Creative Focus: Fashion victims
Every week two creative types from different agencies put pen to paper and share their thoughts on six campaigns.
Up for review this week:
- Goulburn Valley, 'Something perfect in an imperfect world', Host Sydney
- Carlton Draught, 'Footy Rules, Clemenger BBDO Melbourne
- Commonwealth Bank, 'Mate debt', One Green Bean and Imagination
- Perfect Italiano, 'No celebrity chef required' Clemenger BBDO Melbourne
- GIO, 'Whistle and Hum', Leo Burnett Sydney
- sass & bide, '#Instawalk', WeAreDigital
Jim Robinson, principal and CD, Jamshop
Time is the most valuable commodity. It gives you space to think, to plan, to ponder and to improve.
As consumers, we have very little of it to receive messages and get engaged by a brand. As communicators we have that relentless pressure of being right every time and using what precious little time we have to make a mark. I think some of the ads here have had too little time spent on them, or maybe too much tinkering, because while they are all good ideas, some lack the element of surprise.
Here’s what I thought on a very tight deadline.
Goulburn Valley (01).The press release on this campaign says that this product represents something perfect in an imperfect world. I love the premise. I like the story and the twist. But what has Lovin’ Fruit got to do with this? I know that this is probably a mandatory, but drawn in by an unfolding story, I feel like I’ve been caught in a trap of ranting salesmen. A nice idea with too little time thinking it through.
Carlton Draught (02). This is a cheap shot at what we really like. It comes from the ridiculous headspace of “made from beer”. It’s a bit of fun. It’s a great way to shift the focus away from weighty issues surrounding the AFL and have some fun with footy. And it gives me permission to like the brand. And this probably has just enough time spent on it from the client’s and agencies’ points of view.
Commonwealth Bank (03). I think the idea of KaChing is good. I want to see it work. It’s an interesting way into a world of social media. But I can’t help feeling that what could have been a funny, engaging piece has failed in execution. I know CommBank wants to leverage its cricket sponsorship.
I love Bing and Booney, but I hate what they made them do. There’s a bigger thought here in ‘ending mate debt’, but it’s hidden by wrong calls. 100% security guaranteed. Big call.
Perfect Italiano (04). I suspect there are millions of Australians who’ll love seeing Gordon cut down to size. This is the perfect way to use a celebrity. It’s a perfect execution of a great idea. Yes, I’ve seen this form over many decades but it works because it’s the way we think.
Simple, relevant, fun. This is my favourite.
GIO (05). “Whistle and Hum”. Hmm. Do people really believe this sort of advertising? There’s a really nice thought here, that GIO just gets on with the job, but isn’t ‘doing’ the proof of the product. I unfortunately read the press release and must say that the rationale that this was “heroism and responsiveness in the face of real human experience” was a tad dramatic for me.
So I tried to put this out of my mind and let the spot talk to me. Then the voiceover earnestly told me that “when your world stops, we go into action”. I think it’s the delivery that I have a problem with. ‘It’s a trust thing’ is ‘real’. But for me, the stuff supporting it is tryhard. Have fun.
Sass & Bide (06). Since the beginning of time, people have looked at what other people are wearing. Fashion trends are but a moment in time. What’s clear to me is that fashion is unclear, it creates a tension. People want to be up with it. This approach grabs me because I’m trying to understand it. You’ve made it just hard enough to capture my interest but not so hard that I’ll give up.
What does it mean? Does it even matter?
Ben O’Brien, ECD, O’Shea & O’Brien
These critiques tend to be either nasty or nice. On one hand, I know a few of the lovely people involved, and nothing of the strategy and/or pain they must have gone through. So I could play the nice guy. But isn’t that boring?
On the other hand, I could slam everything as ‘total crap’ or a ‘wasted opportunity’ and paint myself as the tough, uncompromising CD. But what if the work’s not that bad? Perhaps there’s a way to do both.
Goulburn Valley (01). “You should be ashamed of this” is a phrase that could not be, in good faith, associated with this ad. It’s a solid answer to what I suspect was an uninteresting question. I do wonder why the strategy went down a ‘tastes really good’ path, rather than ‘kid-friendly, bite-sized pieces’, which feels like the difference between taking this product to school, rather than just an apple.
Carlton Draught (02). “This is complete crap”, I just heard someone say about a different ad. As for this Carlton ad, I like it. When I’m trying to describe to a client that sometimes it’s OK to take the piss out of yourself, I reference this campaign (going back to ‘Canoes’).
I think this execution will again make friends with the target, because it sounds like their funny mate talking. However, I have reservations about playing foosball with an oval-shaped ball. That is a ‘bad idea’.
http://www.youtube.com/watch?v=AGIU-roZM-I
Commonwealth Bank (03). “Digital is a total waste of time,” said the unemployed CD. I like the (potentially big) idea of paying your mates back. It’s true. What’s also true is that people don’t like banks, as can clearly be seen on the CommBank Facebook page.
As for the video, I found it pretty awkward. It was the opposite of funny and the actual functionality of the ‘send a message’ part was a bit lost.
But I worry I’m selling this idea short, by not hearing the radio and seeing other contact points. I feel very sorry for the social media manager of CommBank’s Facebook page, though. They seem to spend their time deleting comments or apologising.
Perfect Italiano (04). “Pathetic drivel” was presented for this brief, but the ECD picked this. It may not be the freshest idea (the product is so easy to use, you won’t need [blank], so use [blank] for something else) but it was done properly with Gordon Ramsey swearing, rather than bloody Manu French-ing. So I think it will work and sell cheese, without being too cheesy.
GIO (05). “You should all just give up,” I was saying to a dwarf high-jump team on the weekend, but that’s not relevant now. When I saw this the other night I thought, yep, Thunderbirds, International Rescue, GIO… got it. Great. Then I asked my girlfriend what she saw in the ad and the reply was, “people whistling while they work. They’re happy”. She could not identify the tune (which, let’s face it, is from a very, very old show) and therefore I worry the point will be lost on a great number of viewers.
Sass & Bide (06). “Bullshit. Unmitigated excrement” will help your Azaleas grow, but don’t fertilise before Spring. I’m clearly not in the target market for teen girl fashion. Having said that, I had a good look around the various touch points for this campaign and it seemed very heavy on scrawny-girl-pouting-at-camera and pretty light on ideas. I might be underselling this one, because I feel like I didn’t ‘follow it’, but it would be very interesting to see just how many people did.
Please login with linkedin to comment
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.