Babies, beverages and bereavement

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Who’s it for: Westpac by .99 and Robber’s Dog

Why we like it: There’s no doubt dressing babies up in funny costumes and using them as props is both cute and hilarious (even when they’re dressed up as dictators, it seems). Westpac has done just that to celebrate its 150th anniversary in New Zealand with an ad for a scheme called Gen W, which aims to make the dreams of 150 young Kiwi whippersnappers come true.

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Who’s it for: Steinlager by DDB and Robber’s Dog

Why we like it: Given the various restrictions imposed to protect official Rugby World Cup sponsors, it’s slightly surprising to see Steinlager and DDB cut so close to the quick with the 25 year sponsorship anniversary campaign by referencing the long time between drinks for the All Blacks at the tournament. The trick is that no specific games are shown (booze companies can’t show heroes of the young anyway) and the RWC is never mentioned explicitly so by using phrases like ‘1987’ and ‘next time’ the audience gets to make the obvious associations. It’s also a great way of showing just how long Steinlager has been offering ‘unconditional support’ to the All Blacks and it’s a nod to the heartland, classic Steiny drinkers, something that hasn’t been too common in recent years as the focus shifted to Steinlager Pure.

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Who’s it for: Wattie’s by DDB and Thick as Thieves

Why we like it: DDB’s darkly humorous approach comes out to play again with the first in a series of evocative little dramas that show how Wattie’s Spaghetti can offer Kiwis some much-needed distraction in their times of need.

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