G-Shock goes behind the scenes to see what makes an All Black

  • Advertsing
  • March 16, 2017
  • Erin McKenzie
G-Shock goes behind the scenes to see what makes an All Black

Julian Savea fans have been able to get a glimpse of the hard work that goes into his performance on the field and delve into the All Black's world in a bold video for G-Shock New Zealand.

The 60-second clip, by production company Fish&Clips, shows Savea as he sweats and struggles through the pain, while a voice-over intones that the only thing that can’t be broken is his toughness within.

With the compelling story stealing the show, there’s little room for the G-Shock brand to make an appearance and it isn’t until the end of the video that a watch is shown on the screen. Fish&Clips producer Harry Moore acknowledges it’s a brave move, but says focusing on the story, rather than the brand, allows the audiences to become engaged before seeing the product.

And it's not a not a new approach to brands ads, particularly in the sports-related brand space, with Nike, Reebok and now Rebel Sport getting up close and personal with athletes to tell their stories. However, Moore isn’t concerned about taking a similar approach and says each video has its own take and this spot is uniquely driven by the line ‘toughness from within’.

“All our decisions stem from that. We wanted to show the perseverance and the grit these athletes have in their training and behind what you see on TV, and that was the angle we went for,” he says.

When Fish&Clips was approached by James Polhill to do the work, Julian Savea’s inclusion in the video and the concept were already in existence but Moore credits director Jason Bock for fleshing together the wider, engaging story.

He also commends G-Shock for being open to the idea and trusting the agencies involved. It’s the first time Fish&Clips has worked with the brand and Moore says it’s open to more work, especially given its willingness to tell stories.

Credits:

Agency: James Polhill
Production Company: Fish&Clips
Producer: Harry Moore
Director: Jason Bock 
DOP: Ziga Zupancic
Audio: Franklin | Shane Taipari
Composer: Mahuia Bridgman-Cooper
Sound Design: Connor Duin

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StopPress Podcast #7: Peter Field, advertising effectiveness expert

  • Podcast
  • March 24, 2017
  • Damien Venuto
StopPress Podcast #7: Peter Field, advertising effectiveness expert

Peter Field is one of the world’s foremost experts in advertising effectiveness. And he’s very worried about the current trends, so much so that he has decided to become slightly more confrontational in an effort to counteract the high concentration of bullshit he sees in the market. He’s looked at decades worth of case studies through the IPA Databank and figured out how the best brands build profitability, and he believes the current focus on short term activation metrics over long-term business effects is a very dangerous shift. He was in New Zealand as a guest of CAANZ and TVNZ and he spoke to StopPress editor Damien Venuto about the magical 60/40 rule, the need for big brands to use mass media, the role of social media for brand building and the slick and very successful PR campaign that has been waged by the rather secretive digital behemoths.

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Duke marks one year with live branded sport event

  • Media
  • March 23, 2017
  • StopPress Team
Duke marks one year with live branded sport event

When TVNZ launched Duke last year, it was championed as a way of reaching hard to get audiences and acting as an experiment lab for new forms of content. And its first birthday celebration is set to champion those strengths with a live primetime TV sports event that will see two friends battle it out for Fresh-Up.

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TSB Bank shines a light on New Zealand's dedicated lifeguards

  • Advertising
  • March 23, 2017
  • StopPress Team
TSB Bank shines a light on New Zealand's dedicated lifeguards

March may have brought with it the end of summer and temperatures aren’t as conducive to water-based activities but TSB Bank still sees the importance in highlighting the work of Surf Life Saving New Zealand by launching a 'between the flags' campaign, via Special Group and Exit Films, that gives New Zealanders an insight into those who patrol our beaches.

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McDonald's scoops February Ad Impact Award

  • Advertising
  • March 22, 2017
  • StopPress Team
McDonald's scoops February Ad Impact Award

Another month, another round of TVCs hitting our screens and after feedback from New Zealanders, Colmar Brunton has crowned McDonald's ‘Middle Seat’ spot by DDB the February Ad Impact Award winner.

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