Kitchen appliance brand Parmco is rolling out a novel online campaign featuring 5 x 5min epic videos, called The Parmco Challenge, described by the producers as Top Gear meets Peter Jackson’s Bad Taste.

Ep 1 (fetchingly titled Rambo’s Undies) stars Mikey Havoc, Strictly Come Dancing star Hayley Holt (Ritchie McCaw’s ex), and a live studio audience in an unusual demonstration of Parmco cooking and cleaning power, involving an armed military assault with AK47s, grenades and pyrotechnics and eating a roast dinner off Havoc’s once-grotty grundies.

The other four eps – Parmco Sucks, Cold Beer in a Power Cut, Hob-Knobbing with a Spartan and Hayley’s Puppies – are in the can and will roll out over the next two months.

In development is a wider campaign involving social media and TV. “We wanted a campaign that stands out and entertains,” says Parmco marketing director Josephine Chiang.

Credits: The campaign was devised by former Whybin\ gm Aaron Taylor, who now runs a “fast and nimble” project management company called Taylor Finest Suiting (022 611 4797), and shot by director Mike Reihana (michaelreihana.com).