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
The Guardian newspaper in the UK has a long history of great advertising.
The classic Points of View TV ad is one of the best.
This ad (even at 2 minutes) is my choice from Cannes, although it didn’t bring home the bacon in terms of awards…
It communicates a complicated message of the breadth of Guardian coverage through a brilliantly constructed creative examination of a story we all know. Entertaining, interesting, relevant and motivating by underpinning the credentials of a great paper that is still innovating in the digital world.
A very different perspective and very much what the Guardian brand stands for.
A recent Adnews article shows that many agree:
McCann Melbourne creative director Annie Price.
Price has urged Aussie marketers and agencies against treating people like “idiots”, and has held up the highly regarded ‘The Little Pigs’ campaign by BBH as an example of the type of advertising the local industry should be striving for.
She told AdNews: “There’s not much Australian advertising can’t learn from this stunning commercial.
“It’s intelligent. It’s entertaining. It’s beautifully produced and so gripping, it has you coming back for more and more. It really is storytelling at its finest. There’s no doubt who it’s for and you’re left feeling compelled to go and buy a paper.
“It’s the intelligence of the Guardian commercial that most impressed me.
“No denying we make some great ads in Oz.
“But sadly, Australian TV screens are still full of a disproportional amount of commercials that treat people like idiots. Ads that assume that we are sitting there on the edge of our seats, just waiting to be informed about toilet cleaner, muesli bars or moisturiser by a moronic presenter. It’s 1950s advertising without the lovely retro outfits and atomic burst laminate.
“Clients and agencies alike would do well to remember that consumers are getting their information from so many sources nowadays, TV is not king. For us to truly impact on someone’s life via TV, and make a real connection, we’d better be smart about it and we’d better not insult his or her intelligence.”
- Guardian website wins five prizes at online media awards (guardian.co.uk)
- John Hegarty Bursts the Cannes Bubble. (sullieseverything.wordpress.com)
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
Courtesy of AdNews, a “winning” ad with Charlie Sheen.
Already getting some attention! I for one was wondering just what sort of ending we would get.
Great music track and coupled to Mr. Sheen, it no doubt cost a few Euros to put this together. The viral exposure is already paying dividends.