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Opinion
How to debunk media myths
In this post, UWS’s Ullrich Ecker, John Cook and Stephen Lewandowsky argue that cognitive science can help PRs form strategies in managing media misreporting.
A growing cohort of commentators has bemoaned the descent of contemporary political “debate” into a largely fact-free zone.
How about simply focusing on what consumers want?
In this guest post, Peter Mountford argues that brands should think more about what is really going on for consumers
Who here is hoping their favourite brand of toilet paper is going to be organizing a flash mob on their way home from work today?
What the Optus web copyright victory means
In this analysis first published on The Conversation, RMIT’s Marita Shelly examines the implications of Telstra’s defeat over the online rights to the AFL broadcast deal
This week’s Federal Court ruling that Optus customers are able to view sporting matches minutes after they are streamed live without breaching copyright is a landmark decision that alters our understanding of copyright law, and has significant implications for the AFL’s broadcasting rights deal.
Does Gina Rinehart’s bite of a chunk of Fairfax make her an oligarch?
In an article that first appeared in The Conversation, Mark Rolfe wonders whether the mining magnate’s move could turn Fairfax into something resembling America’s Fox network.Australia’s richest person Gina Rinehart has moved to increase her stake in Fairfax Media, owner of The Age, Sydney Morning Herald and a number of radio stations. Rinehart has already shown her desire to play a role in public life, campaigning against former Prime Minister Kevin Rudd’s aborted mining tax. She has also demonstrated a willingness to make media investments to ensure her pro-business worldview is promulgated.
What does this latest move by Rinehart mean?
Gillard's Australia Day crisis
PM Julia Gillard’s media adviser Tony Hodges has been forced to resign over the Australia Day tent embassy debacle.
It came after it emerged he had revealed opposition leader Tony Abbott’s whereabouts, leading to both politicians being rescued by police in ugly scenes.
Mumbrella editor Tim Burrowes and advertising practitioner Jane Caro debate the topic on Weekend Sunrise’s masters of Spin segment:
The biggest cock-up I made in business
In this guest post, Chris Savage urges agency staff to live the brand.I still shudder when I think about how incredibly stupid I was when I made the biggest stuff up of my career. And then, 18 years later, I did it again. Do not make this mistake with your clients. Ever.
Hey Groupon. Thanks for fucking up email
In this guest post, Daniel Monheit warns that group deal overload is devaluing email marketingEmail marketing used to be fabulous. Back in the heady days of 2010, brands would work hard to build up well qualified databases, upon which they’d bestow carefully crafted correspondence filled with information, offers and incentives. The recipients, of course would be delighted: “Oh look! An email! From one of my favourite brands! And it’s 40 cents off at Woolies this week!”.
The staggering sway of Harold Mitchell
The Power Index today names Aegis Media chairman Harold Mitchell as the most powerful person in Melbourne. Andrew Crook profiles him.
Harold Mitchell takes pride in dispensing with the niceties. When The Power Index visited his South Melbourne private office before Christmas, fresh remains were scattered all over the boardroom table.
Share a Coke with… the moronic masses
The most-read story on Mumbrella last year, with not far off 100,000 page views, was a fairly humdrum yarn about the launch of Coca-Cola’s name-on-a-bottle campaign.The headline, “Coca-Cola puts people’s names on bottles in ‘Share a Coke’ campaign”, though hated by any self-respecting sub-editor, was loved by Google. And in rushed what can be politely described as the public.
Assumptions kill creativity
In this guest post, Gual Barwell disagrees that the sales success of the Old Spice social media campaign was overstated.Yesterday’s post from Cathie McGinn suggested the Old Spice campaign failed to connect with consumers. Based on the facts and figures, I disagree.
What Old Spice and Wieden + Kennedy has done and done phenomenally well is to create a franchise.
The SMH's readers (are wrong) editor
We are now about five months into the reign of Australia’s first readers’ editor. And I don’t think it is working.
It struck me at the time of Judy Prisk’s appointment to the Sydney Morning Herald that the fact that her boss was editor-in-chief Peter Fray was not going to be ideal if she was going to be the independent voice of the reader.
The emperor's new fragrance: Old Spice’s campaign failure
In this guest post, Cathie McGinn slays a sacred cow of 21st century marketing – the highly awarded Old Spice campaign.One of the biggest myths of recent times (by which I mean a story of great heroism and triumph we’d all like to believe but deep down know to be untrue) is the Old Spice social media campaign. It’s been much lauded and awarded as an example of outstanding content, a creative and collaborative way of connecting with consumers and driving a record increase in sales.
How reliable are radio ratings?
In this guest posting, Jason ‘Jabba’ Davis wonders how accurate radio ratings can be, since the data is collated from handwritten diaries.
So, the radio ratings season gets underway tomorrow. After a well-earned break, Australia’s commercial radio stations will renew their obsession with figures to see how many of us are listening. Are they winning or losing the ratings war?
The much feared radio survey is the only way to measure the success or failure of a station’s playlist, talent, promotions or even good old Black Thunder crosses. With six-figure salaries riding on the make-or-break nature of ratings, just how accurate are Australia’s radio survey results?
One-eyed Willy’s rich stuff: brands as movie heroes
I have just spent an entire day on a plane. I can’t sleep on flights, even after heavy sedation. So I watched seven films, back to back. Most of the new ones were truly awful and I couldn’t finish them. So I watched an old favourite, The Goonies. I have probably watched this film more than 200 times since I was a kid. But this time, with work in the back of my mind, one thing stuck out – how much brands were the stars of the film.The gospel of participation is making brands forget about mass reach
In this guest post, Simon Lawson argues that brands are becoming obsessed with getting consumers to participate, rather than remembering to deliver mass exposure.I don’t know if you’ve noticed, but a lot of brands are wasting significant amounts of time and money on ineffective marketing. Large sums are being put behind tactics which end up being too small to have much chance of influencing total brand preference.
Carlton Draught goes Slo Mo for new Made From Beer instalment
Carlton Draught today unveiled the next instalment of its long-running Made from Beer series, with Slow Mo celebrating the cheery ineptitude of beer drinking blokes.
The ad – directed by Paul Middleditch and created by Clemenger BBDO Melbourne - is a replacement for the Tingle campaign which was pulled earlier this year.
Asked about the Tingle disaster, Vincent Ruiu, Carlton’s group marketing manager, told Mumbrella: “We’ve rebooted. This is part six of Made From Beer. I’m super proud of the result. To pick yourself up after that process is a credit to the individuals at the agency and on the team.”
“In this ad we’re back in the pub, back with mates, back with beer and taking the piss out of ourselves.”
One inspiration for the ad was GPY&R’s slo motion Schweppes Burst ad, said Ruiu, who revealed that using the same music had been contemplated, before using Puccini’s Nessun Dorma (None Shall Sleep) with irreverent lyrics.
The lyrics:
Slow motion.
Men in slow motion.
Men look much better in slow motion.
It makes me want to sing quite loud.
Now, now, I want a Carlton Draught, chips and lasagne.
Men in slow mo…
In slow mo…
Slow motion.
Blah blah blah…
Slow motion.
The campaign was shot using Photron SA1 SD high speed cameras, shooting at up to 9000 frames per second to capture moments such as a peanut flying out of a man’s mouth, or the reverberations of a backside landing on a bar stool.
The ads break on TV tomorrow.
Credits:
- Executive Creative Director: Ant Keogh
- Creative Team: Richard Williams and Anthony Phillips
- Senior TV Producer: Sonia von Bibra and Pip Heming
- Group Account Director: Paul McMillan
- Account Director: Mick McKeown
- Account Manager: Phoebe Farquharson
- Director: Paul Middleditch
- Executive Producer: Peter Masterton
- Production Company: Plaza Films
- DOP/Cinematographer: Daniel Ardilly
- Editor: Peter Whitmore – The Editors
- Music Production Company: Level Two Music
- Electric Dreams
- Sound Designer/Engineer: Cornel Wilczek
- Sound House: Electric Dreams
- Client: Carlton & United Breweries
- Marketing Director: Peter Sinclair
- Group Marketing Manager: Vincent Ruiu
- Senior Brand Manager: Richard Oppy
- Assistant Brand Manager: Shencina Formenton
Carlton is also planning a brand activation campaign involving what may be the world’s largest magnatron. The giant skill-tester features a 30 metre crane with an 18 metre base enclosure, which will be filled with $100,000 in prizes, including a Toyota HiLux, a 10 year AFL Grand Final hospitality package and $5,000 cash.
Erected in parkland alongside the MCG, the Magnatron will be used during the AFL Finals series in September and culminate on AFL Grand Final day, on September 25.
Fourteen winners will be selected to take a shot with the magnatron from pack promotions and an on-air radio contest via Austereo.
August 19th, 2010 at 6:00 am
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Comments
19 Aug 10
9:01 am
Link. Don’t. Work.
19 Aug 10
9:08 am
First video is saying: “This is a private video. If you have been sent this video, please make sure you accept the sender’s friend request.”
19 Aug 10
9:53 am
YouTube’s been a bit funny today. Seems okay at our end…
19 Aug 10
10:00 am
Pretty funny i have to say…
19 Aug 10
10:06 am
Excellent work, I love it.
19 Aug 10
10:11 am
Looks like everyone else can stop trying for another twelve months.
Great work.
19 Aug 10
10:51 am
Yeh – great job. I didnt mind the tingle at all but definitely prefer this.
19 Aug 10
10:55 am
tired as an adman on Monday. I’m sure people will like it. If this is funny then the black and white minstrel show will be back on next week.
19 Aug 10
11:03 am
I feel like having a beer.
19 Aug 10
11:14 am
58 seconds. Gold.
19 Aug 10
11:41 am
I’m calling that the best beer ad I have seen in Australia. GOLD
19 Aug 10
11:47 am
glad they didn’t use the same music, given it’s already been used by Chivas as well
http://www.youtube.com/watch?v=49Yzx06RLUo
19 Aug 10
12:09 pm
I got a tingle in my man plums watching this… Nice work!
19 Aug 10
12:16 pm
Gold….also I feel like a schooner
brb, pub
19 Aug 10
12:25 pm
I really don’t find this funny or new or even a part of the series. Their is no step on or step up from the previous campaigns.
Where is the lateral magic of men with canoes?! This feels like it was written by CUB not BBDO. Better luck next year.
The magnetron though – now that’s an idea – although I don’t like the art direction.
19 Aug 10
1:48 pm
Don’t take yourself so seriously, it’s fun. Nice one.
19 Aug 10
1:51 pm
Really enjoyed this however still don’t get the “made from beer” tagline
19 Aug 10
2:15 pm
Great ad – although very similar concept to a piece of work done for the South Australian Department of Health last year, called ‘The Sneeze’ – using opera music with a super slow mo shot. http://www.youtube.com/watch?v=qKiQA5e-fPg
19 Aug 10
3:10 pm
Weepingly, achingly brilliant. Bullseye.
19 Aug 10
4:16 pm
How do you make bogans look good? Ssssssssslllllooooooowwwwwwwwww it downnnnnnnnnnnnnnnn. Jokes aside, it’s beautifully shot. Love it.
19 Aug 10
4:22 pm
meeeooow Cap!
19 Aug 10
5:48 pm
Another example of the irrelevancy of advertising agencies…..
Fosters group could have just gone straight to the director and production company (who has done all the work and created the magic) and saved themselves probably $50k p/month of clems fees
19 Aug 10
5:59 pm
Hi anonymous,
While that model is in some cases beginning to emerge (VicRoads have experimented with that sort of thing for instance), where do you think the idea for the ad comes from in the first place?
In the case of Carlton Draught, I know from talking to Vincent Ruiu about the process when I was writing the story, that the final choice of soundtrack came late in the process after it occurred to Ant Keogh as a better option. That’s just a small example.
Cheers,
Tim – Mumbrella
20 Aug 10
6:40 am
Didnt know the catholic church read Mumbrella too. Well done.
20 Aug 10
12:32 pm
5:48 what are you talking about?- the agency would have thought of all of those scenes in the ad.
20 Aug 10
12:41 pm
Is that Michael Cullen starring in there from the Measure Up campaign?
23 Aug 10
11:54 am
Report in this morning’s Aust media has this ad panned by Simon canning. Is he out of touch? It seems most are lauding this as one of the Carlton Draught greats… Also, seemed to have his own agenda with the Patts / Burst thing.
Anyway, it looked good in the footy.
23 Aug 10
6:06 pm
Lovely work, reminds me very much of IKEA Hooray for the Everyday
http://www.youtube.com/watch?v=OatknX9300k
25 Aug 10
10:26 pm
It’s possibly promoting being drunk. Not that Fosters would see that as a bad thing, as long as you drink Carlton Draught all night. Am i right?
31 Aug 10
12:43 am
Indeed that is Michael Cullen spraying it while saying it
Was a fun shoot