Pilot, an Australian advocate organisation focused on championing better healthcare for men, extended its endorser partnership with rising Aussie MMA star Jack Della Maddalena and activated the tie-up via a digital-first ‘Quick Finisher’ campaign which rolled out ahead of the ambassador stepping in to the octagon in :Las Vega for UFC 290 International Fight Week.
The creative was conceived and developed by Pilot’s in-house production team which flew to Perth to create a comic, yet serious campaign with Della Maddalena about male sexual dysfunction which set out to resonate with and empower Aussie men.
The partnership is based around the insight that while Della Maddalena is one of Australia’s leading MMA fighters, Like all UFC competitors, entering the octagon always comes with some nerves and plenty of pressure – feelings that can be paralleled to the sexual performance anxiety that men face daily.
The campaign is spearheaded by an online spot, running across both Pilot and the fighter’s social and digital platforms, which sees the organisation and the MMA ambassador bring the issue to life through what Della Maddalena does best – fighting.
But unusually, the campaign uses humour to inspire Aussie men to take action and fight for their health. Instead of ‘punching down on men who are suffering from sexual dysfunction’, Pilot’s humorous ad tackles the issue with light-hearted, comic creative approach which sees Della Maddalena personify how difficult the issue can be on a man’s self-esteem.
The hero spot, ‘Jack Della Maddalena Is A Quick Finisher. So is our copywriter Dave..’ dropped on 29 June and encourages viewers keen to improve performance issues in bed to go online to Pilot’s website and check out more detailed advice.
The spot encourages viewers to go online to find further details and take the Pilot online quiz.
The campaign is part of a Pilot and Della Maddalena partnership aimed at encouraging dialogue and conversation around the importance of men taking charge of their physical, mental, and emotional health without hesitation or shame.
“It’s important to talk about stigmatised men’s health conditions openly to show Aussie men that they’re not alone in dealing with these issues,” said Della Maddalena about the campaign. “Adding some humour to these discussions is a great way to get more attention and lighten the mood when these topics are discussed”.
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According to Pilot, the outfit chose to continue to support the Penrith-born fighter’s professional career whilst raising awareness of and providing resources and support for men across Australia to empower them to reclaim their confidence through their health.
The brand believes Della Maddalena is an authentic representative of ‘the humble, everyday Aussie bloke’ who can inspire them to take charge of their health and leave the fear of judgement behind through the Pilot partnership.
This campaign adds to previous ambassador led work between Pilot and Maddalena such as a February 2023 social collaboration leveraging Maddalena’s UFC victory in Perth.
While amongst Pilot’s other notable sports-led marketing initiatives was April 2023’s comic campaign activating its partnership with the NRL’s Cronulla-Sutherland Sharks.
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