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.
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?
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.
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
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]