Campaign Review: Criticism for Angie Kent’s turn with Ebay and praise for Lilydale’s entertaining reality

Mumbrella invites the industry’s creatives and strategists to offer their views on the latest ad campaigns. This week: Campaign Edge's Dee Madigan and The Hallway's Tim Mottau give their views on Angie Kent's agency-less ad for Ebay, Lilydale shedding light on its reality, and NAB considering what money is for?

Brand: Ebay
Fashion for Less
Agency: Network Ten
The verdict: You have an ad agency, use them

Dee Madigan, executive creative director of Campaign Edge, says:

“This ad is proof that real people are actually terrible at playing real people. Brands who go directly to TV stations to make their ads, get exactly what they pay for.

Dear Ebay, you have an ad agency, use them.”

Rating: 2/10 (Only because I actually like Angie and Yvie)

Tim Mottau, strategy director at The Hallway, says: 

“I have a confession to make. I’m not massively across Channel Ten’s lineup of personalities. So until I read that this Ebay spot was designed to leverage the network’s talent and present relevant content to its viewers in the context of its programming, I wasn’t really sure what to make of this. It seems to be more of a media-led strategy than a creative one.

If the talent resonates with the audience it’s going after and they resonate with the spot, then it’s doing its job. But I can’t help but wonder whether there might have been a bigger opportunity for Ebay to speak to a broader group of Australians during our current online shopping boom.

The idea “Get it for less” gives me something to think about, but it doesn’t come through as strongly as it could. Without that, I’m left wondering ‘why Ebay?’, as it really just reinforces what I already know: I can buy stuff on it.”

Rating: 3/10

Brand: Lilydale
Dedication you can taste
Agency: M&C Saatchi
The verdict: Adding humour to reality

Madigan says:

“The song is great and immediately engages your attention. I like the humour here because it’s honest. No matter how well you treat the chickens, their inevitable death is part of the business plan. Also they taste good.”

Rating: 7/10

Mottau says:

“Before reading the press release for this spot, I didn’t realise Lilydale had pioneered the free range market. I feel there’s plenty of free range or responsible choices when I go into my supermarket, so I appreciate if it didn’t set Lilydale apart anymore, they’ve found a way to communicate it so that it does.

This is an ad that rewards you for watching it through. The extreme lengths Lilydale goes to in caring for its chickens brilliantly sets up the spot’s unexpectedly honest ending, and proves why that dedication really matters: it’s all for the taste.

It’s not an ad for everyone (thankfully),which means it may ruffle a few feathers. But I’m guessing a lot of those folks aren’t going to buy a chicken anyway, free range, serenaded or otherwise. That frees the creative up to focus on a benefit for those who will. People like me who believe that it’s possible to care for how we treat animals, while still enjoying meat.

A lot of fun. Memorable. Plus it taps into a truth about the brand and then frames it in a human way that differentiates Lilydale from the competitive set. I don’t think you could ask for much more than that.”

Rating: 9/10

Brand: NAB
What is money for?
Agency: Clemenger BBDO Melbourne
The verdict: Missing measurable goals

Madigan says: 

“It’s tricky to do a COVID ad at the moment because Google won’t let you put any ads on BVOD platforms with the word ‘COVID’ or ‘pandemic’ in it – those words have been reserved for government and health messages. However, even in view of that, this is just the brief, filmed. The insights are spot on, and it’s well written with good production values but ultimately, without an idea, it’s just visual wallpaper. You could put a logo from any bank, building society, communications company or big corporate giant on the end of this. And that means the rebrand isn’t successful.

I think it’s also way too early for banks to try and play in a moral space. It has the opposite effect of the one they want, it reminds people of all the dastardly deeds they’ve done. If I were them, I’d be playing in a very pragmatic space for a while longer, highlighting actual examples of where they have actually helped people.”

Rating: 5/10

Mottau says:

“As we all enjoy more time getting to know ourselves, our relationships and our neighbours, I think there’s a nice truth in the thought that a lot of people are rethinking what’s important in life. It certainly feels like our relationship with money is a big part of that. So, I’m into the idea of hearing how my bank can help me as my priorities change. Particularly, as it feels like a sense of certainty and financial security is pretty hard to come by right now.

Supporting what matters for people is a big, lofty goal in this context, and the spot names a lot of the things that matter to us Aussies: home, life, work and sport. Our aspirations feel like the right thing for NAB to get behind, but the question I’m left with is: ‘what is NAB doing to help these people?’ I totally agree that life is about More Than Money, but when I’m looking for confidence in these uncertain times, how I approach my money matters too.

It’s a feel good spot with a lot of worthwhile stories being shared, but I do wonder if I might have connected more emotionally with it if there was a focus on just one.”

Rating: 6/10

  • As told to Zoe Wilkinson. If you’re a senior creative or strategist who would like to take part in a future Campaign Review, please email zoew@mumbrella.com.au

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