The Kiwis have again showed they’re the masters of comedy when it comes to ads, this time turning the very difficult subjects of online pornography, cyber bullying and even child grooming into a series of spectacularly funny ads.
Called “Keep it real online”, the campaign includes four spots and is an initiative of the New Zealand government which aims to provide tips and advice for parents and caregivers about how to manage children, teens and their exposure to online harm.
The work of creative agency Motion Sickness, the first of the ads sees two porn stars named Sue and Derek arrive on the doorstep of a boy’s house, completely naked, much to the surprise of mother Sandra, who answers the door in her dressing gown.
After telling Sandra her teenage son had been watching their “work” online, Sue adds: “We normally perform for adults, but your son’s just a kid. He might not know how real relationships actually work.
“We don’t even talk about consent, do we? We just get straight to it,” she says.
Before Derek adds: “No, and I’d never act like that in real life.”
Check out the four spots below:
Sam Stuchbury, creative director at Motion Sickness said of the campaign: “We’ve been blown away by the response so far. Obviously the issues we are tackling within the campaign are sensitive, so to see the campaign land so well with parents has been amazing.
“It’s been a busy few weeks for us, we came up with the full campaign within about four days and then managed to get the campaign live within four weeks of winning the work. We’re super pleased with the result and response from Kiwis.
“We’ve had over 1000 organic shares on social and 100,000 video views, mainly organic, in the first three days fo the campaign.
“We are targeting parents and caregivers over the next six weeks. The campaign is rolling out across TV, OOH, print, social media and wider digital, so it’s going to be pretty visible throughout New Zealand.”
There’s even a social media iteration of the campaign, too:
Hilary Ngan Kee, head of strategy and partner at Motion Sickness added: “Conversations aren’t necessary being had about these issues across New Zealand’s dinner tables, or in the car on the school run – not in the same way that we have conversations around things like road safety, or stranger danger. We wanted to create a campaign that wouldn’t just bring awareness to the specific issues our young people face online, but would give parents an ‘in’ for starting what can be quite intimidating or difficult conversations.
“In each scenario, our parent is confronted with their worst online nightmare, right on their doorstep. But the most important thing is they stay cool, calm, and collected. The same skills they use in real life, such as open communication and level-headedness, still apply to these new digital issues. Parents should feel confident when dealing with these issues – at the end of the day, they’re the best person to keep their child safe. You don’t need to have all the answers, but supporting your child and giving that ‘adult’ guidance as they navigate the choppy waters of the online world will really make a difference.
“As Kiwis, we often use humour to help us deal with difficult subjects. In some ways it gives us back the power. If we can laugh at something, then perhaps it’s not so scary, perhaps we can tackle it a bit better than we originally thought we could. It was important to us to include a bit of offbeat humour in our ad creative. The fact we could cast some truly talented NZ comedians was a bonus.
“It’s been really rewarding to work with such knowledgeable subject matter experts and champions, who ultimately are all passionate about the same thing – keeping kiwi kids safe online. They were brave enough to choose something a bit bold and different, if that was what was going to make the most difference. A lot of work happens behind the scenes on these issues, and to be able to bring them to life (literally) and to get them in front of people was a responsibility that we took seriously. It’s one of those projects that we’re just really proud to be a part of.”
Union, WPP AUNZ’s bespoke national group model created to service Bankwest, has launched a new national brand campaign for the visual-style terms and conditions the financial institution developed with the University of WA in a bid to make T&Cs more engaging for customers. Bankwest has rolled out visual terms and conditions for its Bankwest Easy […]
Adland doesn't appear to function much before 11am, so it's hats off to these early birds who had to set the alarm.
The first ever web series to be funded by both Screen Australia and Film Victoria for TikTok, will launch on May 17. Produced by Hayley Adams and Michelle Melky, and directed by Logan Mucha, Scattered is a new queer drama comprised of 38 x 1-minute daily eps. It follows three best friends, Jules, Sami and […]
Schwartz Media will extend its audio offering with a new culture podcast. Building on the success of its flagship daily news podcast 7am, and it’s growing arts and culture coverage, Schwartz Media is launching new podcast The Culture at the end of the month. Award-winning journalist, editor of 7am and pop-culture obsessive Osman Faruqi will […]
Building a connection with existing customers is just as integral to any marketing strategy as winning new ones, but how do we turn customers into spokespeople for our brands? By Peggy de Lange, VP of international expansion at Fiverr It’s a well-known rule of thumb that it costs 5-times more to get a new customer […]
In the next instalment of the ‘Proudly Ordinary’ campaign for Tooheys Extra Dry, Lion and 72andSunny continue their partnership with work from Vice and Aaron Gocs (Gocsy). Gocsy is a beloved icon of Australian outsider comedy who creates content for Vice and his own broadcast channels. As part of the highly successful ‘Proudly Ordinary’ brand […]