by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
button in toolbar for more information.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Please subscribe by clicking on the link to receive
Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September October 2007
GrandPrixatCannes We begin the ad as three hillbillies, Johnny May, Sonny Ray and Aussie Bill, sit down to sing a song together. JM: Well I’m so hungry… SR: How hungry you Johnny May? JM: Well, I tell ya. I’m so hungry I could eat a horse. SR: A horse? JM: But not just any old horse. This is a special horse. ‘Cause this old horse, well…. He ate a chicken And the chicken ate a cat. And the cat ate a dog And the dog ate a frog SR: Go on now! Eat them furry critters! And the frog ate an eel And the eel ate a panda. SR: A Panda. That’s some endangered eatin’. And the panda ate a mule And the mule ate a chimp And the chimp ate a tapir SR: What in the hell is a tapir? A tapir’s a nocturnal, mammalian, quadra-ped that dwells in central and South American jungles. Yeee haaaaw. SR: Well what’s it eat? This ‘ol Tapir. Well he ate a moose And the moose ate a rhino And the rhino ate a rare-crested macaw. And I was so hungry, boy I ate ‘em all. SR: Yee haaaaaaaw. JM: But hold on now, there’s more! I ate L to Z in the encyclopedia. Then I ate Werribee and Micronesia. I ate 33 tons of Chicken Madrass And 2 full canisters of VX nerve gas. I ate an Emperor penguin and the Great Wall of China. 26 steaks in a California diner. Two Beluga whales stuffed with bratwurst A rusty old anchor and a pickled chirst SR: What the hell is a chirst? I don’t know, I just made it up and ate it. Don’t bother going to the Maldives these days. I polished ‘em off with some herbed mayonnaise. SR: So long Maldives! I ate a Swedish futon and a queen size doona Then Gary Busey and Lou Gosset Junior A light sea-plane and a Dutch wooden shoe. The big brother house, and the gay guy too. SR: You even ate the cameras? Well that’s just greedy! JM: I was hungry, so yes indeedy! Yeeee haaaaaaaw. At this point the hoe down is at its absolute peak. The fiddles and banjos are going absolutely crazy. JM: Now you go Aussie Bill. Come on boy. AUSSIE BILL: (Australian) Ok, here I go now! JM: Sing it. Lay it on me! Yeeee haaaaaaaw. AUSSIE BILL: Well… I was so hungry that I ate a Snickers. The music stops, the mood changes completely. JM: I hate it when you do dat Bill. SR: That’s cheating Aussie Bill. JM: Play the game Bill. Play the game. SEPTE MBE R/OCTOB E R 2 007 What the international judges said about Hoedown: Matthias Luehrsen (Germany) “For Germany there are two very important things. I’ve never heard commercials in 120 seconds length in Germany before! And the product was only once named in this commercial. This attests very great courage to this client.” Michela Grasso (Italy) “The Snickers ad is entertaining and funny - a very strong idea. But it is also a 120 seconds commercial. For me, the ‘big size’ of the Snickers ad makes the difference in terms of spectacularity. (the shorter cut hasn’t the same impact).” Becky Swanson (USA) “You mean other than the fact that it was a totally new twist on an old game - funny, entertaining, surprising, completely on equity and the perfect use of the medium?” Martin Galton (UK) “In a wet and windy Cannes, the big radio conundrum was this. Could we find a contender to knock Bud Lite, the undisputed heavy weight champion of the radio world, for six and if we could, would the world hate us for it? A contender, fresh from Australia stepped into the ring. Bulging with bronzed Aussie muscles and armed with a two minute masterpiece for Snickers, it dealt Geronimo, a condom ad from South Africa, the killer blow. Snickers oozed Australian charm, Geronimo oozed graphic images of your parents having sex. One was safe, and the other edgy. Safe won the day and a new world champion was born.” What the client said about Hoedown: An interview with Matthew Graham, Marketing Manager for Snickers What was the thinking behind Hoedown from Snickers’ perspective? Our main objective with the Hoedown ad was to drive consumption during mid afternoon and we felt radio was the perfect advertising solution to achieve this. Working closely with our media partner, Starcom, we created a unique sponsorship with Austereo, which allowed Snickers to own the 3-4pm weekday hour on the Triple M Network. For the first time all regular advertising in this hour was moved aside for Snickers, giving us exclusive ownership of this key hunger period via a combination of live and prerecorded integrated sweepers. The Hoedown provided the prefect vehicle to compliment this sponsorship and collectively had a positive impact on the brand. Graham, Snickers Why did you decide to do something non-traditional (a longer radio spot)? We needed to break through the ‘clutter’ and ‘noise’ that exists within traditional radio advertising. What was the brief to the agency? Develop me a campaign that delivers against Hungry? ‘Snickers Really Satisfies’ whilst staying true to the tone and personality of the brand. Why did you use radio? And did the ad work commercially? Radio provides an effective way to reach and engage with our consumers whilst they were out and about. The Austereo sponsorship combined with the Hoedown ad provided a winning formula which drove consumption and sales, making this a very successful campaign. What have you learned about advertising on radio from the Hoedown experience? Never accept the normal way of doing things. Always challenge the status quo and push the boundaries. CAM PA IGN B R I E F 17
November December 2007
July August 2007