Campaign Review: The brands targeting young audiences
This week in Campaign Review, Michael Knox, executive creative director at Icon Agency, It's Friday's head of strategy, Heather Sheen, and Daye Moffitt, executive strategy officer at Houston Group, share their thoughts on Gen Z-targeted campaigns from Virgin Australia, NAB, and McDonald's.
In Campaign Review, Mumbrella invites industry creatives and strategists to offer their views on recent ad campaigns.
Brand: Virgin Australia
Campaign: ‘Bring on Wonderful’
Agency: Special
The verdict: Fun and light hearted, but overlooks key traits associated with this generation.
Michael Knox, executive creative director at Icon Agency, gave it a 6/10, and said:
In the past few years, the airline has taken the ‘wonderful’ route and left ‘nice’ behind. We all agreed, ‘Middle Seat Lottery’ was one of the more inventive campaigns out of Australia last year and it turned something rather shitty into something pretty great.
In this newer campaign, the aim is to speak to a younger audience, shown by the daughter sitting in the window seat who’s imagining the world before her holiday starts. Enter dancing baggage-handlers jamming to music. This spot is in the same warm, vibe-hugging style as the previous ‘wonderful’ campaigns, however, it does take a slightly easier way out to make the connection to young people…and partying. Also, the dances performed may come off as culturally insensitive, which is not what Gen Z stands for.
The video’s light hearted touch and very decent production gets the viewer in a good mood; it just might not be the exciting, socially aware content they are looking for, but more an airline once again promising they are fun (and, not delayed, expensive and all out of cheese and crackers).
Heather Sheen, head of strategy at It’s Friday, gave it a 7/10, and said:
I’m pretty old, so thanks for asking me for my opinion on three ads aimed at engaging younger audiences. I feel like I just got carded at Liquorland.
Does this spot continue to build Virgin’s reputation as the youthful alternative to Qantas? Yes.
Do I think it will shift the dial with Gen Z? Not really. But I’m not sure it is meant to. I suspect the audience on the brief was families who have to travel with their unimpressed young things, rather than jet-setting twenty-somethings themselves. I also suspect that if the brief was for the latter, given their track record, Special would have delivered a targeted, innovative something à la Middle Seat Lottery.
Whilst it is easy to dismiss this as another ‘…and then everyone dances together’ ad, there’s enough knowingness in the performances and choreography to provoke a chuckle. It’s exactly the type of ad everyone at my next extended family function will ask if I made and show great disappointment that I didn’t.
Daye Moffitt, executive strategy officer at Houston Group, gave it a 5/10, and said:
Let’s dive into the heart of the campaign, which proudly centres on its people. For a brand that thrives on service, it’s easy to see why the individuals delivering these experiences are crucial. However, there’s a subtle misalignment worth noting: Baggage handlers, the unsung heroes of the airport, perform their invaluable tasks behind the scenes. They load, unload, transfer, and meticulously organise our baggage. This isn’t to understate their importance but rather to redirect it. As Virgin’s new baggage tracking technology demonstrates, when it comes to your luggage, the spotlight is squarely on its safe and timely handling – not the individuals handling it.
From a creative and executional standpoint, my critique mellows. The campaign is entertaining enough and showcases relatively high production quality. It cleverly weaves in a feel-good moment, illustrating that welcoming and friendly faces are a staple within Virgin’s wholistic ecosystem – from front to backstage. In assessing the execution further, it’s also possible that the strategic intent of the campaign is to evoke a simple moment of light-hearted charm amid – let’s face it – the backdrop of some rather grim times, economically and geopolitically speaking at least. Or perhaps this next instalment of ‘bring on wonderful’ aims to highlight the ‘choreographic’ efficiency, precision and coordinated care taken by these teams. Although, upon further reflection, I might be stretching here – the conceptual pas de bourrée seems just a tad overambitious (the urge to draw on a dance metaphor was strong)…
Truth be told, I find it challenging to pinpoint the core insight that inspired this work, especially as it overlooks key traits associated with this generation. These include their quest for authenticity, their pragmatic outlook shaped by relentless exposure to global crises, and their deep-seated desire to find meaningful engagement in their lives. I hold Gen Z in high regard; they often possess an old-soul wisdom and exhibit maturity beyond their years – far exceeding my own maturity at that age. Portraying them as grumpy, perpetually unsatisfied, or entitled does a disservice to their nuanced character. More importantly, it perpetuates unnecessary divisions in an already fragmented world.
In summary, and to borrow a term from the campaign’s first (and superior) instalment, this campaign is simply ‘nice’ (and by ‘nice’ I mean, mildly entertaining – kudos to the dance moves). As the organisation pushes forward with investments in tech-based service innovations, focusing more on technology might resonate more effectively with the desires, behaviours, and digital fluency of Gen Z audiences. I can’t help but wonder what ‘bring on wonderful’ might look like if we were to ask Gen Z? I can’t imagine with their penchant for authenticity, the returned response would be dancing baggage handlers. But as we in the industry often say, sometimes consumers don’t know what they want – sometimes!
Brand: NAB
Campaign: ‘Wrangle Your Money’
Agency: TBWA\Melbourne
The verdict: Rogue, but relevant. Only scratches the surface of Generation Z.
Michael gave it an 8.5/10, and said:
When you’re a bank, how do you speak to your Gen Z customer? Especially in this day of ‘cozzy livs’ where most young people are struggling to make ends meet. NAB opted for a rogue approach, hosting funerals for expensive, loved objects to save money for a Euro summer. Funerals for a dearly beloved cropped puffer and a daily oat latte are great fun, albeit a bit grim to see a funeral pop up on your screen to promote a bank.
NAB also did well rolling out this campaign across relevant channels, such as Snapchat, TikTok, YouTube and Instagram, and by doing so put themselves in front of the right audience often. The ‘Wrangle Your Money’ campaign finds creative ways of handling your cash and in tough times this is both useful and entertaining. Overall, it is a smart and relatable way of helping people – and mostly younger people get a grip on their spending and the motivation to farewell the local 2am kebab.
Heather gave it a 6.5/10, and said:
I’m a big fan of the word ‘wrangle’. Frankly I don’t think we use it enough. So, naturally I’m also a fan of the line ‘Wrangle Your Money’. It’s conversational and feels like what people really need help with right now, especially Gen Z who are more worried about their finances than any other generation. I think NAB’s strategy of talking to this audience is strategically right too; whilst many banks overlook younger customers because they’re the least profitable in the short-term, they’ve recognised their recruitment is key for long-term success.
My disappointment with these spots they feel like they’re only just scratching the Gen Z surface. Yes, they’re having to make trade-offs, but I think it’s fair to say their money concerns are deeper and less frivolous than fuelling holidays and hobbies. Many are genuinely stressed about their futures. I’d really have liked a big bank to have stepped in and provided meaningful help. Help that went beyond the stuff they’ve probably already figured out thanks to common sense or TikTok.
Daye gave it a 4/10, and said:
Perhaps I’m out of touch – or maybe I’m onto something. After consulting with a diverse group of 20-somethings, it seems I’m not alone in my perception: this campaign veers dangerously close to publicly shaming an entire generation. And it’s not subtle. I’m confident that Gen Z, sharp as they are, will spot this and rightly bristle at the portrayal.
If I’m to offer a nod to the campaign’s merits, it would be that it elicits a chuckle. Yet, the laughter comes at a price, and that price is paid by Generation Z. Let me unpack a few irritants. Not every young adult is saving for a jaunt across Europe. Indeed, for many – outside the upper echelons of socioeconomic privilege – the very idea of such a holiday is a distant fantasy. According to The World Economic Forum, when it comes to saving, Gen Z is notably cautious, preferring pragmatic financial strategies due to early exposures to economic uncertainties. This has resulted in a preference for saving and a sceptical view of traditional investment methods like stocks. They’re also concerned about financial wellness, linking money management directly to mental health, with many reporting that financial issues negatively impact their wellbeing. While this naturally leans into a different tonality, it does offer rich fodder for insightful thinking.
If it was a less serious message NAB wanted to convey perhaps a more inclusive aspirations might have been a car or a more realistic holiday destination, something at least a step removed from the stereotypical escapades of Aussie ‘rich kids.’ For me at least, the campaign is riddled with clichés that would feel more at home in an American teen drama than reflecting true Australian sensibilities. It paints a caricature of a generation of materialistic, drama-loving, affluent brats. On a linguistic note, the campaign tries to wield trendy jargon like ‘slay’- a term that’s fallen well out of favour, as confirmed by my Gen Z consultants (apparently, it’s so 2021).
Beneath the layers of misguided stereotypes, there is a kernel of a worthwhile message: ‘we’ll help you save.’ Unfortunately, the execution misses the mark, setting the wrong goals and alienating the very audience it seeks to engage. For some time now brands have been busy communicating what they refer to as a brand purpose to audiences. Since this time much has changed. For the younger audiences it’s less about your brand purpose and more about helping them reach theirs. Being acutely attuned to what that might be for Gen Z is the difference between cut-through and cut-out! I hazard a guess that a European holiday is too narrow for such a broad-minded generational set.
Brand: McDonald’s
Campaign: ‘The Original Mouthful’
Agency: DDB Sydney
The verdict: Nostalgic charm is appealing. Gives Generation Z a chance to connect with older generations.
Michael gave it a 7/10, and said:
I was fired on my third shift at McDonald’s. Never really recovered. Nostalgia can be an irresistible ingredient in fast food campaigns. But, this two-all-beef-patties ‘everything was better before’ sentiment can be a trap too. It seems that Macca’s have gone all in on this campaign and created perfect nostalgia. In the spotlight is the Big Mac and #TheOriginalMouthful tagline, as the ad follows its journey from first conception in 1968 to the internationally famous burger name it is today.
This pickles-onion trip down memory lane involves brilliant styling and casting, and lifts your spirits from the ’60s and ’80s. Funnily, the Big Mac ad is also a full circle moment as this original memory testing race against the clock challenge was developed by the same agency in the 1960s. As many know, Macca’s may not need that much sesame-seed-bun PR in Australia. The execution is well done and they have gone big across TV, online video, OOH (this is quite great), radio, digital audio, social, print, POS, PR, influencers, and partnerships. Massive, not just big. The only thing it may lack is an obvious Gen Z or millennial angle that can tie the cross-generation zeitgeists together. Maybe that’s in the secret sauce.
Heather gave it a 9/10, and said:
It’s not a new strategy: in times of uncertainty, tap into nostalgia. But it’s a sound one. Especially when you’re a brand with such an amazing back catalogue of feel-good memories. And, of all the ones to pick, I think this the one.
Because in a world where we’re trying to create mental stickiness and distinctive brand codes – especially those ultra-powerful sonic brand ones – Maccas had one just sitting there waiting to be re-activated. A damn catchy one too.
Sticky distinctive assets aside, what’s also great about this campaign is Maccas has yet again found a way to connect with younger audiences and ye-olde-folk like me. In fact, even giving us some common ground to connect with.
Excuse me, I’m off to the drive-thru.
Daye gave it a 9/10, and said:
The charm of this campaign lies in its ability to bridge generations with a simple, yet masterfully executed idea that resonates widely. It’s almost as iconic as the product it promotes- hardly any Aussie could resist reciting the Big Mac ingredients in the catchy, upbeat tune that the campaign manages to revive so well.
This stroll down memory lane is imbued with a warm nostalgia that’s irresistibly appealing. The campaign beautifully captures the enduring efforts of diverse characters striving to nail the classic jingle, making it a delight to watch – and on repeat.
I particularly enjoyed the cleverness of the phrase “the original mouthful”. Its dual meaning is both witty and complete, reflecting the essence of McDonald’s enduring appeal. Coupled with a robust 360-degree media strategy, this campaign will surely yield significant results and on a multitude of levels; likely going beyond sales boosts only, and deepening McDonald’s long-term brand equity – The kind of meaningful outcome every marketer dream of.
A smart, simple idea executed exceptionally well.
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
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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