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:
Thanks for posting, would love to hear everyones thoughts on the ads?!
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I agree, the Ideaworks ad was infinitately superior, clever witty and totally brilliant, even tho a big ask their response was believable and convincing.
I am not sure why the panel voted for the other ad — it was mildly amusing, but even on second viewing I was not sure what they were selling. One would have thought a winning ad would be making a convincing case for a specific product
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I think the fact that Happy Soldiers were smart enough to advertise to eskimos in Inuit would make them a little more relevant and on top of that it was really funny. As opposed to Ideaworks which is neither funny or clever.
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Ideaworks is better by about 5000000000000 miles!!!!!!!!!!!
the happy soldiers add lost my attention after ten seconds. it was boring and stiff. Ideaworks was clever, loose and hilarious. Brilliant add
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Ideaworks by an Antarctica mile!! I need some of that handy ice in cubes!
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