The Air New Zealand lollies are something of an institution in this country and many a Kiwi kid has had the pleasure of delivering them at the end of a flight. Now it’s planning on adding a new rugby-themed flavour to the roster so it played a bit of an early April Fool’s day prank on a few All Blacks in the form of a taste test.
Brad Thorn put his husky voice to good use for Rebel Sport’s ‘Ode to Winter’ campaign by reading a poem written by Ogilvy & Mather’s departing executive creative director Angus Hennah. And Ladi6 has put her sultry voice to good use in her first ever TV brand spot by reading a poem about summer.
For many, cardboard is something that belongs in recycling bins. But for ‘cardboard engineer/packaging ninja’ Mat Bogust, it’s something to be messed with, as he did recently as part of Beck’s NZ Music Month sponsorship. Plus: the rise of cardboard casket business Rest in Pets.
Military dictatorship? What military dictatorship? Tourism Fiji has sent its new global brand campaign into the wild and, in an effort to differentiate it from its Pacific competition, the island nation is focusing on the fact that its happiness is likely to rub off on visitors.
While most of the focus around road safety in New Zealand has been on alcohol in recent years, drug driving is also a serious issue. It’s not really a laughing matter, but, perhaps following on from the success of ‘Ghost Chips’, NZTA and Clemenger Group have once again gone down the humorous road to show Kiwis that if you’re laughing at soap, taking too long to buy 12 frosty pigs or staring at a waving cat then you shouldn’t be driving.
DB Export 33’s recent campaign tried to prove that men were doing women a favour by drinking low-carb beer. And now Tegel and DraftFCB are doing their bit to inspire better inter-sex relations with a 45 second TVC to prompt the lads to roast up a few more chooks.
While Samsung has shot a few ads in New Zealand, the local executions have been few and far between. Colenso BBDO has done a few things for the South Korean behemoth, like Peter Bromhead drawing cartoons live on nzherald.co.nz and a virtual queue to launch the Galaxy S4. And now Barnes Catmur has given the Galaxy Note 2 the full Kiwi treatment by getting actor/director Taika Waititi to do his mad thing in an online only, long-form video called ‘State of the —ATION’.
It hasn’t been a particularly good day for the banks. Westpac seems to have unintentionally offended a few Greeks with its latest ad and a massive class action suit over “the unlawful overcharging of Kiwis for many many years” was also announced. But that hasn’t stopped ASB from continuing on its empowering, successful path with the first product-specific ad after the launch of its Succeed On campaign.
Since it won the New Zealand Pork account early last year, Ogilvy has been on a mission to change outdated perceptions and “drive purchase behaviour through a journey of digital awareness, engaging in-store communications, promotions and demonstration”. It brought chef Simon Gault onboard as spokescook for the Extraordinary Kitchen campaign and focused heavily on retail. But, like its recent change of direction for Holden, it’s tried to bring a bit more emotion to the table and, as executive creative director Angus Hennah says, “tell simple human stories that make pork the hero”.
ASB has a good pedigree when it comes to using likeable characters in its marketing. And, after seven months of planning with its agency Saatchi & Saatchi, it’s hoping it has created another one after foisting the bearded, booming Brian Blessed on the nation to help get New Zealanders to celebrate success, no matter how small that success might be.
The Southern Man has been a feature of Speight’s advertising—and a prominent feature of Kiwi pop culture—for many years, so any major change to the much-loved advertising figure is obviously fraught with danger. But times have changed. And, while New Zealand might not have too many skyscrapers, the new Speight’s campaign aims to show that we’ve got our priorities right.
Tower’s last campaign was based around some of the things it had learned about is customers in its almost 150 year existence as an insurance company (like 52.4 percent of its Roadwise call outs are for flat batteries), and along with its new agency .99, which was appointed as Tower’s full-service agency a few months back, it’s found another truth to base its new campaign on: people will always find something to worry about, no matter how trivial.
Tourism New Zealand has just launched its 100% Middle-earth campaign in an effort to bask in the reflected glow of The Hobbit trilogy. Here’s what general manager of marketing and communications Justin Watson had to say about it.