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 Mick Colliss (above left) and Ray van Kempen (right).
WA: Just when you think there are no good ideas in advertising anymore, up pops the TVC for Livelighter WA. You know the one, where the mum is scrolling through her phone, looking at different pictures of pizzas, then as she keeps scrolling we see pictures of fat in the gut and bowel.
We just had the TV on in the background when it came on, so I didn’t hear the VO. But I didn’t need to. Really simple and really effective. Well done.
Non-WA: As someone who drives an old car without bluetooth, I listen to the radio as opposed to podcasts or my own Spotify lists. So I hear a lot of radio ads. Most of them go in one ear and out the other. But when I heard the ad for the Garvan Institute, it stuck. The radio is part of a full campaign and starts with a bloke telling me he has kidney disease. Then I hear a lady telling me she has breast cancer. Then the VO asks the simple question: “Who would you donate to?” That stops me in my tracks. Then the VO continues, telling me if I donate to the Garvan Institute’s genomic research, I can help them both. It becomes a pretty easy choice. Again, really simple and really effective. And as I later found out, done pro bono. So a big thumbs up to the people at BWM Dentsu and their various connections for a job well done.
Ray van Kempen
WA: Having witnessed much risky driver behaviour at rail crossings over many years, I figure the ‘Misjudged by this much’ billboards along the suburban rail lines are an efficient use of the medium. Logical and timely.
Experience has taught me that a ‘storytelling’ approach is somewhat tricky with out-of-home ads. (I’d suggest they should be limited to six words and one visual to have any impact.) So hats off to the creative team on this one for pulling it off with the words and pictures.
Non-WA: Many international advertisers seem to have mis-judged the emotive tone of their ads during COVID lockdowns. And there are plenty of case studies of them being ‘called out’ as ‘cheap tricks’ by their target audiences.
But the ‘looks like Guinness’ spot from the UK looks like a winner to me. None of those endless celebrity gags as seen in many of the US Superbowl spots. Just gentle humour, an arresting sound track, visuals that are a quiet reflection of the times and lovely product enjoyment shots. All supporting relevant and timely messaging.
Gwad, the Poms are good at this.
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