Goodman Fielder subsidiary Vogel’s brought eight New Zealanders with surprising back stories together to mark its 50th anniversary.
A teacher who taught in a war zone, an environmental activist who put her body in harm’s way and an unlikely speaker of Te Reo come together in a heartwarming spot that serves to showcase that being a New Zealander has less to do with the way we look and far more to do with who we are.
“Vogel’s has been part of New Zealand for 50 years and over that time our country has changed a lot,” says Rachel Ellerm, the general manager of marketing at Goodman Fielder. “But we think there’s one thing that’s always been at the heart of our success as a nation: diversity and uniqueness. Every Kiwi, no matter who they are brings something special to the table and we want to celebrate that.”
This TV ad marks the first produced for Vogel’s in over ten years and was brought to life by Shine and Curious Films.
“Vogel’s is a truly iconic Kiwi brand, one of those brands you work on and you immediately feel the responsibility of doing work that lives up to its history,” says Shine executive creative director Chris Schofield. “It’s been a true collaboration with the team at Goodman Fielder. From the writing of the initial concept to the final edits. We’ve lived in each others’ pockets for months to get this right. We’re stoked to have made a campaign that feels so right for Vogel’s – one that celebrates the uniqueness of the place it has in the hearts of Kiwis everywhere.”
In addition to the shorter TV spots, there’s also an extended three-minute spot with longer snippets on each of the people around the table.
While the ad might just be another social experiment that brings an unlikely group of people together, Curious Films director Oliver Green says he really wanted to avoid the done-to-death trope of featuring ‘real people’ in an ad.
“Casting was more like researching a novel than making a commercial,” he says. “We saw hundreds of people and heard some amazing stories to get to our eight breakfast guests. From there it was just about letting the stories unfold without hassling the moments too much. We weren’t just aiming for sound bites. We wanted authentic people’s experiences and a shot at putting some truth in a piece of advertising.”
What’s interesting about this is that it serves as a reminder that it still takes an enormous amount of craft to ensure that authenticity relays through the camera. It isn’t as easy as putting a group of people in front of the camera and expecting them to deliver a piece cinematic brilliance. Moving the viewer still requires a degree of storytelling expertise, whether you’re working with an experienced actor or a humble bloke who raised his three daughters by himself.
Client Goodman Fielder
Head of marketing: Rachel Ellerm
Marketing team: Jo Sutherland, Andrew Fenwick, Meghan Blair, Kate Swan
ECD: Chris Schofield
Creative team: Billy McQueen, Martin Brown, Matt Simpkins
Agency producer: Nick Barnes,
Head of planning: Andy McLeish
Account team: Olivia Baloghy, Lily-rose Dyer, Tim Ellis
Managing director: Simon Curran
Production company: Curious Films
Director: Oliver Green
Producer: Stu Giles
Editor: Jonathan Venz / Ben Chesters
Song: Chris Knox – Not Given Lightly. (Flying Nun and Mushroom Publishing.)
Music Supervision: Aeroplane Music
Media agency: Ikon Communications