MCM Media get ‘daring’ with Ryan Shelton

Staff Writer

In a highly creative (and no doubt highly expensive!) campaign, Dare Iced Coffee have engaged MCM Media to create and manage a new concept spearheaded by comedian and tv/radio host Ryan Shelton. The creative will be placed across an entire 3-minute commercial break on Channel 9, with Dare buying the complete break.

The content will feature Shelton generating content along the theme of 'a Dare Iced Coffee Fix'll fix it', and is targeting Dare's 20-30 year old demographic.

“Dare Iced Coffee gave me two Options. Option 1, be a part of the campaign to create three minutes of content that will take over an entire commercial break… or Option 2, accept a lifetime supply of Dare Iced Coffee. I quickly chose Option 2 and they told me that one was a joke"   says Ryan.


The campaign will run for 13-weeks on television, radio and online and asks consumers to upload their own dilemmas at the Dare Facebook page for a chance to win $30,000 and have Ryan 'fix' their problem in the television spot.

The concept has been managed by MCM Media, Group Content Director Sam Thompson commented “This campaign is a great example of real collaboration between the Dare Brand team at Lion, Starcom and MCM Media; and Ryan was the perfect creative to bring to life the concept,”

The campaign will premiere on Channel 9 on Tuesday 17 April at 9pm.


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