Shift’s launch on ‘So, You Want To Be A Politician?’
For those of you who missed it, Shift – a new STW Group agency which rose out of the ashes of The Brand Shop a few weeks ago – appeared in an episode of Sky News’ ‘So, You Want To Be A Politician?’ recently.
This was part of Shift’s launch campaign for itself, Dr Mumbo was told last week.
In episode 3 of the series, two Shift teams come up with an ad each for Labor candidate Steve Kamper.
If you think life’s too short to watch all 38 minutes and 24 seconds of the episode, Mumbo suggests skipping to three of the best (most toe-curling) bits.
-36 minutes 41 seconds: Managing director Iain Good explains how advertising is done, sneaking in a none too subtle plug for his agency mid-sentence.
“What are the elements we need to… shift [pauses, looks at the camera], to move behaviours?,” he says.
-34 minutes 42 seconds: Next, it’s the clever strategy bit with Richard Sauerman. ‘The brand guy’ explains two different approaches to promoting Labor candidate Steve Kamper – a bit like he’s teaching a class of eight year olds.
Using a white board to make his point, he says: “We can do this in two ways. We can go ‘Steve Kamper’ [writes SK in big letters] from the Labor party [in small letters]. Or we can go ‘Labor Party introducing’ [in big letters] ‘Steve Kamper’ [in small letters] .”
-32 minutes 33 seconds: the ad itself. But is this a script written for a political ad or a trailer for Baywatch? Dr Mumbo likes the clasped hands before the delivery, for added drama:
“He begins running through Rockdale. Steve’s warm breath punctuates the coolness. We can hear heavy breathing and a steady pulse. Images of Rockdale flash by, bathed in the early morning sun.”
Another article wrapped with cynicism and sarcasm, without a hint of ‘good intention’ being held for any one or any thing. Nice work guys. Check out my blog site if you want something a little more uplifting and constructive. Perhaps some of my posts are a little too ‘cheesy’ for your tough mindedness; but hey, I’d choose cheesy over nasty any day.
User ID not verified.
Hi Richard,
While I appreciate that some of the observations may feel a bit harsh, I should point out that Shift’s appearance on the programme was press released to us by your agency. Given that was the case it doesn’t seem unreasonable to then speak our minds about what we see.
Cheers,
Tim – Mumbrella
Richard, are you seriously trying to slam Mumbrella readers because of the shockingly bad work that your company is attached to? Oh. Dear. Take it like a man and keep it moving.
User ID not verified.
And Richard, this is the essence of cheese. Perhaps if you want us to take you seriously, you should act like a real agency?
User ID not verified.
Oh Dear – a show that starts like a press release from STW Central and gets worse…. there are some talented people in Shift – Monty, Goodie, Raj – and then there’s the Bland Guy…. not all publicity is good publicity.
User ID not verified.
Ah Thomas Dodson, you have missed the point. Shift is not an ad agency. And if you can’t get your head around that, give me a call and I’ll happily tell you more about what we do — and what I’ve been doing on my own for the past 8 years. 0405 15 19 15 Richard 🙂
User ID not verified.