I ride a bike and have done for many years. I also drive a car.
I therefore notice the campaigns to keep riders safe – those that encourage car drivers to check the blind-spot etc.
The best was still “think once, think twice, think bike” aimed at car drivers who “didn’t see the bike…” before they turned into it.
This ad is one of the worst kind. It depicts the biker as the only one at fault and yet again ignores the role of the car driver.
As written in the Age yesterday: “But nowhere is there any criticism of the driver who has caused an accident by failing to give way when facing a stop sign. There is not a hint of it. There is, instead, a subtext that it is all the rider’s fault, that since he was speeding, the driver can be exonerated entirely.”
I get that it is aimed at speeding bikers, but for a client that should know better, this ad and depicted situation, will alienate all bikers who understand the constant threat of cars turning into their path.
Amazing lack of insight into the both the problem and target.
If it is speed you want to curb, then show the perils of hitting a corner too quickly, not the perils of avoiding cars turning into you without looking!
Ironic that a SupaCheap auto ad does it better than the TAC: http://youtu.be/z8mOX8PdtOU
By their own admission, this isn’t the new strategy, just a tactical ad for own label. It communicates the rational product values well, but I wonder if it could have contributed more to the overall Woolworth’s positioning and emotionally connected better?
Is the humour a bit left field for the target? it definitely interrupts a viewer, but the bigger question is will it engage them and give Woolworths a connection to the consumer?
Did that woman blink in the entire ad? Do the kids seem a bit on edge…?
More to come and eagerly awaited as Droga get the strategy going.
Great work from the Monkeys.
The insight is what kills it for me. love the product and the product doesn’t just do the job on thirst, it’s a full blown chocolate feast of a meal (I do like chocolate…).
Coining “hungry thirsty” is a great way to deliver a message added to which the straightforward, but quirky art direction is innovative and grabs some attention.