There have been some cracking Australian television ads over the years. From 'Sic 'Em Rex' to 'A Hard Earned Thirst', they are the ads we all remember with a smile and often a sense of nostalgia. Two creative leaders list the most iconic Aussie ads ever made.
Let us know which ad is your favourite in the vote below.
M&C Saatchi Creative Director Andy Flemming
Apparently I have to pick the five most iconic Aussie ads of all time. Tough. Actually, I don’t really see how I’m particularly qualified to do so having a) not written any of them and b) I was eating dirt and playing with Weebles in England when some of the best ones ran, so I’m just going to choose ones that have influenced me the most.
1. Carlton Draught - Big Ad: George Patterson Y&R Melbourne
How can you not start with the ad that we all wished we’d written? Big Ad took on the advertising industry’s propensity to see epic as idea and in doing so, both credited the consumer with intelligence and, (following ‘Canoes,’) created a niche all of its own. The fact that every subsequent Draught ad is a much-discussed event is testament to the campaign’s foundation.
2. McDonald's- Inner Child: Leo Burnett
It was a toss up between this and ‘James Dean,’ but for me, the insight that we all have those wonderful memories of visiting Maccas with Mum and Dad matched with the surprisingly surreal concept and perfect music track make this an absolute belter. Proof indeed that great ads came be found from within even the trickiest clients. Wonderful Mr Coll. Wonderful.
3. Antz Pantz - Sic ‘em Rex: The Campaign Palace
I saw this in the UK and couldn’t quite believe what I’d seen, nor indeed could the British advertising community who loved it as much as I did. Nobody forgot the benefit, the name of the product or indeed the model - who I can safely say I was in love with for quite some time.
4. VB- Hard Earned Thirst: George Patterson
Men doing hard, sweaty things and wiping their brows in the Australian heat. VB was the quintessential no-bullshit Australian ad with that voice, that music and that elegant copy construction that effortlessly allowed it to run and run. And it still makes you want a beer. Immediately.
5. Dunlop- Carrier
What can I say? Martin Sheen doing the VO. One of the greatest product facts of all time to work on and a car landing on a sodding AIRCRAFT CARRIER. Careers were, and are, made on ads like this.
Spinach Advertising co-founder and Executive Creative Director Frank Morabito
1. VB – A hard earned thirst: George Patterson
Was it the music, the John Mellion voice over, the everyday scenarios? All of the above. But, at the time, Australia believed it had ‘earned’ a reward for decades of hard work. ‘A hard earned thirst’ captured the zeitgeist before anyone knew there was a word for it.
2. OTC – Go home on the telephone
Coming from an Italian family this was the first time we saw people like us on TV. An affectionate homage to the immigrant journey it allowed new Aussies to reflect on all that was left behind and made them feel privileged to be living in Australia.
3. C’mon Aussie C’mon: Mojo
Everyone loves ‘We’re Happy little Vegemites’ but no other jingle had punters belting out a chorus like C’mon Aussie C’mon. For decades it signalled the arrival of hot days, cold beer, and streakers.
4. TAC – Bloody idiot: Grey
When Greg Harper and Stuart Byfield set out to shock and appal Victorian drivers they couldn’t have imagined the far-reaching impact of their ‘Bloody idiot’ spot. This iconic Australian campaign has influenced the way road safety messages are communicated around the world.
5. Qantas – I still call Australia home: Singleton, Ogilvy & Mather
Iconic airline, iconic song, iconic locations – as Singo would say (and probably did) ‘it doesn’t get any more fuckin’ iconic than that’.
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