From little things, big things grow
September 3 2009, 9:40 am | | 28 Comments
Industry Super Funds, via agency Shannon’s Way, Melbourne, has launched a new brand commercial titled “Movement”. The campaign consists of a 45 second brand ad and eleven 15 second commercials focusing on the individual super funds.
Client: Industry Super Funds
Agency: Shannons Way, Melbourne
Artistic Director: Tony Osborne
Agency Producer: Jo Theoharris
Director: Edwin McGill
Producer: Tracy Proposch
Production Company: Renegade Films
Editor: Tim Parrington
Director of Photography: Marin Johnson
Post Production: MRPPP!
28 Comments
It’s the new burger king ad
I’m not entirely sure where to start.
Ok. Let’s try this.
1. Why PR it? There’s no discernible idea whatsoever. Do you think it’s good?
2. Burger King are doing the same thing for God’s sake.
3. A track’s not an idea.
4. Cutting between a pile of Aussies smiling into the camera is, by far, the most overused and tired Aussie cliche of them all. Fuck, I dig it up to try and win government business because they love that shit.
5. Why?
6. Why?
7. Why?
8. IT’S NOT A GOOD AD GUYS, JESUS. IT’S NOT EVEN CLOSE.
Nice.
oooooooooh.
why even promote this? the execution is woeful.
Well done Tony. I saw this for the first time last night and recognised the Super Fund hand/symbol immediately. Beautiful idea, beautifully executed.
Even the talent looks vaguely embarrassed.
And are we to assume from the credits that there was no copywriter?
All up, it’s a shame because it is a product with a genuine point of difference.
Deserves better.
Yeah, big turds.
I feel like a whopper…..
The latest entry for the Hungry Jacks campaign.
Actually guys, i went out and bought a whopper a little while after seeing this.
I think you’re right, this works subliminally for Burger King.
Shannon’s Way are clearly aiming for the dark purple section of the chart this year.
TERRIBLE.
I can’t believe for starters that Paul Kelly sold this song of all his songs for a commercial . Secondly the song is about people trying to get their fucking land back.
From a little germ of an idea grows a huge big pile of shit.
Nice.
Damn! Everyone else has said what I think.
I saw the new ad for V energy drink and thought that was really lame.
Then I saw this one.
Here’s a quote from Wikepedia about the song now being used to sell superannuation. “It describes how the Gurindji people’s claim sparked the Indigenous land rights movement. The protest led to the Commonwealth Aboriginal Land Rights (Northern Territory) Act 1976. The Act gave Indigenous people freehold title to traditional lands in the Northern Territory and the power of veto over mining and development on those lands. In 1975, 3,236 km² of land was handed back to the Gurindji people”
Most Australians know this song and it’s meaning. Does it matter?
Clearly you guys can’t see what a clever piece of marketing this is.
They’re either:
a.) Trying to set up some secret illuminati hand signal so when wiggers are walking down the street, they can pop their superannuation details to random passer-by’s that are ‘in the know’.
b.) Setting up a gangsta sign for all the people too old to be in gangs. Instead of looking like some 40 year old virgin when you pop the eastside sign or the westside sign, you can do your ‘industry super funds’ sign while wearing your hat backwards with matching gold earing (on the left hand side) and fubu trackwear without looking too tryhard.
Either way, it’s fucking gangsta advertising.
Business is tough right now- well done to a small shop for getting anything up right now.
The first work BMF did,
did not reflect of their true ability either.
But look at them now.
You’re right, it is gangsta!
If you make it to the end – Bernie Lewis throws ’em up back-to-front.
Now that’s branding…
Who’s Bernie Lewis? The guy at the end is Bernie Fraser. Now he’s gangsta.
Its just an ad you morons. Well done Tony! Good looking pictures.
If the actors hold their left hand above their right hand in this add, does that mean they are left handed? Is Bernie Fraser left handed?
“From Little Things Big Things Grow” is a rock protest song recorded by Australian artists Paul Kelly & The Messengers (1991)and by Kev Carmody with Kelly (1993).The song was co-written by Kelly and Carmody,[1] and is based on the story of The Gurindji Strike and Vincent Lingiari as part of the Indigenous Australian struggle for land rights and reconciliation. Now ‘Investment Super Funds’ are using the music/lyrics for their latest ad campaign. Have & look & pick the Indigenous Australians….ironically the campaign is called “Movement”…movement where ?
Cannot believe this ad is still running.
I’m teaching Indigenous Human Rights to year 10s at the moment. Because of the superannuation ads the kids know this song but have know idea what its meaning is. It’s a great link to help them connect to the topic.