Campaign Review: Qantas’ attempt to be culturally relevant, Sport Australia’s beige ad and R U OK?’s elegant spot

Brand: Qantas
Agency: Brand+Story
The Verdict: It’s an attempt to be culturally relevant

Bim Ricketson, executive creative director at GPJ says:

Ricketson says people probably don’t care about the ‘vibe’ Qantas is trying to achieve

“I’m all for corporations going back to their purpose and placing it at the heart of what they do; it drives them to be cognisant of their reason for being and should lead to doing the right thing.

“Qantas’ reason for being has always been travel, specifically coming home (I still call Australia home etc). They’ve positioned themselves as the Spirit of Australia – we all get that and it rings true for them as a brand.

“This ad shifts the interpretation of that spirit from the natural fit of travelling home to something that’s a bit more… the vibe of the thing. Now, we’re told, Qantas is about standing up for everyone. Great, that’s an inclusive and topical message we should all get behind. But does this ring true for the brand? Does someone who needs to fly to Adelaide next Tuesday morning feel that the company that’s getting them there has the right to put forward such a high level cultural message?

“Do they want a vibe? My feeling is that for most people the answer is yeah nah. They would like Qantas to get them home safely from Adelaide, for a fair price. They don’t fly the red ‘roo’ because they’re looking for that one corporation who will invite them to ‘stand up for a fair go’ (although with the legroom on some flights, standing might be preferable).

“Having said all this, do I think it is right for corporations to have a point of view on important cultural topics? Definitely. Is it easy to turn these into convincing comms that chime with your brand? Definitely challenging (ahem Pepsi). So, points to Qantas for putting themselves out there and being part of the conversation. But I feel for most people this is a step too far from the comfort of a good old Peter Allen sing-along.

“Also, what’s with Hugh Jackman never reappearing after the intro? And the song is cringe worthy.”

Rating: 6/10

Josh Murrell, Ogilvy Melbourne’s creative director, says:

Murrell says the celebrity appearances overpower the message

“Good on you Qantas for taking a stand for equality and diversity. It’s a powerful message and stance from a leading Australian brand to take in a big 60 second spot.

“Qantas are a bit late to the equality party with this ad though, so it makes it hard to know whether it’s an attempt to be culturally relevant right now or whether they intend to demonstrate this promise through culturally relevant ideas with their business. I hope it’s the latter.

“The brief of doing a celebratory equality campaign for Qantas is an amazing one. Who wouldn’t want to work on that brief? But for me, they got a little distracted by the opportunity to use their celebrity sponsorships and spokespeople to deliver the message. In doing so, the celebrity appearances end up overpowering the pure message and intention of Qantas supporting equality.

“The spot is nicely shot, and although it’s very patriotic it comes across a little patronising to me. I’m not sure they needed to tell me to stand up 17 times throughout the ad (yes, I counted them).

“I love the intended message from Qantas, but unfortunately the execution misses the mark for me.”

Ratings: 5/10

Brand: Sport Australia
Agency: AJF Partnership
The Verdict: Poor execution with no compelling insights

Ricketson says:

“I totally want to get on board with this message and it’s a nice clear one. But the execution is dull and the insights are a turn off.

“Is it true we’re no longer a ‘great sporting nation’? I’d say most us believe we continue to punch above our weight on the world stage. OK, The Don is long gone, but have you seen Buddy kick a running goal from outside 50? Or seen the kids packed into your local soccer field on a Saturday morning? We’ve still got it.

“I think many would also contest the idea of ‘getting out there and having a crack’ is dead – just ask ScoMo, who led his first address as PM with a message of support for all those who ‘have a go’. He seems to believe we might not all be lazy slobs.

“Overall it’s got a big beige ‘official Government announcement’ feel – think I’ll flick back to looking at the fit bods on Insta instead.”

Rating: 5/10

Murrell says:

“I find it rather ironic that I’m sitting looking at my screen reviewing this spot with my ankle wrapped in ice from an amateur sporting injury. I did as the they told me, to ‘move it’ and now I can hardly move at all.

“The strategy of pointing out the negative effects of our current lifestyles, in particular our screen usage is interesting. And giving people a solution to move for at least 30 minutes a day is solid.

“This ad is a reminder of what we all know we need to do, but will it motivate Australians to get moving? As a stand-alone piece maybe not, but after searching the call to action.

“‘FINDYOUR30’. It took me to a really interesting 24-hour digital timeline site with suggestions on what activity I could do at every hour of the day. It was really nicely done. This campaign will truly come to life with extension ideas like this. In the film, I do wonder whether slo-mo was the best technique to use to get Australia moving whilst talking about high intensity exercise. Whatever the case, it looks like I’m not moving for a while now anyway.”

Rating: 6/10

Brand: Australia Pork
Agency: Noble Brands Worldwide
The Verdict: The ad hangs on a joke which isn’t funny and won’t sell pork

Ricketson says:

“This must have seemed like a slam-dunk when the brief came in.

Brief: promote pork

Product benefit: pork is healthy

Insight: old people aren’t!

Idea: let’s make fun of old people and use a euphemism for a naughty word – it’ll be hilarious x 2! Hey, we might even get some earned media if we’re controversial enough. Nailed it!

Results: I’d be telling porkies if I didn’t say I believed this to be a ham-fisted effort that might not fly. Get it?”

Rating: 5/10

Murrell says:

“This spot is clearly designed to be a little cheeky and provocative. I’m sure it will get some complaints and attention. I’m not sure an elderly couple talking about porking more often will make anyone want to ‘pork more often’ though.

“Depicting a senior couple delivering the gag (which they also did a few years back) obviously gives the spot more unexpected humour. But I’m not sure how many more grocery store visits those two have left in them. And it’s not making me want to rush out and buy some for the family either.

“It’s a simple set up, nicely directed with a few nice RTBs thrown in there at the end. But for me the whole spot hangs on a gag that just isn’t that funny.

“Pork having half the fat of beef and being a valuable source of iron is a much more fertile territory creatively for me. Other brands and products would kill for a product truth like this, I just wish they made more of it.

“Maybe Aussies will get a little chuckle out of this spot. I’m not sure how much pork it’s going to sell though.”

Rating: 4/10

Brand: R U OK?
Agency: Simon Frost and R U OK?
The Verdict: Simple, elegant, excellent with ‘novel’ insight

Ricketson says:

“Jack Thompson might be at risk of becoming the Australian Morgan Freeman of voiceovers, but I don’t care. He’s like a trusted uncle and I’ll listen to anything he has to say. I’m in.

“The execution is excellent – simple scenes, elegant camera work, fine acting, sympathetic soundtrack – and the insight is novel.

“This can’t fail to make people start to ‘see the signs’.”

Rating: 9/10

Murrell says:

“R U OK? arms people with a simple tool to check in on someone, and getting Australia to repeat their brand name in the process is a stroke of genius by the founders of the organisation.

“This latest ad for R U OK? that shows us small ‘signs’, when we’re used to looking for big ones is a really smart, fresh way in.

“The examples of small nuances that might indicate something’s not quite right with someone are really powerful. It’s beautifully written, directed and with the storytelling vocals of Jack Thompson it makes for engaging, emotive spot.

“After seeing this, will I look out for the small signs and ask, ‘R U OK?’ to someone I care about? Absolutely.”

Rating: 8/10

• As told to Abigail Dawson. If you’re a senior creative or strategist who would like to take part in a future Campaign Review, please email abigail@mumbrella.com.au

Abigail Dawson

Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.

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topics Australia Pork Bim Ricketson Brand+Story Campaign Review Josh Murrell Leo Burnett Ogilvy Melbourne Qantas R U OK? SJF Partnership Sport Australia

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