As the year draws to a close, there have been some campaigns that have stood out more than others to AdNews readers in 2020.
From Special Group Australia’s US Uber Eats campaign starring acclaimed gymnast Simone Biles and Queer Eye star Jonathan Van Ness to the controversial Darrell Lea campaign that celebrates the brand going 100% palm oil free, here are the top 10 most read ad campaigns on AdNews in 2020.
1. Uber Eats enlists Simone Biles and Jonathan Van Ness for latest Tonight I'll Be Eating ad
Acclaimed gymnast Simone Biles and Queer Eye star Jonathan Van Ness memorably meet-up in a new commercial for Uber Eats in the US. The ad was created by independent agency Special Group Australia. The new spot, Flip Out, features gymnastics fanboy Van Ness geeking out over Olympic gold medalist Biles. His enthusiasm propels him to try to tumble like Biles, with humorous results. Biles, the most decorated American gymnast, dominated the 2016 Olympics in Rio de Janeiro, winning individual golds in the all-around, vault and floor competitions and United States team gold as part of the Final Five team.
2. Snoop Dogg upgrades Menulog jingle
Australian food delivery marketplace Menulog has introduced the next chapter of Did Somebody Say Menulog – only this time, entertainment icon Snoop Dogg has taken over. Created by McCann London and directed by Francois Rousselet through Riff Raff Films the campaign was shot on location and in Snoop Dogg’s Compound in LA. The TV advert sees Snoop Dogg deciding he’s had enough of hearing everyone’s favourite love-to-hate jingle; if it’s going to be on TV, it’s got to be his version.
3. Cadbury commercial Bus is about small acts of kindness
Cadbury’s film, Bus, shows how even the smallest gesture can bring a smile to someone who needs it. A little boy is travelling home on the bus with his mum with a bar of Cadbury Dairy Milk he’s been told to save for later. He tries to distract himself but then notices a distressed teenage girl nearby. The story ends with a simple, unexpected act of kindness from the boy who offers his bar to the girl. The 30-second ad was created by VCCP and directed by Fréderic Planchon.
4. Why the Liberal Party bushfire commercial is such a bad ad
The Liberal Party has used prime minister Scott Morrison's response to Australia’s bushfire crisis to seek political advantage, and try to bandage a bruised reputation, in a video commercial launched on social media with "elevator music". The 50-second ad featuring Morrison was condemned by advertising commentators and media analysts.
We’re putting more Defence Force boots on the ground, more planes in the sky, more ships to sea, and more trucks to roll in to support the bushfire fighting effort and recovery as part of our co-ordinated response to these terrible #bushfires pic.twitter.com/UiOeYB2jnv
— Scott Morrison (@ScoMo30) January 4, 2020
5. Disney+ launches interactive 'DNA' test
Disney+ launched an interactive test called Disney+ DNA to help people find out what characters truly represent who they are as a person. The test measures a person's reaction to hundreds of scenes from iconic films and shows across the Disney, Marvel, Pixar, Star Wars and National Geographic library that make up Disney+. The reactions are analysed to reveal their Disney+ DNA make up, represented by famous heroes, villains and princesses that are featured in Disney+, along with the reasons why the person share attributes with each character. To encourage Australians to find out who they really are, Disney+ recently enlisted the help of several well-known Aussies including world tennis champion Ash Barty, entertainer and TV presenter Rove McManus, and singer Ricki-Lee Coulter. The campaign was created by Special Group Australia.
6. Coles extends What's for Dinner campaign with Seven
Coles has extended its What's for Dinner cooking campaign to inspire Australians spending more time at home in the kitchen during the coronavirus crisis. In early April, Coles partnered with Channel Seven and some of Australia’s most well-known chefs and cooks to create cooking segments that showcase easy, affordable, and delicious recipes using simple pantry ingredients. Each night on Channel Seven during the six o'clock news, Coles’ What's for Dinner segment features chefs including Luke Mangan, Darren Purchese, Matt Stone and Kylie Millar sharing favourite recipes they have filmed themselves preparing in their own homes.
7. Darrell Lea follows ‘No Worries, Jan’ with a Cadbury-style primate ad
Darrell Lea launched an ad to promote its products going palm oil-free with an ad that was accused of imitating Cadbury’s iconic drumming gorilla ad. The Australian chocolate brand announced it would change more than 100 of its products to remove palm oil. The ingredient has been controversial due to the damage caused to the habitats of endangered animals, such as orangutans, during its production. To promote its decision to dump the ingredient, Darrell Lea released a new phase in its Darrell Lea Makes it Better campaign, created by independent Melbourne-based creative agency Akkomplice. The push launched with a TV spot that features an orangutan drumming in a rainforest to George Michael’s Freedom! ’90.
8. Missy Higgins in her first commercial, Coles' Value the Australian Way via DDB
The Coles campaign, Value the Australian Way, used real Australians and not actors to position the supermarket as an organisation that lives at the heart of the nation. The campaign celebrates the role Coles plays in sustainably feeding Australians and helping them lead healthier and happier lives. Created by DDB Australia and directed by Justin Kurzel, the campaign champions Australia and encourages people to appreciate what we have while shining a light on our true values. At the centre of the campaign is a 60-second TVC set to a reimagining of Missy Higgins’ 2009 hit Feel Like Going Back Home recorded especially for this campaign as a collaboration between Missy Higgins, Dingo Spender and the current lead singer of Yothu Yindi, Yirrŋa Yunupiŋu. The original track was written by Stephen Pigram and featured in the beloved film musical Bran Nue Dae.
9. Clemenger BBDO's first work for Demazin
Demazin has brought back the iconic D-D-Demazin mnemonic from the '80s and '90s in its latest ad. The ad, developed by Clemenger BBDO Sydney and directed by Airbag’s Chris Hill, takes Australians on a trip down memory lane with a new take that is more relevant to modern families. The story of a working mum who takes a household under siege from cold and flu in her stride, is told through a D-D-Demazin spin on the classic Laura Branigan song Gloria.
10. St.George launches new Little Dragon brand campaign via Saatchi & Saatchi
Saatchi & Saatchi launched a brand campaign for St.George, bringing the iconic Little Dragon character to life as the alter-ego of a St.George employee, Melissa. The campaign, highlighting the friendly difference people experience when they bank with St.George, launches with a 45” TV spot plus specific social and pre-roll content, digital, out of home and in-branch. The film focuses on a high-speed chase with Melissa and her Little Dragon overcoming a series of obstacles in their bid to help her customer. It aims to convey the spirit of customer service that St.George is renowned for.
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