Arnott’s take the long way home to promote Roadies in new campaign via GPY&R Sydney
Arnott’s has launched its new entrant into the flavoured snack market with a major TV and online drive developed by GPY&R Sydney.
The campaign supports one of the biggest new product launches in the $5billion snack food sector for some years.
Roadies, a new addition to the Shapes range and targeted at young males, launches this week via ‘Take The Long Way Home’, a road trip that speaks to their sense of adventure and bold attitude.
“We developed a strategy that holds a mirror up to these guys; one that also moves beyond the traditional backyard barbie genre. What guy doesn’t dream of stopping in his tracks, leaving work, relationships, responsibility behind and heading off into the big blue beyond with his three closest mates, and a goat?” says GPY&R Sydney managing director Phil McDonald.
Says Arnotts group marketing manager Amanda Verardo: “We are really excited with the advertising and it is set to create strong cut through with the key male target.”
Credits
Executive Creative Director – Julian Watt
Creative Team – Luke Simkins, Ben Akers, Leah Regan, Roger Heath
Strategic Planner – Michaela Brown
Agency Producer – Alex Hay
Group Account Director – Paul Coles
Senior Account Manager – Erin Core
Director – Dave Klaiber
Producer – Susanna DiLallo
Production House – Plaza Films
DOP – Daniel Ardilley
Editor – Danny Tait, Cutting Edge
Sound – Barry Stewart, Sound Reservoir
Music – Haydn Walker, SongZu
Casting – Toni Higginbotham
Media Agency: MEC
17 Comments
No mate.
It’s a crowded and mature chip market. Don’t see what this offers that sets this entrant apart. Would have thought branding should be stronger – although no doubt defenders will say the entire idea of a road trip does that. I imagine that would have gone over most peoples heads.
The 15 second cut down I saw during the world cup seriously didn’t work. I couldn’t even understand beardy beard from the hangover part 2 either.
Middle of the road.
For all round shitiness, this takes the biscuit.
Not sure who decided to PR, but I think we should all spare at thought for all those who have been credited.
Utter, utter, utter…….SHITE!!!!!!!
Wow – Not wishing to be a hater for the heck of it. But this is so hammy and badly executed. Utter corn manure. What sort of guys behave like this? The target market will laugh at it – not with it. What a bunch of….
Wow – Not wishing to be a hater for the heck of it. But this is so hammy and badly executed. Utter corn manure. What sort of guys behave like this? The target market will laugh at it – not with it. What a bunch of….
Bad bad bad execution
Look, I’m a strong advocate of the Volvo 240 GL. For years it’s been the go-to vehicle for production designers looking for that quick-fix injection of irony, adding instant credibilty to countless independant films. I honestly believed the 240 to be that one constant in the shifting sands of retro-cool. But, as Nellie Furtado so elegantly puts it, all good things come to an end.
Waste.
But I can confirm that Arnott’s are a bunch of total fucking idiots.
Mmm, goat flavour.
what is the name of the song though?? love it 🙂
what is the name of the soundtrack? it catchy.
As a female who saw this ad, thought it was a bit silly. But then I saw the biscuits at the supermarket, saw the rib flavour and thought YEAH, my guy is going to LOVE these. Spot on. And guess what, we’ve actually been talking about these biscuits with friends. Wouldn’t have known about them with out seeing the ad.
Here we are over ten years later the volvo probably went to scrap or left in a side road for council to deal wth the chips came and went faster then anything electric car releaeed