Campaign Review: Did SA Tourism’s ‘Old Mate’ ad miss the mark?
Mumbrella invites the industry’s creatives and strategists to offer their views on the most-talked-about ad campaigns. This week: The Brand Agency’s Hannah Muirhead, and Clemenger BBDO Sydney’s Brendan Willenberg offer their views on the South Australian Tourism Commission’s headline-grabbing Old Mate, 13Cabs announcing itself as the offical partner of booty calls, Sydney Water’s tips on saving in the drought, Ikea redesigning your life and Kayo’s new pet axolotl Owen.
Brand: South Australian Tourism Commission
Campaign: Don’t feel sorry for Old Mate
Agency: TBWA
The verdict: It’s different and has gotten people talking
Hannah Muirhead, strategy director at The Brand Agency, says:
The Old Mate advert showcases what is wrong with the attitude of the paternalistic, self-satisfied, under-achievers who,regrettably, now govern South Australia.