‘Sports is stranger than fiction’: Meet the unlikely stars of The Monkeys | The Work campaign

Ad Nut is a little overweight lately. Too many nuts and not enough exercise. This quarantine slump has been hard to get over.

But there is hope… or so Rebel, Australia’s best-selling sports retailer, tells us with its latest campaign which focuses on the sporting journeys of ordinary Australians whose lives have been transformed by sport.

One film shows how outback swimmer Brendan Cullen fought his way out of a drought, and another tells the inspiring story of Sinead Diver, “the never-too-late athlete”, who at 47 is running for Olympic marathon gold.

The campaign is the latest instalment of Rebel’s ‘Sport is Calling’ brand platform, which was created in 2020. This latest iteration, created by The Monkeys (part of Accenture Song), carries the message that sport has the power to transform lives.

“Brendan and Sinead’s stories demonstrate Rebel’s belief that sport can be the catalyst for incredible change and growth in our lives. Not just physically, but mentally too,” said Rosemary Martin, Rebel’s General Manager of E-Commerce and Marketing.

“Sport really is stranger than fiction,” added The Monkeys creative director Adam Slater.

“Whether it was a farmer who beat a drought by swimming to the dam or a 47-year-old IT professional who became a national record holder, we loved unearthing the best sports stories Australia had never heard.”

All these very inspiring people might just be the push Ad Nut needs to get out of this period of depression and get into sports. Rumor has it that squirrels make excellent gymnasts. Watch out, Paris 2024…