Tourism New Zealand’s ‘simple but witty’ lamb response ad wins January Ad of the Month
Tourism New Zealand’s response to Meat and Livestock Australia’s summer campaign has won the January crown for Mumbrella’s Ad of the Month competition.
Created by TBWA, the ad beat out Meat and Livestock Australia and was labelled as “simple but witty”.
Tourism New Zealand has responded to MLA’s latest ad campaign
One voter said: “Loved the quick, immediate response, quirky theme and the opportunist free thinking and plain old-fashioned humour that saw NZ jumping to attention with an opportunity that they plainly couldn’t ignore!”
“It’s back to having some fun with Advertising with benefits to the client,” another voter added.
Winning with 31% of the votes, the ad was also lauded as being a “clever tactical response to MLA’s original ad demonstrating nimbleness and humour while at the same time getting across key messages”.
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CEO of TBWA Paul Bradbury thanked everyone involved, including MLA and The Monkeys.
“This is a huge honour, and a great demonstration of disruption at its finest. But we can’t forget the creative catalyst that kicked this whole thing off. Without the brilliant MLA lamb ad from The Monkeys, our cheeky idea for Tourism New Zealand wouldn’t have existed. On behalf of both TBWA\Sydney, Eleven and our fantastic partners at Tourism New Zealand we gratefully accept,” he said.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Now that’s what good advertising is all about! Bloody excellent.
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Why are the Kiwis so bloody good at this?
They play us off a break …
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I’m not suprised by the result. An industry in-joke wins as voted by the industry. I’m sure most votes came through from a certain agency too ?
You have to question why TBWA have waited so long to do anything creative for Tourism NZ. Feeding off someone else’s campaign just feels a little lazy and cheap. A one off. Not exactly brand building.
Hats off to Bradbury for acknowledging the “brilliant MLA Lamb ad”.
Hopefully the MLA campaign continues to inspire TBWA further to do better for their client.
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