NDC ambassadors Rob and Dave will be coming to the side of a bus near you in a campaign that runs until the end of January and involves a first-phase spend of over €500,000. Larger-than-life pictures of the Kearneys will be appearing on buses and bus stops all over the country and will be accompanied by messages such as ‘Built by protein – powered by dairy.’

You don’t need to set up a camp outside Dublin Bus for your first glimpse of the campaign, however. A series of videos has already been released which allow viewers to check out behind-the-scenes footage of the brothers trying to apply their sporting prowess to Olympic sports such as boxing, diving, paralympic swimming and rowing.

Experts from each sport guide the Kearneys through the correct techniques. Pentathlete Natalya Coyle takes Rob through some fencing drills reprimanding him “you’re really good at carrying...just do something with it when you’ve got it!” But Rob blames his bad back.

Sibling rivalry is very evident in the rowing as Rob blames the machine, calling it faulty, rather than accepting that Dave beat him fair and square in the race-off.

Powered by Dairy sets out to reach sports fans at all levels. “We want to talk about expert-based facts and not fads and to highlight the potential role milk can play in sports nutrition, rehydration and recovery,” said chief executive of the National Dairy Council, Zoe Kavanagh.

The NDC has partnered with the Irish Institute of Sport (IIS) on this campaign and the Institute’s head of performance nutrition Dr Sharon Madigan gives nutritional tips in the videos.

Check out the full series of videos on www.ndc.ie.