Flash ad campaign for Sidchrome makes use of the ‘white elephant’ Observation Wheel
Melbourne advertising agency, Flash Group has turned a Melbourne ‘White Elephant’ into a topical campaign for Sidchrome Tools.
Strategically placed Citylites direct the eye of passersby to the giant unmoving Southern Star Observation Wheel. The tagline – ‘That bloody wheel! Shoulda used a Sidchrome!’ – says it all, especially given The Age’s recent report that ‘The Wheel’s’ nuts and bolts weren’t tightened correctly.
“If you want a job done properly you use a Sidchrome. It’s been like that in Australia for over 65 years. We’re just offering some friendly advice to the Japanese engineers and reminding everyone why Sidchrome is the leader in their field and known for the best tools money can buy,” said Flash Group Managing Director, Glenn Riseley.
The creative, launched this week, will run in the Docklands area for at least two weeks and stands as a constant reminder that, ‘you canna handa man a grander spanner’.
36 Comments
Not Bad. Try and get a better shot for next year’s MADC awards.
Can’t help but feel that ‘That Bloody Wheel’ is completely unnecessary.
All they needed was a sign pointing in the general direction and it would have been just a bad ad, rather than a really shit one.
Joshy Boy…
You’ve thought about this for about 30 seconds…That’s 25 more seconds than you’re average bloke walking past and 27 more seconds than someone going past on a bread and jam (think it’s near some tram lines).
Not a bad shout if you ask me…Would’ve cost two thirds of fuck all.
James.
Well, at least 6 people will see it.
Swearing or no swearing it’s bloody good.
How much thought did you put into the ad when you wrote it James?
I personally find it hilarious – but I don’t think the ad was meant to be funny in that way.
I just farted. Do I get my own post on the blog?
It’s topical.
James, Josh has a point. It would be a better ad without the shout.
Insulting the intelligence of the punters is no excuse for a less than execution.
Great to see Sidchrome pushing the boundaries and getting a bit cheekier in its old age! Looks like a Flash ad from Flash to me…
I see they designed it in Powerpoint.
Even something simple like this needs art direction guys. Geez.
Josh is right. James, stop stealing oxygen.
onya Josh. Not putting ‘that bloody wheel’ surely would’ve made the ad totally pointless. No one would have made the connection with a random arrow pointing up at the sky.???? Anyway, I work in the area and my whole building is pissing themelves at it. Dayle
I like it!!!
Clever use of the medium, and a good insight into the mood of the audience.
As for the comments on the art direction and the ‘crafting’ – could have been done in black texta on toilet paper, still going to get a smile from the audience.
Hey, The ghost of Arial Black ..you imbecile.
Yeah??? they should have art directed the shit out of so it looked real cute and pretty…..and impossible to read. There’s a time and a place to get the pussy wand out and fluff everything up and this aint one of them. Last I heard Sidchrome was talking to tradies not mincers like you.
Good job guys. I think it’s very funny.
Where are all these bogus blokey blog posts supposed to be coming from? Tradies browsing ads blogs?
Shut up you self-promoting dimwits. Your 15 minutes is over.
Nice idea with a shit line, but a nice idea none the less, and for those who see it, they’ll get a laugh.
Not sure they’d buy a spanner, but they’ll laugh, and that’s half the battle won.
Dayle.
Life must be pretty dull where you work.
This is not a good ad.
This ad is about as shit as the wheel. I’ve been on the wheel and I’ve used a sidchrome. But are forgetable experiences.
It should have read: ANOTHER BLOODY TOPICAL ATTEMPT. SHOULD HAVE USED AN ACTUAL IDEA.
Wow! You advertsing types sure are hard on each other! Or are you just resentful, recently retrenched out of work advertising types? Where I work might be dull to you arty farty advertising ladies, but hey, at least we don’t rip each others throats out. No wonder everyone laughs at your industry!
I like the idea but agree with above posts. Lose the top bit, art direct it a bit better.
Great idea tho!
awesome use of outdoor!
I wish I’d thought of this! Great idea!
credit where its due, this is gold!
Sorry, but art direction is lame, headline clumsy.
No gold, lead footed.
Press release says that it is a, constant reminder that you ” …canna handa man a grannda spanner.”
A reminder? Where?
Not on this lame poster.
Pathetic!
But fun for the kids.
Hey Span Er – There’s a sign 8 feet away to the right of it that says “you canna handa man a granda spanner”. Maybe there’s more to that journalism caper of yours than just reading press releases……
by the look of that photo, if i stood to the left of the bus shelter, that arrow would not have pointed to the wheel. was there an ‘X’ to mark where you should read it from?
Sid Vicious- please send everyone your headlines options. Naturally you’d have some rippers. Hello Sid? Are you there?
I think it’s great, and considering it is covered on page 2 of the Herald Sun today (the Tradies paper) a bloody smart way to engage the audience and make some noise. Wish I’d done it.
Let’s have em Sid, I’m looking forward to the headline of the century as well….
Shoulda used a better agency.
Hey Kel,
I’m here, are you there?
I would have put the wheel inside the jaws of a Sidchrome Adjustable wrench and run the line:
Open wide and say “aaah”.
Down the bottom centred on the logo would be the theme:
You canna handa a man a granda spanner.
Ha, ha, ha Sid. Judging by that idea you’re sneering at creative work anonymously online by day and driving a taxi at night! Good luck Sid.
Oh Sid. Your poor fool. Um, I assume you’re a student because there’s no way an adult could have proposed that. Best of luck!
Sid…
I could write a list as long as my arm as to why that’s shithouse…
For F*cks sake man…Have a think about it, you can’t think that’s even close to a good idea!
James