S treets has tweaked its global ice-cream campaign ‘Time for a Cooler Snack’ to include a cheeky tone for the Australian market.

DDB Sydney reworked the campaign, first conceived by Adam & Eve DDB, using local variants such as Splice, Cornetto, Gaytime and Bubble O’Bill.

The outdoor campaign has already attracted attention, with one poster appearing to reference the film Brokeback Mountain with a Bubble O’Bill asking a Gaytime ice cream: “Gaytime?”, to which it replies: “Whoa there cowboy!”

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Another version soon-to-be-released outdoor carries the edgy line: “The new boss has a stick up his…”

Anthony Toovey, marketing director ice cream with Unilever Australia, said that while the global template had been used all of the work had been specifically created for the local market using the theme of giving consumers a break from the serious side of life.

“We are trying to put a smile on people’s faces during that return-to-work period,” said Toovey.

He said that the tone of the campaign walked a fine line but he believed Australians would get the joke, adding he was “thrilled” with the results for the campaign, which has taken off on social media on sites including Reddit.

“Global have been fantastic giving us the space to make this work in Australia. Our sense of humour is very different,” he added.

“It is a shell of an idea which is designed to be localised. We just thought, let’s be really topical and have fun with it.”

Each of more than 30 versions of the campaign has been tailored to fit the medium it is running in.

Other ads in the series include a reference to the summer of tennis with a Cornetto ad: “You’ll never win a game with a soft serve”.

Another references the beach with a Splice in a bikini with a bite mark and a Bubble O’Bill declaring: “I can see your white bits”.

Yet another features Bubble O’Bill telling a Gaytime and a Splice to “Stick ’em up”.

Simon Canning

Credits:

Global Campaign Origination: Adam&EveDDB

Local Campaign Execution: DDB Sydney, PHD, Mango Sydney

Client: Unilever

Marketing Director: Anthony Toovey

Senior Brand Manager: Scott Mingl

Regional Team: Anthony Hillier, Briar Taylor, Leanne Landolfi

DDB Sydney Team:

Toby Talbot, Chief Creative Officer, DDB Group

Creative Partner: Steve Jackson

Creative Teams: Owen Bryson, Anna Paine, Matt Chandler, Ben Pearce, Jeff Galbraith.

Account Team: Kate Sheppard, Topher Jones, Celine Smith, Micaela Benitez

Planner: Fiona Lenahan

Mango

Account Team: Fern Canning, Lizzie Culverhouse, Michael Ozard, Laura Cario

PHD

Account Team: Kathryn Furnari, Alex Pacey, Joel Pearson, Jay Malig, Jessie Ho, Holly Mizen, Billy Luu.