The Holy Grail for great ads is the achievement of entering popular culture. In a new B&T series, presented by Powered by Nine, Australia’s leading creatives reveal their picks for ads that have done just that.
In B&T’s first episode of The Ads I Wish I’d Made, Powered director Liana Dubois spoke with Pia Chaudhuri, BMF Australia’s group creative director, about ads that have successfully cracked into popular culture, with her pick IKEA’s ‘Silence the Critics’, by Mother London.
“We’re talking about an ad that has to compete with the likes of the John Lewis’ of the world, in that market,” Chaudhuri told Dubois. “There’s just so many eyes on an ad like that.”
Chaudhuri adds: “It’s a really great ad on so many levels, but how it infiltrated culture is the music.”
M&C Saatchi’s Mandie van der Merwe and Avish Gordhan also revealed why they consider P&G’s ‘Every Ad is a Tide Ad’, created by Saatchi & Saatchi New York, the best ad of recent memory.
“In adland, we do like the perfectly styled, perfectly crisp, clean shirt so I think it’s a really interesting memory structure that they then create,” van der Merwe told Dubois.
“And then that question … is mentally hijacking all of the other ads. I think it’s brilliantly smart.”
Gordhan adds: “It’s a massive idea from a creative perspective. It encapsulates everything you want from creativity. It’s got scale, fame, and it’s deviously smart.”
In collaboration with Nine’s marketing solutions division for brands, Powered by Nine, B&T’s new series, The Ads I Wish I’d Made, is revealing what makes an ad truly great with the third episode releasing within the next week.
It comes as Nine lays down the gauntlet to creatives to produce industry defining commercials in State of Originality, for the network’s 2021 State of Origin spectacle, with $1 million in advertising up for grabs across Nine’s TV, digital, radio and print assets for the winning ad.
Do you think you have what it takes? Entries for Nine’s State of Originality are now open, with the nation’s largest creative prize up for grabs for. For more information and to enter, click here.
Featured image source: YouTube/Nick Miaritis
The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new technologies that streamline and beautify business operations. They simplify life by providing basic […]
Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]
Judging by the hangovers in the B&T office today you can count yourself damn lucky we even managed this photo thingy.
Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]
Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]
The AFL is delighted to welcome Therabody as its Official Recovery Partner of the 2021 Toyota AFL Premiership Season. Therabody’s industry-leading devices and research will be integrated into pre-match training and post-match recovery routines to help prevent injuries and help improve overall athletic performance. Therabody will also become the naming partner for the end-of-season AFL […]