Creative Focus: Animal Magic
Every week two creative types from different agencies put pen to paper and share their thoughts on six different campaigns.
Up for review this week:
- Odyssey House, 'The Petition', GPY&R Melbourne
- Melbourne International Comedy Festival, 'Find out you're not funny', Clemenger BBDO Melbourne
- Coles, 'Down down whatever you need', Big Red
- Cadbury, 'Cadbury Easter bunny', Saatchi & Saatchi Sydney
- Telstra, 'Made by Mog', Droga5
- Pet Rescue, Whybin\TBWA Melbourne
Craig Burtenshaw, creative director, Komosion
TV ads. What's the essential stand-out-from-the-noise ingredient in the age of always on, everything connected, information saturation, mobile and digital? Being a creative I tend to mull over ads, thinking, critiquing, absorbing.
All too rarely I turn to my girlfriend excitedly and say, "That was a great ad", to which she replies "Huh, what ad?". Are these ads made of that essential ingredient?
Odyssey House (01). Wow! Maybe I'm just a big softy, but I'm not afraid to say that gave me goosebumps and a little bit of a lump in my throat.
Brilliant music selection. A beautifully shot, powerful, emotive story developed over just one minute and 30 seconds. It's connected to a simple social digital campaign with a clear call to action. Be proud of that one.
http://www.youtube.com/watch?v=5mmGxi_-75E
MICF (02). It's for a comedy festival so it would be pretty unusual if it wasn't funny. Admittedly, at first I had to double check I was watching the right ad. Like all good comedy though it built slowly to a well delivered, unexpected punchline. Even grabbing one more chuckle in the final super. That super though was packed with info, a lot to take in in a short flash.
It's good, but would I remember what it was for? I don't have rewind on my TV.
Coles (03). Oh boy. What do I say?
My first thought was "are Status Quo really that hard up?". I'm a little embarrassed for them. From the purveyors of the most annoying jingle of the last two years comes yet another one. They even admit it in the ad. The trouble is it works. Everyone knows who it's for, they have the brand's big red hand in every frame.
And who hasn't struggled trying to get that damn tune out of your head? "Down, down, prices are"… No!
Cadbury (04). Finally a Joyville ad that I get. Is it just me or has anyone else found Joyville to date to be often a little too obtuse, and sometimes just a little bit creepy?
This is a nice ad, simply yet cleverly executed. It captures the childish magic of Christmas. No, hang on, which mythical holiday figure are we celebrating next? I was disappointed though not to see it executed across digital, there would be so much mileage in it.
Telstra MOG (05). Huh? I'm confused. Seriously. I saw two products in there. Is this for a fruit juice or an online music service, like Apple's iTunes? Apples. It certainly did feature a lot of Apples. I wonder if there was some hidden metaphor in the Apples? I think maybe this is what happens when you try too hard to be cool in a short space of time.
Maybe I'm just not the target demographic? Apple juice anyone?
http://www.youtube.com/watch?v=vCVCmN5laVk
PetRescue (06). Nice! Well done for not going down the A-typical path of tugging at the heartstrings of the viewer to provoke an emotional response and therefore hopefully action.
I'm an animal lover and the A-typical just fills me with guilt because I'm not currently in a position to do anything. Clever. Made me go "hey, funny, I like that ad, I'm going to check them out".
And my girlfriend will turn and say "Huh, what ad?" But don't let that be a reflection on the quality of the ad.
Joe smith, creative director, ardentdigital
Odyssey House (01). I really like this ad. I like the way addiction is represented as a nondescript cardboard box. This generic treatment denies the viewer the chance to judge the addiction itself: it's not about grog or gambling or other specific topics and so it proposes that all addiction is equal.
I like the realistic suggestion that people carry their addiction with them, they manage it daily, rather than the simplistic "just say no" philosophy.
The production values build a compelling picture of isolation: the makers of this ad have earned our empathy. In particular I like the positioning of Odyssey House: there for the addict who wants change, who wants to move on and recognises there's greater efficacy in support.
MICF (02). It's got to be hard making a funny ad to promote a comedy festival. This ad reinforces that idea. It didn't make me want to go to the festival. In fact, I found myself thinking "yeah, some of those professional comics aren't very funny either".
It's nicely shot and I like the pacing, but comedy, which must surely have originated with a caveman's confident "owning" of a prehistoric fart, belongs to everyone. The suggestion it be left to the experts is hard to embrace.
Coles (03). This ad works for me for one simple reason: the band is clearly having fun and it's contagious. They're enjoying a late pay-day; the frivolity of the set up and trading on former glory.
They look in-shape and capable of smashing out a tight set.
As a musician myself I wondered why the guitarists had operable "big red hand" instruments and the drummer didn't (I'm sure I'm reading too much into it)?
"It's annoying isn't it?" asks Gran. The answer is "yes", but it feels like we're all in on the joke.
Cadbury (04). They had me at the first appearance of the BMX. It's a brilliant symbol of youth: stylish, gearless inefficiency with explosive moments of gravity defying self-expression. The "bunny-hop" in-joke is sweet too.
It's a very clever way to connect with children's expectations and adults' memories.
The CGI components aren't overworked and the bi-pedal rabbit isn't too scary (Frank, I'm looking at you!). The "mex" physics are convincing: nice momentum on the skid, good sense of weight on the bunny-hop into the warren.
The idea that the Easter Bunny has a bludge, floating in your pool, mid shift, is ace.
http://www.youtube.com/watch?v=uQJ863JqGM8
Telstra MOG (05). Using narrative to introduce a web-based app is a great idea. So is showing the user interface and revealing some of the mechanics. But I just wasn't feeling the story.
It did make me smile but it wasn't comedy. It seemed to be playing against a "real" stereotype but it wasn't a doco. In the end, I think the story got in the way of the product/service – too much about fruit juice, not enough about the personal power of defining the playlist of your life.
Pet Rescue (06). That dog is a great actor.
The idea of building a family by choice is a nice way to position choosing a pet. The extension then, that you choose a pet that has lost or is without a family, is a strong one.
I didn't find the ad funny but I applaud the attempt to use humour and the simplicity of the ad's message.
Please login with linkedin to comment
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.