Carlton Draught Beer Police Chase TV ad

Video

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

Advertisements

Diet Mountain Dew shark rider TV Ad

An Australian version of this ad drew complaints post a recent spate of shark attacks.

The ASB on giving it the all clear noted consumers’ could interpret the ad as distrespectul given the recent shark attacks, but ruled it didn’t breach Section 2 of the Advertiser Code of Ethics and was in line with health and safety community standards.

The Bureau argued: “Catching or riding a shark is completely unrealistic and most of the community would see this as being fabricated for the purposes of selling the product”.

The brand, owned by Pepsico Australia Holdings, responded: “This commercial was not intended to be insensitive to those who may have suffered in shark attacks. The tone of the advertisment is humorous […] and clearly ‘over the top’ and not intended to replicate in way any real life experience.”

I think an interesting point is the depiction of the shark. Mountain Dew show the shark in full Jaws mode i.e. scary.

A similar effort from Arena takes a different and more relevant approach and is probably better for it. Sharks and any depiction of potential killer instinct at work is tricky at the best of times, let alone when the sharks are attacking swimmers.

Kleenex Gripples toilet roll TV ad – dog sniffs bums

Video

We now firmly understand that a labrador puppy is the spokes-dog for toilet paper.

Usually he sprukes soft, strong and very, very long. And because he is soft and cuddly, we naturally assume that the product has similar qualities. We don’t often question if these are the properties that make it the best toilet paper, probably because it’s not something we choose to debate and discuss.

So it’s interesting to see Kleenex apply this more direct approach to the category.

Basically, does your bum smell?

After the initial shock of being confronted by such a direct accusation, we can consider what the ad is trying to do.

The cute puppy, is now less interested in playing with toilet rolls and is more interested in being a dog and smelling bums. Those that use Kleenex pass the test. Those that don’t get a yelp of terror from our cute character assassin.

Kleenex have made one concession to our potential embarrassment by making up a new word for textured toilet paper – gripples. To me it sounds a bit like a grade of sandpaper and perhaps not as cumfy as it is meant to. They are trading off this imaginative invention:

Here is what the company says in a press release from Kimberly-Clark:

“While a little edgier than previous Kleenex Cottonelle brand campaigns, the aim is to attract more premium brand switchers, who represent 60% of the market, by communicating the strength of Kleenex Cottonelle as well as the softness it’s renowned for.”

Marketing manager for Kleenex Cottonelle brand, Michelle Rossier said:

‘People use personal care products to feel clean and fresh all day, however they don’t connect this feeling to the toilet tissue they buy. The new campaign positions Kleenex Cottonelle brand as the toilet tissue that provides you with a superior level of clean.”

On the one hand (pun intended) this is a very different move in the category. It will get noticed.

On the other, do people want to be confronted by such a direct message?

My view is that it works to build awareness, but NOT brand engagement amongst the mass market. It has the cute credentials of the puppy to defuse a very direct commentary on hygiene and might perhaps, through the innovative invention of gripples, combine enough rational reasons with the emotion of our previously polite puppy to put this brand at the top of the shopping list. But that is a big “might” in the mass market shopping aisle.

Whilst it is great to see some difference in one of those tricky categories, I think this is missing the true insight on real consumer attitudes and the client has been sold “difference” against “effectiveness”.

The association to a dog sniffing a bum (and what we mean here is poo!) is at odds with what consumers want from the category – i.e. discretion and effectiveness without the overt reference to usage. No one wants to badge themselves in this category!

Just like the Care Free “Vagina” ad, the literal use of contentious words and actions becomes gratuitous and actually isn’t big or clever from a creative point of view. Very few brands successfully shock us into the sell – despite a creative belief that the notoriety of contentious / confronting ads will increase appeal.

As a footnote, I understand that there has been an immediate sales impact on Kleenex. And not a good one. Bummer.

 

LEGO Haunted House – LEGO Design share some innovation

Lego bricks

The LEGO design team are at it again. When they aren’t designing forests in the Australian outback, or producing feature length movies that is.

The company is proud enough (and confident enough) in its designers to allow them some video time to introduce their creations.

The first one I saw was for the exceptional 1962 VW Combi Campervan. The natural enthusiasm of the unscripted monologue from a young designer is infectious.

This example is for their new Haunted House which will be available in September 2012. The designer is clearly a Munsters fan.

What a huge compliment to the designers that they are allowed to release their creations to the public and trade in this way. Their amateur efforts are truthful and completely engaging. They leave you with a memorable impression of the model, its key features and how it came into being. Great examples of “re-used” parts from other kits feature throughout.

The Haunted House is part of the new Monster Fighters line.

I features all of the classic movie monsters (vampires, werewolves, zombies, etc.) against a collection of Victorian-inspired steampunk heroes, led by Dr. Rodney Rathbone, in a quest to obtain the full set of “Moonstones” – which are required to take over the world.

The Haunted House has over 2,000 finger numbing pieces to build the gate, porch, fireplace, kitchen, office, attic, bedroom, potion room and music room, and will sell for $180 for which you get:

  • 6 minifigures: Mr. and Mrs. Vampyre, zombie chef and butler, and two ghosts that glow-in-the-dark
  • A cool “crooked” design with boarded up windows and wonky shutters
  • A fireplace that swings open, with a ship in a bottle on the mantle
  • A kitchen with an old-style stove, jars and table
  • A hidden lever in the chimney which releases a secret staircase to the attic
  • A gramophone, records and newspaper Lego bricks
  • Stickers for wall hangings, spider webs and curtains

I used to work in the toy industry. This LEGO stroke of genius in allowing designers to spruke their wares on-line is the equivalent of us (way back in the day…) getting the designers in front of key retail buyers.

This was always the most effective way to sell toys and LEGO have uniquely embraced this through today’s technology and the social media fascination in the very flexible Billund brick brand.

LEGO logo

LEGO Forest in the outback

A pile of Lego blocks, of assorted colours and...

LEGO really are turning it on for their 50th Anniversary in Australia.

This includes Build with Google and a major movie amongst other partnerships.

Mumbrella reported that their LEGO forest has popped up in the outback.

The Lego forest, made from 15 four-metre high trees, will appear on the red dust plains of Broken Hill in New South Wales from 2 to 12 July.

Still one of the best brands in the business.

Check out their story; Lego Story animation

More fun with LEGO – how much LEGO does a house need?

English: Innovative Design James May's famous ...

English: Nominal dimensions of standard Lego b...

Lego My House

In my last post I extolled the virtues of the flexible brick brand.

More and more examples are cropping up including this nice application (click the link above). As well as a forest in the outback!

Who doesn’t want to know how many LEGO bricks are in their own home?

You might even have a Haunted House, and yes LEGO now have one of those as well.