Multix turns to Indiana Jones and the temple of foil
Multix has nodded to 1989 movie Indiana Jones and The Last Crusade with a medieval knight demanding a customer chooses their brand of aluminium foil wisely, or face the consequences.
The ad was created by DDB Melbourne.
Rebecca Lowth, marketing manager at Multix, said in a press release: “The alfoil and baking paper aisle in a grocery store is just a sea of the same colours and no real defined differentiation. So most people don’t even think about which one to choose.
“However, Multix is the market leading bags/wraps/foils brand and we are constantly evolving to meet savvy Australian’s household needs. Our alfoil is better because it’s made from a superior, higher cost alloy, and with this new campaign we wanted to raise awareness of that.”
In the 19-year-old Indiana Jones movie, the elderly crusader offers a choice between a number of drinking receptacles, only one of which is the Holy Grail.
https://www.youtube.com/watch?v=0H3rdfI28s0
However, the consequences of choosing unwisely are not so dire. In the movie, the wrong choice led to instant disintegration. In the ad, the consequences are being wrapped in foil
Stu Turner, executive creative director at DDB Melbourne, said DDB wanted to create a character who would get very upset when consumers didn’t make the right decision.
“We liked the idea of creating a character that would get very upset when you didn’t make the right choice and would punish you accordingly, using alfoil in creative ways of course.”
“The positioning of ‘Choose wisely’ we hope will enter the mind of the consumer at the point of purchase, in a fun way that makes them laugh. We have taken the knight character into social as well with some really strange and humorous content to further extend the campaign.”
Choose wisely: New Multix ad
Choose wisely: Indiana Jones
Credits:
- Client: McPherson’s
Marketing Manager Household Consumables: Rebecca Lowth
Marketing Project Manager: Josefina Chediack - Agency: DDB Melbourne
Executive Creative Director: Stuart Turner
Art Director: Becky Morriss
Copywriter: Anna Yates
Head of Broadcast: Tuesday Picken
Client Service Director: Lucy Haworth
Senior Business Manager: Caryn Boyd - Production Company: FINCH
Director: Alex Roberts
Executive Producer: Corey Esse
Producer: Amy Dymond
DOP: Tim Tregoning
Production Designer: Lucinda Thomson
Costume Designer: Lenna Boord - Post-Production: Nakatomi
Colourist: Martin Greer
Flame Artist: Jonte Wendt
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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I’m surprised that an agency with the pedigree of DDB would land on such an incredibly generic insight. ‘Choose wisely’ could apply to any category. Does this brand have nothing unique to focus on?
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Since when has bullying/intimidating your consumer led to an increase in loyalty?
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Since ages ago: https://www.youtube.com/watch?v=XYz3sl0LEA4
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I will remember the brand next time I need alfoil…and will choose wisely! Catchy!
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Another iconic film moment butchered and cheapened by a lack of imagination.
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I like it! I do like the Multix though 🙂
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Woke 10 Sep 18.
Go back to sleep. Don’t wake up till you have something relevant to say.
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Best ad – the intimidated fella acted it brilliantly so funny – the only problem couldn’t remember the product maybe they should have got him to say m – m – m – mulitex as he chose it
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