Channel 4 Paralympics ad – Meet the Superhumans

Channel 4 promo

There is some great outdoor advertising in the UK from Channel 4 that features the line “thanks for the warm-up” in reference to their broadcast of the paralympic games in London.

Australia’s satirical show on all things advertising The Gruen Sweat featured this promo (not ad., but in-house produced promo).

This is one of the best examples of selling a product and subject that isn’t instantly in demand from the general public. As well as agency quality production, the genius is in the creative idea that includes the depiction of accidents that led to injury and disability.

The message is that this could be you.

It is a powerfully produced piece of work and a good effort to get our attention and awareness of Channel 4’s broadcast, whether it will drive actual viewership is another question, but given the momentum of the Olympics this is giving the games the best chance of some serious viewing.

This also proves a point I have long believed in. In-house production teams, who know their brand and content, can do a great job to sell it to their viewers at a fraction of the cost of agencies.

A nice taster here:

Channel 4 says the campaign is the biggest it has run since the station launched in 1982.

The advert was directed by Tom Tagholm for Channel 4’s in-house agency 4Creative. Tagholm said:

“We knew we had to make some noise. We knew we had to add some edge and grit and attitude.

“We narrowed it down to four or five concepts but then someone came up with this line: ‘Meet The Superhumans’. We loved the scale and the confidence of it. So we built up from there to create the strongest, most impactful concept we could get.”

The Channel 4 blog puts it like this:

“As for the scenes in the middle with the explosion and car crash and the mother in the hospital – we thought long and hard about how to include them because one thing that we weren’t interested at all in doing was an advert which said ‘Isn’t it great that these guys have made it to the start line?’ That just didn’t interest me and I don’t think it interested the channel.

“What I wanted to do though was just get a flashback moment – to show that it’s a part of what they are now and a part of their physicality. I didn’t want to dwell on it, just to give a hint, a moment of just how tough these characters have had to be. I could have put those scenes at the beginning or the end of the trailer but I think it’d have been weirdly less impactful that way – having them where they are stops you right in your tracks and hits you in the face.”

And the Public Image soundtrack nails it.

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Sports Bet CommBank parody TV ad

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It was bound to happen given the earnest nature of the initial Toni Collette effort.

A bit cheeky, but fun for a tactical moment.

The bank is now investigating whether the parody breaches its intellectual property rights. You would not want to get into a legal battle with these billionaire bankers.

Clearly Commbank spotted this parody very quickly, unlike it’s appalling and “unapproved” Backpack Bomb hoax ad that aired on-line for the Olympics.

The parody has now been removed courtesy of Commbank.

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

 

New Old Spice Olympics ad – “I will live forever”.

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I liked the last set of ads P&G released for the brand. They were in keeping with the “Smell like a Man” theme of previous work and had the same nicely edited touch.

But this work is a head scratcher?

The same tune is applied to what I think is quite a different idea and I’m left wondering if this is stretching the original creative premise too far just to shoe horn in the Olympics reference? It doesn’t really work as part of the previous idea or as a stand alone.

Particularly after P&G did such an original and classy job with Olympic mums?

Perhaps this is a case of “Too much of a good thing” regarding Smell Like A Man theming, and P&G need to find a more original way to build on their classic work if the brand is going to continue to re-establish itself.

P&G “Mom” Olympics TV ad

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Here is a US ad that has over 4 million views on YouTube.

Many will have participated in the website by sending “Mom” a message of thanks at: http://www.facebook.com/thankyoumom

It was mentioned by BBH’s John Hegarty at Cannes this year in his light-hearted session with Dan Wieden.

Being a fan of BBH, I keep an eye on his comments from Cannes and particularly liked his blunt assessment of much of the work he sees.

This P&G ad is treading familiar, but tricky emotive ground. The old “mom got me here through her dedication to supporting my sport” and presumably cleaning the kit with P&G product. It has been done before in relation to cleaning products, but this certainly isn’t about getting the grime out of the muddy shorts and sweatshirt sort of stuff.

Getting the emotional tone right in an ad is a very hard thing to do.

There was a brilliant P&G Pampers ad that got it right for parents.

On this P&G Olympics ad Hegarty said in conversation with Dan:

“If I had been passed that script and read it I might have vomited. The vomit factor was high if you got it wrong, but you really made it work.
“You have to make sure that the emotions are relevant. It really could have backfired on this.”

Yet again John reverts to the basic principle of relevance to prove the point.

The relevance of this ad to the journey, people and products is there and it is a truly inspiring ad for that reason. Consumers are savvy enough to recognise P&G’s involvement in this journey without seeing too many tubs and tumble dryers.

When I was lucky enough to work at BBH, John said that all advertising strategy needed to be “relevant, interesting and motivating”. I’ve stuck by this and found it to be the best test of a creative idea.

Clearly Hegarty still believes in the basics.