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 SmitherLatest News

B&T’s Search For Australia’s Greatest Ad Part 5!
B&T's vote for Australia's greatest-ever ad is much like the recent referendum sans the mudslinging and Kamahl.

“Cut The Crap!” Piers Morgan Sensationally Outs “Royal Racists” On His TV Show
The corgis, anyone in the Palace with a funny hat & even Camilla off the hook, as Piers delivers royal racist dirt.

Wednesday TV Ratings: 365,000 Sign Up To Watch The Last EVER Hot Seat on Nine
Mrs McGuire reportedly unhappy about Eddie loafing about the house after Nine cans Hot Seat.

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 […]

It’s The Best Of The Best – Directors Of First Impressions, Presented By Finecast, Part Of GroupM Nexus
They're the ones with the best hair and the whitest teeth! Yes, it's adland's top 10 directors of first impressions.

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 […]

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 […]

PubMatic Nabs Luke Smith From Seven West Media
Seven's Luke Smith quits for PubMatic. However, he's still in line for one of James Warburton's annual Christmas hams.

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.

Michael McLacren Confirmed As Deb Knight Replacement For 2GB Afternoons
Think AM radio has a bit of an angry boys' club feel? It's not improving things with this news.

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.

World Square Counts Down To Christmas With Sydney’s Biggest Advent Calendar
Hopefully this news will get you in the Christmas spirit. Either that or go and stand in Westfields for nine hours.

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 […]

Ignite the Thrill: National Drag Racing Championship Unleashes Media Campaign Via Murmur Group
If there's one sport in the world that's thumbing its nose at global emissions, it's probably drag racing.

Rethink Ink: Is It About Time You Reconsidered Print?
Print's not merely an excellent vehicle for brands, it's also perfect for getting the barbecue alight for the sausages.

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 […]

Cannes In Cairns Media Accreditation Open Now!
Work in media? Want to cover next year's Cannes In Cairns? There'll be no free piña coladas without this form.

In-House Agency Council Research Report: 78% Of Marketers Now Work With An In-House Agency
In-housing is definitely an industry hot button topic. Admittedly still a long way behind office affairs.

OMA Announces Winners Of The Q3 Creative Collection Competition
Who doesn't love the out of home medium? Apart from the very real chance of being shat on by a bird.

JOLT Launches Industry First In-App Advertising Solution
Do you drive an EV more for its bragging potential than anything environmental? You may enjoy this electric news.

Ideally Nabs Simon Gawn From Denomination
Denomination's Simon Gawn jumps ship to Ideally. Apparently his farewell from his barista was very touching.

SurfStitch Unveils New Brand Position & Summer Campaign
Did that winter diet not result in the beach body you so hoped? Read this surfwear article with caution.

Man Of Many Welcomes Naman Singh & Alex Martinez
If Man Of Many's hold music isn't Metallica's "The Shortest Straw", it bloody well should be.

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 […]

Tuesday TV Ratings: “There Are Too Few Episodes” – Dessert Masters Finale Leave Viewers Wanting More
Dessert Masters finale reportedly leaves viewers wanting more. Weight Watchers also keeping a keen eye on things.

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).

Dave ‘Rabbit’ Rabbetts Departs Star 104.5 Breakfast
Dave 'Rabbit' Rabbetts departs Star 104.5 breakfast. Has asked everyone call him Dave for a little bit.

MOO Premium Foods Admits “100% Ocean Plastics” Claims Misled Consumers
Yoghurt brand in strife over green claims. Meanwhile Mars Bars still getting away with "helps you work, rest & play".

IAB Study: Online Advertising Expenditure Hit $3.73B For September Quarter
Digital continuing to be advertising's star performer. Although that's not intended as a slur to the humble catalogue.

More Than 15,000 Watch On YouTube As An Emotional Brittany Higgins Takes The Stand
One of the biggest stories of 2023 looking like it's heading into 2024. Has the legs to even make 2025.

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 […]

The End Of An Era: Millionaire Hot Seat Comes To A Close After 25 Years
Eddie McGuire set to become even more annoying after his game show hosting gig comes to an end.

The Good, The Bad & The Ugly: These Are The Moments That Dominated Media Coverage In 2023
It's 2023's biggest news stories counted down! And whoever wrote it clearly didn't miss out out Taylor Swift tickets.

Free-To-Air TV Welcomes Landmark Win Against Streaming Giants
It's a win for the free-to-air networks this morning. However, it's not stopped the incessant squabbling between them.

KFC Spoofs Fragrance Ads With Its Own Unisex Scent Shaped Like A Drumstick
Want stray dogs to follow you home after a night out? This chicken-inspired scent could be just the ticket.

Jimmy Hyett Drops By B&T TV To Talk Christmas Presents, AI & Basketball
Have you ever met a Jimmy you didn't like? Confirm it here with the eminently likeable Jimmy Hyett's B&T TV debut.