CHE PROXIMITY, Sydney / FLYBUYS / 2021
Write a short summary of what happens in the film.
Give a Flybuys is a 3-minute music video that celebrates savviness. Throughout the ad we see a cast of everyday Australians, all miming to the same punk-rock voice. Performed by frontman Blake Scott from the Peep Tempel, his unapologetic sound embodies the new Flybuys.
This GAF attitude is mirrored in the performance of each character. A shameless mix of thriftiness and pride. As we cut from person to person, across the country – they each break the fourth wall to boast about their savviness and what they’ve redeemed thanks to Flybuys.
From groceries, to holidays, school uniforms to Moscato – it’s clear that this collective share the same pride in points collecting. Because when you Give a Flybuys, you take more.
Cultural / Context information for the jury
The track is full of ultra-specific references to Australian culture that most people would relate to and find amusing; in particular the habits of thrifty everyday Australians. It also includes Flybuys vernacular that most Australians recognise, including:
Magpie – Ruthless Australian bird who collects shiny objects
Toot roll – Toilet paper
Rissoles – Australian hamburgers
Rundle Mall – Famous shopping centre in Adelaide, South Australia
Unleaded – Standard choice of petrol/gas for cars
Discount docket – Fuel discount coupon on a supermarket receipt.
Mosman – Affluent Sydney suburb
Yummy mummy – Popular reality TV show
Triple offer – A coveted offer for triple bonus Flybuys points
Surfer’s – Surfer’s Paradise, a beachside party town
Wet ‘n’ Wild – Theme park on the Gold Coast
Legionnaire’s hat – Standard issue school uniform hat, with a flap
Bagsed with a towel – Common practice of saving a spot by the pool.
Tell the jury about the creation of the original music track.
Our three-minute track was written by the agency. Then we worked closely with composers Los Plásticos and director Sanjay De Silva to arrange the final piece.
As the Give a Flybuys campaign was about creating an ownable attitude, it was essential that we found the right voice to embody it. We decided on Blake Scott, the frontman of Aussie punk-rock band The Peep Tempel. His gravelly drawl contained just the right amount of attitude and effortless cool. And brought to life the shameless pride in thriftiness the track celebrates.
Right from the start we wanted to create a real song, not a parody. Drawing inspiration from UK grime, the track has a heavy, driving bassline with a 4/4 beat. Punctuated by Blake Scott’s spoken word performance about all the things he’s redeemed with Flybuys points.
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