The hero video sees a couple as they contemplate visiting a far-flung relative, only to be surprised by Nollsie himself.
Greyhound Australia has announced its official return to service and new brand platform, Feel the heart of Australia, through an online campaign created by Rumble and fronted by Shannon Noll, belting out his noughties’ banger, Drive.
The hero video, supported by a series of behind-the-scenes pieces, sees a couple as they contemplate visiting a far-flung relative, only to be surprised by the heartland hero himself.
From here, things make an obvious progression to absurdity.
“Beyond the campaign’s tongue-in-cheek humour, at its heart, it’s about reconnection and supporting regional towns that have done it tough over the past few months,” Greyhound Australia marketing and communications manager Michael Leard says.
“Just like all Aussies, we’re excited to be out on the road again and keen as mustard to bring joy to Australian journeys.”
The campaign marks a shift towards a more jovial, light-hearted personality for Greyhound Australia.
“Feel the heart of Australia represents more than just passing landscapes and iconic destinations," Rumble associate creative director Bec McCall says.
"It also embraces the unique characters and richness of personality that call this country home, including the people who are part of the Greyhound team.
“Being six years junior to Vegemite, GHA is a brand deeply connected to the Australian story.”
The campaign is in market now, with retail and supporting activity to follow.
