-
Opinion
Video: How to win new business
Mumbrella Question Time saw the panel asked the secrets of winning new business. Read more »
Let’s stop the anonymous vitriol
In this guest posting, Peter Bray, boss of The Brand Shop, takes issue with negative comments from anonymous posters on Mumbrella and elsewhere.
There are very few ads that I vehemently dislike. There are also very few ads that I really love. But most ads I see on Mumbrella and other blogs I can usually take something from, whether it is information about the brand, a bit of inspiration or a “watch out”. I’m open to learning as much as I can from others, and encourage those around me to do the same.
My basic assumption, however, is that because an ad has been produced by a professional agency, and had the approval from the client, then the end result must be doing something right. Therefore, without knowing the practical rationale behind the ad, for me to have a strong opinion about whether it is great advertising would be kind of arrogant. There is a reason that awards shows ask for information about why an ad was created: they are rarely judged on end product alone.
So as someone who enjoys watching the work that our industry creates, I am stunned at the level of vitriol stemming from some people’s comments in both this blog and others. Read more »
Read his lips
This is several weeks old, but worth a look. It’s certainly an original way to deal with media criticism.It features Air NZ boss Rob Fyfe responding to weekly current affairs magazine The Listener using the medium of sign language. Read more »
Let’s not be too positive just yet – the nail is still there
It’s more than a year since News Ltd’s marketing boss Joe Talcott used the memorable analogy of a dog whimpering on a nail to describe the structural change the industry needs to go through. Read more »
The AdNews numbers that mislead the market
It’s always a tad tawdry when competitors attack each other, but I hope you’ll bear with me…
Whether cynically or through incompetence, AdNews has been misleading its advertisers by providing them with data that seems to suggest they have six times their true online audience.
Allow me to present the evidence. Read more »
Technology will help us own the agenda – all day, every day
In this opening speech to the Future Forum of the Newspaper Publishers Association, News Ltd CEO John Hartigan argued that news organisations have the opportunity to become more rather than less relevant.
Today I want to talk about a tipping point that heralds the most exciting era for journalism. The most exciting era ever.
This tipping point is already upon us. It has arrived at lightning speed, with the explosion in demand for mobile devices.
I am not consigning newspapers to the scrapheap. Not by a long shot.
But this tipping point is going to change journalism forever. In my opinion, very much for the better. Read more »
The real time shit sandwich detector
In this guest post, Clive Burcham of The Conscience Organisation, relishes the instant feedback of social media.
I’ve been making brand driven content since 1996 and often I’ve been so close to the work that I couldn’t tell the difference between if we were chomping on a shit sandwich or savouring the crème de la creme. From an audience perspective, we wouldn’t know the difference for weeks or months. What excites me most now is that we know within 24 hours if we’ve developed shit or cream. Read more »
SMH shows how to make a home page takeover work
When you’re a commercial organisation, balancing the needs of consumers with the need to make money through ads is tricky.
Among the organisations that sometimes goes the wrong way in my view is Fairfax, with its autostart video ads, for instance.
But today, a bit of unreserved praise Read more »
Inside the Foxtel factory
Having been at the launch of Foxtel’s new season the other night, nine points occur… Read more »
ABC News 24 – a handy service for niche journalists
It may not have many viewers yet, but ABC News 24 saves specialist journos having to leave their desks, argues Delimiter’s Renai LeMay
When media commentators discuss the future of journalism, they usually agree on at least one thing: It will involve much fewer generalists and more reporters dedicated to exhaustively covering niche fields. Read more »
The seven ages of Carlton Draught’s Made From Beer
Today sees the launch of “Slow Mo”, the latest instalment of Carlton Draught’s irreverent Made From Beer series.
It’s been quite a run – from the highly awarded Big Ad, to the comedy of Flash Beer, to the debacle of the abortive banned Tingle campaign. These are the seven ages of Made From Beer… Read more »
Real consumers don’t have ‘brand conversations’. They use search
In this guest posting, Simon van Wyk argues that much as marketers might wish otherwise, most consumers don’t have emotional connections with brands
I have a background in marketing, but my understanding of branding seems at odds with the 2010 opinions I see from social media commentators, marketing and advertising agencies. Read more »
Hot, censoring atheists: Google’s insight into what punters think about pollies and journos
One of the charms of Google is autocomplete, where it takes a punt on what you’re going to ask, based on what the rest of the world has been wondering previously.
And it certainly gives a few insights into the high quality of political debate about the Labor leaders in the run up to the election.
Take NSW premiere Kristina Keneally… Read more »
The copyright-busting election
This is rapidly turning into the copyright-infringing election. Read more »
Digital Fail: The gaping void in digital training is failing our industry
In this guest post, Amnesia Razorfish’s Iain McDonald warns that the industry has fallen badly behind on digital training.
Before I get accused of trolling with that headline, I’ll state what I think is obvious: The current education system isn’t producing or nurturing enough ‘digitally skilled’ individuals to sustain a growing a digital economy. Read more »
High impact 20 year road safety montage pulls in 1m+ viewers
The Transport Accident Commission’s powerful video montage of 20 years of advertising campaigns has seen its YouTube channel become the third most-viewed sponsored Australian channel on the video-sharing website.
The montage, which was put on the video-sharing site on December 10, has now had over one million views, behind Roadshow Films and the Pineapple Express channel.
The TAC video, edited by Grey creative director Nigel Dawson and editing house MRPP, features several scenes over the 20 years since the launch of its first advertisement.
All the ads featured were created by Grey, with the exception of one creative which was done by The Furnace.
The video has attracted views from around the world, particularly the US, Poland and Canada.
Philip Reed, TAC head of community relations, said: “This montage of our most graphic ads has resonated across the world. The comments show that viewers have been affected by the montage and they appreciate its potential to help drivers realise the consequences of ignoring road safety.”
He added that social media had a growing role in spreading the TAC’s message: “Many of the YouTube viewers sharing the video with others on Facebook and other similar websites.”
March 2nd, 2010 at 6:08 pm
-
Follow Us
-
Email Newsletter
Latest Jobs- Junior Producer - Sydney
- Senior E-commerce Marketing Specialist – Travel sector - Sydney
- Product Manager - Online Media Company - Sydney
- Marketing Executive - global technology company - Sydney
- 1192 Account Director, Melbourne - Melbourne
- Communications Strategist - Sydney
- Brand Strategist - Sydney or Melbourne
- Senior Account Manager, Sports Marketing - Sydney
- Graduate Analyst - Digital Media, $35,000 to $50,000 depending on experience - Sydney
- Head of Content & Ideation - Sydney, NSW, Australia
Comments
2 Mar 10
7:22 pm
Marketing for a genuine cause. Underrated.
2 Mar 10
10:39 pm
Wow. I didn’t expect that… Well, that should be something the government spends some money on as an ad (sorry, TVC) on every channel at the same time, I wouldn’t mind my tax dollars being spent on that. It should also be shown to every high school student and everyone booked for speeding or drunk driving.
Still got tears streaming down my face, I must be getting old.
2 Mar 10
11:48 pm
I’m lost for words. I woudl play this ad to every single person with a drivers licence in this country. Make them sit through it when they get their licence, when they renew their licence.
It scares me, it moves me, I cant imagine a better way of making people remember how dangerous driving can really be.
And if Simon B is getting old, so am I……
3 Mar 10
8:48 am
Very powerful indeed…..each ad on it’s own works, but when put together like that it makes them even more effective, forces you to stop and think. National all channel road block would be very worthwhile.
3 Mar 10
10:14 am
Powerful indeed. But because I’m a pedant, they aren’t the “third most most-viewed Australian YouTube channel” as claimed here, they aren’t even CLOSE to it with “only” 1,427,060 total upload views, what they are is the third most viewed “Sponsor” Channel, which means they paid (a significant amount) to google for a youtube channel with special channel page privileges.
3 Mar 10
10:22 am
Hi Nate,
You’re absolutely correct. I spotted our omission at about the same time as you, and added the vital word sponsor to the intro at the same moment you were typing that comment!
Cheers,
Tim – Mumbrella
3 Mar 10
10:26 am
Nate, not entirely correct. Google offers sponsor pages gratis to institutions such as universities (my employer has one) and I wouldn’t be surprised if the TAC got one for free, too, as a public interest thing.
3 Mar 10
10:28 am
This kind of montage should be mandatory viewing in all schools and before P’s are awarded (at least).
When each execution is presented like this, as a historical view, it brings a whole new context to the overall campaign.
Contemplative and chilling. Well done TAC for sticking with the campaign when everyone said that shock wouldn’t work.
3 Mar 10
2:16 pm
I used to work at Grey and vividly remember watching the TAC show reel one day – every commercial back to back. While the individual ads had an impact, the sum total of all them left me a blubbering mess in the boardroom. Had to take a moment before heading back to my desk. Incredibly powerful viewing.
3 Mar 10
2:23 pm
I know ill be driving home extra careful tonight.. powerful stuff
3 Mar 10
2:26 pm
http://www.youtube.com/watch?v=h-8PBx7isoM
Another road safety ad with a happier message but very well done
3 Mar 10
2:28 pm
Congrats to all invloved in the creation of these campaigns over the years. What a back catelogue for Grey (and The Furnace). If I was running their New Business department, I don’t think I’d be bothering with PowerPoint.
3 Mar 10
2:31 pm
I do really appreciate the work of these advertising campaigns.
But I couldn’t help but feel this divulged into a bit of violence porn.
The first 2 minutes which is all just build up was really effective.
The reactions of people (the families mourning lost ones; the responsible drivers living with their guilt) was very powerful.
But close to 2 minutes of crashes, blood, gore, humans flying around like rag-dolls, being ripped apart, complete with bone breaking, flesh tearing sound effects … a bit gratuitous in my opinion.
I appreciate its value in short 30 second doses (i.e. 5 seconds of violence). But this montage just seems a bit self-congratulatory and the violence too gratuitous for me.
3 Mar 10
2:32 pm
that was amazing and frightening ! it shouldn’t just be mandatory for kids to watch – seriously all adults should be made to watch it – the amount of idiots that still drink and drive and speed is one scary statistic.
3 Mar 10
2:34 pm
Wow. Very moving. It actually makes you think about how easy it is to take somebody’s life and ruin your own. Really great job as I am never usually moved by these ads.
3 Mar 10
2:47 pm
I have to agree with Simon B, Tarkam etc
And yet people still claim councils and governments are revenue raising for using speed cameras.
3 Mar 10
3:09 pm
Bloody hell that has some impact. Brilliant stuff, if those are the right words.
3 Mar 10
3:18 pm
It’s the people that tailgate on freeways and shake their fists at people doing 60 on the Beach rd in Melbourne that I want to make watch this. That and people who think “the back way home” is alright after a few. An extremely powerful communication, I have always thought that the TAC have done it well (their creative’s rather) and all together it packs a hell of a punch. “Pictures Of You” still really resonates with me.
Agree with the others….anyone going for their license should have to watch this!
3 Mar 10
3:34 pm
great, important stuff
3 Mar 10
3:45 pm
I’m a blithering mess.. it must be the sum of all of them seeps into you.
3 Mar 10
4:08 pm
I have to disagree with Lachyw.
As this was a montage of 20 years worth of advertising campaigns I would expect it to showcase not only the buildup and reactions, but also the violence associated with an accident.
I don’t think most people realise what really happens during a car accident, the tremendous violence and trauma. That your seatbelt is not going to help when you run into the back of a truck and its tray decapitates you.
3 Mar 10
5:38 pm
You don’t have to be a father to get emotional over this stuff.. but I am.. and it tears me up. Awesome stuff.
4 Mar 10
5:48 pm
Agree with all above emotive/powerful comments…and importantly, I’m off to look at ANCAP safety ratings to upgrade to a safer car – with all these drivers out there I think I might need a small tank.
Trackbacks/Pingbacks