Thirsty Camel’s customer is exactly the person living and dying with every session of a summer Ashes series. The problem: no sponsorship rights, no broadcast integration, and no path to the category-locked placements competitors had sewn up. The brief was to get the brand into the conversation anyway, at the speed sport demands, across a four-month series, without a budget built for traditional reactive production.
Havas Media Melbourne bought Triple M’s between-overs inventory and placed Camel Man, voiced by Australian comedic legend Stephen Curry, directly into the moments audiences expected commentary to return. Most spots opened with “Thanks fellas” and closed with “Back to you,” mirroring the tone and cadence of the broadcast so precisely that the line between ad and commentary blurred. Scripts were written and turned around in near real-time as the series unfolded, reacting to the moments fans were actually talking about. To extend the campaign into social without blowing timelines or budgets, POP built a generative AI production workflow for the talking avatar, with some traditional post-production workflow. Each new script became a 15-second video in both 1:1 and 9:16 formats, backgrounds matched to whichever ground was hosting: MCG, Adelaide Oval, the Gabba, Perth Stadium. What would have taken weeks in traditional VFX took hours. The campaign reached 2.2 million listeners at an average frequency of 8.4, plus 170,000 via LiSTNR regionally, and 750,000 people through social. The concept sold on to Canadian Club and Jack Daniel’s, who co-funded the campaign for brand placement — proof that strategic thinking, agility and AI-powered production can outperform a traditional sponsorship without owning the rights.
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