Research shows ‘You’re The Voice’ Yes campaign is having a negative impact
New research suggests the high-profile ‘Yes’ campaign featuring John Farnham’s classic “You’re The Voice’ is actually having a negative influence on Australians.
Ongoing research from strategic insights business Pollinate shows that 34% of current ‘No’ voters say the ad has “reinforced their voting plans”, with a further 55% saying it has not influenced them at all.
66% of undecided voters said the TV commercial has not influenced them, while 16% of undecided voters say the commercial simply left them more confused.
Despite the heavy rotation, widespread media coverage, use of an iconic song, and a $4 million budget, only 28% of people have actually seen the commercial.
“The ‘You’re The Voice’ TV commercial has exposed an angry and divided Australia,” explains Pollinate CEO Howard Parry-Husbands.
“The ad clearly evokes powerful emotions but our research suggests it has hardened people’s opinions.
“Many of the ‘No’ voters think there is not enough detail and are angry at the lack of clear information for such an important issue.
“They want clarity not a cuddle.”
John Farnham’s team clearly knew the ad would be divisive, with Tim Wheatley, the son of Farnham’s late manager Glenn Wheatley, telling ABC on the day the campaign launched that the tune is not aligned with any political party:
“Win or lose this referendum, this song will forever remain on the right side of history,” he said.
Despite the talk of Farnham being fiercely protective of the song’s use, with many media outlets repeating that it has never been used in commercials, those who recall the below 2012 Ford ad might just beg to differ.
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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Another ad created for yes voters, by yes voters.
Marketing people really need to get off their own social media feeds and get to know the real world.
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Basically the NO vote just needs to stay quiet and they will win, Marcia Langton and the YES vote Marxists are doing the job for them.
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@ Frances and @anonymous:
Some sample lyrics :
‘We have the chance to turn the pages over
We can write what we want to write’
‘This time, we know we all can stand together
With the power to be powerful
Believing we can make it better’
I don’t think therefore the song was chosen purely for the title. clearly the sentiment and the content of the song are on point too. So as choices go it seems logical.
Additionally, this is a classic case of a misleading question. If you asked ‘would ANY song change your mind’ I’d imagine you’d get a similar response. But again, the idea that the song in isolation was expected to do that is a false premise.
Weirdly all yes ads are created by yes voters, strange indeed. Of course, No ads are made by a mysteries gang not made up of no voters?
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Congratulations on missing the point entirely. Your moral superiority over those who will choose to vote no is noted though.
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Wasn’t a good decision to use this song for this campaign, just because of the name is the same.
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I hope JF has no regrets.
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As it should be
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