Nescafe re-record Dolly Parton’s ‘9 to 5’ to better reflect working day of modern woman
Coffee brand Nescafe has rerecorded Dolly Parton’s ‘9 to 5’, changing the lyrics to reflect “the real working day of today’s modern woman – 5am to 9pm” in a campaign promoting the brand as the best choice for women to “relax and recharge with”.
The ad, created by Publicis Mojo, has taken the iconic song and given it a music video to match which tells the story of three different working women – a stay at home mum/photographer, an office worker and a baker – which sees them only take a break during the instrumental during which they sit and relax with a Nescafe coffee.
https://www.youtube.com/watch?v=hoYIdXS6U1Y
Nescafe head of marketing beverages Rebecca Dobbins said: “Our research clearly highlights what we have always suspected – that modern Australian women today are working harder and longer than ever before.
“We are delighted to celebrate the real working day of a woman and we hope, whether they’re at home or in the office, women everywhere will watch the music video and feel inspired to relax and recharge over a cup of Nescafe Café Menu.”
Complementing the campaign will be a native advertising pieces from bloggers at Mamamia Em Rusciano and Jo Abi telling their own 5 to 9 stories.
Publicis Mojo national executive creative director Grant Rutherford said: “Lots of brands talk at women about their busy lives but we wanted an idea that tapped into a real cultural phenomena and celebrate what women are already doing. We know that things aren’t necessarily going to change but encouraging women to take a daily break can make all the difference.”
Credits:
- Publicis Mojo
- Zenith Optimedia
- Digitas LBi
- Zing
- Director: Jungleboys’ Scott Pickett
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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i know as a modern working woman i am always completely frazzled by each and every tiny mishap that occurs in my day.
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Really nice work … would love to see what ZO did with the media strat as I’m sure this would have opened up some lovely insights.
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Hi Marteau,
Why don’t you ask them to show you? You do appear to share an IP address with a number of ZO staff who have previously commented on this site…
Do let us know how you go.
Cheers,
Tim – Mumbrella
Hey Marteau, top tip – always astro-turf from your mobile.
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Dear Agencies
Please can you educate your staff from intern up to MD what an IP address is and how its used when commenting on websites.
If your not 100% sure what they are, there is quite a popular web site called Google that I am sure can help you to find our more.
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It’s also excellent for constipation too (be you male or female).
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Ooh Tim always throwin’ shade with the IP addresses ;-P
#love it.
But just wondering, for real, if it’s an invasion of privacy principles to disclose where people are commenting from?
Nice work – one of a handful of YouTube pre-roll that I’ve watch in full. Although I’m not sure if it really will convince people to choose the instant coffees over popping to their local cafe for an actual latte/cap/flat white.
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“Nah” – I don’t feel like these women are at all frazzled, in the lead up to the big “mishap”. I see them as juggling various priorities, annoyances, etc.
I get it, message well conveyed, IMO.
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Dear Fraser,
Another great tip is to educate your staff on how to spell the word ‘you’re’.
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Love the production on the song. Great vocalist! D we know who produced the audio?
Ah, a day full of disasters matched by the Taste of Nescafé.
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Many women work 5-9am. For much longer? Publicis says, “We know that things aren’t necessarily going to change.” Well girls, you’ll need more than a cuppa to keep up the grind. Good luck.
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Love this ad, not least because I love Dolly. Who sang the song? Would love to add it to my playlist.
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SONAR MUSIC PRODUCED THE AUDIO ABE
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Love the concept – hate the execution. If it didn’t feel so fake it would probably really resonate, but it’s a bit lame as it is…
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Hi Shady Boots,
This has been in our privacy policy (in one form or the other) almost since Mumbrella began: “Our system automatically captures the IP address of those who post comments. We reserve the right in circumstances such as attempts to mislead other users about a poster’s identity through statement or omission, to share that information. We will protect the anonymity of those who comment in good faith.”
You can see it here: https://mumbrella.com.au/privacy-policy-2
Cheers,
Tim – Mumbrella
i am sure old Dolly Parton will love this one..oh hang on 9 to 5..
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