When it rains it pours. After a brief dry spell on the new ad front, numerous newbies have recently been set free. So, for your viewing—and possibly even critiquing—pleasure, a selection of the freshest TV cuts, including Mitsubishi’s new brand ad by Clemenger BBDO, Meridian and Assignment Group’s polar expedition, TVNZ’s new patriotic promo for its news and current affairs offering, State Insurance and Colenso’s fireproof box promo, Sealord and Saatchi & Saatchi’s wonderous condiment contraptions, DraftFCB’s latest work for Genesis Energy and Gregg’s and Lumino and Wag the Dog’s extended, nationwide tonsil hockey tour.
Life, oh life
Mitsubishi’s crop of Aussie-made ‘Love that car’ ads currently running in New Zealand are decidedly average. This new brand ad by Clemenger BBDO isn’t.
Meridian and Assignment Group have followed up the top notch West Wind spot with another humorous renewable push and this time it’s showing off the diesel-saving wind turbine project it constructed in the Antarctic.
With a galaxy of its stars telling us what they loved about New Zealand for its most recent promos, TVNZ has been ramping up the patriotism recently. And its latest very well-made effort, which was created by Spicer and Martin for TVNZ to push the fact that ONE News is “New Zealand’s news” and is available anytime, anywhere, continues that trend.
It’s no OK GO video or Google Science Fair ad, but these new ads for Sealord by Saatchi & Saatchi also tap into the unending fascination humans seem to have with overly intricate, domino-style contraptions.
Box of tricks
Everyone was wondering why State Insurance would run a big campaign claiming to find ways to protect the things Kiwis loved the most when many of these things, like photos or gran’s old jewellery, aren’t really insurable. State’s marketing manager Merran Anderson says its ‘Favourite Things’ policy, which allows customers to insure specific items rather than insuring everything in the house, has proven popular with students and those downsizing. And while it has been selling the fireproof, waterproof boxes in its branches for a while, this clever new TVC by Kaleidoscope marks the first time it has used the boxes as a promotion tool.
She says insurance companies don’t seem to look at what they can’t protect, even though they’re in the business of protection, so this promotion is a way of differentiating itself from its competitors, communicating with its customers in a different way and, at the same time, potentially increasing revenue by selling a new product.
Nice jaunty remix of ‘My Favourite Things’ too.
The first instalment of Gregg’s new campaign by DraftFCB and Robber’s Dog featured some ribald conversation between Ken and Ken. And here are the other two star turns by the Topp Twins to go along with it.
Help and Hope
Still on DraftFCB, it’s made a couple of new spots for Genesis Energy, one for the ‘Muck-in’ campaign, which is flying willing workers down to Christchurch to help out, and one for the Genesis Energy Oncology Trust.
It’s not often you see big budget TV advertising for dentists, but with 55 practices around the country, Lumino decided to change that, enlisting Wag the Dog and Film Construction to create what it’s calling ‘New Zealand’s Best Kiss of All Time’.
“This really exciting, dynamic client needed no arm-twisting when we suggested that the simple benefit of any dental work should be an attractive smile and a kissable mouth,” says Tony Richards, from Wag The Dog. “Naturally, we took this to the extreme by producing the greatest New Zealand kiss of all time and thus avoiding any of the usual advertising conceits within this category. That said, no one has advertised in this category in New Zealand before, so we’re particularly excited and hope we’ve set a good precedent.”
Lumino’s marketing manger, Kerry Dunphy said: “We wanted this ad to be everything that you wouldn’t expect from a chain of dentists, such as model-like dentists deftly working away on already glinting veneers. Instead, Wag The Dog have come up with a brand ad that tells a story, tugs on the heart strings and appeals to the romantic in all of us. These are the ads that people remember. And to add to the romance of the campaign, the ad will be debuting during the most romantic TV occasion of the year, the Royal Wedding on April 29.”
The first offer via TV will be Lumino’s 18 month interest free offer, which will be further supported by in-practice promotional material and press advertising.