JG King – Step Up To Steel – Wrestlers
Orchestral bossa rhythm that shadows the “We’re Coming Up” jingle from the JG King “Up” campaign.
We open on a puny, malnourished looking ‘wrestler’ who is dressed in retro gym gear with signature nerd glasses. He hops about on the spot while jabbing the air with his tiny little fists before triumphantly kissing his biceps. He is shot against a pastel peach background.
Sound of the air whooshing as he punches, together with the sound of a fighting bell being struck.
The screen slides across from screen right, making for a split screen effect.
In this second screen we have a larger than life WWF style body builder, literally bursting with muscles, who flexes menacingly while staring down the barrel of the lens. He is shot against a contrasting blue pastel background.
As we cut to the WWF style wrestler, heavy metal power chords add emphasis to the musical arrangement and lead into the “We’re Coming Up” jingle.
The word ‘Timber’ comes up over the puny wrestler.
And then the word ‘Steel’ comes up over the WWF style wrestler.
SUPER: Your Choice
Then the words, ‘Your Choice’, come up, blocked out, centre screen.
We transition to the “We’re Coming Up” jingle.
We cut to a stylised photo realistic 3D animated sequence of a JG King house shown from the street. It’s a beautiful day with a gorgeous blue sky and the house is surrounded by verdant trees swaying in the breeze.
A 30-40 something Aussie male VO with an air of authority.
At JG King, there’s a reason we build with steel frames.
Superimposed over the 3D animation of the rendered home, the Bluescope steel framing elements drop into place in quick succession as the background fades to a navy blue. At this point all we can see is the home’s steel framework which spins around.
JG King. Step Up to Steel.
SUPER: Step Up To Steel.
The words ’Step Up To Steel’ are rendered in a font which has a visual treatment that evokes the idea of the strength of steel. To the left of the words is a simplified graphic version of a wall and roof frame section.
We then cut to an aftershot of the WWF wrestler effortlessly lifting the puny wrestler up and down over his head like a bar bell gym weight.