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Opinion
Video: How to win new business
Mumbrella Question Time saw the panel asked the secrets of winning new business. Read more »
Let’s stop the anonymous vitriol
In this guest posting, Peter Bray, boss of The Brand Shop, takes issue with negative comments from anonymous posters on Mumbrella and elsewhere.
There are very few ads that I vehemently dislike. There are also very few ads that I really love. But most ads I see on Mumbrella and other blogs I can usually take something from, whether it is information about the brand, a bit of inspiration or a “watch out”. I’m open to learning as much as I can from others, and encourage those around me to do the same.
My basic assumption, however, is that because an ad has been produced by a professional agency, and had the approval from the client, then the end result must be doing something right. Therefore, without knowing the practical rationale behind the ad, for me to have a strong opinion about whether it is great advertising would be kind of arrogant. There is a reason that awards shows ask for information about why an ad was created: they are rarely judged on end product alone.
So as someone who enjoys watching the work that our industry creates, I am stunned at the level of vitriol stemming from some people’s comments in both this blog and others. Read more »
Read his lips
This is several weeks old, but worth a look. It’s certainly an original way to deal with media criticism.It features Air NZ boss Rob Fyfe responding to weekly current affairs magazine The Listener using the medium of sign language. Read more »
Let’s not be too positive just yet – the nail is still there
It’s more than a year since News Ltd’s marketing boss Joe Talcott used the memorable analogy of a dog whimpering on a nail to describe the structural change the industry needs to go through. Read more »
The AdNews numbers that mislead the market
It’s always a tad tawdry when competitors attack each other, but I hope you’ll bear with me…
Whether cynically or through incompetence, AdNews has been misleading its advertisers by providing them with data that seems to suggest they have six times their true online audience.
Allow me to present the evidence. Read more »
Technology will help us own the agenda – all day, every day
In this opening speech to the Future Forum of the Newspaper Publishers Association, News Ltd CEO John Hartigan argued that news organisations have the opportunity to become more rather than less relevant.
Today I want to talk about a tipping point that heralds the most exciting era for journalism. The most exciting era ever.
This tipping point is already upon us. It has arrived at lightning speed, with the explosion in demand for mobile devices.
I am not consigning newspapers to the scrapheap. Not by a long shot.
But this tipping point is going to change journalism forever. In my opinion, very much for the better. Read more »
The real time shit sandwich detector
In this guest post, Clive Burcham of The Conscience Organisation, relishes the instant feedback of social media.
I’ve been making brand driven content since 1996 and often I’ve been so close to the work that I couldn’t tell the difference between if we were chomping on a shit sandwich or savouring the crème de la creme. From an audience perspective, we wouldn’t know the difference for weeks or months. What excites me most now is that we know within 24 hours if we’ve developed shit or cream. Read more »
SMH shows how to make a home page takeover work
When you’re a commercial organisation, balancing the needs of consumers with the need to make money through ads is tricky.
Among the organisations that sometimes goes the wrong way in my view is Fairfax, with its autostart video ads, for instance.
But today, a bit of unreserved praise Read more »
Inside the Foxtel factory
Having been at the launch of Foxtel’s new season the other night, nine points occur… Read more »
ABC News 24 – a handy service for niche journalists
It may not have many viewers yet, but ABC News 24 saves specialist journos having to leave their desks, argues Delimiter’s Renai LeMay
When media commentators discuss the future of journalism, they usually agree on at least one thing: It will involve much fewer generalists and more reporters dedicated to exhaustively covering niche fields. Read more »
The seven ages of Carlton Draught’s Made From Beer
Today sees the launch of “Slow Mo”, the latest instalment of Carlton Draught’s irreverent Made From Beer series.
It’s been quite a run – from the highly awarded Big Ad, to the comedy of Flash Beer, to the debacle of the abortive banned Tingle campaign. These are the seven ages of Made From Beer… Read more »
Real consumers don’t have ‘brand conversations’. They use search
In this guest posting, Simon van Wyk argues that much as marketers might wish otherwise, most consumers don’t have emotional connections with brands
I have a background in marketing, but my understanding of branding seems at odds with the 2010 opinions I see from social media commentators, marketing and advertising agencies. Read more »
Hot, censoring atheists: Google’s insight into what punters think about pollies and journos
One of the charms of Google is autocomplete, where it takes a punt on what you’re going to ask, based on what the rest of the world has been wondering previously.
And it certainly gives a few insights into the high quality of political debate about the Labor leaders in the run up to the election.
Take NSW premiere Kristina Keneally… Read more »
The copyright-busting election
This is rapidly turning into the copyright-infringing election. Read more »
Digital Fail: The gaping void in digital training is failing our industry
In this guest post, Amnesia Razorfish’s Iain McDonald warns that the industry has fallen badly behind on digital training.
Before I get accused of trolling with that headline, I’ll state what I think is obvious: The current education system isn’t producing or nurturing enough ‘digitally skilled’ individuals to sustain a growing a digital economy. Read more »
Honda Jazz asks: How many hipsters can you fit in a car?
Ogilvy Melbourne’s digital arm DT Digital has created a series of online ads for the Honda Jazz poking fun at hipsters, rappers, ninjas and body builders.
The campaign was created by creatives Emma Park and Jason Deacon working with Hungry Beast’s Dan Ilic. Ilic was also behind the controversial Don’t be A Dickhead road safety ads.
Adam Morris, DT Digital’s Creative Director, said: “We wanted to take the stuff that our audience already talks about online and become part of that conversation. And we wanted to enable them to participate in the campaign and create content. We’re excited to see what ideas they’ll come up with.”
Consumers are also being targeted with a competition to suggest what can be packed into the Honda Jazz.
July 28th, 2010 at 2:11 pm
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Comments
28 Jul 10
2:49 pm
Produced and Directed by Don’t Forget to Smile
http://www.dontforgettosmile.com
28 Jul 10
2:56 pm
Nice viral, allowing customers to shape the content – I smell Old Spice.
I made a suggestion anyway – Models – http://tinyurl.com/293xapy
28 Jul 10
2:59 pm
These videos were produced by Don’t forget to Smile
who comissioned Dan to direct. DFTS 
is the new entertainment company created by the people who brought you http://www.pedestrian.tv
Stay tuned for more exciting campaigns.
28 Jul 10
3:07 pm
Nice work to you, david’s agency in melbourne.
Bigger thumbs up the Client.
Car advertising is usually so predictable because car company execs take themselves so seriously. “This new car took us $1billion dollars to develop lets not be creative in marketing it. That would be too dangerous.”
Someone has been brave. Someone has taken a GOOD risk.
28 Jul 10
3:08 pm
How many agency suits can you fit into a Jazz? Wait a minute, I’ll just go ask my client.
28 Jul 10
3:10 pm
I’m really torn, I’m not sure if I hate or love these.
The ninja turtle and pirate at the end of the last one is pretty great though.
28 Jul 10
3:11 pm
Just.What.The – DraftFCB, what are you doing. How much rap can you fit in a Jazz. Just what the…
28 Jul 10
3:56 pm
Great stuff guys. Brings the interest levels of marketing for cars to consumers up a large notch. Well done!
28 Jul 10
4:10 pm
I smell something but it’s not old spice
28 Jul 10
4:33 pm
“Brings the interest levels of marketing for cars to consumers up a large notch.”
I loved that sentence. It brings the interest levels of commenting on Mumbrella posts by consumers up a large notch.
28 Jul 10
4:59 pm
Dont care who did them. I laughed out loud and what’s better its very on brand for the Jazz, I’m guessing the casting agent did’nt have to look too far outside the agency world to cast the hipster spot.
28 Jul 10
5:31 pm
Will they have a newsletter or something to send out? I’ll do anything for a Jazz Mag.
28 Jul 10
5:43 pm
Only 10 drink holders?…. might wait for the next version.
28 Jul 10
6:18 pm
Oh wait, these are what Hipsters are? After being in Sydney for 2 months this is the first time I’ve understood what constitutes a hipster…. *cough* right. So, well… I think I’m a hipster.
28 Jul 10
11:57 pm
Finally something fresh! People will love it or hate it, that’s the way it should be. Simply good is boring.
29 Jul 10
12:10 am
how many people taking credit can you pack into a Jazz ad?
29 Jul 10
3:34 am
I think they’re hilarious and engaging.
29 Jul 10
9:52 am
When can I try and fit into a car with my friends?
That would have been engaging.
29 Jul 10
9:53 am
I think they are great.
Definately a tip of the hat to the UK gameshow Banzai http://www.ukgameshows.com/ukgs/Banzai, and the japanese challenge shows.
Love the pirate in the ninjas’ boot. Very funny.
29 Jul 10
10:07 am
OMG brands can be funny on the internet! Well done to honda clients.
29 Jul 10
10:35 am
Great Idea, great ads, shame about the product!! seriously would you buy a Jazz??
29 Jul 10
10:38 am
setting some low standards if this is the best we can do
29 Jul 10
10:41 am
Compared to most car ‘ads’ with the obligatory sweeping Victorian countryside and/or Tullarmarine Freeway etc. these are a breath of fresh air. Shows a lot of insight into what a Jazz buyer might be focused on (i.e. not ‘performance’ or stability control blah blah blah).
Thumbs up.
29 Jul 10
10:48 am
Holy shit it’s BANGS!!!!!!11
29 Jul 10
2:15 pm
I’d like it more if I could understand what the dude was saying. Or is mumbling incoherently a hipster thing?
29 Jul 10
2:18 pm
Bangs is gonna take you to tha movies in the Honda Jazz
29 Jul 10
3:40 pm
Not sure about these
The hipster isn’t really funny, nor can you understand him. The bangs thing just comes across as a smug pisstake.
Not sure what either do for the car but I guess the agency is getting some attention which is gnerally the end game now,
29 Jul 10
10:20 pm
I think that guy in the first ad is a cock. Just sayin’.
29 Jul 10
10:25 pm
… and then I watched the rest and realised he was the best.
29 Jul 10
10:57 pm
Awesome…. that secondary 40+ female audience will now really know its not a car that has them in mind.
2 Aug 10
1:18 pm
How much crap can you fit into one campaign?
This is worst idea thats come out in a long time
If I drove a Honda Jazz I would be pissed off
2 Aug 10
9:58 pm
Bloody funny. Good on Honda for having some balls. Bangs = stroke if genius!
2 Aug 10
10:52 pm
It’s a voting competition, whoever gets the most votes wins.
5 Aug 10
4:21 pm
So here I was, just sitting around being a Honda Jazz, and all these advertising types kept trying to see how much random things they could put in me. Then some tool with a clip board kept saying different words for a lot. But its cool cause i have 10 cup holders which is win.
9 Aug 10
9:47 am
Hipster? Um when paying out a selection of people ensure you get the look right or you come off looking like a tool… Those people were like the PG 13 Disney version of Hipsters… Super gay and very unfunny…. Get a bit of realism – Hipsters are more dirty than that and far less polished. Stupid ad.
20 Aug 10
3:19 pm
Could this be the first writ to be delivered via Tumblr?
“Dear Honda, you owe us a million dollars, Sincerely, LATFH”
http://bit.ly/9noB8f