Campaign Review: Split reviews on latest from eBay, Google & Jeep work

Brand: eBay

Campaign: ‘The Pre-Loved Show‘

Agency: McCann (Hero)

The verdict: Funny for some but not for all

Dee Madigan, executive creative director at Campaign Edge, says:

I’m a big fan of the Ebay ‘Posties’ ads so I was looking forward to seeing these. I really wanted to like them but there is just nothing much to like. Being quirky and off-beat only works if you’re funny. These aren’t.

As someone who buys and sell on Ebay a lot, the fact you no longer have to go to the post office to send items is a huge selling point but it gets lost amongst the canned laughter and awful banter.

The whole idea should have been built around the items being picked up from your home. And that is such a simple proposition that coming up with great creative should not be difficult.

There is a tendency in marketing at the moment to think that if you partner with people on TikTok or Insta who have huge followings then it’s job done. It’s not. You still have to have good content.

Rating: 3/10

Brooke Thompson, strategy director at WhiteGrey, says:

It’s an entertaining watch, rising to the comedic bar set in the category by Catch.com.au. It’s also refreshing to see the platform focusing on sellers over buyers. This provides some differentiation when everyone else is talking about the range of products available.

As a video asset, it’s a clever move to mimic programming as the format commands the attention programming does, rather than settle for the lack of attention given to fellow ads. The direct address is also an effective way to capture and hold attention.

I like that they’ve used humour as an engaging way to address a universal truth – the glaring eBay effort barrier. The cheek almost makes you feel silly for discounting the opportunity in the first place. It prompts you to give selling another shot, in spite of yourself. The only watch out is that it requires engagement with the entire segment to get that key take out towards the end.

The idea translates well to static by focusing on triggers as a clear call to sellers. It also does a job for buyers by showing the range of products on the platform, showing clear consideration for the context of each media format.

Rating: 7/10

Brand: Google

Campaign: ‘Rethink the Line‘

Agency: The Hallway

The verdict: Based on outdated concept or spot on

Madigan says:

I fell asleep three times watching this.

Apart from the fact it’s super boring and uses a visual technique that has been done a million times, it’s also based off an insight that simply doesn’t exist anymore.

People stopped talking about ‘above the line’ and ‘below the line’ about 20 years ago.

FFS you’re Google! You’ve got plenty of money and smart people. Do better.

Rating: 1/10

Thompson says:

Google have played to their audience well. I like that the creative execution is simple, allowing emphasis to be on the narrative. The way that the line warps and changes at pace is effective in affirming and justifying the audience’s confusion about the media landscape, building trust right off the bat.

I think the call to action is clever in the way it sets themselves up as the answer. It’s no secret in the marketing world that Google sit on a wealth of data about that line.

They know more about me than my mother does. So, they set themselves up as the logical partner to help marketers understand the line the customer treads. They don’t overtly claim to be the solution. They set up the need and then let the marketer feel like it’s their idea. Smart.

It’s spot on for that very niche audience but might get lost on any one outside of it, so environment will make or break its success.

Rating: 7/10

Brand: Jeep

Campaign: ‘Jeep Compass‘

Agency: Cummins & Partners

The verdict: Beautifully shot but doesn’t always hit the mark

Madigan says:

I love this. It’s a simple idea, beautifully filmed that ties perfectly to the product name and to the emotional needs of the target audience. Getting off grid and out of cities would be pretty high on everyone’s list.

I was surprised they’ve let go of the ‘bought a Jeep’ line which was such a strong branding element for Jeep. I reckon a little whisper at the end would have worked.

The only thing wrong with this ad is the line ‘With the luxury of Jeep capability’. That doesn’t actually mean anything. It’s a weird word salad I assume stuck in by a client.

Rating: 8/10

Thompson says:

Having worked in the auto category for years, they have the right strategic intentions in wanting to disrupt it.

Audio wellness and ASMR have risen in popularity as a fitting antidote to the pandemic and our collective sense of burn out, so I really like the choice to use natural soundscapes as a circuit breaker. The landscapes are beautifully shot. The creative idea is also culturally relevant, showing places that can only be reached with the new Jeep leans into this growing desire to escape from our day to day.

However, I can’t help but feel the pendulum has swung too far one way. In an attempt to be really distinct, we lose focus on what facilitates the creative proposition – the Jeep. The execution relies a lot on the consumer reading the supers to make that connection. If a consumer isn’t paying acute attention, they don’t have any audio brand cues to close the loop.

Perhaps a more balanced combination of the two would be more effective.

Rating: 5/10

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

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Anna Macdonald

Anna Macdonald was a Mumbrella journalist, covering news, creative, ad standards and campaigns. She left Mumbrella in April 2022.

topics Brooke Thompson Campaign Edge Campaign Review cummins & partners Dee Madigan eBay Google Jeep McCann The Hallway whiteGREY

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