Triple M has launched the next phase of the ‘Sounds Like Triple M’ advertising campaign with Bruce the giraffe.  
 
In the next evolution of the ‘Sounds Like’ campaign, created by Thinkerbell, Bruce is getting his party on and strutting the streets to the surprise of neighbours as he belts out The Choirboys’ Run to Paradise rock anthem.
 
During his unbridled exuberance for life and rock music, Bruce encounters another giraffe, Babs, with head out the sunroof of her red Toyota Supra, singing the same song with just as much enthusiasm, and both rock out to Triple M.
 
Bruce the animated giraffe was introduced in March this year thrashing around his 1970s style lounge room, singing along to Whitesnake’s iconic power ballad, Here I Go Again.
 
The campaign was such a huge success, Bruce is now back for the second phase from December across TV, outdoor, digital and social platforms.
 
Head of Triple M, Mike Fitzpatrick, said: “Bruce is just like every Triple M listener coming out of 2020 – excited to be out, with the world’s greatest rock station in their ears and wearing their inner rock star on their sleeve.”
 
SCA Chief Marketing and Communications Officer, Nikki Clarkson, said: “We are excited to be able to continue with this campaign, bringing Triple M to life in a memorable and never boring way, especially with an Aussie classic track such as The Choir Boys’ Run to Paradise.”

Thinkerbell Co-founder & Chief Creative Tinker, Jim Ingram, said: “In this latest iteration of Bruce we thought it was important to get him out of the house –  he’s been cooped up for a while and was going a bit stir crazy.  So, it’s good to see Bruce exploring his neighbourhood and rocking out to Triple M at the same time.”
 

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