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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 »
Lion Nathan launches first TV ad for James Boag’s Pure
Lion Nathan has launched the first ad campaign to promote its new premium beer brand, James Boag’s Pure.
The TV ads are set in the wilderness and follows a similar Tasmanian-centric mythical theme as the much awarded Pure Waters TVC for the flagship James Boag’s brand. Its accolades have so far included a Gold Lion at Cannes and more recently a Gold Pencil at AWARD Awards.
The James Boag’s Pure TV and cinema ads, created by Publicis Mojo Sydney, show a world at night experiencing a series of strange natural phenomena, culminating in the discovery of the beer.
It is accompanied by the campaign line “From the Only Place it’s Possible”. There will also be digital activity launching later this year and press ads early next year.
November 19th, 2009 at 10:31 am
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Comments
19 Nov 09
11:04 am
um….
19 Nov 09
11:06 am
eek…..what
19 Nov 09
11:22 am
wtf was that?
19 Nov 09
11:27 am
yep. I get it. Drink 1 dozen Boags Pure and you’ll get headspins.
Simple really.
19 Nov 09
11:30 am
Not only do i feel really weird, but I’m possibly scared of Tasmania now.
19 Nov 09
11:47 am
It’s like the Blair Witch Project on crack!
19 Nov 09
11:48 am
Great, they’re putting LSD in beer now!
19 Nov 09
12:06 pm
Love the new TVC… makes me want to try Pure… that or I am just really in need of a beer today!
19 Nov 09
12:18 pm
Wow I think that is amazing
19 Nov 09
12:21 pm
i didn’t like it.
plus i got dizzy. the camera was spinning for about 4.26 seconds too long.
19 Nov 09
12:21 pm
Thumbs up from the Warner Brothers!
19 Nov 09
12:30 pm
This is either ingenious or un-genious. It frustrates me because I have absolutely no idea what’s going on and it tells me nothing about the beer apart from the fact that it’s from a place where trees combust and crows explode into what look like moths. (by the way, did Mojo recently have a competition to see how many ads they could get crows into?) It’s very pretty, but it’s pretty dark. Am I over thinking it or not thinking about it enough? Somebody please help me because this is just making me feel dumb.
19 Nov 09
12:31 pm
I have never seen a beer ad like this. I’m tired of seeing the same old beer ad formula with guys being guys then something dumb/funny happens. This is very different which is why i think it’s great.
19 Nov 09
12:32 pm
Awesome work – congrats. A breath of fresh air in a world now dominated by naf beer ads.
19 Nov 09
12:53 pm
Great work by the ad agency to cut costs by using all the cutting room floor shots from the 5 seeds ad. Two brands, one location, one production crew, same flock of birds, two different retouching teams.
19 Nov 09
1:03 pm
This is meant to be a beer ad??? Sorry to those who are tired of formulaic beer ads featuring…god help us people enjoying the product and heaven forbid they are blokes too(primary consumers in the category).. but what exactly, apart from being different is the idea here??.. compared to the good Pure Waters Boag’s work this is just a piece of meaningless fluff parading as an idea
19 Nov 09
1:09 pm
Different but in a good way
19 Nov 09
1:13 pm
@anothermous: is it? I’m still a bit “jury’s out”, but at least it’s different. And I guess when you’re launching a new beer into a beer heavy market with a beer that doesn’t seem too different to other beers, you’ve got to be different somehow. I’m still very confused, but I wouldn’t describe it as ‘meaningless fluff parading as an idea’.
19 Nov 09
1:14 pm
Love the sound of the trees and the bats are cool
19 Nov 09
1:15 pm
Love, love, love this. A little biased though – the track used is by The Books, a band that I adore (here for Sydney festival if you like em too!).
19 Nov 09
1:34 pm
Love it! And love that it’s so unexpected and unsettling for people. It’s experimental and truly original. I think most people will grow to love it. Congrats to all involved.
19 Nov 09
1:51 pm
It may not say much about the beverage but at least there are no ’sleazy guys and tacky girls’
19 Nov 09
2:18 pm
at least we have moved on from ‘big ads’
19 Nov 09
2:42 pm
LOVE IT! Has no one else picked up on the religious connotations at play in the ad. Burning tree at the start is the voice of God, followed by a series of events that somewhat resembles (although not the same) the ‘plagues’ in the story of Moses and the Dove of peace at the end. Tassie has been cleansed by God, therefore allowing them to create the beer in its purest form. Boag’s Pure…
19 Nov 09
3:06 pm
If that is the case then I’m sure all those beer drinkers out there who get off on religious connotations will be falling over themselves to get some now. Those who like ads that make them thirsty will have to wait for the next one I suppose
19 Nov 09
3:31 pm
Why are people such negative assholes……Is it different in the category – Yes, will people take notice – Yes, does it position a new brand clearly in a cluttered market – Yes. Do I work for the agency – NO, am I sick of crap comments like this that have migrated across from CB, yes.
19 Nov 09
3:44 pm
Well said Chris Walton.. JH there are other ways of differentiating in a cluttered market ..its called making a good ad..Yes
19 Nov 09
3:51 pm
This is a good ad. I like it and clearly so do some other commenters. Obviously it’s not for everyone but of course something this unusual isn’t going to appeal universally. Let’s wait and see how the beer does in sales before we write off this new- fandangled approach of doing something ‘different’.
19 Nov 09
4:01 pm
Excuse me for being skeptical but I’m currently Googling “Brad Clark Planner Mojo Sydney” and “Brad Clark Client Boags”.
19 Nov 09
5:02 pm
I really like the images. Whoever did the effects did a great job.
However…almost expected the pouty pale Vampires from New Moon to show up at one point and not sure this will help beer drinkers remember the brand which is surely the point of all this.
And I’m sure the media agency hates it. 60 seconds for tv? In 2009? How luxurious.
You really want to get cut through at those prices.
19 Nov 09
5:03 pm
@ Brad Clark
I’ve never seen punters get that deep in pre-testing or post for that matter but if you say so….
19 Nov 09
6:02 pm
I could say nonsense, but I won’t. I feel like indulging.
One for the semiotics guys to ponder; maybe over a strong malt and some Ketamine.
Sure, it makes no sense whatsoever, sure it’s completely up itself –
but you can always claim that was the point.
I suspect this is gonna look pretty good on my 52″ plasma.
I suspect I wont tire of it quickly, but then I like Kaufman movies.
And for those that don’t get it at all – they can look at the pretty pictures,
and imagine there’s something special in the world that they’ll never understand.
And that could be pretty special. Positioning: the poets beer.
Hope there’s a big enough market here in Aus.
20 Nov 09
7:50 am
The more I watch it, the more I like it. And when it’s time for pens down this afternoon, I’m going to head to the pub and try one.
20 Nov 09
9:35 am
I like it!
But then again I also like Raoul Duke – http://duffydotcom.com/illust_fear.jpg
23 Nov 09
5:27 pm
I’m pretty demanding but I wish I could find out more about it on the Boag’s website…
http://www.boags.com.au/#/brands/
Or maybe on Google…
http://www.google.com.au/searc.....=firefox-a
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