Energy drink Mother targets blokes with ‘Mother made me do it’ campaign via McCann, Sydney
Coca-Cola South Pacific’s energy drink Mother is kicking off its multi-million dollar 2012 marketing investment with the launch of a new campaign, ‘Mother Made Me Do It’, via creative agency McCann Sydney.
The multi-faceted campaign aims to show how Mother is the perfect fall guy for Aussie blokes across TV, radio, digital and outdoor executions beginning this month.
The campaign will kick-off with two 30-second TVCs running on TV and in cinemas bringing to life how Mother gives men energy to come up with genius ‘man ideas’.
One TVC features a group of mates digging up the lawn to create a giant pool table – and pioneering the idea of ‘lawn pool.’ And, when the mates have to explain how and why they came up with such a concept, they simply point the finger at Mother, who gave them the energy and boost they needed to do it. The second continues the theme with a man ditching the couch and building stadium-style seating in his living room.
Aussies will be able to put this idea to the test when the ‘lawn pool’ TVC is brought to life later in the year with a large-scale activation in Sydney.
The marketing campaign also features a series of 30-second radio spots that all include a call-to-action for listeners to grab a Mother and kick-on rather than kick-back, whether it be powering through a big day or launching an all-out attack on the afternoon nap.
Says Mother Marketing Manager, Steven Ruhl: “Mother is all about delivering a Mother of an energy hit and we are confident this campaign will make a major impact across Australia. Blokes love a mate who is always up for a laugh and getting into mischief. And if anyone asks who’s to blame, it’s OK because all they have to say is ‘Mother Made Me Do It’.
“Mother went from strength to strength in 2011 and is now the third largest brand in the energy category with 20.6% volume share*. With this multi-faceted marketing campaign we look forward to continuing to build on the growth in 2012 and positioning the brand as the energy drink of choice.”
In 2012 sampling and interactive activities involving ‘Mother Made Me Do It’ challenges will also be taking place at V8 events across the nation as Mother continues to be the official energy drink of the v8 Supercars. This activity will kick off at Clipsal 500 in Adelaide and continue throughout the year.
Agencies:
Communications Strategy: Naked Communications
Creative: McCanns
Digital / Social media: The White Agency
Media: Ikon
Sampling: Urban
Promotions: Momentum
Consumer PR: One Green Bean
SOURCE: * Aztec scan MAT 11/12/11
24 Comments
Mother? Again? Seriously?
is the website http://www.floggingthedeadhorse.com?
They feel like such ‘ads’ from people who make ‘ads’. If the client is letting you be adventurous, why not explore broader territory rather than the ‘wacky beer’ territory. A fair bit Carlton Draft, Dry Dreams going on here.
I like em. Beats the shit out of the other crap they’ve done previously.
Those wacky energy drinkers! They’re at it again! LOL
Production company credits ? Who directed ?
This came from McCanns? For that alone, good effort.
How to make an Australian ad.
1. Get three blokes. Not two, because they’d be gay.
2. Make sure one of them looks funny.
3. Write some sort of scheme that involves building something, getting the dog to power something or solving a relatively simple problem with heavy machinery.
4. Add sexy girlfriend. Hands on hips works.
5. Get one of them to say ‘What?’ in a shocked way.
6. Watch Guardian ‘Three Little Pigs’ and realise that the rest of the world has moved on whilst you’ve remained in 1994.
Better than anything else in the category at the moment that’s for sure.
How lame can you get? If this is what you get from the NEW McCanns perhaps they need to relook at their model and get some grown-ups.
‘pooh pooh’, couldn’t agree more, ‘ads’ from people who make ‘ads.
And the endframe where the can of Mother is in the doghouse?! please.
QR said it.
This is so formulaic and lame a software program could’ve written it.
In fact, think CLM BBDO (or some other french agency of equal repute) did set up a website where ads like these could be churned out by a program.
Agree with QR, this is so typical nonsensical Australian ad. How can you deliver cut-through message when u r just having exact same tone and same tricks with other beer brands. This is not creative at all!!!
Here’s what it should have been.
Open on three blokes playing pool in what remains of the garden of a typical suburban house.
We hear a scream.
Cut to girlfriend on her knees.
Girlfriend: “What the fuck John. What the fuck? Why? What have you done. What have you DONE? You two FUCK OFF. Go!”
The two mates scramble out of the hole and disappear.
John: “We though it would be…”
Girlfriend: “It’s our garden John. How much did this COST?”
John: “About… five grand for the hire of the diggers.”
Girlfriend: “That was our holiday money.”
We cut to John sitting on his bed. He’s weeping. Through the window we see the girlfriend dragging a crying child into a car that’s filled with suitcases.
We cut to the man sitting in a small office. A doctor is talking to him.
Doctor: “Do you think you’re a responsible man John? I mean, you’re not a child any more. These – contraptions you keep building. Is it acceptance you need?”
John (quietly sobbing): “It was my Mum. She never let me play or anything. She was always too busy. I just want to, you know, have fun like.. I never did.”
We cut to John sitting in a lonely bedsit staring at a picture of his wife and child in happier days.
Cut to product shot.
Line: “Mother made me do it.”
There ya go Clems.
Hey QR, your’e really good at this stuff. Ever thought of getting into advertising?
Dont mind. Pool one is better.
Tenuous link to product – i.e. gives you energy to do dumb blokey things – but don’t mind them overall.
Nicely shot.
I think the punters who drink this awful stuff will probably like these
QR, this is out of McCanns, not Clems
I was giving the idea to Clems.
Presumably they could whip this out of McCanns.
Or where I’m at.. 🙂
Sexist shit
Why not make an energy drink that doesn’t give you heart pulpitations and rot your teeth. The only dumb effers who drink this are truckies to stay awake, and rail works so they can work double shifts. I wish coke would realise that not all aussie males drink beer day and night and do actually give a shit about their health too.
I reckon these would have been much better if they’d kept pushing the scenarios. These feel like the first round of scripts and I suspect there could have been gold further down the track.
I really like it!
pretty sure these were done out of flying fish nz, can’t remember who the director was