When did you last read The Australian?
September 8 2009, 10:37 am | | 17 Comments
thebrandshop, Sydney has put to air a TV commercial for The Australian to make Australians reconsider their choice ofnewspaper by appealing directly to their intellects, by showing TheAustralian as both aspirational and inspirational. The spot was written by Monty Noble and art directed and directed by Rodd Martin, via production company UFO.
17 Comments
Respecting the intelligence of the audience – so radical it might just work.
Saw this last night. Really stood out…in a good way
Very good.
UFO do you have a website? I’m keen to browse your wares.
MOOONTY!!!!
Love to slag it but I can’t…
…so where the bloody hell are you? Don’t we ever learn.
Good ad and all the more so for using The Australian’s contributors in a meaningful way. Hope you get the whole account off brave!
I buy it every Saturday but found the revamp of the mag a real wank.
Phillip Adams column is half the size, its full of large splashy pictures and down on content. And the horoscope has been deleted.The TVC promised more and the product under-delivered. Un-Australian!
Great. If only The Oz wasn’t dominated by partisan hacks with an axe to grind, then the claim would have a ring of truth to it.
intelligent strategy
this ad did move me to want to read the australian…but as someone who’d really only even have time to read it on the train or at the train station, its not really the sort of the paper that you can read on the go due to the way its folded and its sheer size…i know changing the format of the paper will probably take away from its ‘prestigious’ status but if you are going to market it to the masses, why not create a version this is the size of a magazine and much easier to read
Very intelligent stuff. Looks great too, great job DOP
I have to say this is extremely expected.
It is a very well worn strategy and creative framework for this category – let’s be honest.
That said, it is done with polish and will more than likely work. When you have a great brand – sometimes the challenge is not to fuck it up.
I don’t think this fucks it up…..but then that’s expected.
Phil, can we ever expect anything more from you?
From the film company producer, it was great to work with Monty and Rodd and make something that I think stands out. Thanks to Peter Moss for bloody great classic cinematography!
Les Luxford
http://www.ufofilm.com.au
Nicely put together. Absolutley no doubt about it.
But surely the premise of ‘Think. Again’ is flawed. It’s patronising and suggests that The Australian is some kind of saviour of our collective national intellect.
News flash to Rupert Murdoch and his band of ostriches- there are plenty of (free) places which enable us to expand our knowledge, engage in meaningful debate, and get in depth background to what’s going on.
The brand and the questions in the TVC act like they’re oblivious to a little thing called the internet.
If its job is to reinforce to existing readers the value of The OZ then it’ll probably do ok. If its job is to increase readership or circulation- then I don’t like its chances.