Creative Focus: Love hate relationship
Every month two creative types from different agencies put pen to paper and share their thoughts on six different campaigns, from across the media spectrum including radio, TV, print, digital, social, outdoor, cinema and integrated.
Up for review this week:
- Audi, ‘Land of Quattro’, Holler
- Wonka Chocolate, ‘Wondrous Rhyme’, JWT
- Wynns Coonawarra Estate, ‘It’s all a matter of time’, DDB Melbourne
- Adidas, ‘Speed of light’, Worldwide London
- MasterCard, ‘Priceless Sydney’, McCann
- Marmite, ‘End Marmite Neglect’, Adam & EveDDB
Wayne Deakin, ECD, Jam & Engine Group
Back when I was a young spotty ex-AWARD School copywriter in Oz working on the likes of Zupps Cars and Woolworths, I would have killed for the opportunity to work on the six dream brands I’ve been asked to review. Fast forward 20 years – and after spells at agencies all over the world – I’m sitting in a spitand- sawdust pub in London across the road from the global independent agency of which I’m ECD, wondering whether those lucky creatives who have been given the chance to work on such magnificent briefs have done themselves justice. Will their creations inspire a new generation of young ad folk in the same way that campaigns for Mastercard, Adidas et al inspired me? Will they be the envy of art students lusting after the Next Big Thing? Or will we be disappointed, saddened that these creatives, when faced with the opportunity of their lifetime, failed to pull it off?
Audi (01). Let’s start with Audi. What a brand and what a responsibility. A history of beautiful sexy car stuff, hey? To give the piece credit where credit is due it has embraced the world of co-creation with some nice touches. It keeps my interest for a fair time because it’s trying something new. But is it sexy? This is Audi after all – does it have that young creative pin-up power a brand like this requires, nay, deserves? Maybe not.
To make your own Audi ad click here.
Wonka (02). There’s no golden ticket for the Wonka work, either. A huge opportunity lost here. Let’s just say that maybe more time should have been spent on the idea instead of on the sweet animation. A brand with this much fun and lustre means this work could have hit heights akin to Coke’s ‘Happiness Factory’. Sadly falls way short.
Wynns Coonawarra Estate (03). Does the Wynns print work challenge my perceptions? Will we still be talking about it once the campaign has run its course? It has a lot going for it; there’s beautiful craft and there’s some nice thoughts gone into the writing. But it’s a pleasant grownup campaign rather than a world-beater. More like a beautiful, well-executed planner’s ad, not a category game-changer.
Adidas (04). Adidas, Adidas, Adidas…what were you thinking? The world’s best footballer nd this is it? Where’s the idea? Where’s the authenticity? Where’s the storytelling? One of the world’s biggest sports brands offering you Lionel Messi really is dream brief territory, and this is the best you can come up with? You’ve let a generation of young creatives down with this spot. Nike does it better.
MasterCard (05). The ‘Priceless Sydney’ work for MasterCard is not priceless but it is good. It taps into culture and people to bring it to life. The use of earned and paid media feels relevant, charming and connected. A simple idea done in an engaging way with a pinch of fun. It’s not totally fearless, but there are some good cross-channel lessons to be learnt here for any aspiring creative.
To see the microsite click here.
Marmite (06). Thank f**k for Marmite. Phew! A generation of new talent has something to benchmark against. Here’s an ad that’s grounded in a good strategic, ownable thought. It’s clever and brave stuff with a simple but strong message that stands out in its category. The execution feels right for the time we are in. Well done to everyone involved – if young creatives are smart they won’t just be watching and sharing your ad, they’ll be learning from it.
Matt Gill, group CD, Hammond & Thackeray
Working on health related products 24/7 it was nice to venture into the world of mainstream advertising, at least for a couple of hours. Some really nice creative thoughts here, but not everything hit the mark for me.
Audi (01). I really enjoyed this site. You can play director on the latest Audi TVC by picking\ footage and camera angles to create your own spin on their spot then submit it in a competition. This was right up my alley and it would certainly get me\ to spend more time with the brand. However it did occur to me that working in advertising I might enjoy playing with this a whole lot more than the average customer. It worked for me anyway.
Wonka Chocolate (02). Doesn’t really matter what age you are, everyone knows Charlie and the Chocolate Factory and Willy Wonka through Roald Dahl’s books – or more recently the Johnny Depp film. There are probably financial and copyright\ reasons for not mimicking that world directly, especially the Tim Burton version. However this spot is quite dull in content and colour, doesn’t hit the mark for me at all. To be honest I think the Joyville work for Cadbury has out wonka’d Wonka.
http://www.youtube.com/watch?v=StNBhJQClao
Wynns Coonawarra Estate (03). Nice art direction, good shots, great retouching. However I find the idea a little confusing. I get the thought that, over time, nature has provided all the ingredients needed to produce great wine, but I don’t understand why everything around the vineyard looks dead.
Adidas (04). I’m a football fan so again this had my interest straight away. Add in one of the biggest stars that has ever played the game and it’s pretty hard to fail with its target market. It was a visual feast and I’m sure will shift a few pairs of boots.
http://www.youtube.com/watch?v=yjjb_Dy7tXg
MasterCard (05). A great way of bringing the ‘Priceless’ idea to life. Interacting with people on this level is fantastic because people love discovering new things about their city. There are many touch points and I’m sure it will be a lot more successful than just trotting out another TVC.
Marmite (06). Marmite has been running with the insight that some people like it and some people think it tastes like crap for some time now, but just repeating that doesn’t really do much of a job in my book. Are they just saying to those who eat it, don’t forget to keep buying it? Is that enough? I didn’t find the ad itself particularly funny either, although I didn’t find it as offensive as other people seem to.
It reminds me of the problem Guinness had a decade or so ago where they told us that it was an acquired taste, but the work made us want to try it. This doesn’t.
http://www.youtube.com/watch?v=mHjssdNNzP0
Please login with linkedin to comment
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.