Campaign Review: The verdict on Dick Smith, Say No to No, Air NZ and Arnott’s
In this series, Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest big marketing campaigns. This week: Derek Green, executive creative director at Ogilvy Sydney, and Dan Ratner, strategy director, Uberbrand.
Brand: Dick Smith
Agency: Josh Mawer
The Verdict: The message got lost in translation and fuels hate and racism
Entrepreneur Dick Smith launched a one-minute television commercial which played off the 1980s Grim Reaper AIDS campaign – even using the same voiceover artist. Smith’s 2017 campaign however warns Australians of the irreversible consequences of population growth.
Derek Green, executive creative director, Ogilvy, says:
Green: “This is wrong on both a personal and professional level”
