonymous said...

should have had another cleaner waiting to clean his room

11:02 AM  
Anonymous Anonymous said...

Great viral.

Any truth to the rumour that after that shoot Sean hired the girl as his new Creative Director?

11:05 AM  
Anonymous Anonymous said...

I always shag the cleaners in hotels they're generally really classy birds.

11:08 AM  
Anonymous Anonymous said...

Could have shown more of HIS body considering that's what the product is about.

12:28 PM  
Anonymous Anonymous said...

Oh no! Bad idea, tired strategy and no nipple action.

12:33 PM  
Anonymous Anonymous said...


wait, i have to watch it again.

yep, jesus!

good viral.

12:34 PM  
Anonymous Anonymous said...

i love it.. who knows Dave's and James' emails so i can send them their Gold Otter awards?

1:11 PM  
Anonymous Anonymous said...

Lynx Effect gone very, very bad.

2:03 PM  
Anonymous Anonymous said...

Utter shit.

2:06 PM  
Anonymous Anonymous said...

Anyone seen the agency picture on the website? Has the man no shame.

2:45 PM  
Anonymous Anonymous said...

That's make me buy it, but I'm already stacked.

2:48 PM  
Anonymous Anonymous said...

A bit difficult to watch a video which sounds like a hard-core porno in your office and a bit pointless to watch a rooting flick which only sounds like a hard-core porno when you are alone.

3:34 PM  
Anonymous Anonymous said...


4:24 PM  
Anonymous Anonymous said...

Ok I will say this once fucking more.

Something is only Viral when it has had a viral effect i.e been passed on. The creative in itself is NOT viral, the execution is!

Ther eis no such thing as a viral creative, only a viral execution.

Get it?

4:32 PM  
Anonymous Anonymous said...

Build it, and they will Cummins.

To quote a well respected NZ based ECD
"I don't think puns have counted as an 'idea' since around 1978"
This doesn't change if you double up your puns either guys.
Absolutely shithouse.
What the fuck is happening at Cummins?
Come on guys, you can do a lot better.

This doesn't apply to the direction. I just wish Renegade hadn't sullied themselves with such a worthless production.

5:00 PM  
Anonymous Anonymous said...

so very very sweet... i'm off to knock one out.

5:46 PM  
Anonymous Anonymous said...

They really know how to use the interweb at Cummins. I will definitely e-send it.

8:35 PM  
Anonymous Keep on Cummin said...

If you pull it you will come.

1:44 AM  
Anonymous Anonymous said...

I hope mummy watches it. There's a good girl!!!!!!!!

3:09 AM  
Anonymous Anonymous said...

I guess you had to be there..

2:02 PM  
Anonymous Anonymous said...

I'm not really a member of the Cummins fan club, but I'm so sick of people pulling the piss out of half decent ads. If this ad is so bad (like some on this blog have commented), can someone point out all the supposedly great ads out in the marketplace at the moment.

Oh, that's right. There's pretty much fuck-all of them around. Maybe that's because all the creatives are too busy pointing at other ads saying, "I could do better than that".

Put up, or shut up.

9:23 AM  
Anonymous Anonymous said...

i agree. i fucking like it!

2:09 PM  
Anonymous Anonymous said...

9:23 There's a Cummins fan club?

2:47 PM  
Anonymous Anonymous said...

I bet you like it because you're a guy who loves the fact that he can see a bit of tit and can justify it as researching ads.

But think about the product, its benefits and all of thing you could have done. Instead this ad goes down a well trodden path (think Lynx/Axe for starters) and only really delivers on showing a some somewhat risky sex scene without a very good pay off. The build up of the ad is greater than the so-called twist at the end.

It's not uncommon for a guest in a hotel to drill the maid. And especially when she is that hot. He should be lucky that he gets to put her away. We would all tap that at a drop of a hat. Maybe she is using Xtreme too.

Would it have been better if the guy was shit ugly but still had a good rig? I don't know. But something is lacking. What someone said above about needing another maid waiting outside would have been funnier than how it stands at the moment.

But whilst some people like it and others will always bag work on here, I think that with a product that bulids muscle and it being viral and all,this ad could have been a fair bit better.

Good production values though.

3:04 PM  
Anonymous Anonymous said...

Yes there is a Cummins fan club, and once AWARD reaches 500 Lynchie's going to start recruiting for it.

3:23 PM  
Anonymous Anonymous said...


You've nailed it.

4:02 PM  
Anonymous Anonymous said...

How can the love between a man and a woman be worthless?

10:35 AM  
Anonymous Anonymous said...

I couldn't agree more 3:04, except I don't think dry rooting is that risky.

10:38 AM  
Anonymous Anonymous said...

It would have been better if the script was something like this.... Open on an ad agency... it's late in the evening and the agency principal is talking to a few junior female creatives and a long legged blonde account service girl. He suggests they all slowly take his tight black leather pants off.... he then asks the creatives to pash one another. They do. he watches. the leggy blonde feels left out and she joins the creatives.
The principal watches, looks around his agency and the headline appears.. build it and they will come.

9:27 PM  
Anonymous Anonymous said...

9.27pm - genius

3:02 PM  

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