AUNZ Work of the Week: SICKDOGWOLFMAN and Drumstick

A family keeps disturbingly calm in Drumstick’s latest campaign from indie SICKDOGWOLFMAN, as their road trip turns questionable when they take a wrong turn through a cornfield.

The new Drumstick flavours become embedded in this classic Aussie cultural moment by being portrayed as staple road trip snacks. Simplicity is the charm here; it doesn’t feel as dramatic as it could, which is what sparks interest. No rage, no impatience, no over-the-top humour. Restraint.

The final wide shot of the car carving a path through a corn field is both silently and audibly comedic, as one of the children declares they “don’t think [this] is the right way”.

An ad that can convey humour subtly is commendable. Perhaps next time I have to break bad news to the family, I’ll just bring a box of Drumsticks.