The Triple M brand continues to stay true to itself by constantly pushing the boundaries, despite approaching its 40th birthday this year, and this week launches one of its biggest and boldest marketing campaigns ever.

After growing to the Triple M network to 40 linear stations and five DAB+ stations, parent company Southern Cross Austereo (SCA) sought to create a campaign that solidifies the national Triple M brand and communicates what listeners can expect when they engage with Triple M. From its shows and hosts, to the music, and digital channels, it is a brand that has a passionate, fun and absurd energy that simply cannot be put into words.

The new campaign, entitled Sounds Like Triple M, is a product of the brilliance from creative agency Thinkerbell in collaboration with Triple M’s in-house marketing and content teams. It will roll out across TV, outdoor, print, digital and social from Sunday March 1.

The campaign centres around an animated giraffe, affectionately known as Bruce, who energetically thrashes around a 1970s style lounge room, as he sings 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 gives the audience a pretty good idea.

Head of Triple M, Mike Fitzpatrick, said: “After 40 years there’s no other station like Triple M and certainly nothing else that sounds like Triple M. We remain a place to escape the mundane and just like Bruce the giraffe we are irreverent and fun, never boring and never take ourselves too seriously.”

Co-founder & Chief Creative Tinker of Thinkerbell, Jim Ingram said: "What makes Triple M, Triple M? It's such a unique brand that words can't quite explain what it sounds like, so we didn't even bother trying - we thought we'd just show it instead. And a giraffe thrashing it out to a power ballad in the lounge room seemed to do the trick just nicely.”

Southern Cross Austereo Chief Marketing Officer, Nikki Clarkson, said: “Triple M has delivered some incredibly bold campaigns over the years, and we weren’t about to stop this trend in its 40th year. In fact, we strived to go one step further!

“The concert of Bruce the giraffe has allowed us to capture the essence of the mischievous nature of the Triple M brand and the creative minds at Thinkerbell have delivered for this campaign.”


Client - SCA

Nikki Clarkson - Chief Marketing and Communications Officer, Mike Fitzpatrick - Head of Triple M Network, Krista-Lee Pope - Senior National Marketing Manager, Digs Schmutter - Marketing Manager Triple M, Jessica Simpson - Senior Media Manager.

Agency - Thinkerbell
Thinker - Belle Thompson, Tinker - Tom Vizard , Head of Production - Di Nash,Chief Creative Tinker - Jim Ingram,  Tinker - Elsa Caruso, Head Thinker - Jaime Morgan, Chief Thinker - Adam Ferrier, Managing Partner - Margie Reid 

CGI/VFX – Cadre Pictures

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 Real Music, Sport and Comedy. With 45 stations across Australia, including five digital stations, Triple M Soft Rock, Triple M Classic Rock, Triple M Country, Triple M Hard N Heavy and Triple M Greatest Hits, Triple M has become known for music, 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 Eddie McGuire, 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, Chris Judd, Gorden Tallis, Greg Martin, Dennis Cometti, Mark Ricciuto, Chris Dittmar and Andrew Jarman to name just a few!