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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2007
SNICKERS ‘HOEDOWN’ 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! JM: And the frog ate an eel And the eel ate a panda. SR: A Panda. That’s some endangered eatin’. JM: 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? JM: 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. JM: 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 Madras 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? JM: 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! JM: 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. Listen to this, and all Siren winners for 2007 at: www.sirenawards.com.au MAY/JUN E 2007 Presenters at the Masterclass: Hamish Blake (Austereo), John Clarke, Andy Lee (Austereo) and Ralph van Dijk (Eardrum) John Clarke,Hamish and Andy starat Masterclass ONE OF AUSTRALIA’S MOST EXPERIENCED writers, J ohn Clarke wa s guest s peaker at the Sirens Masterclass in Melbourne las t month. Clarke, best known for the mocku- mentary, The Games and al so his we ekly mock interviews with Bryan Dawe on ABC TV’s The 7.30 Report, tal ked about the inspiration behind his comedy and s ome o f the barriers in writing from script to produc- tion . He also ta lked abou t the need for radio advertis ing to be more e ntertaining and what a dvertising can l ear n fr om the entertainment indus- try. The Master class, whic h was attende d by more than 50 peo- ple from the advertis - ing and r adio indus- tries , a lso featur ed renowned Australian comedy team and top- rating radio personalities, Hamish a nd Andy. The duo, who began their careers on radio in Me lbourne a t F ox FM, h osts a nationally s yndicated drive time show on the To day Network. Hamish a nd Andy talked about how they write observational comedy and a lso a ttempted to write their first radio ad for the event! Also speaking a t the Masterclass was Dr Rebecca Hun tley, a res earcher an d autho r with ten years experi- ence i n p ublishing, acad emia an d pol i- tics, who recently published a book , The World According to Y: I nside t he New Adult G enerati on. Huntley, who i s a lso the Dir ector of Research a nd au thor of the Ipsos Mackay Report, ta lked about Gener ation Y and how to engage them. Cannes Radio Writer and comedian John Clarke at the Masterclass Lions ju dge f or t his year a nd c reator o f the award-winning Commerci al R adi o Australia on-air brand campaign, Ralph van Dijk of E ardrum Australia, a lso presented at the Masterclass and ran several interac- tive s essions on h ow to write world-class radio commercials. ABOUT THE SIREN AWARDS What are the Siren Awards? The Siren Awards are a national, annual advertising award, started in 2005, designed to encourage excellence and creativity in radio advertising. How do they work? The award recognises excellence in radio creativity - and contains five rounds each year. The annual Gold Siren winner is chosen from the winners and highly commended in each round and is judged by the Siren Creative Council, a group comprising leading creative directors from national advertising agencies and radio stations. Who can enter? People writing radio ads from advertising agencies or radio stations How do I enter? Entry is free via a dedicated website. www.sirenawards.com.au. Entries are submitted online with relevant information contained on a downloadable entry form found on the website. What are the categories? Radio Single, Radio Campaign (consisting of no less than three commercials) and the Craft Category. Who judges the Award? The annual award is judged by the Siren Creative Council. The winner of each round during the year then judges the following round. What are the prizes? Apart from recognition from winning the bi-monthly award, the ultimate winner for the year has a chance to win a trip for two to Cannes and be entered into the Cannes Lions Radio Award. Other prizes include the Siren trophy as well as inclusion on a CD release of yearly winners to acknowledge achievement. CAM P A I G N B R I E F 19
July August 2007