AD INDUSTRY GIVES THE GRUEN TRANSFER THUMBS UP – DEBUTS 9PM TONIGHT ON ABC
Years ago, Andrew Denton threw out a challenge live on commercial television for advertising agencies to sell euthanasia. Four agencies responded and he was so impressed with the results it stayed with him. A trip to Woolworth’s to buy washing up liquid, which saw him consciously reaching for the more expensive – advertised – brand added to his fascination with how the ad industry persuades the public to buy things.
“I’ve always loved advertising in all its forms and at its best I think it is truly brilliant and fantastic and I can watch a great ad over and over. In a parallel universe I can imagine working in advertising,” he said last night in an AFA/AWARD preview of The Gruen Transfer, which received a warm response from the 200 ad industry execs present.
The funny and entertaining 10-part series debuts on the ABC tonight (Wednesday) at 9pm. Produced by Denton’s Zapruder’s Other Films, host Wil Anderson chairs panel discussions with a revolving panel of four advertising execs.
Russel Howcroft, chairman/managing director, George Patterson Y&R, Melbourne, and Todd Sampson, CEO of Leo Burnett, Sydney were chosen as the regular panelists after outshining their competitors for potential star quality. Researchers spoke to about 60 advertising executives and screen-tested about 35 people from various levels of the industry before choosing the panelists.
Denton says: “We are literally swimming in advertising. It is the most powerful cultural form there is in society. It is the pointy end of who we are, it is the pointy end of capitalism and yet nobody ever looks at it – it’s only the World’s Wackiest Commercials or its documentaries, which are really clip shows dressed up as commentary and so thought that we would like to decode the world that surrounds us.”
Each episode zones in on a particular product category, revealing the magical tricks behind the sell. The first category was beer advertising, raising such questions as, ‘why are there always four guys in a beer advert?’. Each episode, two agencies battle it out to win ‘the impossible brief’, which includes selling whale meat as the next big thing for Australian BBQs.
Denton considers Howcroft and Sampson two of the smartest brains that have appeared on Australian television in the past 10 years and one reviewer called them TV naturals. However, the show is also likely to unveil some surprise talent – when asked how advertisers created the frothy head on beer, Daniel Gregory, creative director at Smart Sydney, revealed his penchant for smutty one-liners with, “in any money shot involving head, the key is to pull back at the right moment”. Likewise, Dee Madigan from Cummins Nitro calls BMF’s ‘Harvest’ spot for Toohey’s Extra Dry “an expensive wank”.
Working on the ABC, Denton claims immunity to the sting of the day-after ratings review, joking he’ll be happy if at least four people watch the show tonight. Nonetheless, he is seeking intelligent, genuine – and preferably not anonymous – feedback from the industry on how they can improve on future episodes. But get in fast as producer/co-creator Jon Casimir warns they’ll be on the CB blog at 9am Thursday to “rip the shit out of the show”.
For the first time on Australian TV viewers will be able to take content and remix it the way they want to see it. Integral to The Gruen Transfer, premiering on the ABC channel tonight, is a website with a downloadable mash-up tool that was developed by Johnny Kung Fu at The Feds. You can try it for yourself on www.abc.net.au/tv/gruentransfer
Pictured at the preview last night, from top:
Todd Sampson (Leo Burnett), Gawen Rudder (AFA), Andrew Denton (Zapruder), Richard Maddocks (AWARD chairman) and Jon Casimir (Zapruder)
Daniel Gregory (Smart) and Todd Sampson
Andrew Denton, Richard Maddocks and Jon Casimir
56 Comments
Don’t tell ’em a thing!!!
On the blog at 9am? There’s a 9 am?
Can I be first to say the show is rubbish? I haven’t seen it yet, but that doesn’t mean I’m not entitled to my negative opinion.
saw the preview last night and thought it was really good. a slick show indeed.
Mr Denton is a very intelligent and erudite gentleman and his smooth wooing of the ad industry last night was insightful to watch, however I do find it very interesting that in an era when we are trying to find ways to justify our fees and protect our ideas and IP, the industry is rushing like lemmings to provide Mr Denton’s company with free content.
And however much they disingenuously plead innocent about not wanting “ratings? or necessarily commercial success, the producers readily admit to the potential of many many more series.
All of which Mr Denton and Co sell to the ABC for considerable commercial value.
And on seeing the first episode, it emphatically goes to prove that our industry is as good at writing comedy/light entertainment as the writers at the ABC.
Only much much much cheaper.
Just a thought
Gosh, senior people who give their opinions using their actual names and faces instead of anonymous juniors blogging. How refreshing!
Good on you 4:07 for getting the Gruen people acquainted with the first rule of the CB blog. Even if the show is sensational you can bet it’ll get a vicious bagging here.
Watch out industry. Andrew is a little smarter then the lot of you. Make sure it doesn’t backfire in your face. Careful.
5:07 I assume you’re an anonymous junior?
I’ve seen several of the biggest public opponents of this blog tapping away comments when I’ve ducked in to their office for a review. I’ve checked the blog later that same day and seen nothing refreshing, or intelligent, or positive written on there.
I think juniors are far less bitter when it comes to the industry. They’re stoked to get an ad made for Colgate.
Just a thought.
No creative director on the panel. Interesting. Says a lot about our industry.
Hey, 6.39……the photocopier has run out out of paper….get in there now.
One particular panellist describing something as “not funny or interesting.” How ironic.
Spicks and Specks without the humour…. and with less intelligence.
Can’t judge on one episode only but I quite enjoyed it and generally find it funny (Wil Anderson had alot to do with this). I’d be curious though if the general public found it interesting. The only thing I didn’t like was how the conversations on the panel seemed really staged. Most of their answers seemed pre-prepared (i guess there’s no other way of doing it really).
Other things I would like to see:
– Actual video interviews/walk-throughs of agencies or other creatives in the advertising industry. I would love to see advertising from the perspective of anyone who isn’t your usual suspect e.g. a junior. Almost like a day in the life of.
– Actual public commentary on the ads in question, not just from the panel.
– Todd Sampson. He is a fox 😉
Will write again after watching more eps.
Was it just me or did Dee look hot as hot. I didn’t notice the show.
I just watched the first episode. Here’s a thought for the ABC. If you’re going to invite anyone to analyse or criticise ads, at least show them at high resolution. The clips looked as though they had been ripped straight off youtube and blown up to fit the tv screen. You managed to make ads that would’ve cost hundreds of thousands of dollars to produce, look more like home videos. I know the ABC isn’t made of money, but next time ask the agencies to send you their work on tape. They seem to be willing to give everything else away for free.
I thought it was good, i’ll certainly make an effort to see the next one. Todd Sampson was the most intelligent and interesting of the panellists. Wil did a good job of hosting.
Nice little earner for Denton.
Hard to judge off one show but it surprised me. It was intelligent, insightful, with just enough cock jokes to hold my attention for half an hour.
Beef of the sea = gold.
For someone as smart as Andrew Denton, I don’t get the decision to cast Wil Anderson.
Being next to the brains around him (particularly Sampson) it really spoils what otherwise could be a very good show.
Apart from that, good viewing.
I guess Wil Anderson was chosen because he got his start in advertising – Remember the Maxibon Challenge?
Hey 9:33. Where I work, we don’t have uni graduates getting us coffee. But I do need you to confirm with the client the new proposition we wrote because your one smelt a bit like your david jones overcoat.
I went to a live recording of it last night so I missed the show but thought the one I saw was great. I think Todd Sampson was the most philosophical and relevant out of the panelists, Rodd was great too. The other two had a bit of sand in their cracks but had some good stuff to say. I walked away really wanting to work with someone like Todd Sampson.
Wil was actually funnier off camera than on and really professional. I can see why they cast him, he’s very professional. Even if he does have tourettes.
The show was crap – slimey fuckers.
Isn’t it ironic that Denton’s exploiting the advertising industry to make a buck!
Geez people get over it and get your hand off it.
Seems all the naysayers have turned into yaysayers after actually seeing the show. I thought the first ep was pretty interesting and good to see people like Dan Gregory and Todd Sampson being able to give intelligent and witty answers without looking like complete nobs thinking everything advertising related is just fabulous.
Looks like a good format to continue with – keen to see more.
Oh and Beef of the Sea was killer.
The whole time I felt embarrassed for one of the panelists, he spoke like he had no idea of what he was talking about or he hadn’t taken the time to prepare anything constructive. Sampson was easily the best panel member.
i liked the sweaty guy. he sure was sweaty.
Light, panel format, entertainment for ABC1.
It’s aimed at non advertising industry people and looks like it’ll probably go okay.
I like the ABC.
The presenter just seemed to grin straight at camera every time someone said something a bit cheeky or rude. Ads shown looked low resolution. Interesting discussion about ‘Dove’. Todd and the Patts bloke offered a few insights, the other bloke made bad blowjob jokes and the woman looked uncomfortable. Typical cheap, 80s-format, slightly rubbishy Aussie TV.
Let’s hope they answer the tough questions,
like why is DDB running an old Nike idea for their Macca’s Olympics promo and what’s with Host/Glue? Ikea, Bankwest, Inner Circle-all shockers.
despite getting my ass kicked by DDB my 60 seconds of flame was #@*^ing great the team from zapruder were so nice i could eat them
I thought the nice lady form DDb was very gracious when she took the trophy she didnt spit or laugh at the bloke that lost see you ad people aint so bad
Listening to the TV audience who watched the show last night giving their feedback on ABC radio in Melbourne this morning I made the following observations:
1. Most people are incredibly stupid and narrowminded and even those who liked and praised the show have absolutely no feel for or understanding of advertising. The work we do is consumed by morons and it all goes right over their heads.
2. The great unwashed attribute to us some sort of brilliant understanding of human psychology which gives us the ability to push their ‘buy’ buttons at will, rather than the reality which is, except for me, you are all a bunch of spectacularly overpaid tossers who don’t understand any of that stuff and couldn’t give a rat’s arse about whether or not your work sells product as long as you can win awards.
They all look like they’re trying to ask Todd out on a date.
Enjoyed the first ep last night even though I spent the majority of the show wondering if I had seen Todd Sampson piloting the TARDIS somewhere….. : )
I watched the show with great anticipation.
Silly me…what a pointless pursuit it turned out to be.
It wasn’t funny enough to be comedy – nor insightful enough to be of interest.
And poor old Will looked more nervous that a pitch team with a dud idea.
Wait a sec, 10:29…you were at the recording, you’re giving overly positive feedback of the show and most of the panelists and think the host was funny and professional.
I don’t know whether you’re Denton or Wil Anderson himself.
Wow the power of TV. Todd Sampson’s was insightful as usual but it’s the first time I’ve ever found him so HOT.
Puerile mediocrity in my opinion. Not funny in the slightest
Translator:
Todd Sampson = Thinking Woman’s Crumpet
Beef of the Sea?
Sounds exactly like Chicken of the Sea to me.
So here’s an interesting insight – on the shows site you can vote on the best whale meat ad – now we all know that each agency would have all their staff vote for them. So DDB has about 260 staff in OZ and JWC has 15. So going on that DDB should have had 94.2% of the votes. They got 78% last time I looked so that seems to mean that JWCs ad is punching well it’s weight!
5:44 Sorry to disappoint I’m just an adwanker who works in creative. Yes, I really enjoyed the show. Hard to believe but there are reasonably positive creatives out there.
I should use this to announce I’m starting a new blog – One hand on the keyboard and doing god knows what with the other.blogspot.com. It’s an insightful look into the minds of bored people who should be doing good proactive.
What I find incredibly frustrating with this show is what generally happens when advertising gets spotlighted for opinions on mainstream media and it’s the fact that the suits are the media stars while the creatives are still at the agency sweating bullets for the next pitch. What a joke! Where are the people that come up with the ideas? No disrespect to Dee Madigan, but, where the hell is Sean? Now, that’s a character. Yes, Todd is great, and I can’t help but liking him but star power??? Check out this creative people for star power: Bobby, Furby, Warren, Belgio, Siimon, Nobby, Coulson, Keogh, Emma Hill, Moose, how’s that? And many, many more ‘characters’ we’ve all come across. Are they coming on the next episodes or should we expect more suits and token creative lady waxing lyrical for the rest of the series? That’s what I see as the achilles heel of this show. More creatives please….
12.21, was that the sweaty guy? He sure was sweaty.
So, the ‘suits’ were the media stars while the ‘characters’ and the creatives were back at the office ‘sweating bullets’. Fair point. Was there not a sort of audition or screen test for potential panelists on the Gruen Transfer? Are these panellists arguably the ‘chosen talent?’
To all the talented hard working creatives who missed out on the gig on this show – welcome to the world of the professional actor. We have known, and begrudgingly accepted, for years that talent does not necessarily equate to work. The right face, image or spokesperson sells products on TV. But the talented folk among you already knew that.
Keep sweating those bullets. Us actors are depending on you! : )
Exactly my point, TARDIS Girl. Two of the panelists (just take a wild guess…), are renowned kings of PR and self promotion, often taking more than their fair share of credit for their respective agencies successes, aptly accompanied by immaculately crafted press and PR releases and by engaging regularly on media activities. The other two, well, I’m probably not the only person on this blog, that, honestly, never ever heard of them. Now, I can’t say I’m not surprised by Gruen’s choice, given that, apparently, the two lobbied Denton incessantly for their respective roles. Nevertheless, I don’t think I’m too wrong to suggest that the Australian public would like to put faces to the work, and see the people who actually DO the ads. And that includes creatives, film directors, producers, sound people, retouchers, etc….Let’s us see it happen. Show us the makers.
Denton said he could imagine a “parallel universe where he worked in advertising”. I guess he was too polite to mention it was a parallel universe where he’s not quite as talented.
Perhaps the unbalanced dominance of the management types (even though they made more sense and were more insightful and entertaining than the sweaty guy and Dee) could be lessened if the teams each had 3 bods on the panel, like Spicks & Specks, Good News Week etc. That format seems to work pretty well in providing a greater range of views etc.
I think the producers tried to be too clever by creating a role for four different ‘types’ on the panel:
The Suit
The Planner/Egghead
The Funny Creative Guy
The Chick
Once you then throw in
The Host
you get very little rapport and friction between the group. Either that, or they cut the thing so that’s just how it appears. It feels too manufactured, in a way that successful panel shows never do.
The truly interesting thing about watching ad people at work is when the sparks fly. Nowhere near enough genuine debate, argument, tension and talking-over-each-other going on.
You really want Planner vs Planner… Creative vs Creative (forget the suits. let them look after client relationships).
Also, it wouldn’t hurt at all if they took a punt on some less presentable/wholesome types who will bring some unpredictability to the whole thing.
This blog never ceases to amaze me. This program has debuted as one of the most successful ABC shows ever, continues to receive glowing reviews in the mainstream media and yet 50% of the people on here seem to think they could have done it better.
what do you expect 11.42?
We spend our entire working lives being informed that 99% of the stuff we do ‘could have been done better’. We hear this from focus groups of bored housewives… from clients… and from awards juries every time we enter something and it doesn’t win gold.
Agency creatives live in a permanent state of self-dissatisfaction.
All we’re doing is giving some back.
Couldn’t have put it better myself, 2:30 PM.
OK, I’m just an actor and I did enjoy watching the first ep last week. Seeing as I enjoy a good laugh, and Todd’s pretty easy on the eyes, I will be watching tonight also.
However, I admit that I’m actually enjoying the postings here slightly more than the show itself. Really, I am.
Gets a girl wondering if there’s an 8 part series in all this somewhere, ala ‘Stupid Stupid Man’, – but about the Australian advertising industry.
I’m open to suggestions about a title for such a show.
Go on, amuse me………….. : )
Yep, I am sure that Andrew Denton is sharing in some “self-dissatisfaction” courtesy of your comments.
YAWN!!!! fucking hell get a life and you might start writing decent shit.