Creative Focus: Drunk and old-fashioned
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.
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.
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.
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.
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.
Please login with linkedin to comment
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.