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Opinion | Features
Why is advertising so much better in New Zealand than Australia?
Ok, so this isn’t a new observation.
But it really hit home after I watched some TV ads for a kiwi supermarket yesterday that advertising in New Zealand is so much better than much of the crap that is being served up in this country at the moment.
Why is it that Colenso BBDO Auckland can turn something as bland as a supermarket chain into a brand I almost like, while Australian agencies succeed only in either irritating me (Coles) or passing me by unnoticed (Woolies) because the ads are so average?
My memo to your boss
So let me guess?
You really want to come to Mumbrella360, but you’ve got to justify the time and cost to your boss?
Good news! I think I can help.
Woz not great
In this guest post Tony Prysten argues that the thousand dollar price of seeing out-of-touch Apple co-founder Steve Wozniack on his Australian tour was a waste of money.
This week, for the cost of two iPads (yep, two) I went to the Woz Live conference in Melbourne. I was not impressed.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
According to industry experts Encore spoke to, the key elements that define transmedia can be summarised as follows: platform, time, audience, adaptation, and creative collaboration.
Innovation is the remedy for the ailing magazine industry
With magazine circulations plummeting, FHM closing and rumours rife on future ownership of ACP Magazines, Paul Merrill says the only way forward is launching new titles.Eight years ago in the UK, nearly a quarter of all magazine sales came from magazines that were less than four years old. In Australia, the figure was slightly lower, but still significant. Today, the situation is very different. For a start there are so few new magazines. Yes, Masterchef briefly flared, and Top Gear made an initial impact. But Grazia and Alpha fizzled, and now ACP has shelved their plans to launch Elle.
More than a game: broadcasting the Olympics
The 2012 London Olympics will be the biggest televised sporting event of our time. Brooke Hemphill discovers the logistical challenges and technical requirements of producing the event.
From July 27 to August 12, the Australian media will go sport crazy as the Games of the XXX Olympiad, aka the 2012 London Summer Olympics, unfold. The games will be the most televised sporting event of our time as broadcasters look to master every manner of technology at their disposal.
The Voice - Australia's best example yet of social TV
In this guest post, Sputnik’s Rodd Messent has a theory on why audiences have taken to The Voice .I am an addict of Channel Nine’s hit show The Voice. Such is the extent of my addiction I seriously think my housemate might kick me out of our apartment for the semi-frenzied yelling and tweeting that ensues in our lounge room each time the show airs.It’s the first time in almost three years that such disagreement has resulted in less than civil behaviour towards one another, and it’s made me think it might be a microcosm of the large volume of online debate about the show and, correspondingly, an explanation for its success as a social TV experience.Why brands are the US Army - and culture jammers are the Viet Cong
In this guest posting, Dave Burgess, who painted ‘No War’ on the Sydney Opera House, claims that ‘amoral’ advertisers have copied his idea.
Culture jamming is a 28-year-old term coined by the San Francisco-based band Negativland, who declared that the ‘Studio for the cultural jammer is the world at large’.
Branded content is dead. Long live branded content
In this guest posting, Anthony Freedman argues why branded content is making a comeback.
A few short years ago, probably concurrent with the advent of the PVR, a new term emerged within the marketing communications industry; branded content. This was really synonymous with advertiser funded TV shows where programming was created by brands and deals struck with networks to broadcast them.
There were varying degrees of success with this model.
Shock advertising: 30 ads that would give Australia's ad watchdog a coronary
Is shock an underused weapon in Australian advertising, asks Robin HicksToday, Sydney agency The Cabana Boys used an image of a mouth sewn together to shock people with the idea that problem gamblers lie to conceal their habit. Is it the most disturbing image ever? No. Will it get banned by the Advertising Standards Bureau? No. But it did make me wonder why shock is not used more often in Australia – and not just by charities and government bodies. (WARNING: NSFW)
The making of ratings blockbuster The Voice
Jason Mountney goes on the set of Channel Nine’s talent search series, The Voice, to see how the format, based on an international franchise, has come together. What ingredients have gone into making this certified hit that’s rated more than two million viewers on three consecutive nights?
Mike Goldman has one of the toughest jobs on the set of the Nine network’s new talent show, The Voice. He not only has to narrate the show, but also keep the audience from losing their enthusiasm as they realise shooting TV programs takes a lot longer than the one-hour bursts they see in their lounge rooms. A lot longer.
Nine problems stopping The Global Mail from getting an audience
While it’s a shame The Global Mail has failed to make an impact on the media landscape, the signs have been there for some time.I love the concept of a well resourced, philanthropically-funded independent news site. Anywhere in the world, that’s a rare and wonderful thing. In Australia even more so. So I hope that Grame Wood gets to see his investment make a difference.
And I have no inside info on whether Monica Attard’s sudden departure is linked to the site’s failure to find an audience so far.
Regardless, here are nine areas they can easily start to address:
Journalism’s new model?
Does the launch of philanthropically funded news site The Global Mail signal a new era for journalism or is the model destined to be a passing fad, asks Cathie McGinn in this article first published in Encore magazine.With little fanfare, philanthropically funded news site The Global Mail launched in February this year.
The online-only title received a generous five-year funding commitment from businessman Graeme Wood, founder of accommodation website wotif.com, who donated $15million.
Five things that make a great suit
In this guest posting, Gareth Collins argues that the role of a great account manager is to make the work betterI’m surprised at how many suits I meet who don’t know their role in the advertising business. The question ‘what does an advertising account manager or director do?’ is frequently met with answers such as project manager, relationship manager, plate spinner or go between … and those are the nice ones.
Success is judged on the ability to manage a process, be strong administratively and get stuff done. And while a good suit needs to do all of these things brilliantly, if these are the traits that define a great suit, then I’m in the wrong job.
What the hell is transmedia?
From advertising campaigns to online video series, the term ‘transmedia’ gets quite the work out. But what does it actually mean? Cathie McGinn trawls the media landscape for a definitive definition.
Transmedia, all media and multiplatform are terms often used interchangeably when referencing modern storytelling techniques. Yet, depending who you speak to, there are distinct differences between them.
Naked’s new Thredbo campaign – get ready to thrust your groin
Naked Communications’ first work for ski resort Thredbo breaks this weekend with a groin-thrusting new take on the destination’s reputation as a party town.
Featuring a new “Are you in?” positioning, the first ad features a group of young urbanites being led in a bout of suggestive exercises which turn out to be in preparation for skiing.
Jonathan Pease, Naked’s executive ideas director, said: ”The idea reminds people of one of the possible added benefits of going to Thredbo”.
Managing partner Adam Ferrier added: “The campaign plays to the heartland of Thredbo’s provocative and irreverent nature. The film and radio have a certain tone people with Thredbo will be well familiar with. ”
The campaign will mainly be across cinema, radio and online.
June 5th, 2009 at 12:51 pm
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Comments
5 Jun 09
1:56 pm
Am I in for $95 lift tickets? No.
Sorry Naked, you can’t polish a turd.
5 Jun 09
2:02 pm
Naked has started down the slippery slope
5 Jun 09
2:04 pm
Surely a good thrust is worth 95 bucks?
5 Jun 09
2:21 pm
a million miles from the “stays in thredbo” work.. disappointingly cheap and uninteresting.
5 Jun 09
2:24 pm
Naked have usually been inetersting if often nothing else. This isn’t even that.
5 Jun 09
2:26 pm
Skis, sex and snow – it works. Love it. Love the fun innuendo.
5 Jun 09
2:34 pm
that is trouble…Thredbo hang your head in shame
5 Jun 09
2:56 pm
Thredbo is the nightclub of the snowfields. Fits well. Ladies season – i get it.
5 Jun 09
3:06 pm
Nup, not sold. I’d rather get some snow too. Off to NZ.
5 Jun 09
3:13 pm
“The heartland of Thredbo’s provocative and irreverent nature…”
Thredbo??? Are you kidding me?
5 Jun 09
3:13 pm
Terrible. Embarrassing.
5 Jun 09
3:15 pm
sweet Jesus let me die
5 Jun 09
3:20 pm
Really timely with NRL group sex furore. Its all just a bit of fun.
This is setting Thredbo up for a PR disaster.
5 Jun 09
3:20 pm
Sorry not sold,
Mumbrella – a few wks ago you wrote ..
(Thredbo’s marketing director Chris McGlinn said “We were impressed with Naked’s strategic insight and passion for big ideas. We’re really excited about developing some great creative work with them.”
The new strategy appears to mark a shift of direction from the “What Goes On In Thredbo…” positioning)
I just dont see a huge shift in direction that warrants a move of agencies? Do hope the implementation into channel selection provides a bit of kick to the campaign because the actual creative isnt going to.
5 Jun 09
3:42 pm
My wife got all ‘offended’ when she heard me call my friend a cuntface. It took me an hour to get her to understand that she wasn’t in the target audience!
5 Jun 09
3:43 pm
lmao nice Bob
5 Jun 09
3:49 pm
I can’t wait for the australia’s next top model in program integration of this concept …
5 Jun 09
3:49 pm
Wow.
5 Jun 09
3:50 pm
yeah, Boom Kluk Klan is also looking for a gig
5 Jun 09
3:52 pm
Naked used to be cool.
5 Jun 09
4:25 pm
“Naked used to be cool” doesnt explicity rule out the possibility that we… I mean they… still are cool.
5 Jun 09
4:39 pm
It’s a little reminiscent of the Lynx ‘Bom Chicka Wah Wah’ ad campaign don’t you think…
5 Jun 09
4:48 pm
Initially this gives me hope!!
Our agency can win this business because this is so barf-ola.
Then it occurs to me…
We could never think of an ad like this. Wouldn’t even know where to start. And if we did, it wouldn’t occur to us to present it.
Then I get sad and die a bit inside.
5 Jun 09
5:07 pm
The opposite end of the spectrum when compared to the work done by Mick Hunter (and Ian) so give the account to brain surgery (if he’s still there) This is along the lines of a Will Anderson fart joke. Looks like they tried to emulate the club 18-30 ads and failed dismally.
5 Jun 09
8:52 pm
Jonathan ideas director please “Pease Off !” Multo Embarrasment.
Naked is a failed experiment that most now know.
5 Jun 09
9:57 pm
False advertising! Anyone who goes to Thredbo for groin thrusting is kidding themselves. You’re more likely to score in Queanbeyan. Naked wears no clothes.
5 Jun 09
10:47 pm
I think Naked should be retracting all of its “TV is dead/long live the 30 second ad” grandstanding now.
And, no, just because there may be some marginally interesting Facebook app / viral / PR stunt / Twitter-iPhone thing will not convince anyone that this is anything but, ahem, ADVERTISING.
Naked, admit that you’re an ad agency with a couple of smart planners. Just like everybody else in the industry. Next.
5 Jun 09
11:44 pm
Around for too long – awesome. love it.
6 Jun 09
7:29 am
I’m surprised by the reactions here to this campaign. I’m not sure if it reflects people’s true opinion of the piece or is an industry backlash against Naked. I get the feeling that Naked was on a hiding to nothing after the Witchery campaign and maybe this ad is copping the brunt of that ire. Personally I think this is much better than “What goes on in Thredbo…”.
BTW, I’m no Naked defender, this is just an observation from afar.
6 Jun 09
10:41 am
If your target is classless simpletons – this ad is great.
6 Jun 09
12:02 pm
I dont think people are that interested in Naked.
8 Jun 09
8:28 pm
This ad was filmed in Chatswood – I recognise the building.
9 Jun 09
9:25 am
As a woman, I’m sick to death of dickhead men trying anything and everything to get in my pants. All this ad says to me is “we’ve got plenty of dickhead men on their way to Thredbo with intention of getting in your pants”. Not a particularly appealing proposition and therefore I am, also, off to NZ! Might work on the men though…?
9 Jun 09
9:48 am
I’m most interested in how it works for the whole season, but I’m quietly confidenty that there wont be a debate around the results.
It’s easy to criticise stuff, not easy to create stuff.
Let’s see if it works or not, then debate it.
9 Jun 09
12:04 pm
http://www.youtube.com/watch?v.....re=related
This ad reminds a little bit of Thredbo’s last campaign.
9 Jun 09
12:58 pm
this is terrible…as a skiier i feel embarassed that this is how thredbo is being communicated..as an advertising professional i feel even more mortified…this is class a RUBBISH….naked have to stick to doing media plans and strategy, they just don’t have the ideas or executional skills to create cool ideas…witchery, a disaster, thredbo an absolute shocker….
9 Jun 09
1:40 pm
Just to respond to the above comment, I was not fired by Naked, I left of my own free will to pursue other interests. I have no ill feelings towards Naked, I had a fantastic time there and enjoyed the culture immensely. I just didn’t like the Thredbo and Witchery campaigns. My viewpoint was potentially a little aggressive, and I apologise to the Naked team for that.
9 Jun 09
3:43 pm
As a business owner in Thredbo and longtime resident, this ad is a sad joke, and simply an extension of the “what happens on tour, stays on tour theme” of the last Thredbo campaign and is based on the ’80s cliche of ski resorts and picking up. The ad says nothing about the snow, the mountain or the town and has little chance of attracting the new and younger clintele the place needs.
9 Jun 09
4:21 pm
When will the next installment be launched? This seems to alienate more people than it would attract, but perhaps there will be further communications aimed at families? Though I am not sure how the whole campaign will gel.
Correct me if I am wrong but I also thought that the success of a snow season could be directly plotted against the amount of snow that has fallen? Simon T Small I cannot see how the success of this could accurately be measured unless there is some normalisation that can occur to take into account snowfall.
Dan @ 1.40 pm, I would worry about responding to anonymous bloggers, though Tim given your moderation policy I think you would probably remove the anonymous post (?)
The most insightful comment for me was the one from Reggae.
9 Jun 09
4:46 pm
Thanks for flagging that one Peter – now removed.
Cheers,
Tim – Mumbrella
9 Jun 09
5:18 pm
Personally I loved Hot Dog the movie but I think that our friends in NSW should be
creating something a little closer to Somersault.
http://en.wikipedia.org/wiki/H....._The_Movie
http://en.wikipedia.org/wiki/Somersault_(film)
11 Jun 09
1:43 pm
Reggae seemed to sum it up.
This ad seems to be a backflip on how the industry is trying to be skier/snowboarder nutural at the moment. If you follow Thredbo Village on Twitter, it was only yesterday (Wednesday 10th, June) that they used the term “snow riding” to be politically correct and this campaign seems pretty focused at the sexaholic, I mean skier market.
What will the campaign aimed at the snowboarder market be? Nightclub, 4pm drunken idiots throwing up and falling over?
As Peter Bray mentioned it will be interesting to see how they gel (swap body fluids) the other campaigns together.
11 Jun 09
3:11 pm
rubbish.
11 Jun 09
3:55 pm
Loved the old adds and I love Thredbo.
But this is just useless, they should have kept the old “Stays in Thredbo” theme.
11 Jun 09
4:35 pm
Maybe if there was a fart joke at the end, it could work. Dunno ?
11 Jun 09
4:49 pm
So if I go to Thredbo I’m going to get frotted by an adolescent boy with bright orange trousers?
Hmmm – enticing. Count me “in”.
Why are people caring about this again? I’m not seeing the bright, shiny newness of the thing yet…
11 Jun 09
5:23 pm
Maybe if there was a fart joke at the end, it could work.
YES and yes. I love that. How can we work it in.
11 Jun 09
8:30 pm
I think i saw those guys in orange pants and sneakers handing out cards at Westfield Bondi Junction today, outside the meat department at Woolies. Next to the Fitness First guys. Now that is state of the art planning.
18 Jun 09
10:38 pm
Doesn’t really go anywhere does it?
Music made me think of boom chicka wah wah.
23 Jun 09
5:28 pm
I don’t think it’s a Naked backlash, just an idea that doesn’t quite hit the nail on the head. Maybe Gen Ys will like it with its simple if silly reasoning.
As for Naked’s earlier Witchery hoax, it just gave people (and the duped media) another reason to distrust publicity outfits. Lying and pulling the wool over the public’s eyes might seem clever, but ultimately repels more people than it attracts. Did Witchery sell many jackets? Most people I speak to just remember the lie and resulting furore.
25 Jun 09
8:21 pm
Just goes to prove that clients get the agency they deserve. Nuff said.
26 Jun 09
8:12 am
Very very sad, I agree with Reggae but really this rubbish starts at the top and comes from the top and is a further indictment that the people at the top of Kosciusko Thredbo have little or no idea on what their market is. Thredbo is more than this and deserves to be presented in a more professional manner that truly shows what the village has to offer… unbelievable…
26 Jun 09
10:11 am
Its time Thredbo marketing got its mind set out of the gutter. This ad is enough to turn any discerning (and cashed up ready to spend it) skier off Thredbo.
26 Jun 09
10:16 am
The crew behind this may need some of that Nasal Delivery spray, to enhance performance
26 Jun 09
10:55 am
As a skiier of many years to Thredbo, this add does little to make me want to return. Where are Thredbo coming from with their marketing. I am sure the business owners are not happy with it as it makes Thredbo look like there is only one reason to go to Thredbo and that is not the skiing. The age group that you are appealing to can’t afford to stay in Thredbo, so will be driving up and down the road after partying at night, accidents waiting to happen. Where are all the snow and skiing adds? I know this may seem old fashioned, but I thought that people went to Thredbo for the skiing and boarding,as well as apre skiing, maybe I am wrong.
26 Jun 09
11:24 am
Agree with all the latest comments. If this the the type of crowd Thredbo is looking to attract I’ll be taking my family somewhere else this season…….
26 Jun 09
11:49 am
As a Thredbo Business Owner what a disgrace, need I be bothered writing anything else.
26 Jun 09
12:37 pm
As another Thredbo business owner I am horrified at and embarrassed by this ad. We do NOT want to promote our lovely village as the sin bin of the alps. My clientele is made up of families as well as a wide age range of discerning singles and some have already communicated their disgust at this type of advertising.
26 Jun 09
6:27 pm
Blimey! KT say they follow their demographics and what appeals to them. Sorry KT, but you have it wrong, they want classier ads than that!
In understanding how Thredbo works I can see that KT the company do not give a hoot about the village, the locals and the businesses that have been bringing the standards of Thredbo up, as well as all the owners of individual properties hoping to rent them to a lovely younger classier generation.
KT as you can see, are only concerned with what they see as drawing in the $$$ from day trippers, which does not make a successful village, as it is also the week and weekend visitors who come that bring in the interest and dollars to the community.
Put this ad out further and insulting that age range of 18 to 32 and you will soon find Thredbo village sinking in the piggy do!
Don’t insult that generation.
26 Jun 09
7:17 pm
As a thredbo business owner I am surprised by the ad. It is quite shocking. However, so were many of their other ads. I dont quite get why they dont show snow and people enjoying themselves down here. However, their advertising does seem to work.
26 Jun 09
9:15 pm
Watching this ad has actually put me off going to Thredbo. Perisher for me thanks.
27 Jun 09
2:15 pm
you have to be joking…as a owner that is absolut rubbish !!!
27 Jun 09
3:01 pm
Anonymous on the 26 Jun 09 @ 6:27 pm is correct, KT don’t give a flying for the people who have invested in Thredbo or operate businesses, you have only have to be in both situations to fully understand that !! This they reckon is all about day lift passes and attracting the 25-35 year old males most probably staying in Jindabyne to the mountain. BUT this is where their arguement falls over as if this was the case wouldn’t they be selling the mountain as they are staying in Jindabyne, they can get their groin thrust there..
27 Jun 09
4:58 pm
Having not seen the brief it is hard to judge the ad. I do question the target demographic though.
Last year I skied a Perisher and was dismayed to hear young males skiing like maniacs and shouting profanities.
Visiting Thredbo I was impressed that the resort had retained its’ family atmosphere. It would be a shame if Thredbo were to go the same way that Perisher has.
27 Jun 09
5:06 pm
I believe when the first rails comp was on in Thredbo about two weeks ago at least 20 members of the demongraphic that Thredbo is trying to attract by the advertisment were picked up ‘riding”without tickets.
Maybe my family is not viewed as the ”sexy’ type of visitor that Thredbo wants but at least I pay for my family’s tickets (four season passes) and eat out in Thredbos restaurants (I have not seen many 18-32 year old single men in San Greto!) whilst this deomgraphic drives back to Jindabyne to party there.
Do not take our patronage for granted Thredbo. If you keep ignoring othe wishes of our demographic we may decide to try other resorts next year.
27 Jun 09
5:09 pm
If only they had a Consumer Psychologist to alert the makers of this ad to its folly. Seems someone cocked it up big time. I wonder who’s head will roll next ? Any ideas ?
27 Jun 09
5:20 pm
As a Planner, i would not like to have my name on this. Even with the tightest budgets, and worst client briefs, if nothing else the work should have had the Holy Triinity of steps duly applied, 1-Real Consumer Insight, 2-Rock Solid Consumer Proposition and then and only then 3-The Execution to deliver. If this is as it appears, a “lemon”, one has to ask the question. ?
27 Jun 09
8:34 pm
What a waste of money. To compete with the other resorts, tell people about the longest run, best snowmaking etc etc
28 Jun 09
9:43 am
This Thredbo ad is so last century.
Move on a be a little innovative.
28 Jun 09
10:31 am
I have no real opinion about whether this is a good idea or not or whether it will work. But I am gobsmacked a client would call this a “big idea” it’s a smutty idea, an derivative idea but it’s just an idea for a TV commercial that is hardly big or remarkable. I might be missing the rest of the implementation though.
28 Jun 09
11:26 am
Hey maybe I can even get to ski if I agree to give someone in Thredbo a head job…?
Not all women want to be treated like bimbos…and I’m pretty sure men don’t need to go all the way to the snow to find one.
Sex isn’t exclusive to Thredbo. Snow and skiing and the village experience is what it’s about.
I didn’t invest in Thredbo to have you brainless idiots drive people away like this…
28 Jun 09
10:58 pm
This ad is so 80’s , I trust KT paid 80’s prices for it. Fundamentally I do not see how it’s a position statement against the main competitor Perisher. Are you saying that the Thredbo’s target market is a single bloke? Well single blokes don’t go to Thredbo for a week. They go for weekend and cause havoc to all the loyal clientele.
Seriously what quantitative and qualitative significant research was done to come up with the demographics and psychographics of this moron target market? Are you saying that Thredbo’s target market is the same as Kings Cross on a Friday night bucks party? What is the actual dollar spend you worked out for this so called “a typical “ client we now want to attract to Thredbo.
How is heavens does this target market match the product offerings, i.e. Long runs, village atmosphere, family environment, superior accommodation, superior restaurants. Do you think these morons you have targeted actually can ski.!!!!!!!. Do you think they are actually going to go on the slopes.
Where is the product differentiation? What are you actually selling here? Just your hotel, your pub and condom vending machines.
I’m sorry KT accountability and responsibility rest with you on this one…….and you better not ask for increases in lease payments to pay for it.
29 Jun 09
4:06 pm
unfortunately this is not a big idea at all, it’s a low rent gag that i dont think will connect with gen y skiiers…tix for thredbo are $99 now, so this ad is hardly connecting with the mindset of a cashed up gen y’er who’s looking to drop $1,000 on a quick ski weekend with his/her girlfriend..sell the experience guys, not this crap
30 Jun 09
10:34 am
Errrr…..Was it scripted and shot on a handycam by Year 9 Audio Visual Club students?
Clumsy. Boring. Naff. “U.G.L.Y you ain’t got no alibi….”
30 Jun 09
4:22 pm
terrible
30 Jun 09
4:23 pm
show some snow
30 Jun 09
7:36 pm
totaly disapointed KT wasting my money again!!!!!
30 Jun 09
9:21 pm
“Are you In?’ In to what?
Into the great skiing & boarding, beautiful mountains and lovely alpine village that is Thredbo, then yes.
Where in this ridiculous excuse for an advertisment of such a pristine & wonderful environment that Thredbo has to offer is any of the above portrayed?
Get your head out of the snow & provide us with some quality that entices people to come and experience what Thredbo truely has to offer.
3 Jul 09
1:39 pm
I can only imagine that the client was bulldozered by some young creatives who wanted to meet some young girls, while the planners were out to lunch.
Sexist and gratuitous. Bizarre.
3 Jul 09
4:57 pm
Shite !