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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.
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…
1. More Horses/ Metal Thing.
This marked the first use of the Made From Beer positioning which featured the brand poking fun at itself and at typical beer ads,
2. Men with Canoes. 2004. George Patterson & Partners.
This time the target was alpha males and office politics.
3. Big Ad. 2005 George Patterson & Partners.
Possibly the most celebrated Australian beer ad of all time and certainly the most awarded. In another reference to other ads, it drew inspiration from the celebrated british Airways face on the hill, only this time with bumbling blokes running about.
4. Flash Beer. 2006. George Patterson Y&R
A reference this time to the movie Flash Dance and the aspirations of would-be brewer Kevin Cavendish.
5. Sky Troop. 2008. Clemenger BBDO Melbourne.
The target this time was bad half time entertainment at sporting events.
6a. Tingle. February 2010. Clemenger BBDO Melbourne.
In a major disaster for the marketing team and agency, senior management pulled the ad because it was mildly smutty before putting it online, then pulling it for a second time.
6b. Slow Mo. August 2010. Clemenger BBDO Melbourne.
After the Tingle debacle, the marketing team and creatives at Clemenger BBDO went back to the drawing board and created this effort, celebrating everyday beer drinking characters, complete with all their faults.
Tim Burrowes
August 19th, 2010 at 6:00 am
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Comments
19 Aug 10
11:01 am
Epic Beer Ad Fail
19 Aug 10
11:14 am
It’ll fit right in on 7mate
19 Aug 10
11:17 am
Great insights, very funny
19 Aug 10
11:34 am
Like it
19 Aug 10
1:42 pm
This ad is an insult to beer drinkers everywhere! Seriously, who do they think this ad is going to appeal to, beer drinking opera lovers who have a penchant for crappy cheesy ads?
If any of this series of ads deserves to be banned “Slo Mo” was it. Sure they may have stepped a little over the line with “Tingle” but they could have redone that ad so that it could have been put to air.
It would have been much better on a bad day than “Slo Mo” on it best.
19 Aug 10
1:47 pm
Nuthin special here… Standards have really dropped since the Canoes Ad, with the exception of FlashBeer!
19 Aug 10
5:43 pm
I think I have worked out the insight – Clem’s must have purchased a Phantom Slo-Mo camera and couldn’t wait to use it.
It’s on par with Shamantis’ “800% slower” version of Justin Bieber’s U Smile on Soundcloud – using a piece of technology because you can but with no real reason for doing so.
19 Aug 10
5:45 pm
Oops … Photron not Phantom. I must put that comic book away.
19 Aug 10
9:51 pm
I think it’s brilliant.
What’s even more brilliant is everything in this ad shows pissed behaviour, and it still got past the ASB/ABAC.
Let’s go through them in glorious slow motion.
Scene 1 – guy throwing a dart, misses the board and hits the wall, suggesting he’s pissed.
Scene 2 – guy dancing like an ostrich trying to impress a member of the opposite sex, to which she’s smiling suggesting drinking leads to sexual conquest.
Scene 3 – fat guy jumping / dancing, suggesting alcohol has altered his mood as he’s too fat to be allowed to smile.
Scene 4 – guy shoots pool ball which hits mates finger, suggesting he’s pissed and missed his shot.
Scene 5 – closeup on two glasses doing a cheers while the beer spills, suggesting they’re pissed.
Scene 6 – guys ass crack showing, suggesting an inebriated state which leads to lack of care for self.
Scene 7 – crowd jumping in the air, spilling beer all over themselves, suggesting they’re pissed.
Scene 8 – bird shit dropping into a guys beer while he looks at a guy in a suggestive manner, linking the beer / ‘good luck sign’ to potential sexual conquest
Scene 9 – guy dancing even more like an ostrich with girl laughing even more, suggesting he’s even closer to picking up
Scene 10 – guy spitting on his friends face while talking, suggesting he’s has a few too many and can’t control his fleck
Scene 11 – guy spilling tray of beer all over three gorgeous ladies, suggesting he’s pissed, and a douche.
Scene 12 – guy air running suggesting even more inebriation, while the girl is even more impressed with him, suggesting sexual conquest. At the end, his fat friend that shouldn’t be allowed to smile (clearly pissed) rewards his behaviour with a satan sign.
Scene 13 – pack shot.
Well done getting this through lads, how beer ads should be – guys getting so pissed they’d be thrown out of most pubs.
20 Aug 10
1:52 pm
Perhaps if they made the beer taste better (or even taste of something, anything!) they wouldn’t need to spend so much effort on ads.
20 Aug 10
2:07 pm
What an unholy lump of pink pigeon crap. PC finally hits the last bastion of fun in TV ads. Bring back the Tingle or at least something funny and stop worrying about what non beer drinkers think. They have destroyed the feeling of drinking VB and now they are going after Carlton Draught. Don’t see anyone doing this to Nuns piss Corona.
20 Aug 10
2:45 pm
All you peanuts bagging the new Carlton Draught ad, get a sense of humour fellas. Clearly a piss take of the super slow mo cameras at the footy/cricket/tennis. I think it’s a great ad and if any of you nerds got out of the house, found some mates and met them at the pub for a good drink, you’d see the funny side of the ad!
20 Aug 10
5:25 pm
And the music Pat? Get a real life and some real world mates, an understanding of when and when not to put a mirror up to the target audience and most of all an understanding of anthropological research on male group behaviour and the drivers behind it. These are the people you and you mates laugh at, not aspire to be or emotionally engage with.
23 Aug 10
9:53 am
I think its funny and I drink beer!
23 Aug 10
12:20 pm
The utterly frustrating thing about your article is that it describes the Tingle campaign as an “aborted debacle” – it should be called “an utter tragedy” of a great campaign being killed by an unqualified client.
The campaign is great And if you watch all the previous Carlton ads is bang on tone.
This new one is boring shit. Slo mo is just not interesting anymore. Great comedic writing is interesting and that’s what the tingle is.
Signed,
Heart Broken Fan of the brand.
24 Aug 10
3:29 pm
Nice overview, thanks Tim. So what happens when Asahi or SAB take over CUB as mooted in the financial pages? Will we lose the Aussie edge to beer ads? Will Dick Smith produce a new Aussie beer with an accompanying big ad?
24 Aug 10
4:04 pm
A beer ad that looks like it’s made by cocktail drinkers…..
I hope the fun loving South Africans will save CD from their sad Melbourne crreative irony.
27 Aug 10
10:24 pm
I think you’ll find, Simon, that this is the intention of the slow motion camera and the opera music – to make it look as though it’s a classy affair. If you listen carefully, the lyrics say “Men look better in slow motion.” I believe it’s intended as a piss-take on the ‘classier’ micro-brewed and ‘imported’ beers so popular at the moment: they’re announcing, in the classiest way possible (sham opera music, classy-looking pub, slow motion making everything look rather elegant, until you look a little harder), that you don’t have to be perfect to drink Carlton Draught. For this reason, I also don’t believe they are overtly suggesting inebriation, either. I quite enjoyed the ad, and as far as I’m concerned, it doesn’t hold a negative “mirror” to the audience – the beauty of being Australians is that we’re able to laugh at ourselves (the actors are intentionally average-looking so that the audience can relate better to them) – keep reading your social research and you will discover that people feel more comfortable when having a laugh together, and for Australians, this is often at each others’ expense (people wouldn’t watch the ad and think ‘that’s me’, but rather project it onto a friend: eg. “hey, that’s you Patto/Fitzy/Gav/Howie/Johnno, ya big oaf. Can’t throw darts for sh**” ) As a side note to Anonymous (August 19, 9:51pm), the lady in scene 3,9 and 12 is most likely actually laughing at the dancing guy, and in scene 8, the guy with the goofy look on his face has said look on his face because he’s just tapped his pot on the top of his mate’s pot when he wasn’t looking, causing it to froth up. Hence your perception of a connection between drinking and sexual prowess in the ad is misguided. Whether or not the market will read all of this into the ad is another thing entirely…
28 Aug 10
5:15 pm
Spot on Courtney….. and Anonymous (so far as it being brilliant) although your take on the whole thing is a bit misguided. It’s certainly not about being drunk. Does it put a negative spin on beer drinkers..I don’t think so. The ad is funny and is meant to be so..as Courtney said.. Aussies love to take the piss, even at our own expense..let’s just leave it at that.
3 Sep 10
4:08 pm
Russel Howcroft made a comment on the Gruen Transfer last week in response to whether The Big Ad had impacted sales… pretty much suggesting that it was “all about the idea” and that sales impact of this kind of advertising was not important.
Looking at the podcast from the ABC website this comment seems to have been excised… perhaps due to nervousness that GPY&R’s clients would find this disregard for sales results a little concerning?
Does anyone have a recording of the programme (25 August) to check this?
9 Sep 10
11:52 am
Re: @ A beer ad that looks like it’s made by cocktail drinkers…..
I hope the fun loving South Africans will save CD from their sad Melbourne crreative irony.
Haha! I Couldn’t agree more! the marketing message is tailored to the wrong demographic.