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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2007
CR U PE FA RTIO V NIT Y Lagana Coulson Vince Lagana, Saatchi & Saatchi, Sydney. ‘Earth Hour’. A great idea that was much bigger than an ad and luckily it was because the supporting ads were a little boring and predictable. It didn’t matter though, the media and word o f mouth was enough. It was b ig. Everyone in Sydney i t seemed switched their lig hts off for 1 hour including the dopey dude up the road f rom me wh o was driving with his headlights off! Ben Coulson, George Patterson Y&R, Melbourne. My best & faires t vot es go to ‘Pl ugger’ L ockett i n th e AFL Toyota ‘Memorable Moments’ campaign. I have long been a f an of ‘Plugger’, and this campaign. It’s intelli- gent, funny and doesn’t leave you feeling you’ve just watched an ‘ad’. The ou t-takes on the web site are bloody funny. Any chance we might see one about Billy Brow nles s’ leg endar y k ick after the siren to si nk Footscray and put Geelong into the ’94 Grand Fi nal? http://www.toyota.com.au/afl/ Scot Waterhouse, Love Communications, Sydney. Saw this little gem on Sunday night. At first I thought it was an ad for ‘Be Nice to Grannies Week’. If you haven’t seen it (and I couldn't find anyone else in my agen cy who had) the basic idea is that an old lady remembers her first kiss as if it was yesterday. Bit of a tenuous link to the product (Sony) but, nonetheless, a striking piece of film. And the best thing on TV at the moment. James McGrath, Clemenger BBDO, Melbourne. Carsguide. An inter esting take o n d emonstrating, I a ssume, t he brief o f ‘ comprehensive’ b y s howing id iosyncratic searches by personalities known for their particular and unique taste in marques. Danny Searle, Clemenger BBDO, Sydney. An ad that I liked and re member ed f rom t his month was th e Qu it Smoking spot (I’ll take emphysema) where the smoker gets to choose their poison. A neat way to amplify the message on t he pack , tha t smokers t ry to i gnore, by using subtle, observational humour. It ha s mad e the warnings s omething to t alk a bout. (Also s aw a n ad from a s tudent competition in t he Telegraph wh ich showed a wr ecked car w ith t he h eadline SHOULD HAVE CRASHED AT A MATE’S PLACE. Nice to see a headline after all this time.) Sam Hibbe rd, The Glue S ocie ty, Sydney. I lik e the McDonalds press ads I saw in Drum Media. They look pretty. And th ey made me f eel happ y be cause the y made me think of times when I have been hung over and the almost religious f eeling you have when yo u finally find a McDonalds. They also looked good in the context of the mag that they were in which is some- thing most ads don’t do. I think the people who wrote this ad must be pretty smart. Richard Clarke, BC&Y, Perth. As Alan Morris would have told you, the NAB ‘AusKick’ TV spot will never earn critical a cclaim. The ‘gimme, gimme’ jingle’s far too catchy. And there’s no ar ty thematic approach or big idea, so called. It just makes a lot of people feel good about a bank, which is an immense achievement most in the judges’ ‘club’ will undervalue, as usual. Andrew Bartl ett, BCM Partnership,, Br isbane. Toyota ‘Legendary Moments’ with Tony Lockett. Nice to see a big mainstream brand not flogging their stewardship of the game heavy handedly. The two footy tragics act the goat as convincingly as ei ght ye ar olds. Plugger looks dangerous. And the wh ole t hing fe els l ike a cri sp autumn Saturday arvo. Says to me Toyota understands what makes the ordinary Aussie tick. David Ormstom, KWP!, Adelaide. I like the Chasers ‘cheap’ billboards in India, Nepal, etc. Outdoor designed to be seen via email. Clever media idea. 52 CA MPA I GN B RIEF 3 Sony... ‘the best thing on TV at the moment’ MAY/J UNE 2 007 1 Carsguide... ‘demonstrating, I assume, the brief of ‘comprehensive’.’ Waterhouse McGrath Searle 2 Toyota... ‘Toyota understands what makes the ordinary Aussie tick’ CREATIVECIRCLE
July August 2007