Sensis 1234 Don’t Say It Text it TV ad

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Here is a really nice succinct creative idea.

You get it. In 16 seconds or less.

I was a fan and then I looked into what you were getting. In essence the text service is just an intermediary to a Google search via the call centre. And it costs to use the service?

Given that 52% of Australians over 16 years of age have an internet enabled smartphone, the service starts to look less appealing and is arguably a premium time saver at best.

An excellent, low cost creative idea, campaign and execution, but perhaps a questionable product benefit.

John West Salmon TV ad – If you go into the woods today…

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The original was a corker, the follow up fishing fellow wasn’t so good.

So we now have a new mega ad – The epic 90 second version of Into the Woods went live on Facebook and YouTube, on October 5th. Stage two is the 30-second pre-launch teaser on prime time TV, October 7th, and 8th, supported by movie listings advertising across News Limited publications. Campaign climax happens mid-October when the 60, 45 and 30-second films go to air on television and cinema screens across Australia.

So all that said and done, is it any good?

I think it lacks the creative impact of the original. This had a cracking creative idea, based around a product truth and packaged up beautifully with a clever bit of humour:

The new version seems to take the premise of “enduring the best” (which was most likely a reverse engineered / post rationalised proposition) and stretched it a bit too far.

More of a story than an ad based on a product truth and a continuation of the creative campaign.

Campaigns are precious things that need to have clear direction and it seems that John West might have lost their mojo in chasing the salmon in this one.

Despite all that, the idea of enduring the worst to bring you the best is solid. A John West Facebook page provides an interactive platform where consumers are encouraged to be their best by sharing their achievements and getting a taste of the epic adventures of others.

But as always, the adventures that John West presents in ads have to remain as relevant, motivating and interesting as possible. Having created some great work, they have a tough job to beat it.