The Natural Confectionary Co. champions ‘creative play’
A suburban backyard is transformed into a world of pirates and buccaneers in an ad for The Natural Confectionery Co. Created by Melbourne based agency The Ross Partnership, the ad aims to position the lollies brand around ‘creative play’.
Lisa Casey, senior brand manager at The Natural Confectionery Co., said: “As a brand, The Natural Confectionery Co. is all about encouraging parents to remember the simple joy of freeform, unstructured play where spontaneity reigns and the imagination is stimulated.”
“The new campaign celebrates this type of play. It might seem like a luxury, but we believe it matters a lot. It’s vital for kids and adults too. It’s the way we learn, connect with others, socialise and celebrate being human,” she added.
Credits:
- Client: The Natural Confectionery. Co
- Category Head, Candy: Karena Ly
- Senior Brand Manager: Lisa Casey
- Assistant Brand Manager: Kaitlin Rimington
Advertising Agency: The Ross Partnership - Managing Director: Ian Ross
- Creative Director: Meg Sorensen
- Account Manager: Vicky Melis
- Brand Strategists: Naked Communications
- Founding Partner: Adam Ferrier
- Managing Director: Matt Houltham
- Expression Manager: Aliya Hassan
- Media: Carat
- Senior Business Executive: Mila Sedivy
- Digital Director: Hayley Crossthwaite
- Public Relations: Liquid Ideas
- Account Director: Tegan Flanagan
- Account Manager: Louise Tran
Who are The Ross Partnership? They don’t even have a website. And by the look of this TV ad they must be a DM or PR agency because they have no idea how to write a TV script.
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Is it a coincidence that the kids are playing pirates…. and the new Disney movie with a similar theme is being released ever so soon?
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Love this ad! Meanwhile, it’s not just kids that creative play… What’s a creative brainstorm without the natural confectionary co?
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My family were in the lounge room after dinner, with the TV on.
16 yo daughter looked up from her lap top and asked what they were doing.
I answered, “This is what kids did before screens were invented”.
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So… the kids eat lollies and start hallucinating…. mmmmm….!
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I remember the days there were backyards – and the big house block rather than 12 apartments built out to the last square inch of land. That too was before screens were invented! BTW – what is an Expression Manager? Was that to get the right look on the kid and the dog?
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‘Lets Play’ … wasn’t that the catch phrase of the mildly unsuccessful FFA World Cup pitch?
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It’s a nice ad, but it did remind me of something I’d seen before. It seems there are no new ideas these days.
https://www.youtube.com/watch?v=K5q8Qlt0kF4&feature=related
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I love the poster ‘Imagination + Rope = Fun for kids!’ … yes, there is no adult side to this little catch-phrase .. awesome add tho! Natural Confectionery is my favouritee lollie brand! 😀 <3
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