September proved to be the month of storytelling, with many high quality adverts on our screens and Colmar Brunton finding the New Zealand public unable to pick a favourite out of New World’s ‘Little Garden’ and Bay Audiology’s ‘Hearing check’. In the end, the consumer research firm succumbed and gave both adverts September Ad Impact Awards.
The New World advert, via Colenso BBDO, rallies New Zealand to ‘get growing’ with its Little Garden seedlings promotion. It’s a short and sweet 30 second trip around the gardens of several young, and older, Kiwis as they start to enjoy their garden. It really makes use of the word ‘grow’ by urging others to ‘grow some smiles’, ‘grow out on a limb’ and ‘grow to love them’, among 15 other ‘grow’ phrases.
Meanwhile the Bay Audiology TVC by Saatchi & Saatchi can make you cry in 45 seconds. Through hidden cameras, it captures the moment Carol, a mother of two from Auckland, is told her hearing problems makes her young son sad, as he talks to her through headphones at a hearing test. The unscripted moment catches a real person at the exact moment she learns how important her hearing is to those around her.
In the release, Colmar Brunton said the Little Garden TVC was widely enjoyed by the public and created a stronger affinity for the brand with credible and relevant information, while Bay Audiology’s advert pulled at the public’s heartstrings and added to the brand’s appeal.