Dr Mumbo

Ice to eskimos? How to make it look easy, Gruen style

Ideaworks may have lost out to Happy Soldiers in last night’s selling ice to eskimos challenge on ABC’s The Gruen Transfer , but the agency has gone further than most in creating an integrated campaign.  

As well as Ideaworks’ ad for the convenience of cubes over giant great blocks of ice, they’ve created the Cubes R Us site (“It’s ice Nanook, but not as youknow it”) extolling the virtues of the frozen product.

Among Ideaworks’ suggested uses of ice cubes on the site:

  • Igloo puncture repair
  • marital aid
  • Watering hard to reach plants
  • Hemorrhoid soother
  • DIY maracas

Ideaworks’ ad:


And the dancing, fish-slapping winner from Happy Soldiers:


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.