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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 »
VicRoads says ‘don’t be a dickhead’ in new online campaign
VicRoads, the Victorian road authority, has today launched provocative video ads to promote road safety, telling young drivers “Don’t be a dickhead”.
The series of video clips focus on preventing people from using the their mobile phones while driving and also targets people who don’t wear their seat belts.
In one ad, a man sitting in a dimly lit room is shown taking a hammer to a lap top, with a the voice over stating: “If you don’t wear your seat belt we’ll turn off Facebook. Don’t be a dickhead, wear your seat belt”.
Among those involved in creating the campaign include Downwind Productions’ Dan Ilic who is also a presenter of ABC1’s Hungry Beast.
Meanwhile in December, the state’s Transport Accident Commission posted on its YouTube channel a video montage of 20 years of its often graphic road safety ad campaigns. It became the third most-viewed sponsored Australian channel on the video-sharing website.
March 29th, 2010 at 1:28 pm
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Comments
29 Mar 10
1:33 pm
29 Mar 10
1:54 pm
Please, no more Emo’s.
29 Mar 10
2:01 pm
Gold!
29 Mar 10
2:05 pm
Nice to see the Vic government leading the way again… so they’re a mix of lame and amusing, but they’re out there at least. Shame NSW govt can’t get their act together on the basics, let alone pioneering things.
29 Mar 10
2:06 pm
Rolled and fried gold! Very, very entertaining. Let’s hope they work (especially the emo one).
29 Mar 10
2:09 pm
I like the one with Lawrence Leung, I think it’s clever, witty and gets a point across, but the others are just stupid. The emo, facebook and pole ones aren’t very funny and I don’t think they even get the safety point out properly. They just look like a dumb college humour sketch making fun of road safety ads. I can see they were trying for something a little different from the usual scare tactics, but I don’t think they’ve done well.
29 Mar 10
2:11 pm
I love it, it’s just so NOT what I would expect from the public service industry!
In fact I cannot believe that this has been signed off by a government client at all!
Well done to all involved and I really hope it works.
29 Mar 10
2:21 pm
Jese they smashed a lot of cars didn’t they.
29 Mar 10
2:24 pm
The piece with the Prius and the young P Plater is an absolute gem.
29 Mar 10
2:28 pm
So unexpected. And so fucking unfunny!
The only dickheads are those that made and approved this rubbish.
29 Mar 10
2:32 pm
This is getting ridiculous,
More propaganda from the Nanny State – As a marketing regime you have to hand it to Vic Govt, they play on the public’s fear and conscience so the fact that they are pulling in millions of dollars from the public’s wallets goes largely un-challenged.
Winston
29 Mar 10
2:33 pm
I’m with Ratatoskr on this one – the Lawrence Leung ad is the only one worth its salt. The others are really really lame – looks like a Vic roads bureaucrat has had a stab at comedy with dismal results.
29 Mar 10
2:35 pm
NSW put out some alright ads, I like the RTA ads better with the little pinky finger!
29 Mar 10
2:37 pm
@Katie,
I think the idea of creating an undesirable association between reckless driving and endowment is a smart move… but you’ll notice that none of the ads actually depicted speeding! Bad driving, yes, but speeding? No.
29 Mar 10
2:41 pm
‘Provocative’, indeed. Add to that ‘unfunny, self-satisfied, nanny state dross’, paid for by taxes levied at gunpoint from muggins here and all the other wage slaves.
I’m so glad that ALP politicians are our society’s self-appointed arbiters of public behaviour from the safety of their yum cha tables.
And lest I forget the Plods, who despite being unable to catch a cold, are experts in manners now, apparently. Spare me.
I thank God every day that I live in NSW – where the govt can’t even get a decent price for flogging off public assets, much less hound the unsuspecting populace on matters that surely should be the sole descretion of the individual.
29 Mar 10
2:44 pm
Wow, so that’s where the money from my massive registration bill goes. Dear me! The clip with Lawrence is amusing. That poleaxed clip….made me cringe.
I like that they are actually trying to be different. However in my opinion, perhaps trying a little too hard?
Oh well, vive la difference!
29 Mar 10
2:47 pm
This is golden. these ads need to go on tv! NOW!!!
29 Mar 10
2:48 pm
As a young person, let me tell you these ads are LAME… Not funny and let me tell thats all I remember about them… That they llok like someone’s dad thought they were cool… P.S – Emo’s don’t even look like that! Emo is short for Emotional Punk… So more Edward scissor hands meets the cure… and the blonde hair and Hoodie? Wrong… Just such a waste of money.. who made these
29 Mar 10
2:51 pm
‘don’t be a dickhead’ try making ads that actually work.. I can’t believe how bad these ads are.. in shock..
29 Mar 10
2:51 pm
On that note, I’m going to stop looking at anything else online today as it seems to go from bad to worse.
To those that produced this, one word, lame!
29 Mar 10
2:54 pm
The emos are getting angry! ROFL. The one that actually has a car in it is quite good and actually makes a point. Not a massive fan of the others. I think this was the result of a competition Vicroads ran. It was probably very cheap compared to all their other ads and it’s got people talking. Also it’s not relying on shock which is a nice change. At least these are probably going to reach people who don’t watch television. i.e a lot of young people.
29 Mar 10
2:57 pm
Brilliant work Dan. I’ve seen this guy’s work before and it is always a cut above the rest. This will save lives because it is a real message.
29 Mar 10
2:59 pm
It might reach a lot of young people Andrew but I don’t think it wil engage them! As “A Young Person” says above, and I tend to agree, they are pretty lame. Didn’t amek me think past that!
29 Mar 10
3:00 pm
absolutely shite…
Appreciate they’re trying to be different but they’ve got it all wrong … and then some
29 Mar 10
3:01 pm
A poor attempt at humourising a deadly serious issue. I don’t think this is the answer to the failed “shock” campaigns. Perhaps all the monies wasted on advertising campaigns would be better used at developing technologies to make speeding and mobile phone use in cars impossible. Speed limiters in all cars (we did it for trucks). Phone signal disablers, Surely this technology is possible. While we’re at it, let’s get manufacturers to install interlocks on vehicles to disable potential drink drivers. Prevention is the best cure…
You can’t stop dickheads from happening, and dickheads neither listen nor learn.
29 Mar 10
3:34 pm
Corey,
Perhaps you should re-locate to China, what else do you propose – 24hr webcam that up-loads our every move to Vic Roads whilst an anal probe records our blood alcohol level through the seat?
The rest of us have a human condition known as common-sense, it works quite well.
WS
29 Mar 10
3:43 pm
@ Winston Smith. Right you are, “the rest of us” do, however I’d rather that “the rest of us” weren’t killed by a bunch of dickheads with no common sense, as is usually the case, is it not?
By the way, what’s China got to do with anything? China’s road toll is among the highest in the world…
29 Mar 10
4:01 pm
I must say I have to agree with Corey there Winston. I consider myself to be a good driver with plenty of commone sense. My job requires me to be on the road a lot. It’s astounding the amount of dickheads I do see on the rds on a daily basis. It’s scary actually! Speeding, talking on the phone (on the freeway! insane), tailgating etc. These range from P platers to elderly and everyone inbetween. It’s everyone else on the rd you have to worry about. I’m sure those dickheads won’t give a shit about the message in these ads if they manage to see them.
Im not sure about fitting ever car with mad devices, but there has to be another solution. Make an example of those caught? I’m not sure. Who knows what the answer is on this one! I don’t think there’s just one!
29 Mar 10
4:03 pm
In the past I had to force young hoon drivers off the road and punch some sense into them when they acted irresponsibly. Since these ads came out young people seem to be driving much more sensibly and I’ve noticed a marked reduction in the number of aggravated violence charges laid against me. Well done Vic Roads.
29 Mar 10
4:09 pm
@Corey, @Winston, @Anonymous,
It looks like we’ve moved from looking at the creative aspect (it IS mumbrella, after all) to the wider issue of road safety. If that’s the case, then you need to wonder whether any sort of message will reach the people like this guy:
http://www.smh.com.au/nsw/kill.....-r32b.html
There will always be those who you can’t reach, and while the ads above are lame, at least they’re trying new methods of reaching those that they can.
29 Mar 10
4:09 pm
Love em. especially the Lawrence Leung one
29 Mar 10
4:14 pm
Well, they aren’t tthe most amazing ads but they are better than nothing I agree with you OtherAndrew! One message will never engage many…everyone is different and thinks in different ways. So it’s great that they are trying a different angle here.
Even if they aren’t fab. If they get people talking that’s a good thing.
29 Mar 10
5:03 pm
LOVE THIS! It actually makes me want to watch the ad and makes me take the message on! I love them all – but particularly the one with the girl who has the new car from her parents! As a teacher I feel this is very significant and makes a really important statement about the responsibilities a range of people have in making our roads a safe place! The language might be a little off-putting for some but it makes people take notice… and hopefully will spread the message further from media attention! WELL DONE!
29 Mar 10
6:02 pm
People who hate emo’s are a problem. Emo’s are not a problem.
29 Mar 10
8:13 pm
I notice that they have disabled comments on all those videos. Maybe they don’t want to read what people really think of them?
Anyway, all in all, fairly lame, unfunny, not particularly creative. If you remove the profanity I doubt they’d have received any coverage whatsoever.
29 Mar 10
8:28 pm
Hmmm the government caling young people dickheads. What do you think will be the result of this message?
29 Mar 10
9:07 pm
I think this is great viral marketing!!!
29 Mar 10
9:45 pm
wow I cannot believe I’m seeing people who like this on this. Go to The Age website and it’s all hate. I think you ad fellas need to either do some better research or adopt some children, because you who think this is funny and effective- you’re way off. This is unspeakably lame. And absurdly cruel and isolating. Pretty disgusting to come from a government. Lawrence Leung can’t even save it. You marketing world is way off the axis of the real world, start again.
29 Mar 10
9:54 pm
Is anyone else bored of the lame ‘Nanny State’ commentary that is going around all comment forums at the moment?
29 Mar 10
11:19 pm
The Lawrence Leung one is good, the rest are hopeless.
30 Mar 10
5:51 am
What were they thinking – these are crap ads! The advertising industry will be distancing it’s self for anyone that worked on these. So shallow and the use of dickhead is cheep!
What agency is responsible for this crap?
30 Mar 10
7:25 am
no way will i ever use my phone again-even if i’m at home-if it means that gingas are getting fresh with other gingas
30 Mar 10
8:59 am
A better incentive against bad driving would be mandatory imprisonment and whilst inside being forced to watch these ads every day.
30 Mar 10
9:15 am
Um, wow. Wow at people who like these and wow they ever got approved. And not because they’re different, because they’re rubbish. Just because a bunch of creatives could flex their (debatable) comical muscle doesn’t equal an effective message. As a part of the target market for these ads they make me cringe and think the call to action is merely the butt of a lame gag. Great work on watering down a message. FAIL.
But hey, maybe I’m not giving the folks behind this enough credit, perhaps they knew they were shite and made them to create the controversy, in which case WIN.
30 Mar 10
9:32 am
Really? A govt department putting people down with red hair so the rest of us feel superior. Is the mainstream Australian sense of humour so base?
The Footy Show making fun of minority groups is appalling and this lives down to it. Comedy doesn’t have to involve putting others down. It does involve a bit of hard work and talent.
30 Mar 10
9:52 am
Why isn’t the government tipping money into driver education & training (you know, teaching people how to drive rather than pass a license test) rather than pissing money away on contrived shit like that?
30 Mar 10
11:33 am
The Lawrence Leung one is one of the best government ads I think I’ve ever seen.
The Facebook/Twitter/Emo/Redhead ones, on the other hand, are truly pathetic. They almost make me want to speed just to spite them.
30 Mar 10
11:36 am
These ads and the people who instigated them are an embarrassment and should be canned.
Anyone who thinks this will stop young people going nuts on the road, clearly doesn’t understand the demographic. As for ‘viral’ and edgy, so was the new isnack 2.0.
30 Mar 10
12:31 pm
Complain about offensive ad here;
http://www.vicroads.vic.gov.au.....m#feedback
30 Mar 10
1:07 pm
I agree with nmguy. The chances of these going viral are about the same as the chances of the isnack 2.0 campaign winning a Gold Lion
30 Mar 10
3:08 pm
It gets better!!! Politicians can’t bring themselves to get behind their message
http://smh.drive.com.au/motor-.....utostart=1
Watch the video…it’s gold
30 Mar 10
5:27 pm
I’m not sure what is more offensive;
- The fact that the ad industry thought it a good idea to make ads attacking people because of their physical appearance
- The fact that it’s the government sponsoring it
- Or the mostly smug reaction of the marketing services community on this page in condoning it
I couldn’t care whether or not the ads are good or bad, the absolutely worrying thing here is the spreading of the message that it’s OK to laugh at people because of their physical appearance.
Imagine a 10 year old kid at school after someone has seen that ad. Wouldn’t be much fun. Try telling him or to relax and laugh along with the joke.
As for Dan Ilic saying any publicity is good publicity, that is clearly crap (Toyota anyone?) and he should hang his head in shame.
This all reflects incredibly badly on all involved and similarly so on those condoning it.
30 Mar 10
5:36 pm
@Spenks,
The ‘Ginger’ one wasn’t in the original mumbrella post, it was added afterwards. When I came back to read the comments and saw it, I was in disbelief – could the government possibly have made an ad that bags out people for their appearance? The emo look is a choice, so fair game. Being redhead? Pretty sure that’s genetic. Very very poor taste. Perhaps you could find a recent statement from the Vic govt expressing concern over bullying in schools, and remind them of it.
30 Mar 10
8:42 pm
OtherAndrew,
Kudos to you for coming back and clarifying your coments.
Suffice to say, overall a very negative reaction.
There’s ways to be edgy, this is not one of them.
30 Mar 10
10:36 pm
and Ilic’s reaction is so enraging. He’s one of those people who would never listen to genuine criticism because he thinks he’s always going to be right, such a superiority complex. He’s gets one person who likes the ads, and that negates all the people that hate them for all the right reason. Yes, they’re controversial and people are talking about them. But us ‘youths’ aren’t talking about their supposed intended messages, frankly I’ve watched them all and can’t even remember what they’re trying to say other than the obvious don’t break the law, we’re talking about how discriminatory they are. big big failure
31 Mar 10
12:08 am
I think they have completely missed the mark here. Are these adverts really going to change attitudes? Are young people really going to stop picking up their phones whilst driving after seeing a fake emo and a lashing at a kid with red hair? It seems as though they are trying to follow the same tone of the successful anti-speeding ‘little pinkie’ adverts…. but have failed miserably.
31 Mar 10
12:49 am
Funny? How is vilifying a group within the community funny? Emo’s chose their appearance, redheads were born with it. These ads dehumanise redheads eg. A redhead gets it’s wings – (IT’S??? WTF!!!). Bullying against redheads is not only being condoned by but its being perpetrated by the State government of Victoria. Shame on the Victorian Government, Shame on The Premier of Victoria and shame on Vic Roads for clearing this rediculous campaign and congratulations on causing more harm to the people of victoria than good you DICKHEADS.
31 Mar 10
2:19 pm
I am a read head and feel this is a silly and offensive campaign that will not teach young people to be responsible on the roads. I do not understand how linking the idea of prejudice and bullying towards red haired people or emos could be an effective road safety message. It’s turning a serious issue into a joke. VIc transport should be ashamed of themselves, and any ad agency involved should aim to be a bit more CLEVER in the future. Not cool, not funny, racist and unkind.
31 Mar 10
2:32 pm
Just another example of people being sooo ‘uber creative and viral’, when their idea quite frankly is rubbish. Id’ be ashamed if this one escaped out of my agency door.
I
31 Mar 10
4:46 pm
This is as misguided and cringeworthy as the iSnack 2.0 campaign
31 Mar 10
8:28 pm
this is a JOKE
This will do nothing but either anger people or make them have a laugh.
it will not save lives.
And what justifyes their swearing?
Vicroads have a bunch of d i c k h e a d s working for them.
Not mention the stupid pollies and beaurocratic morons pushing stupid rubbish around. Speed cameras saving lifes?
Uhm no, the guy going 140 in a 80 zone will go past these “saftey cameras” get clicked, and continue at 140 and when their luck ruins out, ends up crashing into a tree..
Was there a patrol car there to stop him? No, there was a “Saftey cam”, all it did was take a nice photo of the bloke they will send the fine to. thats all, there to fill up their coffers.
And now with these ads..when are they going to fix the problem – Driver Training.
Wait a sec, it doesnt make money!
People you must TAKE A STAND and not take any more rubbish from these lunies
Victoria – The Nanny State
31 Mar 10
8:53 pm
As a redhead I am heartened by the amt of people that see this hate campaign as unacceptable! Thank you people! My little 2 yr old nephew has red hair & hopefully we will have evolved past thus sort of rubbish by the time he is old enough to understand!
Why should I pay taxes for a hate campaign???? How embarassing for the government!
1 Apr 10
2:19 am
In regards to the ‘gingers getting fresh’ ad:
A) What the hell is a ginga (hard g)??
B) What’s wrong with gingers getting it on with other gingers – this sounds like a state sponsered eugenics promotion to me.
C) Is it really that hard to cast a real red-head?
And in regards to the whole campaign:
THE MOST GOD AWFUL ADVERTISING CAMPAIGN EVER CONCEIVED AND PRODUCED (although even that flatters it).
1 Apr 10
3:31 pm
How can the state government be concerned with bullying in schools when it promotes discrimination to this extent. People with red hair and emos have so much ‘grief’ to deal with – why use them for a cheap laughh?
1 Apr 10
3:36 pm
Anything that gets people talking is a great advertisement. If only some of the above commentators actually watched the last montage, they might realise that Road Safety affects us all – young, old, blonde, brunette, ginger, emo, conservative etc. So slow down, buckle up and concentrate on the task at hand – driving safely – or continue being a dickhead. Your choice! Just don’t kill me or my family!
1 Apr 10
4:02 pm
Thanks for that Mr Illic. You’re “intention” still didn’t get through though no matter how many times you watch it
11 Apr 10
10:17 pm
what type of government encourages people to make fun of others? these ads are rubbish and show what a bogan backward country Australia really is. Are vic roads for real??? vic roads bureaucrats ..what classy humans.
12 Apr 10
3:32 pm
I totally agree with it being “as cringeworthy as the iSnack 2.0 campaign”.
None of these ads even show the consequences of speeding (unless you count being struck through with a pole, which didn’t even end up being a bad thing for this fictional guy!).
Also, I’m not a red-head but found the ads directed at “gingers” totally offensive. When I first saw the “ginger gets fresh” one I was certain that it was a joke. I’m sure they get enough comments about it from ignorant, ordinary people- but now from the government!?!
The whole “bloody idiot”, “dickhead” seems pretty inappropriate to me anyway. I’m young, but since when was it okay in general society to use the word “dickhead” loosely? It’s just a bad comeback for someone who can’t think of another way to convince somebody except by insulting them.
13 Apr 10
3:30 pm
yeah, but the real issue is, why is the Vic Govt endorsing on the one hand a message that legitimises bullying of people who ‘are not like us’ ie redheads, emos, nerds etc, and PAYING money to make ‘funny’ ads about them, then on the other hand, telling children is schools to embrace tollerance and not bullying… need to be a bit consistent here and a bit less two faced, me thinks
13 Apr 10
9:44 pm
WTF!!?? I don’t even get some of them. Trivial, light on in the extreme. Ridiculous caricatures of people – what is it with hating on redheads?? Who wants to be like everybody else. Redheads, head to France or Asia where they will eat you up and offer you a modeling contract, girl or guy! Bloody silly.
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