Saatchi & Saatchi has unveiled the latest Toyota Hilux campaign featuring a cast of poetic animals that can't help but be drawn to the Hilux, even if it results in them ending up on the dinner plate. And yes, the spot is as mad as the premise sounds.
Marketing, advertising & media intelligence
A big grab bag of stellar ads this week from HPA, ASB, Countdown, Toyota and NZME.
Dai Henwood reprises his dodgy towie role—and adds a few new characters—as Toyota tries to stop drivers making bad parts decisions
Earlier this year, Toyota and Saatchi & Saatchi enlisted the services of comedian Dai Henwood to star in an entertaining campaign for its Genuine Parts business that played on the Japanese brand's high levels of trust—and on the fear we all have of being ripped off by automotive cowboys. In the clips, Henwood did an Eddie Murphy/Martin Lawrence and played a dodgy-yet-loaded business owner Frank, a boganic secretary Sherl and a salty tow truck driver Trev. And now he's back for another round where he again shows his acting versatility by adding an uptight businessman, a disinterested student and even a mum and her beautiful baby to his repertoire.
Future Tense (part 2): MediaWorks' Mark Weldon on bilateral markets, the unnecessary complexity of ratecards and the importance of 'co-opetition'
Beyond the Page: Woman's Day, Spark PHD and Unilever clean up with paid, owned and earned media strategy
Future Tense: MediaWorks' Mark Weldon on its new 'power news brand', the joy of integration and preparing for the future
'A glance on a newsfeed, a passing view on a motorway, a share here, a post there': ASB's sponsorships try to heed the rules of modern brand building
While the numbers competing in the Auckland Marathon were down significantly this year due to the clash with the Rugby World Cup final, ASB had a foot in both camps as a sponsor of the All Blacks and the event. So it couldn't really lose. And its clever 'Run down Your Rate' campaign was the latest in a series of impressive sponsorship activations from the bank and its agency Saatchi & Saatchi.
Let the panting begin: ten Kiwis get ready to 'run down' their home loan rates at the ASB Auckland Marathon
ASB previously put its clients to work by getting them to accumulate as many likes as possible in return for lower mortgage rates. And for its latest campaign, the bank is again giving some of its customers control of how low their interest rates might go—but this time they have to sweat for it. As part of its 'Run Down Your Rate' competition, the bank has selected ten customers (through a random prize draw) who will be able to run down their interest rates during the ASB Auckland Marathon.
Sanitarium, Mastercard and Safekids perform a victory dance this week.
Lemon & Paeroa has launched a new Snapchat campaign via Saatchi & Saatchi, urging fans to add it on the platform and submit trickshots as part of its ‘Trickshot Challenge’.
Since 1964, Kashin, the ASB moneybox, has been an inhabitant of countless Kiwi homes, serving as a tool used by parents to teach their kids about the value of money. However, at a time when coins have become something of a rarity, Kashin was becoming a largely unused anachronism—a white elephant, if you will. So, in response, ASB and Saatchi & Saatchi have given Kashin a digital makeover and introduced a new moneybox called Clever Kash.
Last year, Tui celebrated its 125th anniversary. And it appears that the celebrations got so rowdy that DB didn't quite get around to releasing its anniversary book memorialising the history of the brand. So to fill the book-shaped space on coffee tables throughout New Zealand, Tui has now released a book for its 126th anniversary.
The best art is often laced with subversion and provocation. And the same rules often apply to the best advertising. Now those two things have been combined with Saatchi & Saatchi's campaign to promote the recently re-opened Govett-Brewster art gallery in New Plymouth. Updated with new creative.
Industry happenings at Saatchi & Saatchi, NBR, Weta, Pandora, Images & Sound, BBC, Ambient Group, Lily & Louis, Republik and Outdoor Media Group.
The re-design of the New Zealand flag has been a source of vigorous debate. New Zealanders have questioned whether we can afford the $26 million when so many other social systems need attention. Other New Zealanders have wondered whether we ought to redesign it at all when our forefathers fought and died under the flag while others think the change is long past due and we ought to rid ourselves of the Union Jack for another emblem more befitting of our current identity. Then of course there’s the design perspective. Some have questioned whether sourcing designs from the public was the way to go and have wondered whether the panel has enough design nous to make the right decision. We asked Designworks owner Sven Baker who had five designs make the long-list what he thinks and also had a chat to panel member and Saatchi & Saatchi chief executive Nicky Bell to see what the panel thinks a good flag should represent.
When we think about domestic abuse, examples that readily come to mind are likely the physical and verbal kind. Women’s Refuge is highlighting the fact that these aren’t the only concerns with its latest campaign which aims to fight against and raise awareness of technology’s role in abuse.
The kids aren't alright: Child Labor Free and Saatchi & Saatchi bring conscious consumerism to the fore with new scheme
A few years ago, Michelle Pratt and Nikki Prendergast were sourcing toys for their New Shoots early childhood centres. And they realised they had no way of knowing where the products came from – or if children made them. So they created an accreditation system and charity foundation Child Labor Free to help businesses show consumers that their supply chains are free from child labour and, after two years and with the help of Saatchi & Saatchi, EY and DLA Piper, it launched last week and it already has New Zealand Fashion Week on board as a partner, with fashion brands such as Hailwood, Kate Sylvester, Nom*D, Ruby and Stolen Girlfriends Club piloting the scheme.
While the era of managed corporate communications and non-disclosure agreements means pitching is far less public than the days of clients announcing how much their business was worth and which agencies would be fighting for it, the process is still all about competition. There is a winner (and occasionally winners) and there are losers. And in the recent Harcourts pitch, which was won by Contagion, it seems no-one wanted to be a loser.