Creative Focus: Heaven sent

Creative Focus: Heaven sent
SHARE
THIS



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:

  • BOQ, 'It's possible to love a bank', BWM
  • Nandos, 'Peri-medics', 1000heads
  • Quit Victoria, 'Last Dance'
  • ABS, 'Run That Town', Leo Burnett Sydney
  • South Australia, 'Be Consumed', KWP
  • Aussie Mite, 'Sorry', Grown-Ups

John Perry, MD, Havas Melbourne and APAC chief strategy officer

BOQ (01). Is it possible to love a bank? Quite possibly one of the easiest questions for anyone to answer, but not in the positive. And unfortunately I’m not sure BOQ actually succeed in convincing us that it is possible. While you could love the creative technique, cartoon style or wry wit of this campaign, there’s unfortunately not enough reasons to believe to turn my financial services relationship from mild indifference to all-consuming love.

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

Nando’s (02). One of the oldest jokes in advertising used to be: “The answer is a 30-second TVC. Sorry, what was the question?”. Today, substitute ‘30-second TVC’ for ‘fully integrated, socially led, experiential, content activation idea’. I get the feeling many of these ‘stunts’ are just designed for award submission reels. While I wouldn’t mind Nando’s turning up at the office to hand out spicy sauce, I certainly wouldn’t feel compelled to immerse myself in the whole idea, watch the video and submit a request for ‘Peri-medical’ services. It feels a little contrived and creatively obvious, with a dose of pun overload.

http://www.youtube.com/watch?v=PTwYz4La1O0

Quit Victoria (03). A different approach to antismoking communication. Mostly, these campaigns are based on producing a strong ‘visceral’ response from the audience (i.e. ‘see how much tar is in your lungs’), combined with a hard call to action.

This spot shuns both approaches and tugs at the heartstrings with enough cues to the ‘illness’ for quick comprehension, the use of the son to illicit wider guilt, wonderful direction and a use of music that holds your attention. It might just tap into a new insight for smokers and produce enough of an emotional effect to motivate a call to the Quit line.

ABS (04). As a planner, I love ABS stats. But I struggle finding time to go through the stats I need, let alone embarking on some game where I can rule my own Aussie town. However, I’m not the target because I know ABS stats are highly valuable. But unless the target is 9 to 14-year-olds with a yearning to run for local government, I’m not sure the enormous amount of work gone into producing this digital experience is going to shift widespread opinions about the ABS and its census data.

South Australia (05). Tourism advertising is often seen as the poison chalice of creative services. But this one gets it just right.

A great line linked directly to the ‘product’, wonderfully brought to life in what can only be described as a sensual, indulgent feast for the eyes that eschews the superficially upbeat and sunny overtones of typical tourism advertising.

http://www.youtube.com/watch?v=MoMp-V_CRdc

AussieMite (06). A classic product usage TVC using a highly unusual setting to gain attention. This is what advertising is all about, because if people aren’t talking about your commercial, then it’s just not working hard enough. Just a shame there’s no proof to why this product is sacrilegious beyond the setting of this one commercial. It feels like the advertising execution is leading the brand essence.

 

Paul Knights, creative director, Creative Oasis

When B&T contacted me and asked if I’d be part of this week’s Creative Focus, I was chuffed. As a creative who’s been lucky enough to work in this industry for longer than I can remember, I’ve always believed we should support one another. Lord knows its tough enough without us being our own worst critics. However, I’ve been asked to judge this work on its own merits. So if I tread on any creative toes, I apologise in advance.

BOQ (01). I really like this work. I think the banking category is one of the toughest to tackle. Agencies tend to put on their ‘bank’ thinking caps and wander round in the same territory. This campaign doesn’t. It’s fresh, the animation is charming and the ads make their point in a really entertaining way. Be great to see the research down the track. Is it possible to love bank advertising? I think it is.

Nando’s (02). This feels like one of those briefs where the client said: “We need an online campaign, one that everyone can be involved in.” I think it was probably funnier on paper than it is on screen. But I love a good pun, so ‘Peri-Medics’ and ‘Re-saucetate’ help the idea. The best line is the quick response ‘Katie Peri’ – made everyone laugh. Hopefully they’ll get more of those along the way, it will help keep the idea alive.

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

Quit Victoria (03). Is it just me or is this style of Quit advertising wearing a bit thin? I’m sorry but for me the Death Dance just isn’t effective. It’s creepy. The idea is soft, the use of a child as an added tug is emotional blackmail, and the line tumbles out of the music track (you wonder what came first: the track or the line?). I kind of wish people would Quit making ads like this.

ABS (04). This is a very cool, clever idea. I don’t know about you, but I’ve often wondered what they did with all that census data. Now I know. You can use it to rule the world, or at least your own town. This is turning dry data into something that’s fun, useful, entertaining and interactive. Well thought through and really well executed.

http://www.youtube.com/watch?v=rif1698fH2E

South Australia (05). Or, in this case, the Barossa. I saw this ad the other night and thought it was beautifully made. Intriguing pictures, powerful music score, unpredictable scenes (particularly the chicken plucking) – it makes you want to watch. But would it make you want to go, and for what exactly? For me it lacks a conclusion. There’s no line to sum up. The components are all there. A little more work, add a promise, and this could be brilliant.

AussieMite (06). Good Lord. I look at this work and think what a blessing it is that we weren’t involved. Is this a case of the client being hijacked by the agency with the old “get noticed” argument? Yes, it’s important to get noticed, but for the right reasons. For their penance, the agency should shoot another commercial for the client at their expense. And as the agency is called Grown-Ups, they should know better. Thank God they apologised.

http://www.youtube.com/watch?v=Pu_vTGWA9DE

Please login with linkedin to comment

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 […]