Ad of the Day | Mirimar "Goes Full Speedo" in Ambitious Ads to Relaunch Swimwear Brand

May. 07, 2024

Speedo, has partnered with independent creative agency MIRIMAR to create “Go Full Speedo,” a global campaign that will serve as a relaunch for the swimwear brand during an Olympic year. The objective is to reclaim the Aussie brand’s heritage and status as a global icon.

Go Full Speedo is a rallying cry for swimmers worldwide. It's a mindset that represents total commitment in and out of the water. 

The aspirational work which comprises film, an original song, still photography, and social videos— aunches May 6 and will run through October. 

Ads will run in the USA, UK, Germany, France and Australia with media focusing on paid online video, influencer channels such as Meta and TikTok, and athlete-owned social channels. Mirimar produced three films the “Go Full Speedo” launch film, “Towel Change,” and “What Do You Call Them” along with various cutdowns.

Additionally, the project will include PR launch stunts, social activations, athlete endorsements, and an original song “Go Full Speedo,” by the band The Beefs, which plays in the films. The song is being released as a single and as a track on their new album.

The “Go Full Speedo” hero film is directed by Australian Scottie Cameron, who lives and works in L.A. It features “Stranger Things” star and Aussie icon Dacre Montgomery, Californian skateboarding legend Peggy Oki, and the stars of the TV show Bondi Rescue.

Speedo is in Australia’s DNA. The brand is iconic, nostalgic, and dripping with Aussie charm. But after years of focusing on speed and performance, it has drifted away from its original bold Aussie attitude. The new brand platform helps Speedo reclaim its spot in the hearts of the bronzed Bondi Beachgoers who made it famous as well as anyone with the attitude and cheekiness to identify with it. It captures where the brand has come from and the commitment of where it’s going. 

Simon Breckon SVP of Speedo International, said: 

"Go Full Speedo embodies the indomitable spirit that resides within us all - an unwavering determination to seize every opportunity, both in and out of the water, and take commitment to the next level. We’re incredibly excited to be launching the new campaign alongside a star such as Dacre and all our athlete partners."

 

Nick Morrsiey ECD, MIRIMAR added:

"Go Full Speedo is a mindset that can transcend the pool and live in culture to celebrate anyone that’s giving it a red hot go. Growing up in Bondi before moving to the US, Speedo was always more than just a swimwear brand—it was iconic for the people and the lifestyle it represented."

 

Luke McKelvey, Co-founder at MIRIMAR said:

"We love that this new platform can encompass everything from a kid jumping from the high board for the first time to an Olympic athlete breaking a world record."