Campaign Review: The verdict on MLA’s misstep and Ultra Tune’s unwatchable ad
Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest ad campaigns. This week: BMF’s Jen Speirs, M&C Saatchi’s Andy Flemming and AnalogFolk’s Ben Hourahine offer their views on new work for MLA, HCF, Ultra Tune and Youfoodz.
Brand: Meat and Livestock Australia
Agency: The Monkeys
The Verdict: The ad had a few missteps and a problem with the story line
Meat and Livestock Australia turned the wars between Australia’s left and right into a broadway-style musical, singing and dancing “Lamb Side Story”.
Jen Speirs, creative director at BMF, says:
Speirs says the ad had a fundamental problem with the story itself
Interesting how all the “experts” got it wrong. The ASB – which is made up of a board of 19 people – 10 of which are women, didn’t agree that the Ultra Tune ad was sexist. ALL complaints against the “Tyson ad” were dismissed and Ultra Tune is free to screen the TVC anytime they please – it was given a “W” rating (similar to a PG film rating). Additionally the TVC was complained about to the ASB about 130 times, out of more than 5M views – in other words a minuscule % of the total viewing audience. For the record – Ultra Tune sales soared off the back of the Ultra Tune TVC – go figure, the company keeps producing these ads and there not effective – apparently not. It would appear that the vast majority of the population still has a sense of humour and are sick to death of being preached to.