Menulog and its agencies,Thinkerbell and UM, have won $1 million of inventory across Nine in the State of Originality 2022 award.
Nine challenged brands and agencies to take the State of Origin platform to create unmissable ads capturing the attention of the millions of viewers watching each round of the series.
Menulog’s winning ad, Wendell Sailor Brushing His Teeth, was a humorous rapid fire response during Game 2 that put the brand into viewer conversation surrounding Menulog’s Katy Perry ad in Game 1.
Ads were created using Wendell Sailor doing nothing more exciting or elaborate than engaging in his daily routine; brushing his teeth, reading and having a snooze as an antidote to the costume-filled, big musical score of their Game 1 ad.
“My sincere congratulations go to Menulog and their agencies, Thinkerbell and UM,” said Michael Stephenson, Nine’s chief sales officer.
“They took up both the challenge and opportunity in State of Originality, and reacted quickly to a real-world event during Game 1, owning the narrative and executing fresh creative to win over fans in Game 2.”
Simon Cheng, SMO, Menulog, said: “We're thrilled to have won Nine's State of Originality. Menulog is all about delivering joy to Aussies and this ad was about listening to our audience in real time and putting a smile on footy fans' faces with a playful response.
Eight brands entered the competition: KFC, Sportsbet, Kia, Ampol, McDonald’s, Stan, The Arnott’s Group, and Menulog.
The competition was judged by a panel of leaders in advertising: Cindy Gallop; co-founders of Brand+Story, Josh Whiteman and Paul Chappell, the creators of last year’s brilliant campaign for Qantas, Fly Away; Tara Ford, CCO of The Monkeys; Gruen panellist and 3AW Breakfast co-host Russel Howcroft; and Nine’s CMO Liana Dubois.
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