Triple M today launches the next phase of its highly successful ‘Sounds Like Triple M’ advertising campaign with Bruce the giraffe who busts out of his living room and takes to the streets to share his enthusiasm for rock music with the wide world.

In the next evolution of the ‘Sounds Like’ campaign, created by Thinkerbell, we see Bruce 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 - 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.

Why have two giraffes belting out a rock epic in suburban streets? Because the essence of what makes Triple M, Triple M is so unique - with its world first combination of rock, sport and comedy – maybe the question should be, why not a giraffe?

The Triple M network now has 49 stations nationally, as Triple M makes its debut in Perth from this month. The ‘Sounds Like’ campaign personifies the Triple M brand and what listeners can expect when they engage with any of the Triple M stations. From its unique blend of rock, sport and comedy,  Triple M has a passionate, fun and absurd energy that simply cannot be put into words.

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. Why? Because it’s too hard to describe what ‘Sounds Like Triple M’ with words, so instead the network decided to show it…and a singing giraffe thrashing around a lounge room gave the audience a pretty good idea.

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.”


Agency - Thinkerbell
CGI/VFX - Cadre Pictures
Production - The Producer
sSound – Brendan Tacey, Triple M

About Triple M:
After 40 years, Triple M continues to be one of Australia’s best-known radio entertainment brands and the only radio network that provides its listeners with a unique combination of Rock’s Greatest Hits, Sport and Comedy. With 49 stations across Australia, including five DAB+ stations, Triple M Soft Rock, Triple M Classic Rock, Triple M Country, Triple M Hard N Heavy and Triple M 90s, Triple M has become known for playing Rock’s Greatest Hits, and its iconic talent and shows that get people talking.

The iconic brand entertains more than 3.7 million radio listeners each week and is home to some of Australia’s biggest sporting heroes, comedians and music gurus including Mick Molloy, Jane Kennedy, Lawrence Mooney, Mark Geyer, Gus Worland, Jess Eva, Margaux Parker, Wendell Sailor, Ryan Girdler, Peter Sterling, Luke Darcy, James Brayshaw, Billy Brownless, Gorden Tallis, Greg Martin, Dennis Cometti, Mark Ricciuto, Chris Dittmar and Andrew Jarman to name just a few!