Whether it be Ches and Dale, the great Crunchie train robbery or John Rowles singing about roofs, many of the country’s most memorable ads feature jingles. Despite their propensity to burn themselves into human brains, they’ve largely gone out of fashion now, but Cadbury and DDB are trying to give the nation another dose of ‘song rash’ by giving a classic Roses ad a modern twist.
Roses is one of New Zealand’s top selling chocolates and Cadbury’s seasonal and gifting senior brand manager, Mike Stribrny, says the new take on the original song reflected the changes in New Zealand culture and added a bit of Kiwi humour into the mix.
“We wanted to bring the song back because it’s just so iconic,” he says. “You hear it, instantly know it’s from Cadbury Roses, and it’s about saying thanks. Roses is a part of our heritage, it’s been around for years and we’re getting Roses back to its roots in a way Kiwis can enjoy, whether they remember the old song or are seeing it for the first time.”
Saying thank you hasn’t changed, but the way we say it has, says Shane Bradnick, creative director for DDB.
“Bringing back this song, we wanted to treat it with some integrity and be silly with it. At the same time there are some really insightful moments that people will identify with, and laugh at.”
While we’re getting nostalgic, here are a few Aussie versions of the ’80s campaign.
Alastair De Raadt – Managing Director
Iaan Buchanan – General Manager of Marketing
Mike Stribrny – Senior Brand Manager, Gifting & Seasonal
Andy Fackrell – Executive Creative Director
Shane Bradnick – Creative Director
Toby Morris – Senior Art Director
Simone Louis – Senior Copywriter
Planner – Anna Gunnell
Angela Watson – Group Business Director
Rachel Turner – Senior Account Director
Melanie Cutfield – Senior Account Manager
James Greenslade – Account Executive
Jane Mill – TV Producer
Carat New Zealand
Jonathan Sorenson – Client Service Director
Sunita Bhana – Business Manager
Raquel Bennett – Media Assistant
HSI & Thick as Thieves
Director: Simon Cole
Executive Producer: Nik Beachman
Producer: Claire Kelly
Editor: Michael Longsdale & Phillipe Lods
Music Arrangement: Jim Hall & Jonathan Bree – Franklin Rd
Audio Mix: Shane Taipari – Franklin Rd