The election ads you probably haven’t seen – the creative verdict
Each week of the election season we invite creative thinkers to give us their verdict on some of the advertising creative from the campaign. This week Kevin Macmillan, creative partner, The Works looks at some of the ads which haven’t been shown in Sydney or Melbourne.
1. Labor Queensland Health Cuts (Brisbane)
I like this. It feels very genuine as a result of using unpolished talent. I like that they have stuck to one point – health. They’ve even emphasised this, maybe accidentally, with a spotlight. I reckon with a smart media buy targeting an ageing demographic this would work.
(ad courtesy of Ebiquity)
2. Labor South Australian Manufacturing (Adelaide)
This ad proves why I like the first Labor ad. This feels like other political ads because it’s a long list of reasons not to vote Tony. The outtake for me is that I don’t believe it – can someone be that crap in every area?
(ad courtesy of Ebiquity)
3. National Party – David Wirrpanda (Brisbane)
This is good. Basic but good. Until the white dude (Brendon Grylls) steps in to tell us Wirrpanda needs our support. Why does Wirrpanda need the white dude to speak for him? Bit insulting if you ask me and leads me to think Wirrpanda is merely a tactical inclusion for the Nationals.
(ad courtesy of Ebiquity)
4. Palmer United Party – Time To Stand Up – Glenn Lazarus (Brisbane)
I don’t mind simple ads where the talent talks directly to me. But Lazarus comes across aggressive rather than intelligent. And I can’t get past the line, “We’re fair dinkum”. Ask anyone who knows me, I’m the first to support using colloquial stuff, but this line sets the party back 25 years.
(ad courtesy of Ebiquity)
5. Palmer United Party -Indigenous Infant Mortality – Des Headland (Perth)
Awful. I don’t know where to start. I’d probably end on the fact that the guy you are asking me to trust is clearly reading an auto-cue.
(ad courtesy of Ebiquity)
6. The Australian Greens Stand With Us – Scott Ludlam (Perth)
Simple, positive, emotive. How refreshing to not having someone telling us what’s right and what’s wrong. By letting me join the dots a bit, this ad makes me feel like I’m the decision maker – which is how I want to feel when I vote. Best of the bunch.
(ad courtesy of Ebiquity)
7. The Australian Greens – Stand Up For What Matters (Adelaide)
Nice casting. It feels approachable. Whilst I’m not a fan of political ads with a multitude of reasons not to vote for the competition, by having different people delivering each point, it’s more believable. Can’t see why this wouldn’t work.
(ad courtesy of Ebiquity)
Looks like it’s time for a new nick-name for Glenn Lazarus … The Brick With Eyes (that always look to the left to read the auto-cue). Nice to see they moved it to the right for Des!
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