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Campaign Review: First works for GMHBA and Tetley

In Campaign Review, Mumbrella invites industry creatives and strategists to offer their views on recent ad campaigns. This week, Mumbrella asked Saatchi & Saatchi's Carlo Mazzarella, and Clemenger BBDO's Brodie King, to share their thoughts on some first works from GHMBA and Howatson + Company and Tetley and 303 Mullenlowe.

Brand: GMHBA

Campaign: First work 

Agency: Howatson + Company

The verdict: Powerful characters and imagery, though still familiar to the category

 

Carlo Mazzarella, creative director at Saatchi & Saatchi and Publicis Team One gave it a 6/10, saying:

Health insurance briefs are bloody hard. It’s a heavily regulated industry with very little to no differentiation between brands and products. Even the brand name acronyms are so similar they start blending into one another! In short, it’s tough to stand out. So cute, memorable characters, humorous gags about accidents and pain, or emotive human stories are the three areas that most of these brands like to play in.

GMBHA have opted for the emotive human angle by ‘shining a light on the stories of everyday Australians’ and putting the focus on ‘human decisions rather than healthy decisions’. What strikes me most about this campaign is the comforting, empathetic nature of the executions. The characters – whether real or not – are relatable, and the direction is restrained and simple. The documentary-style photography in the OOH is crafted enough to make you forget it’s an ad. However, the idea and insight can’t help but feel familiar: another insurance company that understands me and my life.

Saying that, I was waiting at a set of traffic lights recently and I looked up to see a giant photograph of a woman with a bloody nose staring straight at me. It’s a powerful image that completely caught my attention – that was until I heard the incessant beeping of a car horn telling me the light was green. When grabbing attention is the name of the game, there’s something to be said for good craft.

Brodie King, creative director at Clemenger BBDO, gave it a 7/10, saying:

You’ve got to give it to the team for showing an absolute hero go full pelt on social sport.

I am that woman. Without the skill.

That execution lands it best for me. It’s funny and true.

The others verge on being a bit saccharin, but the composition is simple and it’s shot beautifully.

As for the posters, I’m not a big fan of using ‘because’ in headlines. It holds the hand of the audience and takes them for ice cream as you stroll towards your explanation.

Will I remember this next time I enrol in social netball to play Wing ‘Here if you need’ Defence?

Maybe. But it’s a rich, interesting thought with potential.

 

Brand:Tetley
Campaign Spill the tea
Agency:303 MullenLowe
The Verdict: Fun but confused – not a fan of the lobster gag


Carlo gave it a 4/10, saying:

I love tea. I’ve been drinking it since I was 12 so I feel qualified to comment on what would be my dream brief.

The product truth and insight is spot on. We sit down together for a cup of tea and something amazing happens: we chat. This is a shortcut to the key role of the product, so all the ad needs to do is deliver the funny, engaging bit. However, in trying to engage a younger audience they did the thing that most brands do. They made it ‘random’. I love absurdity in ads – some of my favourite ads are absurd – but even the best absurdist humour makes sense in some weird way. Just ask Aldi.

The TVC starts with a memorable enough visual of a woman whistling like a kettle (a metaphor for someone needing to have a chat). I really like this set-up, but unfortunately the pay off and lobster ending let it down. The posters have a lot going on and inadvertently diminish the role of the product. Overall, the campaign feels confused. But I love that they made human connection fun instead of earnest for a change.

Brodie gave it a 7.5/10, saying: 

George Orwell once wrote the eleven rules for perfect tea making.

The most memorable one is that tea should be strong, flavourful and dense.

And this is just how I’d describe this latest campaign for Tetley.

Taking language from this audience group can be a risky biscuit but I think ‘Spill the Tea’ feels right, without being too try-hard.

In terms of the TV, the friend who can’t wait to spill the tea is great, but the lobster gag wasn’t for me.

Kooky for the sake of it and confusing.

Some may find the posters over the top but I applaud the ambition. And lack of tea cosies.

Feels like it has a real social element and I look forward to seeing where the team take this.

As told to Kalila Welch. If you’re a senior creative or strategist who would like to take part in a future Campaign Review, please email Kalila at kwelch@mumbrella.com.au.

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