It's all about the work and Creative Choice is where we send in the pros to critique the latest offerings from ad land.
Hulsbosch director Jaid Hulsbosch and Saatchi & Saatchi creative director duo Piero Ruzzene and Flavio Foncesa take on the challenge for this week's Creative Choice, putting their creative eye to work from Peta, McDonald's, Protecter & Gamble, Pandora, Bonds and OMO.
First up - a little about the creatives themselves:
Jaid Hulsbosch:
Most of these are lengthy but high standard and evolve the format. There were a couple of disappointments that left me confused and unclear on what was being promoted, and the brand story. Overall, the theme of Mum’s love was my favourite from this selection.
Piero Ruzzene and Flavio Foncesa:
As Cannes looms, the standard of work lifts but there’s also a last minute scramble for Lions, which means some pretty strong insights get quickly turned into ho-hum ideas via slick case studies. That dictates the tone of this week’s work.
1. Huntsman Condoms - PETA by 303 MullenLowe
Jaid Hulsbosch: Condoms to stop hunters from reproducing based on the premise hunting animals is generational is a clever marketing stunt, but I question who is the target audience for this one? I’d imagine largely for the US market as references to the Trump brothers is pertinent and political.
It’s an original promotion and a valuable debate, but it may alienate the mainstream and have them perceived more as a vigilante group on issues rather than an inclusive, educative body. I think PETA is trying too hard and it lacks charm.
Piero Ruzzene: There’s a really good thought here and, I don’t want to be a hater, but I question the condom idea. First, you have to rely on them actually getting some action, then if people really want to procreate they will. Then you think, what’s the point of stopping a hunter rooting when a black rhino will be extinct in two years?
Flavio Fonseca: The fundamental problem to me is that hunters should be stopped now because if we don’t there will be no animals to hunt anyway.
2. Nothing can come between the love of a father and a daughter - McDonald's by DDB Sydney
JH: Haven’t heard this song for ages and whatever they were selling next in the Un McDonald’s ‘Create Your Taste’ campaign had me at ‘hello’ cause of the soundtrack. The online film, set to Meatloaf’s I’d Do Anything for Love drives the narrative and propels the endearing story line. From motorbikes to baby prams and beyond, I enjoyed the whole story and profoundly related to every single frame and joke as I’m a dad of two young boys. I was enthralled with the story of fathers and daughters and all that entails to be the best dad ever, knowing all the while you’re making mistakes and actually being a bit of an idiot.
PR: Really nice spot. The father/ daughter thing is on trend (saw a Droga NY spot for Chase the same week this was released) but this is solid. Great writing and storytelling, well directed and well edited, with all the right emotional beats and a good track. Classic stuff. Well done.
FF: The relationship between daughter and dad is a great truth to riff off, which makes it feel really progressive. Great ad. I only question if it’s a bit too long.
3. Secret Deodorant - Procter & Gamble by Wieden + Kennedy
JH: What a great opportunity for the actress in the film – superb casting. Her charm and warmth is instantly endearing. So the deodorant will give women the confidence to approach difficult conversations, in this case a higher wage? Maybe the punchline would have more punch and be a stronger resolve if the female boss (has to be female boss as they’re in the female toilets). Having overheard her role-playing, comes out of the toilet cubicle and says ‘ok you’ve got the raise’.
PR: I like this. The positioning is topical, political and brave. And in women’s deodorant it’s a maverick in a category full of stereotypes. The ad isn’t perfect, sure. But the casting is good and I love the touch of the older woman at the end. Reinforcing the message with supers at the end feels like overkill. Nevertheless, thumbs up.
FF: There is good thought behind the idea, empowering women to be confident, go out there and fight for their rights. But the execution falls short; the role of the brand not really clear. It was just another pointless deodorant ad.
4. Unique Thank You - Pandora by Another
JH: Dove’s ‘Real Beauty Sketches’ and ‘Choose Beautiful’ are memorable and exceptional films that resonate with me. The Pandora concept aligns with some of these elements and instantly drew me to the storyline; it’s tear-jerkingly good.
With Mothers Day on 8 May, it’s a timely reminder that it’s a good to tell your Mum how much you love her. Pandora weaves an emotive tale around the special relationship of mothers and daughters; an unbroken bond that, no matter the test, is impressively powerful. Pandora creates an environment of belief that projects this concept, but to me the concept and idea is nothing new.
PR: It’s hard for me to comment on this one. Somewhere in here is a good idea but I can’t see it because all I’m thinking is Dove, Dove, Dove, Dove. If I’d never seen ‘Real Beauty Sketches’ or other such experiments set in stark white warehouses, I’d connect with it.
FF: It’s a lovely thought. I’m all for thanking mum in a unique way, but it feels a bit like Dove. And I question ... wouldn’t your mum know your calligraphy anyway?
5. The Boys Trim - Bonds by Clemenger BBDO Melbourne
JH: It’s a simple, funny concept and I laughed out loud. For a male audience, it’s a winner. This is another in the playful film series of ‘The Boys for Bonds’ male undies range, however, is this a change in direction for Bonds? The positioning moves away from the traditional Calvin Klein/poster boy sexy image to a laddish brand message. It’s very blokey and clearly directed to the average Aussie male. Having said that, I love the new outdoor installation done in Melbourne recently – brilliant.
PR: I love this. Great ideas that you can write endless ads to are getting rarer and rarer. So, seeing a campaign like this makes me feel all warm and fuzzy. It’s simple, funny and pretty bold for Bonds.
I’m curious to see where it goes from here. But right now, the joke’s still all shiny and new.
FF: I love these ads. The consumer insight is bang on and I personally find it really entertaining ... it makes my balls tingle.
6. Real Play Experiment - OMO by JWT Sydney
JH: OMO and its ‘dirt is good’ tag is back. It has been around for ages and why? Because it’s simple and effective and a powerful, consistent message that is relatable to the whole family. It demonstrates it’s ok and fun to play in the mud. OMO’s values are creating meaningfulness and engagement for another generation. My complaint is that it’s almost three minutes long.
PR: When ‘Dirt is Good’ launched years ago, it was really refreshing. This makes me feel like it hasn’t gone anywhere. It has all the ingredients of an award winner, but OMO you told me all this stuff years ago. The weekend footy game as a place to bring this to life feels expected and corny.
FF: This one feels really contrived. Maybe it would be better to give the kids all the freedom they want to get dirty and go nuts. But, is it a unique thought? No.
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