Campaign Review: Lambalytica misses the mark, but Sharon Strzelecki saves the day

Brand: South Australian Tourism Commission
Campaign: #BookThemOut
Agency: TBWA
The verdict: Strong strategy that gets people talking

Caitlin Lloyd, national head of strategy at Tribal, says: 

“Strategically, #BookThemOut is a success. 75% of tourism GDP is the result of domestic travellers and with 43% of tourism dollars traditionally spent in regional areas, there’s a clear financial, as well as social, motivation to ensure people understand there are many areas of SA which remain unaffected by the bushfires.

“Interstate altruism is an extremely smart move. By turning their attention to Australians, not Australia, SATC proves mateship isn’t a convenient way to distract attention from the bushfires – it’s something that is built into this country’s DNA.

“The best form of flattery is imitation and Tourism Australia’s ‘Holiday Here This Year’ treads familiar territory, but for me, #BookThemOut edges it as a more successful campaign, purely because it puts the focus directly on the people who most need our help.”

Rating: 8/10

Simon Fowler, co-founder and creative at Abel, says: 

“What I really appreciate about this campaign is how everyone seems to have got stuck in to make it happen and get it live with urgency – giving the community hope in a time of need.

“I also like the tact of not asking for donations, but positioning a holiday as the thing you can do to help, which definitely got me thinking about taking one.

“While it’s unfortunate from a creative point of view that a similar campaign literally launched three days later with a little more moolah behind it – I like to think they’ll work together to help an industry that desperately needs some attention.”

Rating: 7/10

Brand: Meat and Livestock Australia
Campaign: Lambalytica
Agency: The Monkeys
The verdict: Fails to live up to previous campaigns

Lloyd says: 

“It’s incredibly hard to view this ad in isolation and, unfortunately, the latest iteration for MLA suffers most when placed up against its predecessors; 2016’s ‘You Never Lamb Alone’ is one of my favourite ads of all time.

“The biggest issue is the targeting. More than a quarter of millennials are vegan or vegetarian, so taking the piss out of their dependence on smartphones, something we know people of all age groups feel guilty and increasingly concerned about, seems harsh. Tonally, it’s not tongue-in-cheek enough to seem knowing, instead it takes cheap shots at selfie-takers, social (media) justice warriors and food-porn aficionados.

“For a brand that’s taken on much more powerful and deserving targets, it feels like a missed opportunity.”

Rating: 6/10

Fowler says: 

“It can’t be easy to land good comedy around the same day, for the same product, year in and year out. And while I’ve really enjoyed some of the past lamb ads for Australia Day – some of the best (even if they have made fun of Kiwis), this year’s execution fell a little short for me.

“People being addicted to their phones is fairly well-worn territory – and without a really different take on it, I’m struggling to find it compelling for lamb.”

Rating: 5/10

Brand: Uber Eats
Campaign: Australian Open Take Over 2020
Agency: Special Group
The verdict: Sharon Strzelecki brings the element of surprise

Lloyd says:

“From a sponsorship perspective, last year’s Uber Eats Australian Open ad takeover was ground-breaking in blurring the lines between live broadcast and advertising. While it’s not easy to develop a campaign that relies on an ‘a-ha’ moment once the original jig is up, if anyone can do it, it’s Sharon Strzelecki.

“I wasn’t as enamoured as many others were by the Kim Kardashian / Sharon mash-up, but these versions are much more successful because the on-air talent is in their element. Shaz and Serena are a match made in heaven, and the camaraderie between Kyrgios and Alex de Minaur is undeniable. It’s a perfect fit for a product we all know is a bit of a guilty pleasure.”

Rating: 7/10

Fowler says:

“I loved this last year – it was super unexpected and something I hadn’t seen done before. A fantastic way to incorporate sponsorship of tennis. This year, the executions were just as funny, especially the Kyrgios/ umpire execution, but naturally lacked the element of surprise – in fact this year I was almost waiting for it. In saying that – the lack of surprise from these executions was definitely made up for in the Kim Kardashian West ft. Magda Szubanski ads. Epic.”

Rating: 6.5/10

Brand: Four Seasons
Campaign: Generation Intervention
Agency: CHE Proximity
The verdict: Awkward and confusing

Lloyd says:

“The challenge Four Seasons have identified is an interesting one. ‘Young people are facing more barriers to sex than ever before. Increased social media is depriving them of real human connection and…with almost a quarter of young people in Australia facing mental health challenges, low libido can be an indicator of a wider problem.’

“The solution is where things start to get unstuck. To encourage more young people to have more sex, Four Seasons have decided to ask their parents to cheer them on from the sidelines, inspiring lines like ‘Puppy love needs more doggy’ and ‘They think the G-spot is a hip new brunch spot’.

“I’ll admit, I love the out-of-home posters and limited-edition gift packs. Bathed in millennial pink, they’re fit for the most image-conscious Instagrammer’s feed. But the films are less impactful and raise an important question on the media strategy. If parents are the target, why is the media focused on their kids?”

Rating: 5/10

Fowler says:

“This was my least favourite from the bunch. Have to admire the agency’s ambition to do something different, but these just left me feeling awkward and confused. I’m not convinced that condoms giving away free lube is entirely new – or tactful. And parents talking to their kids about sex is a joke as old as the birds and the bees. Maybe it was budget, maybe it was the client, maybe it’s Maybelline.”

Rating: 4/10

• 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

Zoe Wilkinson

Zoe Wilkinson was a reporter at Mumbrella and the producer of the Mumbrellacast from March 2019 to May 2021.

topics Abel Caitlin Lloyd Campaign Review CHE Proximity Four Seasons Condoms Meat and Livestock Australia MLA Simon Fowler South Australian Tourism Commission Special Group TBWA The Monkeys tribal Uber Eats

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