Campaign Review: ‘Falls agonisingly short of being truly great’ – NRMA, XXXX, Solar Victoria
This week in Campaign Review, The Do Collective's head of strategy, John Schonegevel, creative director at Innocean, Nick Cole, and Josie Fox, creative director at BMF, share their thoughts on recent campaigns from NRMA, XXXX via Thinkerbell, and Solar Victoria via Hive Creative.
In Campaign Review, Mumbrella invites industry creatives and strategists to offer their views on recent ad campaigns.
Brand: NRMA
Campaign: ‘Drive safely on our country roads’
Agency: Not supplied
The verdict: The First Nations perspective is powerful and welcomed, but there are craft elements that hold the campaign back.
Josie Fox, creative director at BMF, gave it a 7/10, and said:
It’s great to see First Nations people take front and centre in this campaign in a way that feels respectful and natural. And hats off for finding an engaging and fresh way to deliver a message we’ve probably all heard a dozen times before but rarely listened to.
Josie Fox
But for me the production and craft let this down a little. I can’t help but judge this against the countless great in-flight safety videos out there – and by comparison it just falls a little flat. It feels like a collaboration with legs so it’d be great to see it evolve and improve over time.
John Schonegevel, head of strategy at The Do Collective, gave it an 8/10, and said:
The combination of an iconic Australian brand, the importance of road safety and the timeless wisdom of our First Nations Elders represents a truly powerful strategic platform, one that should have enabled wonderful work. This falls agonisingly short of being truly great.
While the production values and choice of music are spot on, the writing feels like an opportunity missed. The tonal nuance of “these big fellas” and the observation that “wildlife are attracted to roadside dew at dawn and dusk” add contextual richness. But the important references to rest, the driving conditions and seat belts aren’t afforded the same level of creative craft.
Important, powerful work nonetheless. Well done.
Nick Cole, creative director at Innocean, gave it a 5/10, and said:
No one knows the conditions of rural Australia better than First Nations Elders, so it’s smart to have them deliver a rural road safety message. The First Nations Elders are delivering road safety advice we’ve all heard before, but it’s been freshened up (a smidge) as it’s coming from their own perspective.
To have them deliver this message feels like the main creative decision that has been made within this film. Other than that it’s pretty straight forward, it’s shot alright, reasonably written, the performances feel natural – but it does feel a lot like an in-flight safety video.
Brand: XXXX
Campaign: ‘XXXX Ultra. Zero Carbs, 100% Beer.’
Agency: Thinkerbell
The verdict: The bearded dragon carries a divisive work.
Josie gave it a 4/10, and said:
First things first, I’m all for sentient animals, so hats off to the team for building a campaign around a wise and musical bearded dragon. However, for me the strategy behind this campaign feels dated. I’d like to think that as a society we’ve moved past shaming people for drinking something other than beer.
And if we haven’t, wouldn’t the same people who judge you for drinking a cocktail while camping also judge you for drinking a low carb beer? Putting that aside, once again I also feel this was let down in execution. The VO and song are doing the same job which makes everything feel a little heavy handed. And while I appreciate the volley back at SC it’s a swing and a miss for me.
John gave it an 8/10, and said:
While the idea that beer is a social lubricant is hardly new, it’s given a refreshing new twist in this execution. XXXX’s Zero Carb offering is presented as a beer like any other; defined not by its intrinsic formulation, but rather the way it brings people together. A smart and relevant application of the strategy, executed with the lightness of touch we’ve come to expect from one of Australia’s most loved brands.
John Schonegevel
And I love the bearded dragon in the final shot. XXXX Yeah!
Nick gave it a 5/10, and said:
Why is camping with a vodka soda not how you do it? Is this an attempt to win back the outdoors from Great Northern? Are they having a go at Seltzers by using Canadian Club’s strategy in reverse? Lot’s going on here for an ad where not a lot happens.
I’ve probably over-thought this (because I’ve been asked to) and maybe most non-advertising people who see it will go ‘that lizard is singing that song from the 90’s’. Maybe they should have embraced even more hyperbole and had ‘cocktail man’ set up his own bar in the bush or something? Might’ve given it a little bit more of a reason to say that this beer is the answer.
Brand: Solar Victoria
Campaign: ‘Put the Sun to Work’
Agency: Hive Creative
The verdict: The intention is clear and charming, but, ultimately, not memorable.
Josie gave it a 5/10, and said:
I think Put The Sun To Work is simple and strong language that sets up the benefits of solar clearly. And I can see the train of thought that led to creating a tangible mascot to bring it to life. But again the execution and craft doesn’t feel as memorable as it could have been.
The bar has been set pretty high when it comes to well crafted mascots that can bring a lot of cut through to a relatively sterile category.
John gave it a 7/10, and said:
Government work can often be challenging, public utilities even more so, but the agency has done a great job here. The creation of a simple yet memorable solar device not only provides a visual metaphor, but does so in a way that serves to demystify an otherwise confusing category.
Victorian households, confronted by rising energy costs, will no doubt be encouraged to embrace the savings that Solar Victoria can offer them. Simple, charming and effective.
Nick gave it a 3/10, and said:
I don’t mind the thought about putting the sun to work – but the overly cute tone of this spot lets the thought down. I wonder if you’d make a more memorable ad if you made the sun have a terrible time doing all your chores, while people take advantage of it for their own personal gain.
Nick Cole
It’s the sun, it doesn’t have feelings. I get there’s often an inclination to make joyful ads that offend no one, but you run the risk of making wallpaper that no one remembers, which is actually a bigger risk because you’ve spent a whole lot of money on something familiar and forgettable.
Keep up to date with the latest in media and marketing
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
Have your say