In Campaign Review, Mumbrella invites industry creatives and strategists to offer their views on recent ad campaigns.
Brand: Heaps Normal
Campaign: ‘Just Say No To Water TV’
Agency: In-house
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The verdict: Okay strategy, okay execution… Fun though.
Jay Morgan, founder and chief creative officer at POPULA, gave it a 5/10, and said:
Every year Dry July rolls round and the obvious alternative is water. Redefining what it means to go dry, Heaps Normal have come up with a solid creative strategy here – be the official drink of not drinking. I liked that they picked an enemy in water too, yuck, who likes that stuff anyway.
The strategy is spot on and the idea at its core is fun but the execution fell a bit short for me. There’s a strangely attractive craft to Donny’s aesthetic but I’m not sure the message of ‘saying no to water’ or the brand will be remembered amongst the distractions. A textbook example of how the execution hides the idea.
Top marks for bravery from the brand but missed the target for me in execution.
Annice Price, executive creative director at Communicado, gave it an 8/10, and said:
I really don’t like water. I really love this work. Donny is the perfect front man, and this spot is a great continuation from last year’s Dry July ad. It’s hard not to love a 90’s homage. And ‘gutter juice’ is my new favourite term. Nice job team Heaps Normal.
Jeff Malone, chief strategy officer at Town Square, gave it a 3/10, and said:
I have to admit, while I was not a fan of this campaign last year when ‘Just Say No to Water’ first launched, it was original. But like most sequels, this year’s spot feels like a rehash of the same jokes we’ve already seen. With nothing new to say, I’m left with the same questions I had last year. Positioning water as the enemy is a unique way in, but it feels forced. Perhaps I am reading too much into it, but the premise feels too unrealistic to be a successful parody. That said, the lo-fi production and editing cut through and are executed well. I just feel they’d land harder with a more plausible foundation to work from.
Brand: Cuddly Fabric Softener
Campaign: ‘Love That Lingers’
Agency: VML
The verdict: Refreshing to see something a bit different.
Jay gave it a 7/10, and said:
My daughter has recently started leaving me notes around the house, there’s a beautiful human truth in here. They managed to add warmth and genuine feels to laundry detergent ad, how did they manage that after 100 years of laundry detergent advertising? An ode to parents, the grocery buyers, who often feel the pressures, fatigue and thanklessness of running the household.
Nice techniques that show ‘slice of life’ that most can relate to – tipping the laundry liquid into the washing machine (does it matter which section you put it in?), smelling freshly washed clothes, and making kids’ lunches just the way they like them. Memorables moments that are table stakes in this category.
I get why the composition of the world is sparse, it telegraphs dads feelings of running the household, but it felt too sparse, more ‘advertising set’ vibes than ‘lived in home’. It suffers from this as the moments feel more drawn out than they need to. ‘Love That Lingers’ feels like an overreach for a laundry liquid. It’ll be interesting to see how this evolves if they’re sticking with it. Ultimately it should do a good job of refreshing the brand and connecting it to what matters for families today.
Now I just need to remember to sort through the kids’ pockets before I do the wash.
Annie gave it a 7/10, and said:
I’ve always felt the laundry category is an unnecessary ‘sea of same’, with boring cliches and sciency conventions on spin cycle. So, it’s refreshing to see something a bit different. Beautifully cast and directed, it brings all the feels.
It’s giving Cadbury vibes, but nothing is truly original in ad land. I’m intrigued to see how it campaigns out beyond the film, will it work throughout the full shopper journey?
Jeff gave it a 6/10, and said:
It’s fabric softener. It softens fabrics. Is one brand really that different from another? Does anyone really care as long as the results are essentially the same? While some might say this spot is overly emotional and not connected enough to the product, I’m thankful I wasn’t treated to 30 seconds of proof points convincing me why Cuddly is better than the competition. And yes, parents connecting with their children over laundry products is a well worn trope, but that doesn’t mean it’s no longer effective. Plus, featuring a father instead of mum doing the laundry is a good effort in chipping away at stereotypes.
Brand: The Pinnacle Foundation
Campaign: ‘Make Awkward Awesome’
Agency: Cocogun
The verdict: Good foundation to grow, but does it deliver on the promised awesome?
Jay gave it a 7/10, and said:
Coming out is still tough and flipping the onus to the parents to actively create the space is a wonderful strategic unlock.
Targeting parents is smart, however these days, there’s little to no difference between age groups in terms of appetite and preference for content. Therefore I would’ve liked to see these executed for a world that’s now mobile first – something both parents would share with parents and children would share with their parents.
First scenes from ‘Mum’ come across too forced, over acting. The teenager’s performance is brilliant; non-verbal but they say so much (like a real life teenager). Casting and performance bang on! Kind of strange they’re standing on the banks of Botany Bay eating melting ice cream, feels like both ads could’ve had settings that matched the moment better, a little more real-life. Better performance from ‘Dad’, and a dad trying to be cool by using youth speak is always a winner when done well.
Performances and choice of execution aside, the message of an unequivocal, unconditional ‘I Love You’, ‘I accept you’ from a parent landed well. ‘Make Awkward Awesome’ has legs to run out as a series.
Annie gave it a 6/10, and said:
I do appreciate the intent and I imagine this would have been a pretty tough brief. I like the campaign line, but I feel like the spots, albeit well directed, are a bit overcooked. And the awkwardness at the end doesn’t really deliver on the promised awesome. It just makes the parents look a bit silly.
Jeff gave it a 7/10, and said:
I love what this campaign is trying to do. It’s one thing to be accepting of your child’s choices, but another altogether to let them know before they have to stress about coming out and their parents’ reaction.
While these spots themselves can come across as a bit cringy and awkward, it feels like that could have been the point. Make audiences experience that awkwardness now to make that barrier a little smaller later. But even more importantly, introduce parents to the idea that they don’t have to wait for their kids to make the first move. This feels like a strong foundation to grow from.
As told to Lauren McNamara.
If you are a senior creative or strategist who would like to take part in a future Campaign Review, please email Lauren at lmcnamara@mumbrella.com.au