SUV sales in Australia outstrip any other class of vehicle. Yet most SUV owners don’t venture into the outdoors, doing the majority of their driving in urban areas. But they still want to know that their SUVs are capable of handling it in the wild, even if they themselves are not.

With its lyrics "Always had a roof above me, always paid the rent, but I've never set foot inside a tent, can't build a fire to save my life, I lied about being the outdoor type", the Lemonhead's song "The Outdoor Type" directly addresses our campaigns truth - SUV buyers might like the idea of the great outdoors, but in truth they're more about the great indoors.

It was also a big hit in '96 when our audience were teenagers. It taps into their psyche. Plus, while it was sung by Evan Dando, it was written by an Australian! Tom Morgan from Smudge. Which is probably why it resonates so well with Australian audiences willing to have a laugh about themselves.

In terms of pacing, an ambling guitar track fit perfectly with a runaway tent more at home in the wild than the people trying to sleep in it.