Oak flavoured milk still tries to ‘Kill Hungrythirsty Dead’ in new campaign via The Monkeys, Sydney
March 27 2012, 8:09 pm | | 38 Comments
In 2011 Oak flavoured milk created a new occasion called Hungrythirsty – a state of weak indecision, where you’re neither hungry nor thirsty but a bit of both.
In 2012 Oak is back curing hungrythirsty with a whole host of new activity. The campaign, via The Monkeys Sydney, picks up where it left off, featuring Sergeant John Henry and his one-man mission to ‘Kill Hungrythirsty Dead’.
Says Scott Nowell, executive creative director of The Monkeys: “Last time the Sergeant John Henry character scared so many people into buying Oak, he had to do another one.”
Says Paul Lorimer, marketing manager Oak: “We are excited about continuing to educate consumers about Hungrythirsty and its only cure…Oak.”
38 Comments
I like your old stuff better than your new stuff.
Not good unfortunately
Yep, it’s one of those…
Weird funny is a risky game. Reminds me of vintage Bagnasco and Northam, but even weirder and a lot less funny.
If you write funny scripts ………make them funny.
Yeah…nup.
On this evidence someone needs to retract their 2011 Australian Creative Advertising Hotshop of the Year title
I absolutely loved the first campaign. This one is beautifully directed, but fuck me the writing is off. It’s lost all the humour and charm from the first one.
I like it! It’s quirky and not your usual milk ad. I don’t find it “funny”, but it did make me smirk, and I don’t think humour was the goal in this one. I do feel that it could have been darker and weirder (think league of gentlemen). though I am guessing it was a case of being tamed down by the client?
Pictures are nice but the writing is pretty average. Actually scrap that, the writing is terrible. It feels like it’s someones first attempt at this style of rant. Not a good start. The problem is the rant lacks the idea of the original. In fact it lacks any kind of idea at all. The previous one had fun with the many ways Oak kills hungrythirsty. This one goes way off track barely mentioning or referencing the campaign idea. Yuk!
Hold on a sec.
I reckon that is a bit of all right.
Nice pace, good talent, good set.
Hard markers.
What they were probably going for:
Edgy, unhinged, sightly menacing lock-stock character lift with a lick of black comedy via oblique violent allusions a la Ben Kingsley in Sexy Beast.
What they got:
A guy walking through a fairground at night labouring his way though a wet paper wad of copy.
I like it. Not the best thing out there but better than most. Just feels a little rushed for time, that’s all.
Thumbs up. It’s well balanced – menacing and a little dark but not enough to scare the kids away. I’m not privvy to their target market research but I would hazard a guess that it’s a broad age group and they’re aiming to start with anyone who’s got pocket money. Not entirely sure about the line regarding his son in real estate though – a News Ltd journo would be better. Only thing I didn’t like was the balloon lifting the product. How can it be that light and expect to kill hungry thirsty?
I LIKE IT GUYS..
IT IS MEMORABLE…INTERESTING AND BIZARRE.
WELL DONE NOAH…AND ALL INVOLVED.
DIFFERENT IS GOOD.
KILLJEALOUSHAVEN’TDONEITEVERPEOPLE.
WHO CARES WHAT THE NAYSAYERS SAY.
WE SHOULD HAVE ANOTHER BEER IN THE MERCANTILE.
JF.
1. Seems to be trying too hard.
2. Too rushed.
3. Gags are gratuitous; have nothing to do with HungryThirsty which is a pity because it’s a great marketing concept which should have been built on with this evolution of the campaign but risks being swamped by the tryhard gags.
At least this time he didn’t say “Hoak”.
yeah bad gag at the end and performance less intense than previous execution
FANTASTIC – Who this stupid old man? Selling to 60 year olds I guess. Is Oak a laxative?
Regards
Creatice Director Moove
Ha Ha Get it – Looks like Carl Baron but he isnt funny. At all. Who paid for this 30second self-indulgent crap?
Chicks in a “wet bikini” comp with chocky milk would get attention and bitchy womens attention.
I saw it on TV last night and laughed out loud, how many ads honestly make you do that?
I thought the writing, direction, casting and timing were spot on. I wish i’d made it.
Well done guys.
“I don’t have a son…Well technically I do but he wrote this shit ad”
Better than most of the boring ads that make me use my IQ even more frequently!
If they sell more sugary milk then I guess whatever the naysayers say is kinda redundant.
Ads are made to sell stuff!
I absolutely despise this advertisement. It’s probably not the worst ad on television, but it is the most memorably terrible, in my opinion. Not funny and weird for the sake of being weird. Has nothing to do with the product, either. Yeesh!
Best ad ever.., why has no-one mentioned the little white bear that turns, pauses, then runs off.. such a good backdrop.. clever minds..
One of the worst adds I have seen almost like the coles add with normy row what a dick. That add doesnt make me hunger thirsty it makes me change the channel. Havnt even had the urge to by oak since that came out
THIS IS THE WORST ADVERTiSING i HAVE EVER SEEN. OAK SOLD IN ROADHOUSES ALONG THE BRUCE HIGHWAY WHERE AT LEAST ONE PERSON EVERY WEEK DIES ON THE ROADS AND YOU ARE ADVERTSING A MILK PRODUCT WITH WORDS LIKE DIE AND KILL?????????
HOW ABOUT DEPICTING HEALTHY PEOPLE AND ‘LIFE’…. DISGUSTING!!!!!
FOR GOODNESS SAKES GET BLOODY CREATIVE WILL YOU!!!!
I love this ad! Who are you people that dislike it? Rival advertising people? It’s much better than most ads.
The White Bear, won’t someone think of the bear, lost it when i noticed it!!
Not a bad actor, but just because research uncovered a concept where a person is just hungry enough that a drink will do doesn’t mean the term hungry- thirsty will come close to hitting the mark and it doesn’t. It sounds stupid, makes no sense and the copy us atrocious. Not bad for a second year ADV major, but not worth wasting a marketing budget on and not good enough for professionals. Sloppy work
I do hope this add is due to come off air very soon. They are the most aggravating ads I have ever seen. PATRONISING AND ALL.surely you can produce something a bit more upmarket??”? The standards of ads these days are surely slipping. These would be the big turnoff to me. I won’t be buying anything OAK!! .
Most annoying ad ever -I’ve never seen the end of it coz the channel is changed asap! Yelling at me to go buy something is just downright rude! I’ve never purchased the product, and I’ll go out of my way to keep it that way!
I think is a great add!
Lot of crap
The Hungry/Thirsty Ad is the most ridiculous ad I have ever heard & it makes me so agitated I have to turn it off every time I see it. No making me like Oak at all but is having the opposite effect.
I HATE THE OAK ADDS. I turn radio off. Can not stand it. It is stupid. I can not think of enough words to discribling how much I HATE them and they DO NOT inspire me to even try one and I do like coffee milk. So please please change it……
I love the “son in real estate line”, not because it makes no sense whatsoever, but because it’s utterly clear that the lawyers who cleared this ad for TV changed the original joke:
“I don’t have a Son. Well, technically I do, but he’s a lawyer.”
So the now un-funny joke becomes twice as funny as the intended – you know what they meant, and the double-twist is you can tell who “fixed” it 🙂
Brilliant! Looking for the actor in the lead role. Can’t find him online anywhere?