Dr Mumbo

Shift’s launch on ‘So, You Want To Be A Politician?’

For those of you who missed it, Shift – a new STW Group agency which rose out of the ashes of The Brand Shop a few weeks ago – appeared in an episode of Sky News’ ‘So, You Want To Be A Politician?’ recently.

This was part of Shift’s launch campaign for itself, Dr Mumbo was told last week.

In episode 3 of the series, two Shift teams come up with an ad each for  Labor candidate Steve Kamper.

If you think life’s too short to watch all 38 minutes and 24 seconds of the episode, Mumbo suggests skipping to three of the best (most toe-curling) bits.

-36 minutes 41 seconds: Managing director Iain Good explains how advertising is done, sneaking in a none too subtle plug for his agency mid-sentence.

“What are the elements we need to… shift [pauses, looks at the camera], to move behaviours?,” he says.

-34 minutes 42 seconds: Next, it’s the clever strategy bit with Richard Sauerman. ‘The brand guy’ explains two different approaches to promoting Labor candidate Steve Kamper – a bit like he’s teaching a class of eight year olds.

Using a white board to make his point, he says: “We can do this in two ways. We can go ‘Steve Kamper’ [writes SK in big letters] from the Labor party [in small letters]. Or we can go ‘Labor Party introducing’ [in big letters] ‘Steve Kamper’ [in small letters] .”

-32 minutes 33 seconds: the ad itself. But is this a script written for a political ad or a trailer for Baywatch? Dr Mumbo likes the clasped hands before the delivery, for added drama:

“He begins running through Rockdale. Steve’s warm breath punctuates the coolness. We can hear heavy breathing and a steady pulse. Images of Rockdale flash by, bathed in the early morning sun.”


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