-
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.
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- Mid-Weight Digital Producer - Sydney
- Digital Sales Executive - Sydney
- Freelance Highly Conceptual Copywriter - up to $750 per day - Sydney
- Freelance Highly Conceptual Copywriter - up to $750 per day - Sydney
- Design Manager - Melbourne
- Junior Account Director - Sydney
- SEO Manager, Sydney - Sydney
- Digital Campaign Manager - Sydney/ Melbourne
- Customer Relationship Marketing Manager - Rhodes
- Brand Activation Coordinator | Drinks Brand + travel | $45-$50k inc. - iknowho - North Ryde
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