All The Bright Moments In Election Advertising
In this guest post, group creative director at Ogilvy Shaun Branagan talks about all the bright moments in election advertising.
Seems like it was only yesterday there was an election (true in NSW) but the pollies are off and running with a nod and a Winx in ScoMo’s case with a trip to the Randwick racecourse (Bill had to watch the race on his phone on the tour bus).
Odds are against the PM currently, but no doubt they will shorten (get it) closer to the day. Currently 2.36 per cent to labor, according to Newspoll.
As an aside, hats off, or rather fascinators off, to Sportsbet and their agency for a pearler of a print ad on launch day in the Daily Tele. But I digress, like a pollie avoiding a tricky question from a reporter. To the contenders.
In the royal blue silks, we have the current PM, the one no one voted for, Scott Morrison. In the shiny red silks, with his own sort of new green deal, we have Bill Shorten.
ScoMo has a nickname, which always helps. But Shorten has a new comedian in Kristina Keneally. So far KK’s done a stand-up number ridiculing the libs for ridiculing labor over its electric vehicles policy. Then she followed this up with an online video on the big red labor tour bus, mimicking airline safety videos.
But back to the leaders. ScoMo looks a bit more presidential (although heavens knows what that means these days). The libs videos are also more polished.
There’s a bit of camera work with slow zooms, tracking shots and even some slo mo for ScoMo. He presents surprisingly well, looking assertive and pitching his case with passion. So far ScoMo looks like a leader. In contrast Shorten’s ads look like they are shot on an iPhone and not very well at that.
Perhaps they’re trying to show they understand the medium? Shorten rarely talks to camera, preferring a voiceover. Ironically in one video Shorten claims that the Libs are tired, but if anything Shorten looks like he could do with a long nap.
Both have embraced their inner selfie. Shorten got the jump with his early morning pitch on day one. ScoMo followed up with his own selfie video from the heartland. Problem being, it was way too long and repetitive.
Policies? ScoMo, in a nod to Bill Clinton, says it’s the economy, stupid. His pitch is you can’t trust Labor with money. Conversely, Bill is talking up health and a new green economy. ScoMo is focused on giving young people jobs. Whereas cancer is big on Bill’s agenda. His FB page says he is bringing back Slip Slop Slap – nearly 40 years after it first launched.
Both parties seem to have the same approach to their rallies with placard-waving devotees in the background brandishing placards with slogans. Predictably Labor has red cards with white type and the Libs have blue cards with white type. Talk about typecasting. Both leaders are armed with an ACTION Plan, which the cynics would say never gets actioned once in power.
Social media is the battleground for the election, but neither of the leaders are nailing it effortlessly yet. Whereas Independent Jacquie Lambie knows how to get punters thumb-stopping. Her FB post featuring a battered saveloy, with the caption: “You guys know I like my sausage”. It generated around three thousand comments easily eclipsing the PM’s best effort. And she had crying emojis too.
Bill and ScoMo are laying off the emojis for now but come May 18 one of them will have a smiley face.
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.