BMF launches biggest ever beef marketing campaign Sunday with ‘Wedding’ + ‘BBQ’ spots
Meat &Livestock Australiaʼs (MLA) biggest beef marketing campaign launches this Sunday, aimingto reach 14.6 million Australians with the message, ‘Nothingbeats Beef’.‘
Glen Feist, GM marketing at MLA, said the campaign aims to engageconsumers on a deeper level, reviving the strong emotional bond Australianshave with beef andgetting it back on top of the weekly menu.
Created by BMF, the campaignlaunches with a 45-and-30-second ‘Wedding’ and ‘BBQ’ TVCs, showing the extremes people will go to in order to get the beef option.
BMF creativedirector, Dennis Koutoulogenis added, “Whatever the setting, going for the nicejuicy bit of beef steak or a sausage is the instinctive choice for mostAussies. Itʼs only natural to trust your Beeflex.”
The newcampaign will be supported in-store, and by additional social mediaand public relations activities, including utilising chefs to get Australiaʼs food media talking about beef, and running an on-air competitionthat gives Australians the chance to win their ultimate ʻbeef wedding receptionʼ. A second TVC, called ‘BBQ’, will follow.
CREDITS
AdvertisingAgency: BMF
ProductionCompany: Gods and Monsters
PostProduction: Fuel
Music: Eclectic Music
Sound: Song Zu
Client: Meat & LivestockAustralia
MediaAgency: Universal McCann
PR Agency:Hausmann Communications
29 Comments
Cool insight. But “Beeflex”? Seriously? Sounds kind of disgusting.
Nothing beats beef….apart from, maybe, lamb?
Ok idea ruined with a bad execution and a shocker of a pun. Why do that?
My beeflex is to gag. And with no names in the credits, something tells me the creatives had the same feeling.
No
I think your spot on 2:02.
There are SEVEN credited on BestAds. Seven I tells ya.
Hmmm… pork’s the winner for me.
Hate Beeflex but really like the wedding commercial. Nice insight. Congrats creative team. Not sure why you weren’t credited.
Public will love it in the same way they loved Not Happy Jan, Keep Out The Rabbits etc. There’s something for the mums: wedding, and something for the dads: “He’s changed”. Should work it’s rump off.
Beeflex is terrible, the dining scenario is a great truth. I actually think the idea is better than the execution, theres something jarring about the edit/music.stribi from
Awesome insight but it was lost for me at the bride and groom. Hammy and weak point. Then again, stands above the majority of stuff at the moment so well done.
Anonymous at 2.02pm: do you see the pathetic irony in criticizing someone for not having their name in the credits… while all the while remaining anonymous yourself? Bravo, tough guy.
PS Good ad
Chicken or Beef is a great insight straight from the annals of real life. Yes, we could bicker about some of the finer points of execution. The sausage spot, however, falls way short of embodying a similar universal truth. I don’t know about you, but I don’t immediately think of beef when it comes to sausages. In fact, as I watched, I expected the sausage, with its oozing, gelatinous filling of fourth-grade offal, bones, arseholes, ears and filler, often from pigs, to be the poor cousin, chicken-style, compared to the yummy, perfectly stripe-seared steaks on the barbie.
Beeflex sounds like something you’d give the hot chick in account service.
This is just a badly executed piece all round. the casting feels generic, the edits are appalling, and the line is a bad pun.
To quote the late great Ian Dury……..’What a Waste’
Nice one Barney and Nick! Fuck the rest of the wankers here.
Wedding Official Score: 3.5/5* (this is without consideration of endline which is the worst in recent memory)
BBQ Official Score: 1/5* (this is without consideration of endline which is the worst in recent memory)
Have to agree with Mr Official.
Weeding is a nice insight.
Beeflex? I can understand if someone just said it when throwing ideas around, then dismissed it with a laugh, but can’t believe that they: 1) wrote it down, 2) presented it to the CD, 3) CD liked it, 4) Strategy team approved it, 5) Agency presented it, 6) client bought it!
Hilarious!!!
Nice one Barney and Nick? You have to be joking……..the execution is less than mediocre at best. Why draw attention to the perpetrators?
sorry but this is terrible. wtf BMF? did Woz approve this?
Have to comment.
The wedding is a GREAT idea. Awesome insight and fresh take. Nice ad guys!
But Beeflex? – Man that’s horrid!
It fucks the whole thing for me and actually turns my stomach.
Hi Creative Brief Blog.
Wow it sure feels good to be up in the spotlight. Thanks for the few bits of positive feedback, and for the constructive criticism. To the anonymous creative powerhouses behind the less than helpful feedback regarding the execution, I would love to hear more from you. I am a director who has spent his short career learning from some of the best, and clearly you have some pointers for me. I’d love to hear them, let’s try and keep it grown-up though. “Fuck-Off” and “You’re Shit” aren’t going to be helpful to me or the wider audience.
Just as an FYI this ad went through pre-prod, production and edit research and tested through the roof. So maybe it’s not to everyone on here’s taste, but punters are happy, as is the client. And I will continue to make ads, executions of which can be painfully dissected on here.
You all have a great day now
Barney Howells = beeflex.
As an idea, the wedding spot is a cracker. It’s probably the purest Meat and Livestock idea I can recall since the barra/ lobster script that was done in the 80s.
Speaking of the 80s, maybe the strap line could have benefited from a musical sting like this:
http://www.youtube.com/watch?v=PDE8vw_9br8&feature=related
Personally I think it’s a bit overcooked.
In terms of the direction, the ‘gags’ were so overplayed they lost their edge, the consumer doesn’t need it to be dumbed down quite that much.
And since when is noticing they put different plates out at a wedding an insight?
Steve,
Overcooked? Now you are picking on the food stylist…..!!!!!
Okay. You want constructive criticism? You know how everyone thought your lamb ad was bad. Well you haven’t gone anyway to proving you’ve learnt from it, buddy. This has the art, construction, and execution of someone who knows nothing about timing or respecting your audience’s intelligence. Its lowest denominator stuff made from an idea that has a good insight. Big fail again, mate.
I’ll be booking you 4 showwwwa.