Nothing says summer like scraping toxic fire extinguishing chemicals off the lamb. Colenso BBDO’s ad for State Insurance has referenced this great Kiwi tradition with its ‘get insurance fast because things happen fast’ campaign and for their trouble they’ve taken out the December edition of News Works’ Ad of the Month.
While MediaWorks’ ownership and debt issues continued to bubble away this year, there were plenty of positives for those working at the coalface, including Four’s media brand of the year award and a very successful first run of The Block. Liz Fraser, who moved from MSN and chair of the IAB to take up the role of director of sales and marketing at Mediaworks TV, has her say.
Dow Design is on a mission to prove the commercial value of good design. And with a win in the TVNZ-NZ Marketing Awards for Fonterra, a finalist in the new Best Effect Award for Hellers, a number of big redesigns for big FMCG brands, it seems to be doing a good job of it. Founder Annie Dow and business development director Jenny McMillan speak their piece.
Unitec has pushed the educational marketing envelope over the past couple of years with some novel and risky campaigns and helped change the perception of the institute among potential students—and their parents. And Jeanette Paine, the executive director of marketing and communications, was rewarded for her efforts after being named as a finalist in the TVNZ-NZ Marketing marketer of the year award.
There are some brilliant ads that bring joy to viewers and add to the pop-cultural landscape. And there are many more horrible ads that do the exact opposite. Either way, there’s no doubt humans have a love/hate relationship with advertising, as evidenced by the continuing popularity of Fair Go’s Ad Awards, which increased its audience from last year and crowned MasterCard’s All Blacks ‘Tight on Tour’ ad as the best and Lumino The Dentist’s ‘Love Your Smile’ ad as the worst.
Hell’s Pizza Roulette product innovation received a huge amount of national and international PR coverage when it was launched and led to a massive increase in sales, without discounting. And Barnes, Catmur & Friends’ ad to promote it has added to the accolades by winning the April round of Colmar Brunton’s Ad Impact Award.
State Insurance went large in 2010 year when it launched its ‘Love your Stuff’ positioning with the ‘My Favourite Things’ campaign. And Colenso BBDO has taken that musical approach even further for the next iteration with a big new TV and radio campaign showing how quickly State can get things back on track.
Ah, Ads@6. Welcome back. We’ve missed you. In this edition, unlike ANZ, Westpac thinks life can be perfect; Mitsubishi lets one rip; State continues the stop-motion approach and offers car protection instead of car replacement; Specsavers attempts to save the short sighted from humiliation; Big Save keeps yelling; Stihl’s dark humour makes a welcome return, as does the Spray and Walk Away guy; Hyundai launches a new model, while Ford harnesses the design strengths of the All Blacks for its AB35 project; MasterCard taps into its World Cup sponsorship by revisiting a classic match; and Infratil goes large with the big ‘Z’ launch campaign while BP fights back with a fairly hard to swallow petrol love fest.
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.
On this edition of Ads@6, ANZ receives plaudits for the gratuitous use of a meercat; Women’s Weekly puts its ladies on display; State’s ‘My 3 Things’ puts a few favourite things in boxes; the Audi spot makes design/tech nerds (and possibly even captains of industry) go weak at the knees; Orcon opens up multiple windows; Telecom attempts to lure the punters to its Backing Black scheme; and Fantastic noodles embraces Engrish.
I often write about new campaigns. But I don’t often write about new campaigns that are directly connected to me. So let me get out my literary quick unpick and unweave the tapestry of advertising life as I tell you a tale that involves a series of moderately interesting things and events including, but not limited to, printed words, photography, nuptials, skybeasts, gifts, awesome art and a giant billboard.