MYOB gets saucy for viral ad campaign with a twist
Accounting software firm MYOB is promoting its mobile payment device PayDirect with a risqué two-and-a-half minute video showcasing the ease of how the tool can be used for any business, including the “oldest business in the world”.
The video, which was conceptualised and produced by MYOB’s in-house creative team The Purple Agency, sees the end of a paid-for romantic encounter between a man and a woman called Candy, with a twist.
The video is part of the ‘Love Your Work’ campaign which includes a Different TV campaign.
“(Most) agencies don’t deliberately set out to make advertisements that obscure the brand. Some agencies, however, are chosen and lauded for their creativity. The drive for creativity can be at odds with brand-execution quality, which is how the brand name is shown and articulated within an advertisement.
A “creative-at-any-cost” television advertise- ment presumes that, if the creative is good enough, viewers will stop whatever else they are doing and watch the entire spot. The emphasis on the crea- tive concept, in many cases, can overwhelm—and minimize—the more important consideration of where the brand is going.
Observation studies about television-viewing behavior tell us engaged viewing is not that normal during the commercial breaks. Television-viewing behavior tends to involve partial, transient atten- tion to the medium; viewers often do something else as they sit in front of their sets.
It, therefore, becomes imperative to incorpo- rate our brand into the advertisement in a way that the message can reach all viewers, not just the (oddly) fully attentive audience member who actually watches every second of every 30-second advertisement.”
JENNI ROMANIUK – Ehrenberg-Bass Institute, University of south Australia
That is horrible on so many levels. Idea, execution, direction, gee-wizz. No. No good.
Only made as a reaction to Xero disrupting the industry. It’s like coming in after someone genuinely funny has has made a joke that everyone loved and adding a terrible punchline that only serves to highlight how off the mark you are.
Does 13,000 views of a video count as viral! AWESOME.
Didn’t realise I’ve made lots of campaigns go viral.