The questions have been asked, the consumers' votes have been tallied and Nestle’s Kit Kat Chunky '3' campaign by JWT Sydney and Flying Fish's Joe Lonie has come out on top in the June edition of Colmar Brunton's Ad Impact Award.
Perhaps inspired by the viral power of recent 'enhanced' clips from David Beckham for Pepsi, Roger Federer for Gillette and The All Blacks for Sky (check out this seemingly legitimate show of skill from Muttiah Muralitharan for Rubicon), JWT's campaign has taken a similar approach, with remarkable feats of skill taking place during breaks on the building site and at the sports shop.
“Time and again lads larking it up and having a bit of fun puts a smile on our faces, and the product presentation in this ad is particularly appealing”, says Colmar Brunton’s managing director Jacqueline Ireland. "The ad really stands out on its ability to both entertain and deliver ‘new news’ to the market, which in turn makes people want to check it out so we’re picking those cash registers will be ringing."
It's not just a TV campaign, however. Kit Kat is also asking fans to submit videos of their own unique skills in action to win fame and fortune, with a specific—but perhaps slightly idealistic—request that nothing dumb and/or dangerous be attempted.
In a first for 2011, a household cleaner gets an honourable mention in June, with the new Jif Cream ad for Unilever by Lowe London finding favour with consumers.
"Nostalgia has again proved popular," Ireland says. "The revival of all those favourite childhood toys with a smidge of Jif Cream and a bit of elbow grease is enough to make people sit up and take notice again because consumers believe it can do the same for them, which makes the brand stand out as different from the rest."
Griffins, Assignment Group and Curious also make an appearance with the new ‘Dear Griffins’ campaign, which challenges consumers to come up with ever more delicious ideas and combinations and re-connects them with the brand.
Kit Kat Credits:
Angus Hennah & Mark Harricks, ECDs
John Lam, Creative Director
Jason Ross, Head of Copy
Vicky Rhedey, TV producer
Fiona Wilson, Snr Account Director
Sarah Low, Account Director
Holly Matchett, Snr Account Manager