MYOB gets saucy for viral ad campaign with a twist
Accounting software firm MYOB is promoting its mobile payment device PayDirect with a risqué two-and-a-half minute video showcasing the ease of how the tool can be used for any business, including the “oldest business in the world”.
The video, which was conceptualised and produced by MYOB’s in-house creative team The Purple Agency, sees the end of a paid-for romantic encounter between a man and a woman called Candy, with a twist.
The video is part of the ‘Love Your Work’ campaign which includes a Different TV campaign.
MYOB general manager of marketing Caroline Ruddick told Mumbrella: “Our creative director, Stanley Johnson, worked in conjunction with some of the industry’s best freelance talent available.
“The nature of online ad campaigns is that they are a bit edgier, more disruptive and entertaining. This video “Candy” will only appearing online, and our intention is for it to be seen, enjoyed and shared with others to entertain our young and entrepreneurial client base.
“Our message is delivered in a cheeky and unexpected way, and the message is that you can easily take credit on your smartphone with MYOB PayDirect. Making it easy for you to run your business allows your focus to be on loving your work no matter what you choose to do. It’s not our place to judge what people choose to do, we just aim to make business life easier.”
The TV version of the campaign features a barber called Mr Mo.
Credits:
- Creative director: Stanley Johnson
- Writer: Steve Callen
- Production/Account director: Samantha Joy
- GM marketing: Caroline Ruddick
- Marketing manager: Rebecca Roberts
- Acquisition & channel marketer: Jesse Logan
- Senior broadcast producer: Sophie Simmons
- Production Company: The Directors Group
- Director: Steven Callen
- Producer: Craig Griffin
- Director of photography: Matt Chuang
- Casting: 2 Divas Casting – Maria Efthymiopoulos & Zoe Maye
- Editor: Jon Holmes
- Grade: Martin Greer
- Grade suite: Cutting Edge
- Online Editor: Jon Holmes
- Music/Composer: Justin Pounsett
- Sound engineer: Dylan Stephens
- Sound studio: Risk Sound
- Sound producer: Tony Q. Le
“(Most) agencies don’t deliberately set out to make advertisements that obscure the brand. Some agencies, however, are chosen and lauded for their creativity. The drive for creativity can be at odds with brand-execution quality, which is how the brand name is shown and articulated within an advertisement.
A “creative-at-any-cost” television advertise- ment presumes that, if the creative is good enough, viewers will stop whatever else they are doing and watch the entire spot. The emphasis on the crea- tive concept, in many cases, can overwhelm—and minimize—the more important consideration of where the brand is going.
Observation studies about television-viewing behavior tell us engaged viewing is not that normal during the commercial breaks. Television-viewing behavior tends to involve partial, transient atten- tion to the medium; viewers often do something else as they sit in front of their sets.
It, therefore, becomes imperative to incorpo- rate our brand into the advertisement in a way that the message can reach all viewers, not just the (oddly) fully attentive audience member who actually watches every second of every 30-second advertisement.”
JENNI ROMANIUK – Ehrenberg-Bass Institute, University of south Australia
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That is horrible on so many levels. Idea, execution, direction, gee-wizz. No. No good.
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Only made as a reaction to Xero disrupting the industry. It’s like coming in after someone genuinely funny has has made a joke that everyone loved and adding a terrible punchline that only serves to highlight how off the mark you are.
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Does 13,000 views of a video count as viral! AWESOME.
Didn’t realise I’ve made lots of campaigns go viral.
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