Naked’s new Thredbo campaign – get ready to thrust your groin
Naked Communications’ first work for ski resort Thredbo breaks this weekend with a groin-thrusting new take on the destination’s reputation as a party town.
Featuring a new “Are you in?” positioning, the first ad features a group of young urbanites being led in a bout of suggestive exercises which turn out to be in preparation for skiing.
Jonathan Pease, Naked’s executive ideas director, said: “The idea reminds people of one of the possible added benefits of going to Thredbo”.
Managing partner Adam Ferrier added: “The campaign plays to the heartland of Thredbo’s provocative and irreverent nature. The film and radio have a certain tone people with Thredbo will be well familiar with. ”
The campaign will mainly be across cinema, radio and online.
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Am I in for $95 lift tickets? No.
Sorry Naked, you can’t polish a turd.
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Naked has started down the slippery slope
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Surely a good thrust is worth 95 bucks?
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a million miles from the “stays in thredbo” work.. disappointingly cheap and uninteresting.
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Naked have usually been inetersting if often nothing else. This isn’t even that.
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Skis, sex and snow – it works. Love it. Love the fun innuendo.
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that is trouble…Thredbo hang your head in shame
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Thredbo is the nightclub of the snowfields. Fits well. Ladies season – i get it.
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Nup, not sold. I’d rather get some snow too. Off to NZ.
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“The heartland of Thredbo’s provocative and irreverent nature…”
Thredbo??? Are you kidding me?
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Terrible. Embarrassing.
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sweet Jesus let me die
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Really timely with NRL group sex furore. Its all just a bit of fun.
This is setting Thredbo up for a PR disaster.
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Sorry not sold,
Mumbrella – a few wks ago you wrote ..
(Thredbo’s marketing director Chris McGlinn said “We were impressed with Naked’s strategic insight and passion for big ideas. We’re really excited about developing some great creative work with them.”
The new strategy appears to mark a shift of direction from the “What Goes On In Thredbo…” positioning)
I just dont see a huge shift in direction that warrants a move of agencies? Do hope the implementation into channel selection provides a bit of kick to the campaign because the actual creative isnt going to.
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My wife got all ‘offended’ when she heard me call my friend a cuntface. It took me an hour to get her to understand that she wasn’t in the target audience!
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lmao nice Bob
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I can’t wait for the australia’s next top model in program integration of this concept …
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Wow.
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yeah, Boom Kluk Klan is also looking for a gig
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Naked used to be cool.
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“Naked used to be cool” doesnt explicity rule out the possibility that we… I mean they… still are cool.
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It’s a little reminiscent of the Lynx ‘Bom Chicka Wah Wah’ ad campaign don’t you think…
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Initially this gives me hope!!
Our agency can win this business because this is so barf-ola.
Then it occurs to me…
We could never think of an ad like this. Wouldn’t even know where to start. And if we did, it wouldn’t occur to us to present it.
Then I get sad and die a bit inside.
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The opposite end of the spectrum when compared to the work done by Mick Hunter (and Ian) so give the account to brain surgery (if he’s still there) This is along the lines of a Will Anderson fart joke. Looks like they tried to emulate the club 18-30 ads and failed dismally.
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Jonathan ideas director please “Pease Off !” Multo Embarrasment.
Naked is a failed experiment that most now know.
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False advertising! Anyone who goes to Thredbo for groin thrusting is kidding themselves. You’re more likely to score in Queanbeyan. Naked wears no clothes.
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I think Naked should be retracting all of its “TV is dead/long live the 30 second ad” grandstanding now.
And, no, just because there may be some marginally interesting Facebook app / viral / PR stunt / Twitter-iPhone thing will not convince anyone that this is anything but, ahem, ADVERTISING.
Naked, admit that you’re an ad agency with a couple of smart planners. Just like everybody else in the industry. Next.
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Around for too long – awesome. love it.
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I’m surprised by the reactions here to this campaign. I’m not sure if it reflects people’s true opinion of the piece or is an industry backlash against Naked. I get the feeling that Naked was on a hiding to nothing after the Witchery campaign and maybe this ad is copping the brunt of that ire. Personally I think this is much better than “What goes on in Thredbo…”.
BTW, I’m no Naked defender, this is just an observation from afar.
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If your target is classless simpletons – this ad is great.
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I dont think people are that interested in Naked.
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This ad was filmed in Chatswood – I recognise the building.
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As a woman, I’m sick to death of dickhead men trying anything and everything to get in my pants. All this ad says to me is “we’ve got plenty of dickhead men on their way to Thredbo with intention of getting in your pants”. Not a particularly appealing proposition and therefore I am, also, off to NZ! Might work on the men though…?
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I’m most interested in how it works for the whole season, but I’m quietly confidenty that there wont be a debate around the results.
It’s easy to criticise stuff, not easy to create stuff.
Let’s see if it works or not, then debate it.
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https://www.youtube.com/watch?v=yry-paEp1F4&feature=related
This ad reminds a little bit of Thredbo’s last campaign.
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this is terrible…as a skiier i feel embarassed that this is how thredbo is being communicated..as an advertising professional i feel even more mortified…this is class a RUBBISH….naked have to stick to doing media plans and strategy, they just don’t have the ideas or executional skills to create cool ideas…witchery, a disaster, thredbo an absolute shocker….
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Just to respond to the above comment, I was not fired by Naked, I left of my own free will to pursue other interests. I have no ill feelings towards Naked, I had a fantastic time there and enjoyed the culture immensely. I just didn’t like the Thredbo and Witchery campaigns. My viewpoint was potentially a little aggressive, and I apologise to the Naked team for that.
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As a business owner in Thredbo and longtime resident, this ad is a sad joke, and simply an extension of the “what happens on tour, stays on tour theme” of the last Thredbo campaign and is based on the ’80s cliche of ski resorts and picking up. The ad says nothing about the snow, the mountain or the town and has little chance of attracting the new and younger clintele the place needs.
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When will the next installment be launched? This seems to alienate more people than it would attract, but perhaps there will be further communications aimed at families? Though I am not sure how the whole campaign will gel.
Correct me if I am wrong but I also thought that the success of a snow season could be directly plotted against the amount of snow that has fallen? Simon T Small I cannot see how the success of this could accurately be measured unless there is some normalisation that can occur to take into account snowfall.
Dan @ 1.40 pm, I would worry about responding to anonymous bloggers, though Tim given your moderation policy I think you would probably remove the anonymous post (?)
The most insightful comment for me was the one from Reggae.
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Thanks for flagging that one Peter – now removed.
Cheers,
Tim – Mumbrella
Personally I loved Hot Dog the movie but I think that our friends in NSW should be
creating something a little closer to Somersault.
http://en.wikipedia.org/wiki/Hot_Dog…_The_Movie
http://en.wikipedia.org/wiki/Somersault_(film)
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Reggae seemed to sum it up.
This ad seems to be a backflip on how the industry is trying to be skier/snowboarder nutural at the moment. If you follow Thredbo Village on Twitter, it was only yesterday (Wednesday 10th, June) that they used the term “snow riding” to be politically correct and this campaign seems pretty focused at the sexaholic, I mean skier market.
What will the campaign aimed at the snowboarder market be? Nightclub, 4pm drunken idiots throwing up and falling over?
As Peter Bray mentioned it will be interesting to see how they gel (swap body fluids) the other campaigns together.
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rubbish.
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Loved the old adds and I love Thredbo.
But this is just useless, they should have kept the old “Stays in Thredbo” theme.
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Maybe if there was a fart joke at the end, it could work. Dunno ?
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So if I go to Thredbo I’m going to get frotted by an adolescent boy with bright orange trousers?
Hmmm – enticing. Count me “in”.
Why are people caring about this again? I’m not seeing the bright, shiny newness of the thing yet…
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Maybe if there was a fart joke at the end, it could work.
YES and yes. I love that. How can we work it in.
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I think i saw those guys in orange pants and sneakers handing out cards at Westfield Bondi Junction today, outside the meat department at Woolies. Next to the Fitness First guys. Now that is state of the art planning.
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Doesn’t really go anywhere does it?
Music made me think of boom chicka wah wah.
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I don’t think it’s a Naked backlash, just an idea that doesn’t quite hit the nail on the head. Maybe Gen Ys will like it with its simple if silly reasoning.
As for Naked’s earlier Witchery hoax, it just gave people (and the duped media) another reason to distrust publicity outfits. Lying and pulling the wool over the public’s eyes might seem clever, but ultimately repels more people than it attracts. Did Witchery sell many jackets? Most people I speak to just remember the lie and resulting furore.
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Just goes to prove that clients get the agency they deserve. Nuff said.
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Very very sad, I agree with Reggae but really this rubbish starts at the top and comes from the top and is a further indictment that the people at the top of Kosciusko Thredbo have little or no idea on what their market is. Thredbo is more than this and deserves to be presented in a more professional manner that truly shows what the village has to offer… unbelievable…
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Its time Thredbo marketing got its mind set out of the gutter. This ad is enough to turn any discerning (and cashed up ready to spend it) skier off Thredbo.
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The crew behind this may need some of that Nasal Delivery spray, to enhance performance
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As a skiier of many years to Thredbo, this add does little to make me want to return. Where are Thredbo coming from with their marketing. I am sure the business owners are not happy with it as it makes Thredbo look like there is only one reason to go to Thredbo and that is not the skiing. The age group that you are appealing to can’t afford to stay in Thredbo, so will be driving up and down the road after partying at night, accidents waiting to happen. Where are all the snow and skiing adds? I know this may seem old fashioned, but I thought that people went to Thredbo for the skiing and boarding,as well as apre skiing, maybe I am wrong.
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Agree with all the latest comments. If this the the type of crowd Thredbo is looking to attract I’ll be taking my family somewhere else this season…….
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As a Thredbo Business Owner what a disgrace, need I be bothered writing anything else.
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As another Thredbo business owner I am horrified at and embarrassed by this ad. We do NOT want to promote our lovely village as the sin bin of the alps. My clientele is made up of families as well as a wide age range of discerning singles and some have already communicated their disgust at this type of advertising.
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Blimey! KT say they follow their demographics and what appeals to them. Sorry KT, but you have it wrong, they want classier ads than that!
In understanding how Thredbo works I can see that KT the company do not give a hoot about the village, the locals and the businesses that have been bringing the standards of Thredbo up, as well as all the owners of individual properties hoping to rent them to a lovely younger classier generation.
KT as you can see, are only concerned with what they see as drawing in the $$$ from day trippers, which does not make a successful village, as it is also the week and weekend visitors who come that bring in the interest and dollars to the community.
Put this ad out further and insulting that age range of 18 to 32 and you will soon find Thredbo village sinking in the piggy do!
Don’t insult that generation.
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As a thredbo business owner I am surprised by the ad. It is quite shocking. However, so were many of their other ads. I dont quite get why they dont show snow and people enjoying themselves down here. However, their advertising does seem to work.
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Watching this ad has actually put me off going to Thredbo. Perisher for me thanks.
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you have to be joking…as a owner that is absolut rubbish !!!
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Anonymous on the 26 Jun 09 @ 6:27 pm is correct, KT don’t give a flying for the people who have invested in Thredbo or operate businesses, you have only have to be in both situations to fully understand that !! This they reckon is all about day lift passes and attracting the 25-35 year old males most probably staying in Jindabyne to the mountain. BUT this is where their arguement falls over as if this was the case wouldn’t they be selling the mountain as they are staying in Jindabyne, they can get their groin thrust there..
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Having not seen the brief it is hard to judge the ad. I do question the target demographic though.
Last year I skied a Perisher and was dismayed to hear young males skiing like maniacs and shouting profanities.
Visiting Thredbo I was impressed that the resort had retained its’ family atmosphere. It would be a shame if Thredbo were to go the same way that Perisher has.
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I believe when the first rails comp was on in Thredbo about two weeks ago at least 20 members of the demongraphic that Thredbo is trying to attract by the advertisment were picked up ‘riding”without tickets.
Maybe my family is not viewed as the ”sexy’ type of visitor that Thredbo wants but at least I pay for my family’s tickets (four season passes) and eat out in Thredbos restaurants (I have not seen many 18-32 year old single men in San Greto!) whilst this deomgraphic drives back to Jindabyne to party there.
Do not take our patronage for granted Thredbo. If you keep ignoring othe wishes of our demographic we may decide to try other resorts next year.
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If only they had a Consumer Psychologist to alert the makers of this ad to its folly. Seems someone cocked it up big time. I wonder who’s head will roll next ? Any ideas ?
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As a Planner, i would not like to have my name on this. Even with the tightest budgets, and worst client briefs, if nothing else the work should have had the Holy Triinity of steps duly applied, 1-Real Consumer Insight, 2-Rock Solid Consumer Proposition and then and only then 3-The Execution to deliver. If this is as it appears, a “lemon”, one has to ask the question. ?
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What a waste of money. To compete with the other resorts, tell people about the longest run, best snowmaking etc etc
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This Thredbo ad is so last century.
Move on a be a little innovative.
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I have no real opinion about whether this is a good idea or not or whether it will work. But I am gobsmacked a client would call this a “big idea” it’s a smutty idea, an derivative idea but it’s just an idea for a TV commercial that is hardly big or remarkable. I might be missing the rest of the implementation though.
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Hey maybe I can even get to ski if I agree to give someone in Thredbo a head job…?
Not all women want to be treated like bimbos…and I’m pretty sure men don’t need to go all the way to the snow to find one.
Sex isn’t exclusive to Thredbo. Snow and skiing and the village experience is what it’s about.
I didn’t invest in Thredbo to have you brainless idiots drive people away like this…
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This ad is so 80’s , I trust KT paid 80’s prices for it. Fundamentally I do not see how it’s a position statement against the main competitor Perisher. Are you saying that the Thredbo’s target market is a single bloke? Well single blokes don’t go to Thredbo for a week. They go for weekend and cause havoc to all the loyal clientele.
Seriously what quantitative and qualitative significant research was done to come up with the demographics and psychographics of this moron target market? Are you saying that Thredbo’s target market is the same as Kings Cross on a Friday night bucks party? What is the actual dollar spend you worked out for this so called “a typical “ client we now want to attract to Thredbo.
How is heavens does this target market match the product offerings, i.e. Long runs, village atmosphere, family environment, superior accommodation, superior restaurants. Do you think these morons you have targeted actually can ski.!!!!!!!. Do you think they are actually going to go on the slopes.
Where is the product differentiation? What are you actually selling here? Just your hotel, your pub and condom vending machines.
I’m sorry KT accountability and responsibility rest with you on this one…….and you better not ask for increases in lease payments to pay for it.
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unfortunately this is not a big idea at all, it’s a low rent gag that i dont think will connect with gen y skiiers…tix for thredbo are $99 now, so this ad is hardly connecting with the mindset of a cashed up gen y’er who’s looking to drop $1,000 on a quick ski weekend with his/her girlfriend..sell the experience guys, not this crap
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Errrr…..Was it scripted and shot on a handycam by Year 9 Audio Visual Club students?
Clumsy. Boring. Naff. “U.G.L.Y you ain’t got no alibi….”
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terrible
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show some snow
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totaly disapointed KT wasting my money again!!!!!
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“Are you In?’ In to what?
Into the great skiing & boarding, beautiful mountains and lovely alpine village that is Thredbo, then yes.
Where in this ridiculous excuse for an advertisment of such a pristine & wonderful environment that Thredbo has to offer is any of the above portrayed?
Get your head out of the snow & provide us with some quality that entices people to come and experience what Thredbo truely has to offer.
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I can only imagine that the client was bulldozered by some young creatives who wanted to meet some young girls, while the planners were out to lunch.
Sexist and gratuitous. Bizarre.
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Shite !
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