13cabs launches TV show celebrating food and culture of its drivers in latest work via Thinkerbell
A new TV series featuring one of Australia’s most loved female celebrity cooks, Anna Gare, and a team of real-life cabbies, hit the screens this week. The show, Anna Gare’s Cab Fare, follows the TV cook as she gathers stories and recipes from 13cabs’ diverse network of cab drivers – culminating in the creation of delicious dishes inspired by Australian drivers with diverse backgrounds from around the globe, as pasrt of a new campaign via Thinkerbell.
Running on the Nine Network every Saturday and repeated every Sunday on 9GEM, the ten-part series debuted with Anna teaming-up with Dhruv, a young 13cabs driver originally from Northern India, who has been a cab driver in Melbourne for the past 11 years.
Says Anna Gare, author and TV cookery star: “Working with the 13cabs drivers has been a fantastic experience. The show uncovers traditional dishes from the 13cabs driver’s homeland, while importantly delving into their personal experiences in transitioning their lives to Australia from countries all over the world like Pakistan, Afghanistan, France, Cambodia, Somalia, Lebanon and the Middle East just to name a few. I hope through watching the show others are inspired to have conversations with their cab drivers, whether it’s about the driver’s story, or their favourite traditional dishes.”
Says Andrew Skelton, CEO, 13cabs: “The cab industry has done more for inclusivity and embracing new Australians of various culture for many years, providing a way for them to integrate into the workforce and community. We are so glad to support this series and help celebrate the diversity of the 13cabs drivers. They are the backbone of 13cabs and celebrating their various cultures via this show is an absolute honour.”
Each episode sees Gare take a 13cabs ride with a driver who has a unique and interesting story. Anna gets to know her cab driver by discovering their background and delving into the common-ground topics of foods and eating experiences. Throughout their trips, the 13cabs drivers share their favourite recipes with Anna who then demonstrates to viewers how they can recreate the exciting dishes at home.
The show was developed by Anna Gare and Tim Thatcher from Armchair Safari, and produced Essential Media in partnership with 13cabs and agency Thinkerbell.
See the website: www.annagarescabfare.com.
67 Comments
Didn’t see that coming.
This makes total sense, you know, because Uber drivers don’t eat human food so this can only work for cabs.
And also, every time I get into a cab that smells of 7 day BO, I immediately thing ‘Geez, I’m starving!’
This is nice stuff. Surprised they got it on TV though.
The strategy is so off it’s comical. People take uber because the cars are clean, they don’t smell of puke and they’re cheaper. And generally the drivers don’t smell.
This will literally make no one switch back from ubers to cabs, which must have been the objective?
This is 2018, not 1998. This isn’t some 30 second add, it’s CONTENT.
Can you say CONTENT?
Content doesn’t sell, it builds a relationship with the viewer. It’s a much more subtle art than hitting them on the head with a selling point.
So the next time they need a lift, suddenly they’re not thinking of Uber. They’re thinking ‘Hmm, maybe I’ll give 13 CABS another go. I like them.’
Get with the fucking program or retire and let the next gen through please.
Content is meant to sell as well dumb ass. Otherwise what’s the fucking point? Ads also build a relationship while selling, they just do it in a shorter time.
Go back to UTS champ, you clearly won’t make it in the real world or marketing.
That’s where your wrong, and exactly why you old codgers can’t do content.
It’s not meant to sell. Not overtly. It’s meant to be subtle, so that the viewer can’t even tell you which brand it’s for. The real work goes on behind the scenes, in the head of the viewer.
Like I said, its a more subtle art. Not that you “25 second build-up, 10 second punchline, 5 second message” brigade will ever understand that.
These kinds of ideas were on TV in 2005. It’s lazy and derivative.
Lets see what it rates with the 60+ crowd
You forgot that people need to be arsed to watch your content in the first place, instead of all the other really interesting and entertaining stuff already out there.
I rented a DVD like this once. It was called Taxi Driver. Not bad.
Yes it’s content. No it’s not good content.
Every Tom, Dick and Harry has an idea for a show. Not all of them should be made. Especially not this one.
This has an amazing insight and is riveting use of a ten part series format. Food and Indian immigrants and life in a cab! If content is designed to entertain and enthral, then this does! Amazing stuff. Congratulations to everyone involved.
What’s with this new-fangled alternating current?
I prefer Uber Eats. Much easier.
What’s not to love about this, merging two of my favourite things food and taxis. Great job to everyone involved this is the type of work which elevates a brand above its competitors. Content is king, all hail the king!
These comments are too much.
From the stupidity to vitriol to the spelling errors, I’m loving it all.
Please keep it up.
Ok you sarcastic old farts, I’ll explain it to you in small words that you can understand.
Imagine your selling somethimg, lets call it a “thingy”
You do a typical 30 second add that tells people “A thingy is for these people and does this.” You wrap it up in a joke or whatever. At best, you’ve engaged people for 30 seconds.
With content you tell a story. You show people how someone uses the “thingy” and how it has enriched their lives. You build a human interest story – maybe how a young artist or a dj uses the “thingy” to improve their work. But you do it on passing – you never let on that it’s an add. And you engage people not for 30 seconds, but for minutes. Hours. 10 hours even.
I might not go out and buy a “thingy”, but I will have made an emotional connection with it. I will be far more likely to engage with it, talk about it and share it with my friends. That’s the new economy. It’s not about selling or buying. It’s about connecting.
And that’s how you do it.
Out.
I’m a dick head too. I’m a dickhead too. Sorry I just wanted to be in on this action.
I’m here for the ‘content’
You could send everyone gold bars and they would still use any other alternative.
Taxis rort payments.
Taxis don’t know where they are going.
Taxi drivers have questionable hygeine.
Taxis are mostly, all broken and old.
13 cabs app is the worst thing ever.
For all the rhetoric, Thinkerbell have all the problems of every other mediocre ad agency, they can’t actually solve a real problem
I havent seen one good thing..not one..come out of this agency.
You are so caught up in defending this average idea it’s a shame.
You’ve missed the point that unless your ‘content’ has a news piece at its heart NO ONE GIVES. FLYING FUCK. presuming you were the one paid to achieve you’re 340 views with this work, you should actually be fired on the spot for such a fraudulent concept. It’s atrocious and you know it.
Hi I’m an ass wipe c an I join this conversation. I see there’s dick head up there. And a few bell ends. I’m ass wipe I want to join the convo too.
I was about to say This is an example of exactly what’s wrong with this industry right now, but in fact it’s an example of what was wrong with it 2 years ago. That’s because even the most ignorant naval gazing marketers have finally woken up to what many of us knew all along, and that’s no one wants to have an ‘ongoing conversation with their brands’. Not for 1 minute, let alone fucking 10! Watching this is literally as painful being stuck in traffic.
Besides, I don’t want to talk food with my cabbie, especially when his is still reeking away in a plastic bag next to me thanks
…a bad idea is a bad idea whether it’s 30 seconds or 10 hours.
Make sure the content is watchable. This isn’t
Hey there.
Well aren’t you a persistent little pissant with your ‘content not an ad’. Pretty sure us ‘old farts’ understand the concept as we were all making ads (and content) while you were jerking your light switch sized thingy to Miley Cyrus videos.
The point of an ad or content is to persuade the consumer that your product or service is worth buying or using instead of a competitor.
This fails miserably at that ONE JOB.
So crawl back back in your millenial bubble of me to mediocrity and cry wank yourself to sleep.
IF you really have to try that hard to explain what you are trying to achieve then quite clearly you have failed Angry Ant.
Amazing how angry the dinosaurs get when you point out they’re dinosaurs.
Some of you seem to get it – yes, content is king. Thank you.
I’ll spell out for the last time for the rest of you why the worst content is still better than the best add:
– Content isn’t limited to time slots, it can be as long as it needs to be.
– their fore you can tell the whole story, not just focus on one benefit
– their fore you can get the client’s WHOLE brief into your communique
– their fore happy client, happy you, happy bank account
– and finally, unlike an add, people seek your content out. So your speaking to your TARGET AUDIENCE, not just scattergunning everybody.
And I don’t work at Tinkerbel, I would never work at a traditional (read: endangered) agency. From talking to my cleints, I can tell you that they hate working woth you lot and they love working with us lot. So laugh while you can clowns. When the other shoe drops the boot will be on the other foot.
‘their fore’
Yes, therefore not their fore. I was writing on my phone, shoot me. The point still stands.
Your basic af comments reek of “i’m 2 years out of uni and know everything because I landed in social media” and would get you laughed out of any marketing meeting. Maybe come back in a few years when your zeal has some experience behind it.
Sincerely,
Someone probably about your age
‘communique’
“I might not go out and buy a “thingy”, but I will have made an emotional connection with it. I will be far more likely to engage with it, talk about it and share it with my friends. That’s the new economy. It’s not about selling or buying. It’s about connecting.”
Yeah – because that’s what companies aiming to turn a profit want. Not sales that generate said profits, but some shitsack on the internet clicking ‘Like’ and sharing it with their friends who then have a tiny chance of also clicking ‘Like’ but who also won’t purchase.
That’s right – companies exist to provide you with digital thumbs up don’t they, you twat.
Now your age is really showing.
Haven’t you heard of SOCIAL CURRENCY? I can send you the RESEARCH that proves a well liked social post will eventually improve a client’s bottom line.
How do you think brands like Facebook, Google, Apple and Netflix to name a few became so big? Likes. Talkability. SOCIAL currency.
This is a ridiculous argument, saying that sales are more important than likes. It’s like saying wellness is more important than health. They’re the same thing.
I reckon these work amazingly! They’ll do really well, and everyone above who thinks otherwise is wrong.
Also is anyone hiring?
I’m super unemployed.
Someone has shot a three pointer!
A) All of the comments above are hilarious. Fine form campaign brief, really the industry’s best minds hard at work.
B) As others have pointed out with a lot more vitriol above, the key issue here is that the foundations are off. The insight that there’s a lot of interesting stories behind taxi drivers is just as applicable to Uber or any other ride sharing service. The brand recognition of having a 13cabs logo visible in every shot (assuming, but probably) undermines the authenticity. The medium of having this on broadcast TV means it’s preaching to the converted – over 40’s who are the only ones still taking cabs (speaking hyperbolically, calm down Campaignbrief) – rather than doing anything meaningful to regain market share.
Yes, it’s content. Yes, content can work very effectively. No, that doesn’t automatically make it a good idea.
Hi I’m an uneducated idiot. Can I have my day too. Lots of other uneducated idiots and dickheads are getting a voice. What about me.
“How do you think brands like Facebook, Google, Apple and Netflix to name a few became so big? Likes. Talkability. SOCIAL currency.”
By offering products that people want to fucking have and use, you absolute clown. Not making some fucking video for peanuts like you.
“This is a ridiculous argument, saying that sales are more important than likes.”
Yeah – I bet that’s the case for your examples Facebook, Google, Apple and Netflix to name a few. Those companies definitely value offering some digital native social fucking currency over shifting units.
Now, i’m off to check-in at the Apple Store. I was gonna buy a new laptop and phone, but I figured they’d rather my digital thumbs up of engagement.
It doesn’t matter how well or how often you say the wrong thing it will still be wrong.
Agree wholeheartedly Groucho. You guys can talk adds up all you like, it doesn’t stop you from being wrong or dinosaurs.
Mr content king the reason both Facebook and google guidelines suggest putting the brand and message up front in the first 5 seconds is because nobody watches it for longer. You’re so 5 minutes ago buddy. Go back to Fortnite and leave this to those who know what they’re doing please
I made $80k this year. I’m 21. How many of you add wankers can say the same?
Next year when I start my consultency, we’re talking major tom. MAJOR tom.
So laugh now, but I know on which side of the bread my future is buttered. Can you say the same?..
$80k is chump change and the fact that you’re 21 really shows.
As a digital strategist at one of the “traditional” (read successful) agencies you seem to disdain so much, I can tell you it’s people like you who make me have to work a hell of a lot harder in serious marketing meetings to show that digital isn’t just buzzwords and vanity metrics.
Shut the fuck up, you clearly have no idea what you’re talking about.
I always thought that adds were ads. Must be how the crazy kids do it now.
Just reveal yourself if you’re so confident.
Surely Mr 80k is having a laff? Well done son, we took the bait.
Why is 13 cabs encouraging culinary cultural appropriation?
Sorry, but has there ever been anything more fucking stupid in the history of advertising than a cooking show featuring recipes from cab drivers called Cab Fare? Fucking hell, it’s a whole new low. Just wanted to see what would happen if I tried to defend it, and it got out of hand. Some choice replies though.
Alright, back to my knitting then.
Well done sir. That was excellent.
Golf clap
Monkey Tennis?
How is $80K chump change? Even if you’re on $400K (you’re not), that’d be 20% of your salary.
No one wants to do without 20% of their salary.
So…that was a little bit dumb wasn’t it?
I’m an old fart.
A dinosaur, if you like.
But I not only wouldn’t get out of bed for $80K a year, I wouldn’t even roll over on my 1000 denier silk sheets to turn off the alarm.
I’d let the fucker ring. If I had an alarm.
I don’t, because I am rich and like to sleep in.
Why am I rich? Because I’ve made shitloads of money from advertising.
I’ve also spent shitloads of money on booze, drugs, lunches, cars, holidays and stuff I can’t remember.
But I’ve made so much I have heaps left over.
Myself, and my equally Jurassic friends, were also earning more than $80K when we were 21. In my case that was 36 years ago. Today that would be $160,000.
36 years later I still earn over $200K working part-time.
Even though I’m a renowned asshole.
Do you know why?
Because the advertising you hate works. Because the ads I do work. Because the shit I do has created billion dollar brands, changed society, elected governments and made a difference.
Name a single content campaign that has built a big brand. Changed anything. Done anything.
Social campaigns have done the latter, but they have never built a big brand.
All the successes you talk about (like Facebook) take money from gullible fools like yourself. Facebook and YouTube exploit content. They are rich. You and your clients are not.
No-one gives a shit about content. No-one gives a shit about advertising either, but at least they notice it. At least we are honest about our snake-oil intentions.
Unlike sneaky little assholes like yourself.
You are a hypocrite as well as a dick.
Keep up douchenozzle, he was fucking with you. ??
That’s the part of this thread you’re calling out as a little bit dumb?
Anyone who knows better doesn’t read the comments on any website. Yet, here you lot are, 50 posts deep into a blog post about a terrible piece of comms for a service that’s soon to be extinct. Round of applause for the elderly and the endangered.
I’m 12 and i made an app that makes my dementia dad remember where his arse is and what the toilet paper is. It was a game on iPhone.
It was useful.
If you’re a brand that’s useful, executes the product well and has a clear idea of why you do what you do, content works.
Because you’re useful. Cabs are useless. Because anyone can use a car to pick me up. As charming and relatable as our immigrant (I am one) life stories are to explore, a cab is not useful anymore.
The funny thing about the word content is it’s like the word fuel. It’s a means, not the ends. A insight driven idea, that memorably reminds me that the product will help me win (socially, emotionally or functionally) will always win, as it always has.
Said the digitally raised millennial who did campaigns on Facebook in 2007 for major global brands. So successful they changed the rules.
Even my 4 year old son remembers Nike, Apple, Ghostbusters are about and tells me what the brands mean to him (no prompting, no content series – only outdoor ads out and about).
Be something.
Do something.
Dave Trott nails it
Content, by definition is derived from container. What you put in matters most.
“Content seems to mean anything. And something that means anything means nothing.”
– Bob Hoffman
I really feel so sorry for all the cab drivers who are now going to be hounded for ‘cooking tips’. Can’t help but feel that this ‘content’ is patronising, as so many cab drivers from other countries are actually highly skilled and highly qualified in other areas. So many immigrants to this country have qualifications that are under valued, ignored and not utilised in Australia. I’m sorry but this is a prime example of white washed racism. The bubble continues. Keeping people ‘in their place’.
You can all argue about your $80K/$200K wages, content is king and about being dinosaurs etc, you all have that privilege. But for many people who have risked so much to get here, they are being kept at arm’s length from using their education in the real world and will now have to endure quaint conversations with self satisfied cab passengers who pat themselves on the back for ‘having a chat’ and engaging with their driver about their mother’s cooking.
No doubt this comment will be derided and mocked. I don’t care, because what I’ve read here is a pissing contest and it really makes me frustrated to think that this is the industry that we work in. This industry is made up of people who should and actually NEED to have empathy and understanding of others because you’re selling your ideas to people from all walks of life, all financial backgrounds, all ethnicities and all sexes. You’re selling yourself short because this attitude is NOT the future. You’d be doing yourself a massive favour to think outside of your own experience. That’s what real creativity is. Until this is actually realised within this industry, it will continue to shrink at the rate it is and none of us will have a job.
Seems most of my thoughts have been covered above, however here’ a few more…
1). I’m never, ever, ever going to follow the advice of someone in the add game. Because if you can’t spell the industry and all two of it’s fucking letters, how could you possibly no more.
2) For that reason, I’m hoping most of us just missed your incredible sarcasm.
3) Cooking tips is a nice change from the shit racing tips I normally get from cabbies around this time of year. But it ain’t going to get me to catch one. The only reason I’ll catch a cab is if I can’t get an Uber quickly.
I’m lost from the start. Why, as a cook, does Anna Gare get in and out of a lot of cabs? Every cook I’ve ever met (and I spend a decade in hospitality, so I met a few) spent a lot of time in a kitchen.
Sure, they caught cabs to a bar after, and then probably stumbled home in one…but just don’t get the link?
Oh dear me, Mr Money talks,
you sound sound like a T-Rex, but underneath, you are brontosauris, right?
You are rich, and you like to sleep in – LOL.
In silk sheets, how abhorent. Water bed? Promise me, you have a waterbed.
And you were a ‘renowned asshole’ – that translates seemlessly to mean one thing, that you were highly insecure and would most likely suffer from sociopthathic tendancies.
In your day, you lonely old wine-swilling, sweaty loud mouth, you had 2 mediums in which to get your message across – 3 if you counted radio. And 5 weeks to work on the brief. Then you could spend the rest of your day swaggering around the office touching people inappropriately, am I right?
Mr, you shame other wannabe dinosaurs with your navel gazing vitriol.
Gardening tips from gynaecologists!
Get on it, Thinkerbell.
This thread is so fucked up I’m going to need therapy. What a horrible display of egotistical (or is that egotestical) bullshit. And to the Old Fart in Silk Sheets, lay off the sauce mate, or you won’t see 60.
This is the most fucked up thread Ive ever seen on CB.
The commentary on here is disgusting and you should be ashamed.
The lot of you. Grow the fuck up.
I have just viewed this new program and it is interesting in that it gives a more personal view of people who live and work in our communities.
Better communities come from us being interested in people other than our most immediate family and friends. These Cabbies have had amazing experiences. Why not embrace their contributions?
Don’t all of us love a variety of food from around the world. I’ve already written down today’s recipes. yummmm! Love it!