Campaign Brief asks two creative thinkers from the Perth industry to highlight recent great work that caught their eye from both our local WA industry and internationally. Creative Circle contributors this week are Bryan Dennis (above left) and Ellen Treharne (right).
Creative Director / Partner
WA: My local pick is for the new Powerball spot by Marketforce. Maybe I like it because my own wardrobe space seems to be diminishing by the minute due to my wife’s own dress collection – or maybe it’s just a simple observation executed really well. The casting and direction are spot on, and the reveal of the wardrobe is seamless. You got me.
Non-WA: I don’t think you can go past Super Bowl week and not pick a Super Bowl spot. There seems to be more competition in the ad breaks than there is on the field these days, with rival brands one-upping the spend and the cheesy celebrity endorsements year-on-year. Most are even doing teaser-trailers to their spots in the weeks leading up to the game! Despite the costs (or probably because if it), most of them are rubbish.
Fortunately, there was one that really stood out to me which was the ‘Huggies Welcome to the World, Baby’ spot (Droga5 NY). No completely unrelated celebrity cameos – just simple observations any parent that has to buy nappies can relate to. The craft is amazing, and directed by an Aussie too.
The Brand Agency
WA: My pick is the Tempta Smacka Range TVC for Chicken Treat via &Partners. What could have easily been a typical product shot with a VO telling you about the condiments instead chose to entertain and engage their customers. The result is a sweet 15 second spot that has great use of 16-bit animation, iconic music and amusing fight (or bite) moves as a device to showcase the ingredients. Very nice.
Non-WA: It’s that time of year, so inevitably here’s a Superbowl ad. This choice is probably biased to my childhood love for the film – Cadillac LYRIQ’s ‘Scissor-hands-free’. It’s fun, nostalgic and packed with modern scissor gags. The production quality and the return of Winona had some believing they were in for a sequel trailer (and look, I get it). Simple insight for the pros of self-driving tech and an easy, entertaining escape from the world as of late.
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