In this edition of B&T’s Campaigns of the Month, we’re putting July’s biggest creative contenders under the microscope: Rexona’s Martha Stewart spot via Thinkerbell, Commbank’s “Doubt Never Did” from M+C Saatchi Group, and Mitsubishi’s ‘Long Way To The Top’ out of Richards Rose.
System1 has once again tested the work with audiences, while B&T has roped in Supermassive’s Adam Smith, DDB Melbourne’s Rebecca Morriss, and It’s Friday’s Grant McAloon to give their verdicts on what’s working, what’s wobbling, and what’s winning hearts.
You can check out B&T’s full Campaign of the Month archive here.
Rexona – Martha Stewart – Thinkerbell
Kicking off with an ad that’s as unexpected as it is fresh, Rexona teamed up with queen Martha Stewart to launch its Whole Body Deodorant. In a playful how-to film, Martha trades her usual homemaking tips for a cheeky full-body freshness routine, showing that deodorant isn’t just for underarms anymore.
It’s an unlikely duo that feels surprisingly classy. But how did it land with Aussies?
System 1 Analysis
In a satirical, quirky, and downright bizarre twist, Martha Stewart teams up with Rexona in an ad built to drive short-term sales. It is well branded, emotionally polarising, and highly distinctive, achieving just 34% neutrality, nearly 10% below the national norm. This matters because, while its polarising nature may limit long-term potential, negative emotions and low neutrality still fuel sales impact: the more people feel, the more they buy. With an exceptional spike rating and strong fluency, Stewart’s comical sales pitch is not only likely to spark immediate action and performance, but it will also be clearly attributed to the Rexona brand.
Industry Experts Weigh In
Does Martha Stewart have a strong connection to deodorants? Not that I’m aware of. Does it matter? Well, as Martha points out, she’s ‘Martha ****-ing Stewart’ so she can do what she wants. Her brand is flexible like that. Plus, she does the odd Instagram thirst trap, so using her to slink around in a robe to grab attention and add a little celebrity silliness to the message makes as much sense as it needs to. Throw in the odd wellness trope, like words repeated in a whisper and you have a solid and amusing ‘how to’ on whole body deodorants. What’s less clear is how many people saw the work, heaved a sigh of relief, and said, “Finally, I can deodorise my thighs.”
Commbank – Doubt Never Did – M+C Saatchi Group
Next up, an ad that hits close to home, CommBank has launched ‘Doubt Never Did’, a bold new campaign aimed at helping Australians silence self-doubt and chase their own version of success. Evolving from its long-running ‘Can’ platform, the campaign celebrates real stories of resilience, from athletes to entrepreneurs, and reminds us that while doubt might show up, it doesn’t have to stick around.
The hero film, backed by Wolfmother’s powerful take on It’s My Life, reframes the Great Australian Dream as deeply personal. Add to that a national teaser campaign, emotional audio series, and a massive digital rollout, and it’s clear CommBank wanted to make a statement.
But did it resonate with Aussies?
System 1 Analysis
Industry Experts Weigh In
The insight that the Great Australian Dream is no longer one-size-fits-all is strong, and Yianni Warnock’s direction brings plenty of polish. But ‘Doubt Never Did’ as a line on its own doesn’t have the simplicity or punch of ‘CAN.’ Out of context, it left me asking: doubt never did what?
Strategically, it treads similar ground to Bankwest’s ‘Just Enough Bank,’ with both tapping into the idea of Australians redefining success on their own terms. The difference is that Bankwest delivers that thought with a simplicity and charm that works seamlessly across every medium and sticks in your head.
Grant McAloon, ECD, It’s Friday.
It’s fascinating to see how this has divided people. The campaign line is actually pretty good, and if the world was brimming with hope and optimism, I’m not sure many would question it. But, unfortunately, the world’s complicated, challenging, unpredictable, and more than a few people don’t see doubt as the only thing holding them back. So, while celebrating people’s dreams may seem logical for a bank, it may also seem like just an ad if something solid isn’t clearly backing it up. Speaking of the ad, there are some things to like, some things that confuse, and some things that feel a bit familiar in the attempt to create a ‘big ad’. It clearly wants to leave a lasting impression yet somehow doesn’t quite realise its ambition. Maybe not everyone can see themselves in an ad that tries to be about everyone. The out of home seems to land the intent of the line better. Maybe because it’s more focussed and isn’t trying to be humorous.
Mitsubishi – ‘Long Way To The Top’ – Richards Rose
Kicking off with an ad that hits all the right nostalgic notes, Mitsubishi Motors is celebrating 45 years in Australia with a rockin’ road trip campaign for the new Outlander. Set to AC/DC’s ‘It’s a Long Way to the Top’, or as Aussies love to say, “to the shop (if you wanna sausage roll)”, the film follows a family on an epic mission to satisfy their snack cravings after the dog ruins their plans.
With leather massage seats, a Yamaha sound system, and a whole lot of attitude, the Outlander set out to prove that it’s not just practical, it’s “a bit rock ’n’ roll.”
But did the ad hit the right chord with Aussies?
System 1 Analysis
Industry Experts Weigh In
When I first saw this, I thought, wow, that was a long way to go to land a school yard joke. Then I watched it again, and thought, it has an iconic track that leads to a silly, iconic joke, and it doesn’t take itself seriously. Viewers will love it, even though, visually, 90% of it’s a traditional car ad featuring (admittedly beautifully shot) images of the vehicle from every conceivable angle. So, fair enough, it’s all good fun and gives you a giggle, especially the mullet kid at the end. But then there’s the line. I’m pretty sure no one has ever described a Mitsubishi Outlander as a ‘a bit rock ‘n’ roll’. I’m assuming it’s meant to be tongue-in-cheek and ironic, so I’ll give it the benefit of the doubt. If not, one has to ask, exactly which bit of an Outlander is rock ‘n’ roll and is it visible to the human eye?
