Campaign Review: The latest from Squarespace and Leggo’s
In Campaign Review, Mumbrella invites industry creatives and strategists to offer their views on recent ad campaigns. This week, Mumbrella asked Town Square's Brendan Day and Dentsu Creative's Tosh Greenslade to share their takes on the latest work from Squarespace and Leggo's.
Brand: Squarespace
Campaign: ‘Missing Legends’
Agency: Squarespace’s in-house creative team
The verdict: Another feather in Squarespace’s cap
Brendan Day, creative director at Town Square, gave it an 8/10, saying:
I love the Squarespace brand. They’ve done such an amazing job of creating a brand platform that feels like it’s free to do just about anything and still land back on a pretty tight product proposition. I mean, John Malkovich, Keanu, Adam Driver, Jeff Bridges, and recently Zendaya and Andre 3000 doing ‘Sally Sells Seahshells’. The list is long and rich with cultural stickiness.
The question here is perhaps whether this particular execution lives up to the brand. I think it totally does in the weird and surrealist world the brand has created for itself. Sure, it doesn’t have the star power of some of the other spots and the narrative isn’t quite as out there, but I don’t think it matters. It’s another solid film to add to the brand’s ever growing collection which amounts to much more than just this ad.
Tosh Greenslade, copywriter at Dentsu Creative, gave it a 7/10, saying:
I love the storytelling in this one. It’s well written, shot and performed and I enjoy the little smile at the end. It really feels like they just let the creatives take the ball and run with it. That said, my god, that pint…
Brand: Leggo’s
Campaign: ‘It’s how we do Italian’
Agency: Wunderman Thompson Australia
The verdict: Well produced and captures a great insight, but the tone could be more authentic
Brendan gave it a 6/10, saying:
I think the spot totally lands the punch about Australians doing Italian food their own way and that it’s something to be proud of. I also think the film is really well produced and makes some bold choices including what I can only assume is a soundalike of Marilyn Manson’s ‘Beautiful People’ which I can’t help but be amused by in a really fun and unexpected way.
Unfortunately, for me at least, the Leggo’s brand hasn’t in the last few years captured that Australian/Italian thing that is so prevalent in this country with any sort of authenticity. And this campaign feels like another example of that. I can’t help but believe there is amazing work to be done on this brand that not only celebrates that heritage but gets the tone just right.
Tosh gave it a 7/10, saying:
I really like the idea behind this and I think the OOH captures it perfectly. It’s 2023, no one thinks an authentic Italian meal is coming out of a jar of Leggo’s, but that’s not why you’re buying it. It’s nice to see the brand leaning into that and not being afraid to really push the humour.
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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topics
Brendan Day
Campaign Review
Dentsu Creative
Leggo's
Squarespace
Tosh Greenslade
Town Square
Wunderman Thompson
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