Ad of the month: Australians love motherly bikers
An ad for Meat and Livestock Australia by BMF, directed by Jungleboys’ Scott Pickett, has been named as ad of the month by Mumbrella’s sister title Encore.
The ad of the month is based on an online survey of 1000 Australians. In the survey, analysed by research firm The Acid Test, using a representative panel provided by Pure Profile, consumers were asked to choose their favourite ad from a shortlist of 10 ads.
The MLA ad and its humorous play on the Aussie lamb roast appealed to a broad range of demographics. Based on comments from the panel, Grant Bell from The Acid Test said: “The lamb ad was chosen by 59 per cent of people who saw it, making it a clear winner this month. The play on two Aussie icons (mum and lamb), the late reveal of the twist, and the relatable situations all contributed to this ad setting a new benchmark level for the ad of the month in 2013.”
The ad was also most popular among all key advertising demographics.
Last month’s winner, the MasterCard ad featuring a pirate-obsessed little boy, was selected by 57 per cent of survey respondents while the winner for February, the Perfect Italiano ad featuring Gordon Ramsay, was selected by 54 per cent. It is the second month in a row a Jungleboys directed spot has taken out top honours.
Each of the 1,000 survey respondents saw a random set of three ads and each ad was seen by an average of 300 people. The percentages below reflect the number of people that chose the ad as their favourite in the set.
The shortlist
1 – Lamb – BMF – (59 per cent)
2 – Expedia – DDB (45 per cent)
3 – MasterCard – McCann (39 per cent)
4 – Big W – Saatchi and Saatchi (34 per cent)
5 – Jim Beam – The Works (33 per cent)
6 – Dare Iced Coffee – AJF Partnership (29 per cent)
7 – Julius Marlow – Moon Communications (27 per cent)
8 – Vodafone – Ogilvy (27 per cent)
9 – Ubank – The Monkeys (24 per cent)
10 – Mentos – Naked (18 per cent)
TOP THREE ADS BY DEMOGRAPHIC BREAKDOWN
18-39
#1 – Lamb (53 per cent)
#2 – Expedia (48 per cent)
#3 – MasterCard (40 per cent)
18-49
#1 – Lamb (55 per cent)
#2 – Expedia (46 per cent)
#3 – MasterCard (40 per cent)
25-54
#1 – Lamb (57 per cent)
#2 – Expedia (44 per cent)
#3 – MasterCard (39 per cent)
The ad of the month is sponsored by:
the Meat and Livestock as does make me smile but the Big W ad passed me by
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I’d have thought, having subbed for decades, that a Mumbrella sub would have at least a third class knowledge of apostrophes:
“Ad of the month: Australian’s love motherly bikers”
Really!
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Just scrolled down to your head Sack the Sub for a paper mis-spelling it’s own name.
Perhaps the Editor should take his own advice.
If not, here’s mine for what it’s worth: something about throwing stones from glass houses.
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For the love of god delete that apostrophe! My eyes, my eyes… And @Bill Holmes, should the first ‘it’s’ in your second post have one? It’s apostrophic carnage all round!!! I’m off to crack open the vodka.
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Deleted with extreme force, LW…
Cheers,
Tim – Mumbrella
Cheers Tim! Backing away from the vodka…
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If Expedia wanted to rip off Wes Anderson they could have at least paid him to direct the ad!
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That’s hilarious! Nice work Scott
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