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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Campaign Brief May-June 2013
CAMPAIGNBRIEF MAY/JUNE 2013 VIEWPOINT UBank offers what must be the oldest product benefit in the book: "Save money." In fact it's older than the book - this proposition pre-dates the printing press. It's true. There are signs on the wall of a bar in Pompeii (destroyed by the eruption of Mt Vesuvius in AD79) spruiking "wine jugs 2 for 1." Yet despite approximately two thousand years of adverts offering us ways to save money, The Monkeys have found a new way to do it. In fact the campaign couldn't be more modern - it's actually post-modern, since the characters in the ads are aware that they are experiencing a metaphor. And for Australia it's hyper-modern, since it features a healthy propor- tion of non-white actors. When you consider that the overall spend in the banking category is $1 billion a year -- with CommBank alone spending $100 million -- the first job of a bank with a small budget is to get noticed. And I can personally guarantee you that a man sticking his hand into a volcano filled with gold is not only hilarious, it will get noticed. In short, this campaign is made of win. I don't like AFL. It just looks to me like a bunch of blokes with massive arms continually manhan- dling each other; if I wanted to watch gay porn I would seek it out on the internet. It would be basically the same, but without the umpires. And I don't like heavy rock music. So what are the chances I am going to like an ad for the AFL whose soundtrack is 'Long Way To The Top,' by ACDC? Actually, I do. The idea of showing sports fans around the world being magically exposed to Australian Rules Football - and loving it -- is a bloody belter. It's really well-shot too, every frame fizzing with passion and energy. Qantas Loyalty -- Stories For Every Journey. A few carpers complain that this idea 'doesn't work' because some air passengers might read faster than others, or be asleep, or whatever. Bollocks. It was designed to get good PR for Qantas and it has. A secondary goal was to make Qantas seem classy, and with covers designed by the genius that is Paul Belford, these books do that. The latest 'You're not you when you're hungry' Snickers execution is another good one. Do Clems Melbourne ever make a bad ad? The answer is no, they don't. The formula for this campaign is well-established, but that doesn't make them any easier to write. And the writing here is first-class. When the old guy at the end says "Get off my lawn," I actually laughed out loud. And I'm a noted curmudgeon. The spot in which Yoplait has brought a little taste of France to a small Australian town also amused me a lot. Why? Because it has a lot of gags - I counted 12 in 30 seconds. 1) Aussie dad in beret. 2) And cravate. 3) Eating baguette. 4) Says "Strewth alors." 5) Drives 2CV. 6) Says "Bonjour Barry." 7) They're playing petanque at the bowlo. 8) The local hotel is called 'The Frog & Snail'. 9) Outback dudes drinking espresso. 10) Sheep sheared like a poodle. 11) Shop called 'Le Mixed Business.' 12) Blokes cycling in pelo- ton. Did I miss any? A fine effort from le Ilk. Crikey. Is it possible I could get to the end of this review without slagging off a single commer- cial? Not quite. The new ad for the Toyota RAV4 - in which a boy constructs a pointlessly elaborate charade to con his smiley ad-dad into taking said vehicle for a drive by claiming that their dog has gone missing - is not good. Nor is the new 'Phone' spot for Kia. The claim that it has 'So many features, there's never an uncomfortable moment' just doesn't make sense in this commercial, in which a Kia driver picks up a woman for a date and then receives a booty call from another woman. I just don't get why the characters remain implausibly comfortable in this situation. Perhaps they would if the ad was about heated seats or superior aircon. But the in- car speakerphone feature is the instrument of the driver's downfall here, not a force for comfort. So the ad doesn't really work, unless someone has (without sending me the memo) made a drastic change to the word 'comfortable'. Or to human nature. CREATIVEREVIEW Veksner 1 Kia Cerato... 'the ad doesn't really work' 2 AFL... 'the idea... is a bloody belter' 3 Yoplait... 'A fine effort from le Ilk' 4 RAV4... 'not good' Simon Veksner is head of ideas at Naked Communications Australia
CBNAT JAN-FEB 2013
CBNAT SEPTEMBER 2013