With this being an Olympic year, in the run up to the event it would be easy for a sports brand to employ a suite of souped-up athletes to model their products and leave it at that. But there is something fairly unattainable about that image for the average consumer.

It’s why Speedo, ahead of the ‘summer of sport’, has opted for a more inclusive take and gone back to its Australian roots for its latest campaign, which celebrates swimmers of all ages and backgrounds to foster “a global community united by their love for the water”.

The new spot, from creative agency Mirimar and directed by Scottie Cameron, sees Aussie actor Dacre Montgomery (known for his role as Billy Hargrove on Stranger Things) be transported from Sydney’s business district to the city’s buzzing streets.

As he walks towards the iconic Bondi Beach, he disrobes to reveal a brightly coloured pair of Speedo trunks. He is then joined by other members of the public also donning various styles of Speedo, from swimming costumes to shorts, rash vests to budgie smugglers, a cheekier style popularised in Australia.

Alongside Montgomery, there are other Australian-themed cameos including skateboarding icon Peggy Oki, and the stars of lifeguard reality show Bondi Rescue.

The line ‘Go Full Speedo’ features throughout, mostly via a catchy song of the same title, written and performed by Aussie punk band The Beefs. The aim is for the mantra to inject “a dose of swagger and humour into the brand’s identity”, encouraging everyone to swim.

 

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Credits:
Agency: Mirimar
ECD: Nick Morrissey
Copywriter: Jake Ausburn
Director: Scottie Cameron
Production: Collider
VFX: The Editors
Sound: Sonar Music