Drinks company No Ugly has teamed up with Augusto to bring a light-hearted campaign following the launch of the brand’s latest range in October.
‘Wage a War on Ugly’ brings the brand’s message to life, featuring hilarious singing puppets who believe the world is getting ‘fugly.’ Trump, micro-influencers, and mindless manufacturers make up the 30″ spot and remind viewers just how important it is to have ‘Ugly Out’ and ‘Gorgeous In.’
No Ugly founder Aaron Taylor says the brand has chosen to go to market now to establish the brand purpose, saying no to ugly ingredients, products, beliefs and behaviours.
“There is far too much ugly in the world and we want No Ugly to be the clarion call for people wanting to say, “NO!”
Ensuring they deliver No Ugly’s ethos, the Augusto team created a piece of content that pushed the boundaries while also conveying a serious message.
“We had a blast making this ad with Aaron and the team at No Ugly”, says Augusto founder and director Michelle Walshe.
“Aaron came to us with a manifesto of what his brand believes in and let us go for gold to create Fugly. I love how brave they are as a brand.”
For Taylor, working with Augusto was a breath of fresh air thanks to the agency’s passion, creativity, problem-solving, and listening.
“The typical agency ‘process’ was left behind and it felt like we were all part of one team striving to do good work,” Taylor says.
“Together we explored a few territories but landed on the FUGLY song as it made these messages easy to digest and in typical No Ugly fashion, we could get our brand personality across so the film is really entertaining.”
Augusto creative Mitch Crowe adds that it was refreshing to have a client that is bold enough to call out all the ugliness in the world.
“It was a lot of fun to make and gave us the perfect opportunity to squash Donald Trump with a giant No Ugly bottle”.
Additional thanks go to musician and DJ Peter Ulrich who composed the music for the Fugly campaign, and the choir of 11-year-olds who sang the lyrics.
‘Wage A War on Ugly’ has rolled across TVNZ OnDemand, YouTube and social media.
No Ugly founders: Aaron and Jo Taylor
Agency/Production company: Augusto
Director: Michelle Walshe
Creatives: Marissa Schmidt and Mitchell Crowe
Design: James Davison and Nina Vasiljevic
Producer: Simone Goulding and Lara Marshall
Editor: Corbin Dallas
Client Service: Amy Dufty, Kathryn Allemann, Lauren Oxnam
DOP: Dominic Fryer
Art Director: Ash Turner
Gaffer: Karl Saunders
Puppeteer: Paul Lewis
Music: Peter Urlich