Of sing-song Smarties and slow-mo beer

  • Advertising
  • August 31, 2010
  • Simon Pound
Of sing-song Smarties and slow-mo beer

Youtube Video

Wammo, Pound & Mash delves into the dark, mysterious arts of selling sweet confections and refreshing beverages.

This piece of branded content for Smarties is cool but it also makes me wonder about the 'fadiness' of collaborations and the creation of social objects.

Youtube Video In this Aussie ad they pair a cute kid with a musician to make a song about one of the eight colours smarties comes in. The kid is on cute overload and it is well shot, put together and scored. It is really rather well done. The song about blue even works, so it's the whole bit.

Some of the first comments on the YouTube clip are from people asking how it is going to sell the product because it doesn't mention Smarties much, but I figure we can ignore any idiot that has missed associative advertising and brand building. But what does worry me is that it feels like an ad agency has just done a paint by numbers approach to currently fashionable trends in brand building. Take a musician/artist, do a collab, get a song, exploit the social object etc. This is a good example of the genre, but it made me feel like it is a genre. It isn't at all organic because it is artificial: the kid isn't really involved, it isn't a real collab and they organised and ran it, which to be fair you'd have to do when dealing with kids.

But still, a lovely example.

And also this week an ad for Carlton Draught out of Clemenger BBDO Melbourne that is doing the business:

Youtube Video

They are the people who did this ad:

Youtube Video

And I love their understanding of how overblown the genre can be, with lines like 'made from beer' and the joke use of overblown operatic music and big themes for what is essentially a thing you drink while doing quite unromantic and underblown things.

The setting in the pub is rad and the overweight, uncoordinated and mistake-making dudes sell it. It would have been a blast to make and very hard to get the things perfect, like the pool ball and the spat food particle.

Slow mo is a great effect. They must have shot on a phantom or something similar that gives that frame rate to really own this hero shot of the unheroic approach. Very cool.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

TVNZ rolls out Survivor with a burst of contemporary style

  • Advertising
  • April 28, 2017
  • Erin McKenzie
TVNZ rolls out Survivor with a burst of contemporary style

With ​​Survivor New Zealand set to hit screens on 7 May, TVNZ has released another round of its campaign with a colourful, energetic video via TVNZ Blacksand, as well as unveiling the contestants. We chat to executive creative director Jens Hertzum about giving the local format a contemporary and fun feel.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit