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By Audrey Kemp, LA Reporter

May 7, 2024 | 3 min read

The Australian swimwear brand relaunches with a global campaign just ahead of the 2024 Olympics.

Speedo, the 110-year-old Australian swimwear brand, is making a splash with a global campaign that’s as bold and cheeky as its infamous swim briefs as it looks to reclaim its status as a cultural icon.

Directed by Australian Scottie Cameron, ‘Go Full Speedo’ celebrates the brand’s Aussie heritage and rekindles the spirit of adventure and confidence it is known for.

At the forefront of this splash-tastic campaign is none other than Dacre Montgomery, best known for his role as Billy Hargrove in hit series Stranger Things. In the ad, Montgomery ‘goes full Speedo,’ flaunting his Aussie charm and confidence as he dives into the ocean with reckless abandon.

But Montgomery isn’t the only star making waves in Speedo’s latest venture. Joining him are Californian skateboarding legend Peggy Oki and the heroes of the TV show Bondi Rescue. Its original soundtrack comes from the band The Beefs.

Simon Breckon, senior vice-president of Speedo International, commented on the campaign: “’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.”

Indie creative agency Miramar created the campaign’s three films – the ‘Go Full Speedo’ launch film, ‘Towel Change’ and ‘What Do You Call Them?’ – along with various cutdowns.

“’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,” said Nick Morrissey, executive creative director at Miramar. “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.”

The ads will run now through October 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.

And if that wasn’t enough, Speedo is pulling out all the stops with PR stunts, social media activations and athlete endorsements.

Luke McKelvey, Miramar’s co-founder, added: “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.”

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