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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 While on Twitter I noticed someone saying that Australia’s NBN is already outdated.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.
Swimmer Eamon Sullivan to front CSR sugar advertising
Swimmer Eamon Sullivan is the new face of CSR sugar. The world record holder was also the winner of last year’s Celebrity Masterchef. His first role – to promote CSR Raw Caster Sugar sees him appear naked in a print ad created by Spinach Advertising.
Tim Hart, CEO of Sugar Australia said: “We are very excited to have Eamon as our new ambassador. He enjoys cooking and spends many hours in the kitchen.”
Spinach CD Frank Morabito said: “For most people, sugar is sugar, so it’s a really tough category to generate interest in. But we believe featuring a Celebrity MasterChef winner who happens to spend most of his time in Speedos is a recipe for success.”
The ads will start to appear from September in magazines including Woman’s Day, BBC Good Food Guide, GourmetTraveller, Take 5, Coles and Home Beautiful.
Credits:
- Creative agency: Spinach Advertising
- Package Design agency: Brand Society
- Media: Initiative
August 30th, 2010 at 11:54 am
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Comments
30 Aug 10
12:34 pm
Don’t care about the sugar but if those abs are real (not airbrushed) then I’m mighty impressed. Apparently sex still (tries to) sell(s) …
30 Aug 10
12:40 pm
Penis in my suger? I think I’ll get the house brand thanks.
30 Aug 10
12:46 pm
Imagine if this ad featured a similarly scantily clad woman. There’d be outrage at the sexism of it all
30 Aug 10
12:52 pm
baking in the nude, is that a good idea, mind you if sugar gives me abs like this I am so going to eat more cake (yes even more than I already do)
30 Aug 10
12:58 pm
He eats sugar? I don’t think so
30 Aug 10
1:19 pm
Looking forward to the Stephanie Rice endorsement.
30 Aug 10
1:25 pm
Trying to steal the Naked Chef name?
30 Aug 10
1:29 pm
Ugh. Agree with The Dr (and PC Fred). Doesn’t look sanitary… And he looks fake and unnatural – with seems at odds with the promotion of a raw, natural product.
30 Aug 10
2:31 pm
There is no way an athlete should be recommending sugar. Nearly as bad as Monica Trapaga endorsing Coco Pops as a healthy breakfast for kids.
30 Aug 10
2:51 pm
Eammon had to step in for me at the last minute cos I couldn’t make it
30 Aug 10
3:18 pm
Nice work. Simple, good cut through. Relates to product….. and funny. Well done.
30 Aug 10
4:05 pm
@Adam are telling us you laughed at this?
30 Aug 10
4:24 pm
Are they aware that ‘raw’ is also a term commonly used when having sex without a condom? Kinda’ confuses the message here…
30 Aug 10
5:04 pm
For the homos out there, this ad is VERY sexually explicit. (ie: BB)
30 Aug 10
5:12 pm
Note the absence of the mixing spoon…
I think if they ever show how he gently folds the sugar into the egg whites, it’ll be a viral sensation.
30 Aug 10
5:23 pm
Absolutely Gross!
Give me a man with some podge anyday.
You’re not going to have a body like that with any sugar in your diet.
30 Aug 10
5:30 pm
My God – Eamon is of course a super swimmer but am I the only one who thinks that he looks TERRIBLE in this ad? He’s got good abs but the ribs and general ‘lean’ look is awful, almost malnourished!
And yes, I agree, he’s the last person who should be promoting sugar!!!
30 Aug 10
5:57 pm
I think Adam made this. I’m all for breaking the rules in advertising, but nudity and cooking is a bad combo. What happens when he takes his cake out of the oven? No, wait, I don’t want to know…
30 Aug 10
6:43 pm
Who the hell bakes naked. Seriously.
30 Aug 10
8:40 pm
Another clichéd execution from an industry that labels itself creative… And I’m sure there’ll be the digital manifestation, and maybe even a press relations campaign. But will it sell more product? Substantially more product?
If it does I’ll eat these words (without anything to sweeten them)
30 Aug 10
8:59 pm
He looks like he’s come out of a concentration camp. He needs a feed. Quickly.
30 Aug 10
11:01 pm
For all we know, he was drugged and was forced to pose for this awful shot under duress. Maybe they removed his kidneys and they’re marinating in that bowl with two cloves of anais anais and a shot of grand marnier.
Anyway, how can this be unhealthy? There’s a bowl of apples in the background.
31 Aug 10
9:26 am
I had a suspicion there was a homosexual subtext to this. Am I wrong?
31 Aug 10
11:29 am
110% sacchharin
31 Aug 10
12:01 pm
It a horrible ad. Theres no chance in hell that he actually eats sugar…
31 Aug 10
12:44 pm
He does look over tanned and underfed…
Consumers are not stupid CSR – everyone knows he wouldn’t eat sugar… this is just ludicrous and a pathetic attempt…
Why didn’t they go down the sugar as a natural engergy path that everyone needs…
31 Aug 10
1:59 pm
are all you people stupid, raw sugar is a natural carbohydrate which is vital to athletes and a huge part of their diets. So to me it makes sense that an athlete who loves to cook is perfect ambasidor for CSR
31 Aug 10
2:01 pm
Eric: not all consumers are privy to the insights that you (CSR marketing/ad agency?) may be..
31 Aug 10
2:10 pm
Eamonn, there’s a hair in my cake!
31 Aug 10
2:11 pm
Eric: You are a complete idiot – as someone who trained at this level, that is entire crap.
‘a’ – you are on the money I think with the CSR marketing angle.
31 Aug 10
3:07 pm
I think appropriate credit needs to be given,
here we have a super low involvement commodified category,
it probably sits alongside flour and milk as the categories with the highest penetration of Private label,
The product has no differentiation, and as a secondary ingredient (used in the context of a meal/drink) makes branding less significant again, due to little social stigma (noboy will ever know it’s homebrand).
What they have done is leveraged the strongest cooking property on TV, and sexed it up!
which gives it quality credentials and modern cultural relevance.
what MGB with her kids in tow isn’t going to love this, it’s cheeky and manages to include a product benefit (taste) and distribution point (location)
will it effect sales? I would love to find out
was it done to keep the product on the shelf? maybe
are there any obvious solutions to the product category beyond innovation? i don’t know
31 Aug 10
3:23 pm
“What they have done is leveraged the strongest cooking property on TV, and sexed it up!”
Using the thingsdouchebagssay app on my iWap….
Translation:
” What they’ve done is taken a naked emaciated swimmer and positioned a bowl to cover his penis.”
31 Aug 10
3:41 pm
Like it or not it has had fantastic cut through Eamon has been ‘popping up’ all over the place
31 Aug 10
4:30 pm
Using the thingsdouchebagssay app on my iWap…
Translation:
mum like celebrity Masterchef + naked men + winning athletes and will hopefully buy more sugar
31 Aug 10
8:48 pm
Gideon you’re a genius, thanks for the formula.
Up until now I thought I had to use my brain to make an ad.
2 Sep 10
12:10 pm
They just got the headline wrong, that’s all.
http://darthambiguous.tumblr.c.....lympic-abs