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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2008
RACV ‘Disclaimer’ We begin the commercial with very friendly, natural sounding guy. He sounds genuinely excited about RACV’s car loan rate. MVO: Ok. RACV car loans start from 8.75%. 8.75% That’s all. There’s nothing else, really to say. A fast talking Disclaimer Man starts speaking. Disclaimer Guy: Comparison rate of 9.02% calculated on a loan amount of $30,000 secured over a term of 5 years based on monthly repayments. MVO: Hey Hey. Hang on. What are you doing? Disclaimer Guy: Disclaimer Guy is reading the terms and conditions. Don’t interrupt Disclaimer Guy. This comparison rate is true only for the examples given and may not include all fees and charges. Different terms, fees or other loan amounts might result in a different comparison rate. A comparison rate schedule is available at racv.com.au. Subject to RACV lending criteria. MVO: Mate… Mate. That’s not what this ad’s about. Disclaimer Guy: Disclaimer Guy disagrees. Disclaimers are an important legal requirement for credit advertising. MVO: Stop that! Disclaimer Guy: Do you want to take this outside? MVO: (pauses in shock) What? Disclaimer Guy: Outside. You and me. Right now. MVO: No. I don’t want to take it outside. What’s wrong with you? Disclaimer Guy: Then don’t interrupt Disclaimer Guy. I’m serious. Don’t even test me. I’ll bring the hammer down so hard you... MVO: Just finish it quickly please. Disclaimer Guy: Conditions, fees and charges apply. To apply call 13 15 60 or visit racv.com.au. MVO: Thank you. RACV Car Loans from 8.75%. That’s really good … mate you really ruined the moment you know that? Disclaimer Guy: Disclaimer guy takes no responsibility for the ruining of moments or moment’s therein. MVO: What? MAY/JUN E 2008 Ralph van Dijk (Eardrum) with Jan Sardi and Craig Pearce - amazng line-up for the Siren Masterclass in Melbourne last month Jan Sardi,Craig Pearce and Tim Pye staratMasterclass Well-known Australian screenwriters, Jan Sardi and Craig Pearce and TV and radio writer Tim Pye were guest speakers at the Siren Masterclass in Melbourne last month, attended by 50 creatives from the radio and advertising industries SARDI RECEIV ED AN ACADEMY AWARD nomination in 1997 for his screenplay for Shine and i s known more re cently for his work on the screenplay f or t he U S f ilm, The Notebook. His c ur rent p roject i s Mao’s Last Dancer. Craig is best-known for his work with Baz Luhr mann on t Aus tra lian feature fi he lm, Stric tly Ballr oom, Wi lli am S hakespeare’s Romeo and Juliet and Acade my Award winning, Moulin Rouge. The pair t alked about making an emotional c onnec tion w ith t he audience and discussed how to con- vey emotion in advertising. The Master class, which w as attended by more t han 50 people from the rad io and advert ising industries, also featu red Austral ian 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 sub- mitted 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 com- mercials) 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. CA MPAIG N B R I E F 11 television and radio writer and pro- ducer , T im P ye. P ye’s cr edits include TV's c omedy hi t, St upid Stupid Man a s w el l a s Em erald Falls, All Saints, Seachange, Water Rats and Wildside. He is also presi- dent o f t he Austral ian Write rs’ Guild (AWG). Tim s poke a bout the ar t o f s ur- prise in wr iting and how character development and multilayered sto- ries a re integral t o t he su ccess o f any comedy scene. Also speaking a t t he Masterclass was Cannes Radio Lions judge for last year, and creator of the award- winning Australian r adio b rand campaig n, Ralph van Dij k of Eardrum Australia, who ran several interactive sessions on how to write and produce world-class radio ads.
July August 2008
March April 2008