Campaign
Maximum Results, Minimum Stress
Launching Excel HSC Copilot
Strategy
Creative
TVC Suite
Social Launch Assets
Photography
Pascal Press needed to launch their Excel HSC Copilot online study platform to one of the hardest audiences in advertising; 16–18 year olds. The problem? Teenagers aren't scrolling socials looking for study tips. They need to be ambushed – through entertainment.
Meet Mr Tedious – a loveable villain armed with the world's most painful study techniques. By making the wrong way to study genuinely funny, the campaign earned teen attention before it delivered the message.
Introducing Mr Tedious!
Fox + Bear developed a dual-audience creative approach, using tongue-in-cheek humour that worked on two levels simultaneously.
For parents, representing a key demographic, it tapped nostalgia through an Apple vs. PC-inspired format, and for Gen Z it was pure entertainment – a character and format built for their feed.
The Mr Tedious campaign platform was deployed across BVOD, social video and photography without trying to please both audiences with the same message.
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