-
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.
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 Performance Manager (PPC) – iProspect Sydney – immediate start - Walsh Bay, Sydney
- Client Services Director - Melbourne
- Client Service Director - Melbourne
- PR Senior Account Manager - Travel/Tourism - Sydney
- Qualitative Apprentice – Rare trainee level role - Melbourne
- Qualitative Apprentice – Rare trainee level role - Sydney
- Content Editor - Sydney CBD
- Digital Account Manager - Sydney
- Account Manager - Design - Melbourne - South
- Series Producer - Pyrmont
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..