Campaign Review: The verdict on Philausophy, Aldi’s miracle ham, Optus explaining 5G and the Heart Foundation’s latest killer
Mumbrella invites the industry’s creatives and strategists to offer their views on the latest ad campaigns. This week: Leo Burnett’s Emily Taylor and CHE Proximity’s Ashley Wilding offer their views on whether Tourism Australia captured a Philausophy, Aldi telling the story of a never-ending ham, Optus’ attempt to explain 5G to Australians, and the Heart Foundation’s latest foray into true crime
Brand: Aldi
Campaign: The Miracle Ham
Agency: BMF
The verdict: A strong insight
Emily Taylor, chief strategy officer at Leo Burnett, says:
The Optus 5G ads do a good job of actually advertising 5G and its existence. I think the expert commentators are being a little harsh saying it does nothing. It creates mental availability for their 5G brand. It doesn’t ‘position’ the brand – that’s not the intention. As for explaining why it’s better than my 4G life…. consumers (we) don’t need that explained to us. 5G is better and newer than 4G. Simple as that. Even a 5 year old can understand that 5 is more than 4. 5G is inevitable and hence positioning it is irrelevant. What you want is mental availability and association with your brand (cause 5G is generic hence it needs a brand). Which is what this ad created. It’s disruptive, inventive and funny and memorable and you absolutely know it’s for Optus 5G. C’mon – what else is there in advertising a telco? my score is 8.5/10.
I thought it was mentally lazy.
[Edited under Mumbrella’s comment policy] please resist the need to defend your work.
It’s a massive missed opportunity for a new agency, and the most exciting news from Optus.
This should have been a huge “Yes” moment. Instead it’s insular, confusing and creatively indulgent.