Adriatic Furniture gets tactical around Labor leadership debacle

Melbourne’s The Sphere Agency is behind a Labor Party leadership contest-themed press ad for Adriatic Furniture that will break tomorrow morning.

The ad will appear in tomorrow’s edition of commuter newspaper mX, featuring a picture of one of Adriatic’s chairs and the headline: “Hey Julia and Kevin, why don’t you play musical chairs on this.”

The ad suggests that the chair’s swivel function will help them face challenges from any direction.

Adriatic Furniture tactical ad

The agency considered pulling the ad after former Prime Minister Kevin Rudd pulled out of the leadership contest, but went ahead with the campaign with copy unchanged.

The agency tried to book the ad to run on the cover of tomorrow’s edition of The Age too, but the paper was booked out.

Sphere MD Michael Abdul said: “We knew the public would find the latest events in Canberra as absurd and amusing as we do, so it stood out as a wonderful chance to capitalise on something that was bound to get a lot of media attention.”

“The great thing about Adriatic is we have a strong relationship stretching back ten years, so they have the trust in us that’s required to make something like this happen in such a short amount of time,” he said.

The Sphere Agency built a name for itself for topical ads with work for former client Nando’s. The best known effort was a stunt around the movie premiere of Sacha Baron Cohen film Bruno in 2009, when a fake Baron Cohen turned up at the opening night of the film in a pink stretched limo.


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