Adland, You’ve Lost Your Larrikin Spirit And Why You’re Poorer For It!

Adland, You’ve Lost Your Larrikin Spirit And Why You’re Poorer For It!
SHARE
THIS



In our quest to be the leader in everything, DDB Melbourne’s chief creative officer, Darren Spiller believes Adland is beginning to slide into the depths of the nanny state of advertising

“Hey, where’s the larrikin gone?” asked a bewildered Spiller. “People want that stuff. We like to have a laugh with people.

“Australia’s become so busy trying to become a world leader in so many things in the first world that we kind of started losing our identity because we wanted to be politically correct and appeal to everybody.”

The nanny state of advertising is not a new concept, and one Spiller has spoken to B&T about previously. It stems from marketers’ fears of being ridiculed on social media – of which there are numerous examples – and accidentally offending someone.

“Creativity cannot thrive in a fear-based culture,” stressed Spiller. “Because of our political correctness, nanny state Australia, clients are fearful they will be slammed so there’s a lot of second-guessing in what we do and what we don’t do.”

DDB Melbourne group managing director David Brown chimed in: “I believe Australian brands have become quite commoditised.” Referencing how Aussie companies made it through the recession where it was all about sales, Brown said we’re at a point now where brands need to start differentiating themselves again.

It’s not just Australia though. The whole world is becoming more politically correct, suggested Spiller, and he wondered when the last time was that someone had a proper laugh at someone else’s expense.

“I’m talking light-hearted stuff here,” he quickly added, “I’m not talking about really horrible bullying at all, but it’s important for us to tap into our personality, it’s made us who we are. That’s why we’re able to go onto the World’s Stage.

“So I’ve made sure our work is starting to tap into that.”

Referencing work for DDB Melbourne washing brand client Radiant and its ads last year  – which saw clothes being soiled, washed with Radiant and then returned to the store – Spiller explained how getting the client to okay the idea that essentially “broke the law” was quite an achievement.

“Radiant took 21 months to get through,” he said, “from its inception to actually getting it on air…it’s a lot of hand holding.

“I still say they’re brave though, even in the 21 months of doing it because we basically, essentially, broke the law. Taking something back, and getting a refund that you’d used, is against the law – it was all light-hearted though and we showed them and we didn’t take the money or anything like that – but that’s a big hurdle for a client to get over.”

Will our industry ever get back the larrikin, our empathy to the Australian spirit?

“I haven’t seen a lot,” admitted Spiller. “Yeah it’s out there in little spatters, but I would love that clients see the success of the brands that we’ve worked on…and say ‘we need a bit of that’.”

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]