Creative Focus: sweet treats and 'squandered' opportunities

Creative Focus: sweet treats and 'squandered' opportunities
SHARE
THIS



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

This week, as part of our annual New Zealand issue, two NZ-based creatives judge Aussie ads.

 

Up for review this week:

  • UBank, The Monkeys
  • Durex, Fundawear, Havas Worldwide Sydney
  • Mentos, strawberry hitmen, Naked Communications
  • Canon Australia, 'No one sees it like you', Leo Burnett
  • Depend, 'Take the feel test', Shift
  • Nestle, 'Croaky, husky, hoarsey', Ogilvy Sydney

Tony Bradbourne, creative director and founder, Special Group

Despite the impression that the creative grass is greener over this side of the Tasman, we at Special Group constantly admire the innovative creative thinking that comes out of Australia. Big ideas for big clients with sensible production budgets.

This is an interesting selection of work. Most of it I know really well, but a few I hadn't seen before (in some cases thankfully). 

So lets get started

UBank (01). Interesting point: confronting the metaphor head on doesn't mean it's not another metaphor ad. But, it's a cool gag. 

I love the way it is shot, cast and acted. The benefit and outtake is super clear. It would really stand out in a commercial break. And it made me laugh, no mean feat for a bank ad. 

I'm not sure if I was supposed to look at the park execution – apparently it had been removed from YouTube, which only made me curious – so I found it. The image of a poodle shitting gold bars is a damn memorable one. So in the end I was really liking this campaign.

http://www.youtube.com/watch?v=lnuRYhJD4rk

Durex (02). I'm not sure if this is an ad, an experiment or whatever. But I like it. 

It looks like an agency innovation, so hats (trousers) off to them. I hope it works well, and I hope they can take it into mass production. 

It's the kind of business/marketing crossover idea that makes this industry so interesting. It's a reminder that there is an opportunity to do something interesting for every client outside of the confines of the usual magazine or radio ads – no matter what shape or size that 'something' comes in.

Mentos (03). This ad fires at its target at point blank range, and misses. It just needs to be funnier. It might have worked better 15 years ago. 

Skittles' work from North America has set the bar pretty high for this category. This one never really got close to hitting it.

http://www.youtube.com/watch?v=9VQ6KDSojnY

Canon Australia (04). Creating a chronicle of your life's most important times is far from a unique idea. 

What's different with this version is that it's done without humour, credibility or inventiveness. 

Great brand, great emotive territory, great product. This is a massive opportunity squandered. We would kill for this brief.

Depend (05). Underneath the poor production values, wooden acting, fabric close-up and uninspiring dialogue, there's an interesting idea desperately trying to get out: a woman who you wouldn't expect to suddenly take her clothes off, does just that. 

Shock value, surprise, product demo and a tangible benefit – some good ingredients there, but poorly served up. 

The feel test? I'll take a pass on that this time.

http://www.youtube.com/watch?v=eM_im-O2OVY

Nestle (06). And we finish with a metaphor – a triple metaphor in fact – very hard to do. Well done to everyone involved. 

There is so much you could say about this spot – the triple pack shot straight from the pocket, the girl/horse neigh at the end – where do we start? 

Unfortunately I've just hit my word limit.

 

Dave King, executive creative director & Joint CEO, M&C Saatchi Auckland

I hadn't seen most of these ads before so the last 20 minutes has been interesting. I've been asked for my honest response, so here goes.

UBank (01). This reminds me of a Crispin spot from around 10 years ago, but that doesn't stop me liking it. 

It's exactly my cup of tea and gave me a good laugh. The black guy at the end is great. 

Like any good campaign, you're left wanting to see the other executions and trying to think up some yourself.

Durex (02). I did see this one last week. I think most of us did.  And that's the smart part. They created a spot about a 'prototype' that will never ever become a commercial reality. I think. 

Yet we all watched this spot, shared it, commented on it and, I assume, liked the brand a little bit more – and possibly think of the Durex brand as innovative. 

I personally found the couple really irritating but think if Durex really wants to be seen as innovative, this would have helped.

http://www.youtube.com/watch?v=qb7DN3kpl2o

Mentos (03). I really wanted to like this, not least because McNamara worked on it and I know he'll call me after reading this. 

I thought I was safe when I saw the still image of the strawberry hitmen which I liked, but man this ad disappointed me. 

I found it really dull and was left with an 'is that it?' kind of feeling.

Canon Australia (04). These ads are perfectly inoffensive. There's absolutely nothing wrong with them. But they don't move me in any way whatsoever or make me want to revisit the site so I can find out more about the Canon offering. 

I think the O.E. one will resonate with some mums, but the sports club one is less predictable and the fresher of the two.

Click here to see the videos.

Depend (05). On the surface this sounds like it is one of those briefs that every creative would love to sink their teeth into, filled with endless possibilities. In reality, I reckon this would be a tough task filled with no-go areas, mandatories and a whole heap of trouble. 

So I think this ad is spot on. 

I'm sure the last thing people who need these pants want is anyone knowing they need them. So this demonstrates the benefit simply and cleanly.

Nestle (06). Richard Maddox, the ex-Colenso ECD, introduced me to the term 'See Cat, Say Cat', where the headline repeats the visual. 

Well this takes that term to a whole new level. I think the creative team must have been watching the classic Val Kilmer film Top Secret when they were supposed to be working on this. 

And making the poor woman at the end do that thing with her lips is just plain mean.

http://www.youtube.com/watch?v=Z5mP2qixyP4

Please login with linkedin to comment

Latest News

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge
  • Advertising

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge

Host/Havas has secured Australia’s first grand prix award at Cannes overnight, taking out the top gong for the direct lions with its work Palau Pledge. The work, which sees all visitors to the tiny island nation have their passport stamped with a pledge to be a good environmental citizen, which they must sign before entering […]

by B&T Magazine

B&T Magazine
Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]