Industry Superfunds kills off ‘From Little Things’ ad campaign soundtrack after five years

Industry SuperFunds Australia (ISA) has ditched Paul Kelly’s ‘From Little Things’ song from its marketing in a move to create a more contemporary image for the brand.

The song has provided the backing for ISA’s TV campaigns since 2009, but from early next year will be replaced with We’re All in This Together, a 2005 track penned by Australian artist Ben Lee.

ISA director of marketing Bernie Dean said Kelly’s iconic lyrics have “served us magnificently well” but after five years it was time for a change.

“Like all institutionalised brands we have got to evolve and over the past 18 months we have adopted a new stance in the market,” he said. “We’re more contemporary and late last year refreshed our mainstay campaign, compare and pair.

“As we evolve we need to appeal to new audience, and while that’s not just with music, that does help and we had a long search for the the right artist and right type of song. We were looking for something optimistic , simple and also Australian.

“We have to modernise and contemporise.”

It will not be the first time Lee’s song has been used in advertising, with Coke borrowing the track for a 2009 campaign.


Dean said the song reflects the fact the 15 industry super funds represented by ISA have five million members who must collectively look after their money, he said.

While Dean acknowledged From Little Things has become a core part of ISA’s marketing over the years, he stressed it was not the only asset and highlighted its hand symbol as its key brand recognition asset.

Lee’s song will feature in the next wave of ISA marketing that will roll out early in 2015. It will retain the core message of ‘keep your super in safe hands’ but will also warn consumers to be “wary” of who has control of their fund.

“Our latest campaign reminds people that they need to keep their super in safe hands but we’ll be taking that further over the next 12 months because the environment is changing,” Dean told Mumbrella.

“People do need to be much more wary about who their super is with because we are moving into an environment where governments are talking about pushing up the pension age, and they have frozen super contributions so you have to make sure your super is working as hard as possible otherwise you might be working into your 70s.”

Dean declined to reveal details of the next marketing push but said TV has historically formed a major component of its campaigns, which are created by The Shannon Company.

ISA’s most recent push, which took a shot at the charges imposed by banks, did not feature Kelly’s soundtrack.

Steve Jones


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