Gravox targets singles in new ‘It’s time to go single’ creative campaign via 303Lowe, Sydney
Australia’s favourite gravy, Gravox, is singing the praises of the single life in a new campaign by full-service agency 303Lowe, Sydney.
The “It’s time to go single” campaign is launching an innovative new product called Gravox Singles – gravy that comes in a single serve.
Says Richard Morgan, ECD of 303Lowe, Sydney: “Everyone loves gravy. But it only comes out at those large family gatherings and big roast dinners. It’s a bit old-fashioned. Well, not anymore. Now you can be young and single and enjoy gravy on any night of the week.”
The creative work features a cheeky song and video called, “It’s Time To Go Single”. The song is a celebration of singledom, showing couples calling time on their dodgy relationships and going single. After all, why settle for second best? Now you can have it all.
The campaign launches this week with TV and online activity.
Agency – 303Lowe
Richard Morgan – ECD
Adam Whitehead – Art Director
Sean Larkin – Copywriter
Matt Clarke – Managing Partner
Laura Dewey – Senior Account Manager
Client – Gravox
Duncan Knight – Marketing Manager
Ingrid Wietrzyk – Senior Brand Manager
Production Company – Plaza Films
Director -Dave Wood
Music – Song Zu
Editor – Stuart Morley
16 Comments
Overacted. Badly directed. Pathetic idea. Truly terrible.
No. No. No. No. No.
A brief for single serve fake gravy would be a tough one, admittedly.
But this is lazy.
I like it!
What rhymes with single???
Truly bad
It’s bloody funny. Why so much hatred aimed at this???
Terrible. Seems tonally like about 5 ideas. None of them work. Mind you – look at the product. It’s poo poo.
Inspiration is never far away:
http://www.youtube.com/watch?v=_M1372Z1Ldg
It’s a nice spot.
Feels like it could’ve been pushed (which i’m sure they tried) and direction lets it down a little.
It’s one of those ideas where you go ‘ok, makes sense’.
But the execution is godawful on every level. An idea can turn to shit or magic depending on who rubs up against it; and average script aside I would blame whoever produced this rubbish more than the director or agency.
That annoying ditty is catchy, my mum is already singing it. This ad will probably perform well, despite what we think of it.
… but, (despite the head-up-my own-arse ad-wanker in me trying to find reasons to hate it)… the consumer in me screams the opposite… I like it.
Can’t believe you got the internet history line past client! Pissed myself, well done.
Just saw this in Master Chef, stood out like the proverbial. Well played.
Wow. Some pretty insecure comments here from people trying to defend this.
But please, blow all your budget on Cannes entries, it will give the jury a laugh.
When each of these scenarios become the 15 sec spots and pre-rolls the media budget reduces them to, the campaign will settle down and begin to operate as it should.
What we see here, I assume, is the naivety, urgency and lack of restraint from the creative team and the director, to cram every gag into the ‘launch ad’ of the campaign.
Settle petals – it’s not as bad as the amateurish edit we’ve seen to date predicts.