Creative Focus: Drunk and old-fashioned

Creative Focus: Drunk and old-fashioned
SHARE
THIS



Every week two creative types from different agencies put pen to paper and share their thoughts on six campaigns.

Ads up for review this week:

  • Just Right, 'Master of Understatement', by JWT Sydney
  • Evocca College by Engine
  • Yellowglen, 'The house of sparkling', by The Monkeys
  • Coke Zero, 'Just add Coke Zero', by Host, Maverick and Naked Communications
  • Rebel, 'Be united', by BD Network
  • Wattyl, 'The Familyfier', by Draftfcb

 

Paul Dunne, creative director, M&C Saatchi

Let’s face it. If you’re reading this, there’s a 98% chance you have some personal stake in the work I’m about to critique. So whatever I say, I’d better be prepared to back it up in a drunken conversation with you at the next industry get together.

With that in mind, I’ve chosen to write this while actually drunk. So here we go.

Just Right (01). What ever happened to “Not too heavy, not too light” as a positioning? Remember how the box would get knocked over and then magically pop back up in a demonstration of perfect balance? Now that was advertising. And frankly, I’d expect more from the people who also brought us “Tall Jan is malicious” for All Bran. So I guess what I’m really trying to say is I find this effort, well, a bit disappointing. And you can take that as another great Aussie understatement.

http://www.youtube.com/watch?v=y_HiX5eUfNo

Evocca College (02). I love cinema advertising. It’s what TV used to be when we all paid attention. And there’s nothing like those few seconds of silence that follow your cinema ad where you get a live and uncensored response to your work from absent from the idea. But to hell with all that. We’ve got a bunch of famous players from the various codes, playing a hybrid game. It’s black and white, over-cranked, and with a thumping soundtrack. The punters (or poor people as I like to call them) will love it.

Yellowglen (03). Maybe I’m just in the mood but I love this. A brilliant positioning, with a beautifully crafted execution. Nice work guys. Great to see something intelligent, classy and all about flogging grog. I might even go online later to (as the PR blurb states) “rediscover the brand through imaginative experiences.” Whatever the hell that means.

http://www.youtube.com/watch?v=Q-TwdI2OxP0

Coke Zero (04). Speaking of PR blurbs, apparently the ambition here was to “defeat the idea that zero means nothing”. Move over Sir Isaac Newton, here comes the Coke Zero team. And don’t bother with any of the cerebral claptrap – a beach party in Buenos Aires is just the answer. Or maybe not. But behind this rather generic execution lurk a wonderful idea and line that may one day (or in another channel) live up to their true potential. On a more positive note, I’m sure it will do extremely well on brand tracking thanks to that handy graphic device. But on all other measures, this Zero TV ad still means zilch to me.

Rebel (05). The recent positioning work seems  absent from the idea. But to hell with all that. We’ve got a bunch of famous players from the various codes, playing a hybrid game. It’s black and white, over-cranked, and with a thumping soundtrack. The punters (or poor people as I like to call them) will love it.

http://www.youtube.com/watch?v=OL4WmjNIswE

Wattyl (06). Shooting a series of TV ads all at once to launch a new positioning of a brand is a daunting experience for everyone involved. You’re gambling a lot of money and exposure on getting it all right, first time. The smallest problem with casting, tone, or even the weather is exacerbated across an entire series. But I reckon these guys have done a great job. Sure, some of the executions are better than others, but by and large the gamble has paid off.

So, I love you and you and you, and I reckon you’re awesome. Thanks for reading and I’ll see you at the bar.

 

Mat Garbutt, copywriter, Fenton Stephens

I’ve been a copywriter for a tick over 20 years. When I got interested in the industry, I rushed out and bought a copy of Ogilvy on Advertising. I’ve only had a mobile phone for about four years. I like cryptic crosswords and I still find puns funny. My children roll their eyes at me a lot. Understand all that when you read the following.

Just Right (01). The expression “just right” is not an understatement—it’s actually a prissy way of saying “it’s absolutely, positively perfect”. If my arm was hanging off and I manfully grunted, “It’s just a scratch,” that would, of course, be understatement. On the other hand, my grandmother saying, “I finally got my crocheted quilt cover just right,” is genteelly veiled geriatric chest beating. So for me—being painfully logical and literal—this just doesn’t work. But I’m going to blame a planner here, who probably talked in the brief about uncovering an “earth-shattering cultural truth about the Australian internal narrative”.

Evocca College (02). I understood this ad like I understand video games. But given who it’s aimed at, my cluelessness is probably the greatest compliment I can pay it.

http://www.youtube.com/watch?v=25ca1jThEM8

Yellowglen (03). Wow! What a Luhrmann-esque visual feast. It makes me want to let fly with words like “sumptuous” and “fabulous”. And I guess those are two pretty good words to associate with champagne, a product that exists solely to inject a little fabulousness into otherwise ordinary lives. So on that front, it’s a filmic triumph. My only gripe is that there’s no tie-in with the product, so it expects punters to go somewhere else to continue the “relationship”. I know I wouldn’t…then again, I’m a Luddite.

Coke Zero (04). I actually really like what they’ve done with the zero here—literally made something out of nothing. And if the purpose of this type of ad is to make people look at it and think, “I wish I was that guy/girl,” then I guess it hits the mark. Personally, I’ve never seen a horde of attractive young folks cavort quite so carnally when their only fuel is a diet soft drink. But maybe I’m just going to the wrong parties.

http://www.youtube.com/watch?v=DrZ0P95rEQw

Rebel (05). This is an ad for a retail chain whose shopping mall neighbors are more than likely a Pretzel World and a Jay Jays. Bearing that in mind, this is a kick-ass TV spot with much, much better production values than I’d expect of the category. And while moody black and white shots of sporting deities set to a pulsating rock track have been done to death, I suspect it’s because they continue to work.

Wattyl (06). In the spirit of transparency, I was until quite recently at DraftFCB, but I’ll try not to let that colour my review too much. First off the line: Wattyl family-fy your home? I like it. Working the product name into a strapline always works for me, but as I’ve already said, I do have an old-fashioned affection for word play. The talent are good, although the know-it-all dad (Geoff Morrell) does seem to have cropped up in a few spots recently (and Home and Away). Bottom line, if I was a clueless young family-type taking my first toddling DIY steps, I think I’d find these spots reassuringly real.

To see the ad click here.

Please login with linkedin to comment

Latest News

Image lead story UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions
  • Advertising
  • Media
  • Technology

UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions

With over 50 companies taking part, the fourth annual Big Clash cricket tournament has been the biggest yet, raising $124,000. The event once again brought the industry together for a great afternoon of cricket, drinks, music, and charity activations. This year, the event was expanded to have Media Owners, Media Agencies, Techies and Creatives all […]

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”
  • Media

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”

Southern Cross Austereo (SCA) has experienced a negative first half of the 2018 financial year, posting a dramatic drop in overall profit and a slight drop in revenue. The group’s net profit after tax fell 21.2 per cent to $48.5 million in the six months to 31 December 2017 (compared to the previous corresponding period), […]

by B&T Magazine

B&T Magazine
Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman
  • Advertising
  • Campaigns

Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman

Creative digital agency Milkman has helped Lord of the Fries (LOTF) pay homage to two of the fast food outlet’s favourite artists through a series of clever art poster adverts. Milkman re-created the latest album covers of Kanye West and Kendrick Lamar with a LOTR vibe to highlight the brand’s hip-hop roots and its favourite albums […]

Keep Left Wins PR Account For Greening Australia
  • Marketing

Keep Left Wins PR Account For Greening Australia

PR and content marketing agency Keep Left has been selected by proactive conservation organisation Greening Australia to raise public awareness of its flagship programs and national footprint. The relationship began in 2017 when Greening Australia engaged Keep Left in support of Reef Aid, a project launched with corporate partner Virgin Australia to improve water quality […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.