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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 While on Twitter I noticed someone saying that Australia’s NBN is already outdated.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.
Optus deer goes supersonic
A new ad for Optus broadband features a deer galloping at supersonic speeds to illustrate improvements to the telco’s infrastructure.
The campaign created by M&C Saatchi also includes print, digital and radio.
Credits
- Client: Optus
- Client Lead: Nicole Gadd, Marketing Manager, Optus
- Creative: M&C Saatchi
- ECD: Ben Welsh
- Creative Group Head: Phil Leece
- Art Director: Nick Bonney
- Creative Workflow: Mary Morrell
- Group Account Director: Nick Russo
- Account Director: Tara Goh
- Account Manager: Karlee Weatherstone
- Planner: Colin Jowell
- Producer. Priscilla Stratton
- Digital Designers: Christos Roussos and Benji Chen
- Developers: Ken Mikuni and Joseph Tan
- Design Head: Penn Li and Simon Maggs
- TV Production: Tash Johnson/Loren August
- Production Company: Fuel
- Media: MPG
August 18th, 2010 at 10:55 am
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Comments
18 Aug 10
11:36 am
why’s the deer wearing a tutu?
18 Aug 10
12:20 pm
Kinda nice, if only it were true.
18 Aug 10
1:56 pm
Hi – I work at Optus and the new DOCSIS 3.0 capability on our cable has tested o average at around 60Mbps so far (actually does feel supersonic compared to traditional broadband – although I might be biased!)
18 Aug 10
1:57 pm
This ad was a lot better when the deer was a rabbit and Optus was Comcast.
18 Aug 10
2:07 pm
Eek is right. Hang your heads in shame M&C, this is a blatant rip off (and not a very good one at that).
18 Aug 10
2:28 pm
Bambi on Red Bull
18 Aug 10
2:33 pm
http://www.youtube.com/watch?v=mudOonoGK_U
eek is very right.
Do you think ‘Creative Workflow’ involves pointing at Youtube and shouting ‘That one’.
18 Aug 10
2:55 pm
I wonder how stupid creatives feel when people find the original ad which they stole?
18 Aug 10
3:44 pm
So what’s the solution?
Does the client ask for the Concept Development fee back?
Does the agency donate the Concept Development fee to charity?
Or better yet, pay a licensing fee to Goodby’s?
18 Aug 10
3:52 pm
it’s not the same ad.
inspired by? maybe (and that’s ok).
stolen? not in my book.
18 Aug 10
3:55 pm
Eek, unfortunately I doubt any of those things will happen, but it might, just might make them think twice before trying to enter it into any international awards – they’ll probably still try for Australian ones.
18 Aug 10
4:23 pm
Definitely what I’d call a “simplified rip-off”.
Unfortunately not as funny as the original – which had us all hooting with laughter at the Media 2009 confrence I think it was?
(That link again of the original: http://www.youtube.com/watch?v=mudOonoGK_U)
18 Aug 10
4:50 pm
yeah, pretty disgraceful…………do these guys have any pride in their work watsoever……..I mean apart from the sad little trophies gathering dust…………..they should be ashamed
18 Aug 10
5:06 pm
I often have fun with copycat ads. But it seems to me there’s a pretty good chance the US example hadn’t been seen by M&C.
If you take the starting point that they already use animals in every piece of branding and are trying to demonstrate speed, in this case it’s surely not unreasonable to think they came independently to that outcome.
Cheers,
Tim – Mumbrella
18 Aug 10
5:12 pm
+1 at the mumbrella comment.
18 Aug 10
5:17 pm
Tim, If they hadn’t seen Comcast Rabbit, they should have.
It was , after all “The most winning spot of last award season, according to the Creativity Awards Report”
http://creativity-online.com/w.....abbit/1149
18 Aug 10
5:30 pm
It is different enough not to be called a rip off – for one it doesn’t have quite the same humour.
18 Aug 10
8:58 pm
I’m not going to watch it now, I’ll save it to watch while I’m waiting on hold to get my broadband fixed.
Does it go for a couple of hours or should I get a DVD as well?
18 Aug 10
9:40 pm
Ditto @ Tim Mumbrella comment – go easy guys, definitely an honest mistake (and no, I don’t work at M&C)
18 Aug 10
11:43 pm
I very much doubt any of the creatives missed the Comcast spot. Not many creatives miss a Silver and Yellow D&AD winning spot from 2009 in the same category.
Or maybe they did.
19 Aug 10
2:19 am
@Tim,
A company that’s dealt with Animal Logic in Sydney for Optus surely would have seen it. And it’s too similar to not be a copycat.
19 Aug 10
9:10 am
Can I also mention…. Optus is an Australian brand. why a deer? Why not a kangaroo?
19 Aug 10
9:13 am
Come on Tim. It’s cringe-worthily similar.
You say that it’s not unreasonable to assume they came up with it independently.
Well, I say that considering this was one of the ads of 2008/9 and featured in all the big award shows and on pretty much every creative ad blog, I think it’s not unreasonable to assume that at least one of the 18 people listed above had seen the ad. And make no mistake, if you’ve seen this ad, you’ve probably watched it more than once.
Its only excuse would be if it was a pastiche.
And to be that, it would need to be better or funnier.
It’s neither.
It’s a rip-off. It’s lazy.
And it sucks.
19 Aug 10
3:41 pm
Yep, the Optus ad is definately ‘inspired’ at the least by the rabbit ad.
20 Aug 10
8:52 am
@ Eek,
Understand your point of view but what I dont understand is your hostility at the campaign?
Its not a rip off but obviously has similarities to the other ad…. what campaign doesnt?
This ad was broadcast in Europe so I’d say it’ll be new for the Australian public and it’ll sell some product here.
21 Aug 10
6:43 pm
Who cares if its a rip-off – the question is will it work.
This isn’t uni and I don’t care about plagiarism. I don’t care if you use an idea that has already proven itself.
We’re not paying agencies big bucks to produce ads that impress their peers – we paying them to produce ads that work.
If an ad impresses your peers and wins you lots of awards as well, that’s a bonus for you, but not what advertising is for.
23 Aug 10
10:02 am
Grumpy, it won’t take long for your brand to go down the toilet with that attitude. Harvey norman ads just don’t work for every product.
8 Sep 10
12:07 pm
Naturally, this was all grounded in fallacy, and now they’re officially in trouble with the ACCC for it.! Hah!
http://www.accc.gov.au/content.....ItemId/142