The Power Of K.I.S.S.

The Power Of K.I.S.S.

In this guest post, brand strategist and owner of The Tall Planner, Kate Smither (lead image), says The Monkey’s recent work on The Uluru Statement is not merely a beautiful ad, it’s a beautiful example of ad making….

Often, it’s about the newest technique, the latest platform, a soundtrack, the post, a gag or the fear of a gag not being PC. Some of the time, there are layers of metaphors, messages and even some nods to purpose. Advertising has become quite serious and quite easily distracted by the shiny things at the same time. It is in danger of overthinking itself more often than not.

That’s what makes The Monkeys’ Uluru Statement ad “History is calling” so powerful. It’s a perfect study in restraint. It’s a perfect example of  why Keeping It Simple (Stupid) is so important.

Sure, the ad itself is beautiful, beautifully shot, delivered, written and directed. But that isn’t what actually makes it beautiful. It is beautiful because it is choiceful. At no point has it lost its fight to keep the message simple, clear and single minded.

At no point has it been distracted.

And when it comes to an issue as complex as constitutional change, Indigenous rights and referendums, it is very easy to do the exact opposite. Distraction is the easy way,  it’s simple that’s hard

That’s because the worry is always there, that somehow they’d get the message wrong, or that they’d leave something out. That typically leads to a whole lot complication and overcompensation. But this ad (and credit to the team behind it, both agency and client) has been left single mindedly intact.

It’s been left to breathe.

I’ve been watching and waiting to see how the advertising would roll out for the referendum. Partly from a sadistic fascination with how ideas work, a love of politics, an obsession with simplicity and largely in part from a desperate fear that we’d FK it up and any advertising would just add to the already complex

The “voice to parliament” as a phrase is not one that is easily understood and it can easily become bogged down by all the questions, what does it really mean?, how does it work? What difference does it make? What will it change? And how will it work? My worry was that the advertising would get distracted trying to answer all of those big questions in 30seconds.

I think it was Einstein who said “if you can’t explain it simply, you don’t understand it well enough” and “History is calling” shows that it absolutely understands the complexity, but more importantly it understands what it can do to simplify it.

“History is calling” knows it can’t pack 300 different opinions into one ad. It can’t take people down a constitutional rabbit hole, nor can it instruct you  exactly what to do at a referendum for which the date is not even set

But it can make the message of why voting “yes” is important, simple.  And that’s a simplicity that takes huge bravery to just say “…60,000 years they’ve been speaking, in 363 languages, but no voice, no say in matters that affected them

It doesn’t avoid the issue, nor does it hide it and it does it all without a fear of dumbing it down. Instead it reframes the issue through a human truth that lets everyone connect to it. This brutal simplicity makes it an issue shared by all Australians. It makes it something we can change just by agreeing with the truth that having a say “isn’t right”.it  doesn’t rely on celebrities to put out the call to Australia to act. Instead, it tells a story, with honesty and restraint, not melodrama, comedy or fame.

”History is calling” doesn’t rely on futuristic settings, on celebrity spokespeople  it simply tells a story of change in real time, ignoring past, present or future and collapsing the referendum into a narrative for today’s Australia. The ad deftly echoes the Indigenous storytelling culture itself as a culture that is living and where storytelling creates and curates in every moment.

It lets that storytelling bring  a decision that will happen next year, into today

And the today it brings it into is one where Aussies are embracing a new sense of pragmatism and a more paired back attitude to life. It comes into a today where Aussies are responding more and more to the logical, insightful and the empathetic. To the simple, and to the ads that do what advertising has always been designed to do…. actually communicate.

“History is calling” is a platform designed to build communications on for the next 6-12 months before the referendum actually happens. From the hint of badges, to the murals, to a logo and the consistent use of “speaking phrases”, it has a whole communications ecosystem written into every frame. From a traditional launch of TV and PR, it gently sets up its campaign future.  You can see how it could even carry an overt CTA as it gets closer to the vote. Oddly enough, adding  a “now” doesn’t seem to corrupt the simplicity or the sentiment.

“History is calling” does many things, many important things at that, but it also just reminds us all what our industry can do at its best. It can keep it simple. It reminds us that simple might be hard to do but when you do it works the hardest.

With the final question wording yet to be locked down, Prime Minister Albanese has gone on record to say it has to be a simple question that can be answered with an equally simple “yes” or “ no”. Perhaps the lead could be taken by the advertising…”Should First Nations peoples have a say in all the matters that affect them?”

It might not be the perfect wording, but it’s certainly a simple place to start




Please login with linkedin to comment

Kate Smither

Latest News

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

realestate.com.au Extends Major Partnership With Sydney Swans
  • Marketing

realestate.com.au Extends Major Partnership With Sydney Swans

Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Avenue C Nabs Paula Lopes From KINESSO
  • Marketing

Avenue C Nabs Paula Lopes From KINESSO

Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
  • Advertising

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference

oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]