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This time, Rex had three women to look after. In 2003 Pacific Brands launched a fresh television campaign, using the same ant-eating concept. Was it due to the sensual nature of the ad? Or was it just that Australians weren’t ready to be licked by echidnas? Antz Pantz Backpackers The ad featured model Toneya Bird who went on to appear in international campaigns for Loreal and Cover Girl.Īpparently the Antz Pantz television commercials caused some heated debate in Australia. The first Antz Pantz campaign was created at The Campaign Palace, Sydney, under the creative direction of Mara Marich and Sarah Barclay.įilming was shot by director Iain Mackenzie.
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The super: “Antz Pantz: Underwear from Holeproof”. The voiceover, “Underwear that’s nice to crawl into”. The woman lies back to enjoy the experience. With a call of delight Rex leaps up to lick up the ants. Finally the ants reach the woman’s white Antz Pantz knickers. An echidna (an Australian ant-eating mammal like a hedgehog or porcupine) waits by her side. The music rises in tension as the ants crawl up her leg. In an hot humid backpacker’s room a woman is lying on her bed, watching the ants crawl over the desk and phone and clock. The original Antz Pantz commercial, launched in 19, features a female backpacker, her pet echidna, and a few local ants.
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Pacific Brands continue to keep the connection between Antz Pantz underwear and Rex, the echidna with a tongue for ants. The three TV ads, from 1989/1990, 20, have somehow caught the imagination of many young Australian women with their cheeky sensuality.
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The Antz Pantz ‘Sic Em Rex’ series is considered one of the most memorable television advertising campaigns in Australia.