MBF invites viewers to rescue the girl
Clemenger BBDO Sydney has created an interactive adventure hosted on YouTube for client MBF Health Insurance, in which viewers are invited to make a series of choices to rescue a tied-up heroine.
The “Crunch Time” video features the viewer as a motorbike-riding hero who needs to use their wits to get past a burly guard to rescue the girl.
By clicking on the relevant choice, the story then goes in alternative directions.
The video has been heavily promoted through paid advertising on YouTueb and is the most viewed sponsor channel on YouTube in Australia this week.
It is not the first time that the idea of using YouTube’s ability to link from one video to the next has been utilised by advertisers in Australia. Last year Optus launched Dutch’s Destiny, featuring the adventures of a young rapper.
However, on that occasion comment focused more on the questionable acting rather than on the format. The videos have since been removed.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Very nice work from the Clems team, most enjoyable. Certainly got me thinking more about whatever product that was for.
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Lame. This is awful!! Such appalling use of a good medium, thoroughly disappointing. It’s just boring, delivers no value.
@Tom – I believe this was for a new cereal, no? ‘Crunch Time’… available in all leading supermarkets.
What a shame. Fail.
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Maybe MBF are trying to promote that when problems occur ‘you’ are the only one that can sort it out… is this a new direction for their customer service?
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I love this. Can’t think of any other health provider doing something fun and engaging.
I don’t see why the knives are out?
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fail whale
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Geez guys, this isn’t the sort of place for this kinda talk.
Try campaignbrief.com.
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Great idea. With bigger budgets and a bit of refining, the concept should do quite well on future campaigns……What’s the ad for?
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Smells a lot like a campaign Sony did about 2 yrs ago….
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That’s great! Just one question – Is Crunch Time yummier than a Kit Kat ?
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Meh. Not cool enough to make me tell me friends about it that’s for sure.
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Is this about stereotypes? Feeble girlie all tied up, tough foreign baddies, cool dude hero. Please
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Could be a deep voiced woman, Christine. Let’s not project stereotypes here. Watch the way those nimble, lithe hands untie the rope, it’s very feminine. Plus all of the men seem to have a very motherly reaction to the protagonist.
I’m calling woman.
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Apologies to John McEnroe but they cannot be serious.
At least when the Brits did this idea for the British Army there was a reason for having to make a ‘crunch’ decision.
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What makes marketers/agencies etc think that with all the amazing, deep content the Internet has to offer, that people would spend time on a choose your own adventure sell job for a health insurer?
Just because you can, doesn’t mean you should.
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where did the videos go?
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