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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT NOV-DEC 2013
UP FRONT 94 CAMPAIGNBRIEF NOVEMBER/DECEMBER 2013 CREATIVITY Matty Burton, Whybin\TBWA, Sydney. I’ve picked Dry Dock Beer because like the strategy, I am lazy. I don’t believe I have to earn a beer. I think I’m allowed to have one when- ever I feel like it. Maybe that’s a bit too Gen-Y for some people but then I guess the water-like taste will be a bit too Gen-Y also. Ben Coulson, GPY&R, Melbourne. The new Nissan TVC by Steve Rogers with all the short bad arses. Hello, someone is having a crack at good stuff in the car category again. About time. Craft is very classy, idea is fun, voice over maybe a little heavy. But I think this one will give the ‘Camry Dads’ and the ‘Toyata Hilux lost ute’ spots a run for their money in award season. Paul Nagy, Clemenger BBDO, Sydney. I’ve never met Alex Wadleton, but he’s my hero. For every dollar you donate to kid’s cancer charity Camp Quality, he videos himself plucking a hair out of his scalp. It was just over 5,000 when I last looked. What an inspiring little piece of self harm - we should all strive to put so much of ourselves into our creativity. Or rip it out by the root. John Mescall, McCann, Melbourne. Ideas like this should be applauded for their audacity. Campaigns built around real- time experiences, with all the randomness that entails, can go wrong in a bunch of different ways. But that immediacy is what gives them their cultural relevance. Remote Controlled Tourist was built around utility and entertain- ment, and pulled it off. That isn’t easy and I imagine much like a duck, there was a whole lot of frenetic stuff going on behind the scenes. Well done to both Clems and Exit. Scott Huebscher, Leo Burnett, Sydney. I usually know I am watching a great ad when I catch myself getting angry. It’s equal parts envy and respect. And as I watched the Nimble spot, I could feel my face turning redder by the second: it’s a simple, funny script with minimal set-up, g reat perfor- mances without going over the top, and perfect pacing in the story. Well done all involved. You bastards. Blake Arthur, Ogilvy, Sydney. The Nimble ‘Unexpected Happens’ TVC. These three spots could have told me about small quick loans and when I might need them. Boring. Instead they told me about small quick loans and when I might need them and made fun of Germans who like to sauna. Good one. Spencer Battista, Cooch, Perth. My vote this month goes to the Commonwealth Bank ‘Three Little Letters’ video cam- paign. Loved it! Banks have a particular challenge in trying to tap into peoples’ emotion, particularly give n Aussies’ cynicism towards banks. To see M&C Saatchi nail the emotional, aspirational sentiment of potential customers, utilising popular culture, with the ‘hero’ of the extension to the ‘CAN’ campaign being The Voice finalist Steve Clisby is inspirational. Art direction and production are superb. Bravo! Nancy Hartley, Clemenger BBDO, Brisbane. An automotive range commercial set at a family gathering may seem like an obvious idea, but Volkswagen has pulled it off with charm and wit. Great writing, direction and music and a nice online extension too. The tone is spot on. It just looks effortless and fun. Jeremy Egerton, Nation, Adelaide. The Nimble ‘Unexpected Happens – Vet’ TVC. Maybe it’s my English upbringing, but I was expecting this commercial to be about Nimble low-calorie bread. I’m glad it wasn’t, because it made me laugh. And still does. Inspired casting, nicely underplayed performances and layers of absurdity that keep on build- ing. And I can count on one finger the number of ads where the hero gets shirty when the product is mentioned. Nice work. Burton Coulson Nagy Mescall Huebscher 2 Camp Quality... ‘What an inspiring little piece of self harm’ CREATIVECIRCLE 1 Dry Dock... ‘like the strategy, I am lazy’ CBNAT NOV-DEC2013_MASTER_CB-FEBRUARY-2007 19/11/13 5:29 PM Page 94
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