-
Opinion
The keyboard warrior of Twitter
In this guest post, NBN staffer Scott Rhodie writes an unofficial, personal view on his experience with a hostile Twitter critic.Last night I had a strange incident. While on Twitter I noticed someone saying that Australia’s NBN is already outdated. I wrote a small note back explaining they were incorrect.
And their response? The lovely gentleman (whose Twitter profile says: ‘Father of 5 kids, Loving Grandfather of 10 Grandchildren,and 2 Great Granddaughters. love to give heaps to Pollies and Poofters’) said to me: “Go and lick Gillards C*** out U commie Prick”
What's in a name?
In this guest post, Moensie Rossier wonders about the power of names for brands and marketers.
Brands have been having a bit of fun with names lately, not to mention a fair bit of success. Interbrand just named a headhunting firm Cloak & Dagger. And ‘Share a Coke’ showed how much power there is in a name.
The Coke campaign effectively short-circuited the usual mechanics of communication. It undoubtedly stroked people’s egos. But, I believe, its success stems from the fact that it directly and automatically affected people’s behaviour, rather than doing so indirectly by shaping attitudes.
Best ads from Super Bowl 2012
The Super Bowl is all done and a team from North America won. But as well as some sort of sporting event, it’s the world’s biggest advertising showcase. See the best of them right here… and please tell us what you think.
How to debunk media myths
In this post, UWS’s Ullrich Ecker, John Cook and Stephen Lewandowsky argue that cognitive science can help PRs form strategies in managing media misreporting.
A growing cohort of commentators has bemoaned the descent of contemporary political “debate” into a largely fact-free zone.
How about simply focusing on what consumers want?
In this guest post, Peter Mountford argues that brands should think more about what is really going on for consumers
Who here is hoping their favourite brand of toilet paper is going to be organizing a flash mob on their way home from work today?
What the Optus web copyright victory means
In this analysis first published on The Conversation, RMIT’s Marita Shelly examines the implications of Telstra’s defeat over the online rights to the AFL broadcast deal
This week’s Federal Court ruling that Optus customers are able to view sporting matches minutes after they are streamed live without breaching copyright is a landmark decision that alters our understanding of copyright law, and has significant implications for the AFL’s broadcasting rights deal.
Does Gina Rinehart’s bite of a chunk of Fairfax make her an oligarch?
In an article that first appeared in The Conversation, Mark Rolfe wonders whether the mining magnate’s move could turn Fairfax into something resembling America’s Fox network.
Australia’s richest person Gina Rinehart has moved to increase her stake in Fairfax Media, owner of The Age, Sydney Morning Herald and a number of radio stations. Rinehart has already shown her desire to play a role in public life, campaigning against former Prime Minister Kevin Rudd’s aborted mining tax. She has also demonstrated a willingness to make media investments to ensure her pro-business worldview is promulgated.
What does this latest move by Rinehart mean?
Gillard's Australia Day crisis
PM Julia Gillard’s media adviser Tony Hodges has been forced to resign over the Australia Day tent embassy debacle.
It came after it emerged he had revealed opposition leader Tony Abbott’s whereabouts, leading to both politicians being rescued by police in ugly scenes.
Mumbrella editor Tim Burrowes and advertising practitioner Jane Caro debate the topic on Weekend Sunrise’s masters of Spin segment:
The biggest cock-up I made in business
In this guest post, Chris Savage urges agency staff to live the brand.I still shudder when I think about how incredibly stupid I was when I made the biggest stuff up of my career. And then, 18 years later, I did it again. Do not make this mistake with your clients. Ever.
Hey Groupon. Thanks for fucking up email
In this guest post, Daniel Monheit warns that group deal overload is devaluing email marketingEmail marketing used to be fabulous. Back in the heady days of 2010, brands would work hard to build up well qualified databases, upon which they’d bestow carefully crafted correspondence filled with information, offers and incentives. The recipients, of course would be delighted: “Oh look! An email! From one of my favourite brands! And it’s 40 cents off at Woolies this week!”.
The staggering sway of Harold Mitchell
The Power Index today names Aegis Media chairman Harold Mitchell as the most powerful person in Melbourne. Andrew Crook profiles him.
Harold Mitchell takes pride in dispensing with the niceties. When The Power Index visited his South Melbourne private office before Christmas, fresh remains were scattered all over the boardroom table.
Share a Coke with… the moronic masses
The most-read story on Mumbrella last year, with not far off 100,000 page views, was a fairly humdrum yarn about the launch of Coca-Cola’s name-on-a-bottle campaign.The headline, “Coca-Cola puts people’s names on bottles in ‘Share a Coke’ campaign”, though hated by any self-respecting sub-editor, was loved by Google. And in rushed what can be politely described as the public.
Assumptions kill creativity
In this guest post, Gual Barwell disagrees that the sales success of the Old Spice social media campaign was overstated.Yesterday’s post from Cathie McGinn suggested the Old Spice campaign failed to connect with consumers. Based on the facts and figures, I disagree.
What Old Spice and Wieden + Kennedy has done and done phenomenally well is to create a franchise.
The SMH's readers (are wrong) editor
We are now about five months into the reign of Australia’s first readers’ editor. And I don’t think it is working.
It struck me at the time of Judy Prisk’s appointment to the Sydney Morning Herald that the fact that her boss was editor-in-chief Peter Fray was not going to be ideal if she was going to be the independent voice of the reader.
The emperor's new fragrance: Old Spice’s campaign failure
In this guest post, Cathie McGinn slays a sacred cow of 21st century marketing – the highly awarded Old Spice campaign.One of the biggest myths of recent times (by which I mean a story of great heroism and triumph we’d all like to believe but deep down know to be untrue) is the Old Spice social media campaign. It’s been much lauded and awarded as an example of outstanding content, a creative and collaborative way of connecting with consumers and driving a record increase in sales.
New Idea gets revamp supported by new brand campaign
Pacific Magazines’ New Idea is unveiling a new-look magazine on Monday and will be supported by a major brand campaign.
The changes to the women’s magazine will include a new masthead, new layouts, fonts and colour palette, more food pages, and an increased focus on health, family and the home.
The It’s New Idea Time TV ad, created by Sister, will launch on Sunday on the Seven Network. It pays homage to the 1950s Betty Hutton original, “It’s oh so quiet”, popularised by Bjork in the 1990s.
The publisher says it will aim to reflect the positivity and energy of the new look magazine.
The campaign also includes print, digital and significant point-of-sale support, including counter-packs, posters and display units.
Kim Wilson, editor-in-chief, New Idea, said: “The new look extends the elements our readers love, but delivers them in a tighter, fresher and more satisfying package. Our determined focus is to deliver story satisfaction and a positive reader experience – and this is neatly portrayed in the up-beat, feminine and fresh style of the new brand campaign.”
Credits
- Client: Pacific Magazines, New Idea
- Agency: Sister
- Director: Kieza Barnett
- Creative Team: Jo Swan and Tiara Lowndes
- Producer: Martin Brown
Update – This is the similar Bjork video that is being discussed in the comment stream:
January 8th, 2010 at 10:32 am
-
Follow Us
-
Email Newsletter
Latest Jobs- Digital Online Copy Writter and content producer - North Shore
- Digital Creative Director - Sydney
- Senior Account Executive - Pyrmont
- Social Media Manager - Leading Creative/Digital Agency - Sydney
- Digital Project Manager - Melbourne
- FREELANCE Senior digital producer - 3/4 weeks - Sydney
- Digital Project Manager - Melbourne
- Marketing Manager – Optus - North Ryde, Sydney
- Film Services Coordinator - South Yarra VIC
- Marketing Specialist - Sydney
Comments
8 Jan 10
1:01 pm
I just threw up a little bit in my mouth.
8 Jan 10
1:17 pm
Is anyone else reminded of the ‘Bye Bye Birdie’ Patio ad from Mad Men?
8 Jan 10
1:26 pm
Lem – I had the exact same thought but you beat me to it. Must be the curse of the yellow dress.
8 Jan 10
1:34 pm
@Rae – and the terrible lip syncing…
8 Jan 10
1:42 pm
What is this ad supposed to be telling me? New Idea isn’t called ‘No Idea’ for nothing. Perhaps a series of ads focusing on redeeming their profile might have been money better spent than a song and dance about…what exactly?
8 Jan 10
1:58 pm
Well, at least it kept nowhere near enough extras in work
8 Jan 10
2:38 pm
What a great piece of work, so ‘feel good’.
Congratulations!
A much better piece of communication than Woman’s Days’ 2009 Dame Edna tragedy.
8 Jan 10
3:40 pm
I think it is fun and light-hearted. I am sure it will resonate with the target audience – am I right in thinking that is aim rather then pleasing the Mumbrella readers?
8 Jan 10
3:46 pm
I think its a breath of fresh air from all the boring, “straight down the line” ads on TV at the moment. It makes you smile and watch it a few times, I dare say you’ll be signing along!
8 Jan 10
4:05 pm
Fits with the product. Trash.
8 Jan 10
4:12 pm
@janice – are you wearing blindfolds and earplugs?
What sort of world do we live in when an agency can take a classic pop video and rip it off wholesale, frame by frame? This a blatant carbon copy theft from Bjork’s version – not a homage, pastiche or tribute, but a lazy rip off. The Sister agency should be taken outside and flogged.
View the original: http://www.youtube.com/watch?v=F5ndoBdm0yY
8 Jan 10
4:23 pm
Great to see a positive upbeat campaign!
Haven’t we all had enough of those “slice of life” downbeat ads?
Well done New Idea – entertain me and make me feel good!
Luv it!
Tim at Mumbrella adds: The above comment comes from the same IP address as “Janice”
8 Jan 10
8:22 pm
Can’t believe what a bunch of whingers you lot are. 1.01 in particular. Okay, it’s not groundbreaking stuff, but it’s better than 99.9% of the so called trash that the industry has the gall to call advertising. And as far as being a frame for frame rip off, there are thousands of ads that have sailed this close to the wind and won Cannes or D&AD Gold – the ‘Isn’t milk brilliant’ campaign paid homage (exact frame for frame rip of The Fast Show, with a milk logo on the end, and ended up with a Gold Pencil, or there’s creature comforts & the British Gas ads, I could go on, but I’ve got better things to do with my time than bitching on a blog. I think what we have here is a magazine ad that’s watchable, and that’s a first for at least a year.
9 Jan 10
10:47 am
trash
9 Jan 10
11:37 pm
they say it’s a new masthead.. looks just like the existing one just italicised. The “new” masthead also looks a lot like the one they had many years ago (1970s or 80s perhaps)
10 Jan 10
3:09 pm
Much better than the old Joanna Griggs ads, and perfect for the target market who aren’t, as some of the confused bloggers on this site would have you believe, the Cannes Jury. This is a real ad for real Aussie women. Well done, Sister. Just quietly, I’d love to see some of the ‘genius’ work from the anonymous doubting Thomas’s on this blog. It’s so easy to throw stones when you’re anonymous, isn’t it.
10 Jan 10
8:01 pm
Did the masters of this creation run this past Kerry Stokes?
Not sure he would have approved his money being spent in such a manner…
10 Jan 10
9:34 pm
mr/mrs blog 17, I don’t think Kerry Stokes will give a toss as long as the ad sells a shitload of mags… and it’s the kind of ad that will have women in the target market singing the song/jingle as they go about their day, which will translate into sales when they nip into the news agent for a break at lunchtime. So I’d say Kerry will be more than happy.
10 Jan 10
11:07 pm
i know this is made for middle australia but it’s still an obvious rip off of the bjork music video.
creative agency should be embarrassed. lame.
11 Jan 10
9:16 am
If you’re going to rip-off Bjork fine, just say so; but to have the gall to put your own names down as creatives is embarrassing.
11 Jan 10
9:28 am
Agree that it’s a feel good ad but ultimately the aim will be to sell more mags (and not just one stand alone issue). Would help if the rest of their campaign came together better – walked past a newsagency today and saw one of their new display units thrown in a corner disassembled with bits around on the floor.
11 Jan 10
9:39 am
Just got one thing to say to the whingers in this thread:
“If you complain once more
You’lll meet an army of me”
11 Jan 10
9:51 am
What is the issue here? Agree with Dave J (comment 13): the inspiration for so many ads is drawn from music videos! Bjork drew inspiration for her song from Betty Hutton, for goodness’ sake!
Did Target cop this kind of abuse when it launched ‘Target Colour – Every colour you can dream of’? Perhaps the artist/song was less well-known than Bjork’s work, but I’d imagine ideas stemmed from Oren Lavie’s music video: http://www.youtube.com/watch?v=2_HXUhShhmY. No comment there?
Ideas these days are rarely original. Ideas are catalysts for other ideas. Yet even when the original thinking is acknowledged (New Idea have acknowledged Bjork/Betty Hutton), we still slam them?
Apologies to the Einsteins who have commented from negative perspectives above. They obviously live their lives tossing light bulbs at other people and produce everything they do unguided, and inspired by nothing but their own thinking. Bet your stuff is dull as grey.
11 Jan 10
10:00 am
I’d love to know if they had to pay Bjork / Betty Hutton for the rights.
11 Jan 10
10:01 am
How can it be a ‘rip off’ when Bjork and Betty Hutton are credited?
It would have been a foolish move for New Idea to think they could get away with ‘swiping’ Bjork’s idea and have it go unnoticed, don’t you think?
Rip off – not at all.
11 Jan 10
10:03 am
Wow, that’s all I can really muster in response to the messages on here! Makes for entertaining reading though I must say.
Looks like the ad was made for the target audience….not for a cavalcade of awards. God forbid ads should actually be produced with that in mind! It might actually do it’s job for the client! What a novel idea.
11 Jan 10
10:43 am
It’s a bit 50s housewife isn’t it? Was this shot at Fox Studios in Sydney?
11 Jan 10
1:51 pm
Well I liked it. It’s a happy fun track and seems to have its tongue firmly in its cheek. Good to see a bit of show biz with the sell…
11 Jan 10
2:32 pm
Clearly Spike Jonze (director of the bjork clip and now ‘Where the Wild Things Are’) is the it boy right now – hangin out for the NW takeoff of the Beasty Boys’ ‘Sabotage’ clip!
11 Jan 10
2:35 pm
Although it’s disappointing that the lead in the NI ad isn’t pregnant (as bjork was in the clip!)
11 Jan 10
11:46 pm
Andrew (Comment 15) Clearly you have not picked up a copy for a closer look, If you had of, and you very well should of if your going to run your mouth off like that, you would of realized the Masthead is completely different, perhaps not to a amateur like yourself but the font weight, shadow and letter height not to mention angle have all changed… its the small subtle things that make a difference and i for one think its for the better!
12 Jan 10
12:05 am
yeh good on ya Bonj. You should read my comment again I actually said “looks like” which means it bears a resemblance. It does not mean they are identical. And, please, it was an observation based on what was published on this website, it is hardly “running my mouth off”. Goodness me.
12 Jan 10
8:45 am
“Our determined focus is to deliver story satisfaction and a positive reader experience”
How about delivering some stories that are actually true?
12 Jan 10
5:03 pm
The irony of a client called “New Idea” rehashing an old idea is not lost on me..
14 Jan 10
6:41 pm
Good on ya Sophie cupcakes! I may be your Mother but I think you (and the others i guess) have done a great job! Luv ya! x x
18 Jan 10
9:34 pm
MMMMMMMM – at the very best this campaign will go by totally un-noticed!
18 Jan 10
11:53 pm
It really does do a disservice to Bjork’s fantastical original.
22 Jan 10
11:41 am
It made my ears bleed.
23 Jan 10
3:37 pm
Bloody fantastic…. (read on)
The agency & production team must me rolling about laughing, consider this:
1) Pacific Magazines & New Idea, pay a “creative” agency to do what? Be completely un-creative and re-hash a music video (and in the process also destroy a fantastic music video directed by renound creative director/genius Spike Jonze – more recently know for directing “Where the Wild Things are”).
2) Bring in a subtle irony, in the “New Idea” magazine is being publicized by a campaign that uses an “Old idea” (i.e. a music video).
If only more clients were this gullible!
25 Jan 10
8:35 pm
what is she saying?? i cant understand a word she says
26 Jan 10
9:53 am
What have they actually done again? It looks exactly the same?!
26 Jan 10
9:02 pm
such a shockingly bad ad.
can’t believe something in an agency board meeting thought it was a good idea to rip off the bjork clip.
unoriginal. tasteless and devoid of creativity. I guess it is on brand for New Idea!
27 Jan 10
10:06 am
This ad is absolute dogs balls.
27 Jan 10
6:09 pm
It’s all so trite.
Shhhhh(it)
Shhhhh(it)…
27 Jan 10
9:13 pm
It’s Björk, not Bjork.
28 Jan 10
12:51 am
YES!!!!! What does she say, especially the word she seems to keep repeating ( seriously can someone tell me??? it’s driving me nuts..sounds like “zimmoo “)….this ad makes me cringe every time I see it, and I only see it because I love having the Open on as often as I can …and I think I actually fall within their demographic……..scary stuff!!
28 Jan 10
12:03 pm
I’m still not sure what era this ad’s supposed to be set in.
The colour grade and cheap props make me believe they’ve tried for some 1960′s feel- but why on earth- if you’re trying to launch the brand with a FRESH NEW logo- you’d go back 50 years for the “look”.
28 Jan 10
9:24 pm
Great add! I think this is a well staged, energetic add which shows the right skill from all departments to impress most people. Looking forward to the next idea.
31 Jan 10
8:53 pm
I agree with Jan (No. 46), what is that word that is constantly repeated, it’s sounds like ‘Zymil’ or ‘Cybill.’ You can’t miss this add if your watching the tennis. Can someone help out here.
1 Feb 10
12:16 pm
TRASH TRASH TRASH.
If you like this in ANY shape, way or form – you contribute nothing to humanity and would rather wallow in repitition and fill your glands with marketing bullsh*t.
2 Feb 10
9:20 am
she is saying “zing boom”, taken from the original lyrics by Betty Hutton
2 Feb 10
10:23 am
Taken from the original lyrics.
Stolen from the original lyrics.
Tomatoes- Tomatoes..