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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
CAMPAIGNBRIEF JANUARY/FEBRUARY 2013 VIEWPOINT There are so many great ads for Ikea but unfortunately this isn't one of them. It's not terrible. It's just not great. It's cute and quirky, but lacks the genuine, rewarding humour so much of the global Ikea work is famous for. I think the worry for me is the tone of voice for the brand in Australia. 'It's not a mistake' and the like gave the brand an intelligent and fun personality in a dreary category. And, the communication was always centred round the product. Seems like Ikea is struggling to find the appropriate voice here. It's a no from me. Nissan Patrol 'Patrol versus Beethoven'. A really interesting idea but at nearly four minutes, way too long. And for me, more needed to be made of the idea rather than burying it just in the end line. Okay, it was introduced in an open- ing super and Mr 4X4 was dressed in a tux, but I feel like this web film became more about the execution rather than the idea. Lamb 'Sam Kekovich fights Lambnesia'. I remember being at the cricket on Australia Day in 2006 as the first Lamb ad came on the big screen. The entire hill turned to watch the ad and gave it a standing ovation. A tough act to follow, but for many a year the standard was met. Recently however, it has lost its way. Relying more on visual gimmickry and less on well-crafted and insightful copy. It's become more about making Sam funny than driving the message home. Not much chop I'm afraid. Kia 'Man of now'. Certainly not an original idea but the spot would have been far more captivating had they been able to pull it off as a single shot (like a famous walk to camera monologue by Robert Carlyle for Johnny Walker). Budget was most likely the curtailer here. Not sure holding up a mirror to the audience as being a metrosexual, new age, now age, cool and sexy Kia dri- ver is a great way forward for the brand though. DHL Express 'The imported ad'. Really good idea dully executed. New Zealand Transport Agency 'Hidden Crash'. Perhaps the curse of viewing what I hope is a magazine or newspaper ad, on a computer screen. It took me ages to find the hidden crash. So long in fact I wondered whether Joe or Josephine Public would bother. I'm sure it was much better in ink. Nevertheless, a good insight bought to life without the horrific images. Good job. Mammoth Modern Insulation 'Nikolai Stroganoff III vs. Gareth Morgan'. Here's a novel idea -- make the product and benefit the core of the idea. Hallelujah! You have to love a brand more than award shows to want to make the most of topical opportunities like these. Aussies used to be really good at this. Hats off to the Kiwis and as Gareth Morgan tweeted, excellent ad! CREATIVEREVIEW Rickard 1 Ikea... 'Seems like Ikea is struggling to find the appropiate voice here' 2 Mammoth Modern Insulation... 'hats off to the kiwis' 3 Lamb... 'not much chop I'm afraid' 4 Kia... 'budget was most likely the curtailer here' James Rickard is creative director at KWP! Advertising, Adelaide
CBAT NOV DEC 2012
Campaign Brief May-June 2013