You have to applaud an attempt at something different, but for the category the bench mark is the Super Bowl work posted here earlier.
This is the launch of a new model in a fairly conservative sector, from a very established brand.
The question is will this execution reach the target, interest them and motivate them to buy the new Falcon?
Interestingly the “power” message is well conveyed and perhaps everyone does indeed know what the Ford Falcon looks like?
Fun Ford Falcon family entertainment.
I look forward to the Cane Toad Activist’s complaints against the gratuitous violence (surely even Cane Toads must have them?)
Lynx have been successfully using activation stunts to great effect (ref Virtual Fallen Angels posted earlier).
They get the technology and apply it in a way that drives the PR around the brand and builds brand fame. Even after all these years it still breaks new ground with innovative ideas and causes a stir.
This keeps it fresh and relevant to the target and is integrated into the creative in more traditional media work.
Soap were responsible for this and ECD Brad Eldridge said: “We wanted to create something as disruptive and innovative as the product itself. We used a clever hack combining LCD screens and polaroid glasses to create something that extends the campaign in an innovative and unique way.”
New from Droga 5 and continuing the stream of good new Aussie ads.
Good advertising relies to a large degree on insights and truths told through believable stories that are relevant, interesting and motivating. Encouraging people to engage, believe and buy.
This is a great example of engaging with the audience. We might not all be body builders, but we can all see the relevance of this story. Also nice that the brand isn’t sold to us in the first scene – we are invited on a journey that entertains us courtesy of the brand.
I would say it is a future case study in how to tackle “taboos” – this really is classic “problem – solution” advertising in a new and groundbreaking effort for the category. Credit to the team for identifying the specific problem and communicating it!
As always there is a skill in storytelling that is beautifully executed here – Phil doesn’t say anything, the narrative all comes from the VO of his partner. It draws you in and you believe in the characters and believe that it is real – real problems = real solutions. This is so much more effective than trying to create characters and situations that aren’t believable or credible and yet hope to convince the consumer. This is a sector where “efficacy” and belief are critical and this execution delivers in spades…
I’m as interested to see the media strategy to maximize this 2 minutes worth – to be honest, it only takes a couple of views and you not only “get it”, but you remember the brand, demonstrating the power of strong, strategic creative.
And what about this for a “branded” journey we all want to go on… http://flushtracker.com/ (…who said this sector was dull!!??)
Rarely do you come across TV work where you are intrigued enough to really want to watch it through and see who or what it is advertising.
This is one of those rare ads – nicely shot of course and wonderfully cast ( a genuine legend in Bill Baker and a large cast at that…), with a nod perhaps to Fat Boy Slim’s “Weapon of Choice” video featuring Christopher Walken? http://www.youtube.com/watch?feature=player_detailpage&v=ZM1fkHQP_Pw
Welcome to the Jungle – is a nice touch. Relevant to what they are selling and a nice re-imagining of the Guns n Roses original.
Good work from the Monkeys in Sydney
As an interesting post script – debate is raging in the trade press (ref. B&T) following Richard Chees’e claim of plagiarism on the music. The Monkeys have strongly denied this.
Here is his version and his Facebook page is pretty much to the point in terms of his opinion…
http://www.facebook.com/richardcheese: “Wtf. Wtf??????? Wtf!!!!!!!!!!!!!!!!!!!!!!! This is a commercial for some casino in Australia, and they ripped off my “Welcome To The Jungle” arrangement!!!!!!!!!!! You shonky ratbags!!! I’ll tell you right now, this shall not go unpunished. Crikey!!!”
We all know Gorilla, and many love the glass and a half off-beat view of chocolate making. My favourite is still Bubbly with Nena and her luftballoons (as previously posted here)
The Willy Wonker-ish premise is something everyone can relate to and there are glimpses of nicely cast characters, but does it give you the same feeling of satisfaction and surprise as the others?
One of the successes of the other executions was that they prompted a conversation – either “have you seen” or “how did they do that” in the case of glass and a half.
One of the great successes of their campaigns overall is branding – you know from the very first scene that the colour is Cadbury – brilliant job on owning the colour.
However, owning Wonker territory perhaps demands a more “Tim Burton” view of the world.
I feel that Joyville is a cracking premise / idea, but I would have liked an even more quirky execution to leave me wanting to see it again and talk about it. I think that this could develop nicely.
(Disclaimer: I am addicted to the product and love all things Cadbury)
This is a nice fresh addition to the campaign…what I really like is that you can imagine Mrs (or Mr.!) shopper really liking this. A bit of a slap and tickle laugh…much more of the target’s sense of humor and therefore more memorable and motivating.
I hope this develops into more executions and Coles challenger status could be moving into a leadership position in the battle of aisles advertising?
Dawn is receiving a good deal of negative feedback from the industry suggesting that a local star could have done the job? I’m sure that they could, but this is written with Dawn French in mind and she does a great job. I think it adds to the perceived status of Coles to grab a bigger star and one that works so well versus the target.