Australians love Dick
Mumbrella’s sister publication Encore today revealed the ad of the month for January to be Dick Smith’s controversial Australia Day commercial that features shipwrecked refugees.
With the help of data analysis firm The Acid Test and survey company Pure Profile, Encore conducted a survey of 1,000 members of the general public to find out their favourite ad from a shortlist of seven spots that first aired in January.
Each survey respondent saw three randomly selected ads from the shortlist and were asked to rank them from most liked to least liked. Respondents were also asked why they liked the ad. Of the Dick Smith a, The Acid test summed up the consensus as: “Aussie larrikin humour, from an unexpected source, delivering a relevant message around supporting locally made brands.”
The Dick Smith ad was created by comedian Dan Ilic’s Downwind Media. It gained media coverage after he claimed it had been banned from its timeslot by TV networks.
Encore’s ad of the month
Dick Smith, Downwind Media
The shortlist in order of popularity
2. McDonald’s, DDB Sydney
3. Yellow Pages, in house
4. Quicksales, Marilyn & Sons
5. ANZ, Whybin\TBWA\Melbourne
6. KIA, Innocean
7. Telstra, DDB Sydney
Ad of the month is sponsored by Dubsat:
I’ve come to the conclusion that any ad or TV program that doesn’t bode well with the readers of Mumbrella will be a hit with the Australian public
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Thanks!!
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Yes RR but you may be missing the point. Being a HIT WITH, and converting into sales are 2 different things. I personally hope you’re right.
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