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.

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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.

Lego Great Australian moments

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Lego Great Australian moments

The Billund Brick is back with more for the 50th anniversary celebrations in Australia.

A set of very nice top 10 moments, which were voted for by the public, have now been immortalised in Lego bricks.

British photographer Mike Stimpson has built the Lego scenes and they are now on display on the Lego Festival website, which is marking the 50th anniversary of Lego’s arrival in Australia.

“Creating historical moments with Lego Minifigures is a great passion of mine, and I’ve had a lot of fun taking these moments that Aussies hold so dear to them and turning them into fun and playful Lego Minifigure versions,” said Stimpson.

The top 10 moments are (see the images here):

  1. Australian racehorse Black Caviar undefeated in 22 races (2012)
  2. Cadel Evans wins Tour de France (2011)
  3. Steve Irwin feeds a crocodile with one hand while cradling his baby son in the other (2004)
  4. Steven Bradbury wins gold in the men’s 1,000m speed skating at the Winter Olympics (2002)
  5. Nikki Webster stars in the opening ceremony of the Sydney Olympics (2000)
  6. Cathy Freeman wins gold in the 400m at the Sydney Olympics (2000)
  7. The Castle film receives widespread acclaim (1997)
  8. America’s Cup victory for Australia ends US domination (1983)
  9. Mad Max, an Australian post-apocalyptic film starring Mel Gibson, is released (1979)
  10. Sydney Opera House opens (1973)

Bonds Shop Your Shape Hipsters vs No Show TV ad

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I’ve posted a succession of great Bonds work.

It is one of the best examples of campaign consistency. Sexy, fun ads for the target that are really great product demonstrations. Relevant, interesting and motivating from an emotional and rational point of view.

The Bonds Industries logo

All with well crafted soundtracks (particularly the Baby “Zip It” work). And great product names / descriptors. Simple, but effective.

I hope with the changes at the company they stick to the plan – all too often the need for change in a campaign can be client rather than consumer.

Bonds remain a cool and clever brand.

Some other examples: blokes, babies, hipsters, rollers, others

Carlton Draught Beer Police Chase TV ad

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Clemenger BBDO Melbourne have made a new blokes beer ad. It’s good to see a big ad for a big Aussie brand taking centre stage again.

Enviable ad budgets, blokes, beer, it’s all there, but there is a nice quirky ’80’s movie parody idea behind it that supports Carlton Draught‘s ‘Made From Beer’ positioning. We expect a lot from big brand beer ads and this one delivers.

The ad takes you on an entertaining story and is played out with some nice touches with a good deal of mirth.

If Carlton want to be a bit blokey, young, fun and trendy, then this should work wonders.

A nice touch was the fact it was distributed to the AFL database before it is aired in the ‘footy’ finals on Friday night.

Advertising Agency: Clemenger BBDO, Melbourne, Australia
ECD: Ant Keogh
Art Director: Ant Phillips
Copywriter: Richard Williams
Managing Partner: Paul McMillan
Director: Steve Ayson
Managing Director: Andy Traines
Producer: Cindy Kavanagh
Head of Production: Renee Robson
Production Supervisor: Gus Kousoulas
Editing: The Butchery

Tourism Australia Great Southern land TV ad

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Tourism Australia and Qantas have rejigged Icehouse singer Iva Davies Great Southern Land track.

The aim is to sell Australia to tourists.

The first thing that surprises me is that this is more music video than tourist ad?

The second thing is that It will run online only, including Twitter and TA’s Facebook page.

And this is on the back of DDB’s most recent incarnation of the There’s Nothing Like Australia campaign, which cost $4m to produce.

I’m not convinced that a song which means more to Australians than any other nation, sung by artists mainly recognizable only by Australians will attract a flood of foreigners?

And no surfing on golden beaches?

This will have to work very hard via social media if it is to attract the traveler in the face of a strengthening Aussie dollar and I can’t help thinking it is another montage of nice shots and song rather than a strategic advertising effort.

ABC Breakfast News Lego Sally Pearson Olympics win

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LEGO logo

We all know about the restrictions over the use of Olympics footage by broadcasters who don’t have rights.

The still images of Olympic glory just don’t do it by the second Olympic week and therefore a few media outlests including ABC News, The Wall Street Journal and The Guardian have turned to Lego.

I’m a Billund Brick fan since the age of 4. Few brands stick with you for this long and can re-invent themselves and remain relevant and truly interesting to the older and newer generations. A Lego VW Combi van did it for me, not to mention the promise of a Lego action movie no less.

You’ve got to love the fact that the professionals turn to the humble brick with some amateur athletic endeavors when all else fails.

Here are some of the best bits of brick from Legos 80th Anniversary year:

Lego Story Animation 

Lego Outback Forest

Lego Australian 50th Anniversary