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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.
Rapper Melle Mel makes Kia The Message
Melle Mel and Grandmaster Flash and the Furious Five member Scorpio become a driver’s imaginary friends in a new spot for the Kia Sportage featuring classic rap track The Message.
The ad has been created by Kia’s in-house agency Innocean in conjunction with Prodigy director Tim Bullock.
It features a mild white man reliving his youth while popping out for some nappies.
Steve Watt, national marketing manager of Kia said: “We wanted to use popular culture to humanise the brand and show its more youthful side. The launch of the Sportage is extremely important for us and will play a significant part in Kia’s ongoing success in the Australian market.”
Amanda Wheeler, General Manager of Innocean said: “At the core of this campaign is a simple insight about growing up, but not wanting to grow old. When we spoke to potential customers they recognised that they were going to be buying a more practical vehicle but didn’t want to give up all of the fun in their life. This insight ties perfectly in with the offering of the new Sportage, a stylish, but practical SUV and combined with a great creative execution has resulted in a fun and memorable campaign.”
Bullock added: “Getting to work with Melle Mel and Scorpio – two of not only the coolest but nicest guys on the planet – well, that was simply awesome.”
The original:
August 10th, 2010 at 11:36 am
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Comments
10 Aug 10
11:52 am
A few more of these ads, and Kia will be in my “consideration set”. Its a long journey for a brand to re-position itself for middleaged wanna be dudes who have to face the reality of their situation….everyday ! I liked it.
10 Aug 10
12:00 pm
Props to anyone putting Grandmaster Flash in an ad. Nice performance from the lead too.
But why are all those people staring dumbstruck as the Kia drives past? It’s just a normal bloke driving a normal car down a normal street singing to himself. Yet people are staring slack-jawed like the Pope is riding an elephant through their neighborhood, accompanied by a troupe of burlesque dancers on stilts.
Such a pathetic ad-cliche.. the “dumbstruck stare”. Never happens in the real world, only in AdWorld. I know Bullock is trying to make 45 seconds of ‘car driving down street’ interesting, but really… the “stare” should be banned, along with redheaded weird looking kids.
10 Aug 10
12:01 pm
Truly nice work and an insight sadly missing (or badly told) in most other car comms. Well done.
10 Aug 10
12:09 pm
Hi Hmmm,
I think you’re reading the “dumstruck stare” wrong. Time to turn up the irony detector a tad I think.
Cheers,
Tim – Mumbrella
10 Aug 10
12:16 pm
I saw this on the telly as 30sec and I laughed and thought – yeh nice. I had no idea the rappers were the real guys. Neither would 99% of punters but a nice touch all the same.
10 Aug 10
12:29 pm
Right song, wrong car.
10 Aug 10
1:22 pm
What does the insight have to do with the car?
10 Aug 10
1:27 pm
its just so bad its good
10 Aug 10
1:30 pm
Yeah no idea who they were. Could have been anyone. The ad itself wasn’t offensive though and that’s a bonus these days. The car is middle aged, middle class, defeat personified.
10 Aug 10
1:35 pm
I’d imagine that anyone that didn’t recognise Melle Mel are under 35 and not in Kia’s target market – I don’t think they would be too upset about that.
10 Aug 10
1:40 pm
Granted this ad is funny – But does nobody think this is just a poor man’s version of the same concept – done better by Toyota with their Sienna TVC?
http://www.youtube.com/watch?v=ql-N3F1FhW4
10 Aug 10
1:41 pm
Irony detector must be malfunctioning today, unfortunately. But my familiarity detector is working alright because I just remembered that Toyota did this whole thing extremely well not too long ago. Worth a look if you’ve got a couple of minutes.
(I still think all dumbstruck stares should be banned, along with weird ginger kids AND women eyerolling the camera after their hubby/bf does something seriously dumb.
http://www.youtube.com/watch?v=ql-N3F1FhW4
10 Aug 10
1:54 pm
Well I love it! it is enough to make me consider buying one of these cars now!
Had to go to you tube after seeing the ad a few times, found the original there! Loved it as well!! Then found Sugarhill Gang – Rapper’s Delight!! There is another one KIA, you will dominate the airwaves, tv coverage and watercooler talk!!
Well done in a lame and lazy advertising market!!
10 Aug 10
1:57 pm
I don’t know or care if this ad is effective – but I’m REALLY thankful sameone paid for these guys to come to Australia and have some fun…their appearance on GNW was absolute gold
10 Aug 10
2:04 pm
Props to Innocean. Great insight, Great idea, Well executed.
10 Aug 10
2:12 pm
Ballsy idea, ballsy client –
nice job!
10 Aug 10
2:18 pm
Credits?
10 Aug 10
2:18 pm
I LOVE THIS COMMERCIAL!
I drive a Kia Rio to now I just have to decide who is imaginarily going to sitting next time…big decision ahead. Maybe Delta Goodrem or Kylie could make an appearance? Or perhaps John Farnham on my bad days…haha
10 Aug 10
2:21 pm
AND the Kia is actually funny and quirky. The Toyota one goes for too long and is just plain daggy and cringe worthy.
10 Aug 10
2:28 pm
Yep, this ad made me caaa-ringe – but the awkward-looking white man trying to do black also made me chuckle….
And admittedly it’s a much better effort than this directories brand in the UK called 118 118 which somehow managed to convince Ray Parker Jr to sing a version of his classic Ghostbusters song….. so bad, oh so bad….
http://www.youtube.com/watch?v=MqnRdSPv2IE
And if you’re game, there’s even a TWO MINUTE VERSION….. why Ray Parker Jr, why???
http://www.youtube.com/watch?v=LZw87CSV-o4
10 Aug 10
2:44 pm
OK, so the bar is pretty low but that is by so far the coolest Kia thing I’ve ever seen. The Swagger Wagon (via Saxon Shirley) is well worth a look. If you haven’t seen it, it’s a whole new level.
10 Aug 10
3:32 pm
is it ironic because if you own a KIA you will spend a lot of time “pushing it”?
10 Aug 10
5:14 pm
@Saxon Shirley I was wondering if anybody had spotted that too. Kinda samey… just sayin’
10 Aug 10
5:28 pm
Well played Simon Rush.
10 Aug 10
8:02 pm
Interesting comments here – particularly those around class and age. Provides a truly sad insight into how many people align a car with their self-worth. Pathetic – if you took the Kia badge off and slapped a BMW, Merc or even VW badge on it, most of you would be drooling.
Great ad, great song and I am sure the car has a solid place in many people’s lives who choose to define themselves as individuals, not through their car
10 Aug 10
9:21 pm
it made me smile. Forwarded it to all my Gen X friends who are as fanatical about hip hop as only a white kid from Ireland can be. Win
11 Aug 10
9:40 am
Entertaining. Everyday kind-of moment. Everyday kind-of car. Fits.
11 Aug 10
11:27 am
I like it. Love the track, like the insight and think the car looks good. not sure I’m quite ready to buy one yet but definitely improving.
just quietly….are ay agencies producing better car advertising tghan innocean right now?
11 Aug 10
11:28 am
shokcign spelling in last mail. my hmble apolagees
11 Aug 10
1:32 pm
Just another voice that it feels heavily influenced by ‘Swagger Wagon’.
11 Aug 10
1:49 pm
Nick w seems a “great supporter”??
This spot does not even rate against the Toyota Swagger Wagon verision.
To his question – hard to beat Mazda Zoom-Zoom I would think..and the punters seem to agree.
11 Aug 10
6:59 pm
I loved this ad when I saw it last night during the 6 o’clock news. I’m 32 years old and use to listen to this song back in the day and it was really good to go back down memory lane a bit.
It repositioned the Kia Sportage in my mind from a brand I would never consider because its a wagon and I have no need for one in my life to a brand I would seriously consider as a lifestyle accessory.
I’m so glad I’m single though and not married and don’t have to rely on trips to get the nappies to get my dose of old school.
I think they should run with this theme of “growing up and not growing old”. They could apply it across their range of vehicles and make this their tagline.
14 Aug 10
11:06 pm
I googled “Who made the Kia Sportage advert?” because I wanted to find somewhere to leave feedback about this advert. I liked it so much I wanted the makers of it to know what I, a potential customer, thought. A 25 yr old mother of 3 young children under 5 yrs of age I was drawn to find out more about the car this person was driving and normally I completely ignore adverts lol. I loved the advert because I do the same thing when influenced by soul moving music xD
This advert brings out the entertainment factor of a car.
16 Aug 10
10:11 am
Catchy, light, entertaining. Good ad. Casting and performance also very good as the hero isn’t swallowed up by the “guest stars” but seems comfortable as one of the gang. Good work talent!
17 Aug 10
8:09 pm
YOU KILLED A GREAT SONG! Was cool – now not!!
17 Aug 10
8:58 pm
Wow, who woulda thought gangstars would sell out for a car…
Lol, i guess it’s not as bad as having them cruise around in one in their video-clips, but hey… who the hell would drive around in one of these on mtv.
I Saw grandmaster flash at the Espy last year. Was so excited!!
..It was the biggest waste of petrol money in my life (got the ticket for free thank god). He has no skills, it was just a quick “hey im grandmaster flash, i was huge 15 years ago, so i’ll use my name to sell tickets, then not even use the decks”.
Kia obviously arent concerned (edited by MUmbrella for legal reasons).. The guy who wrote the song has done nothing but grow old.
Shame on you Grandmaster Flash, And Shame on you Kia.
Shame Shame Shame.
18 Aug 10
10:56 am
some of the comments in this thread are on drugs.
19 Aug 10
4:45 pm
As a younger man i.e just below 30, who is actually looking to purchase a new car you would think that I would be in the ideal demographic for this ad, minus the children.
Unfortunately I found this ad repulsive, cringe-worthy and felt as if it was thrown together like a last minute university essay. So much so that I now would not buy a Kia out of plain spite of my hatred of this ad.
I think Metlink still seems to be the top of my transport advertising, their ads actually made me want to take public transport. (and that’s a serious feat)
22 Aug 10
2:59 am
Reminds me of when me and a mate went out to get roof paint and came back with a Jack Russell puppy.. his wife was not happy
23 Aug 10
9:08 pm
Considering I have seen approximately 500 car TVCs in the past 10 years, and haven’t remember one since “bugger”, I think some of you are particularly harsh. That is a great TVC, and even greater because it connects with a bunch of dads who probably need a car like that. ie – I think it will sell product.
28 Aug 10
12:18 am
It reminds me of the libra ad where the guy gets busted for playing with the pads. The male characters are portrayed in the same way (being silly), with the gf/wife pulling them up. Which makes me wonder if females will drive Kia sales… if that’s who they were really trying to convince?
28 Aug 10
7:21 am
The message has been lost in the ad.
31 Aug 10
1:39 pm
the haters on this thread are all nappy-wearing whingers so are not within the target audience and should be ignored. When you grow up you’ll understand what this ad achieves to the young fathers its targetting
the song makes the ad and is seminal as it was arguably the first commercially successful rap track
6 Sep 10
3:18 pm
Love it, love it, love it but I can’t stop singing this song now. Surely there has to be a follow up?! (btw, is the guy from Thank God You’re Here?)