Insurance giant MLC are ‘with you’ in new ad campaign via Clemenger BBDO, Sydney
October 19 2010, 4:02 pm | | 20 Comments
Clemenger BBDO, Sydney has launched a new campaign for MLC that assures customers they’re ‘with you’ as you go through life’s journey.
20 Comments
I’m betting we won’t be seeing the credits for that little puppy any time soon.
and… The commercials are photos?
The ad’s on the website.
I hate to say it, again, but it’s very shit.
Wrist-slashingly, depressingly awful. Why is mainstream life like this depicted as an aspirational positive? And as an ad, it’s nothing more than wallpaper. Limp strategy, dreary execution. Yes, all that stop motion work, and there’s a lot of it, is a complete waste of time. Sorry, production company. Seen the formula a million times before. It will go completely unnoticed in an ad-break. The most damning criticism of this work is that it’s “nice”. Which equals “invisible”. So this is the new/latest incarnation of Clems Sydney? Oh, dear.
Change the voice over, lose the egg, and you have an ad for Freedom furniture
It’s exactly what I envisage when I think of insurance advertising. Somewhere there’s a marketing manager who approved it for that very reason.
Anyone who has worked on an Insurance client will tell you it’s hard.
For fucks sake, haven’t you guys at Clemenger Sydney got any shame? JohnWebster at BMP /DDB London did this 30 odd years ago for Sony, it won everything going . Thats the first and last time it was done well, mainly because of the direction and music,in fact ,its still looks good, unlike this poor,sad copy. Honestly, if you work in any creative department you should know of great work like the Sony,because that, unlike this crap has stood the test of time.
7.31
I remember that ad for the (long-lasting) Sony TV. I am sure it’s included in the ‘100 best ads of all time’.
I especially love it when the man disappears off the sofa at the end.
Unfortunately I couldn’t find the link.
If anyone knows where to find the ad, please post it – I need some inspiration today.
9:52
http://www.youtube.com/watch?v=UlU6crWC_3Q
@Magellan
It’s just how I remembered it.
Thanks.
Yes it owes something to the Sony ad. Perhaps to Freedom/Ikea. And perhaps to one of the early VW spots.
But there is one particular element that takes this to a new low – not just for television advertising, but for the Campaign Brief website.
It’s that egg.
The chintzy looking gold egg in its hastily-assembled nest of straw.
Even the less astute among the Great Unwashed would have absorbed the message with a simple logo at the end.
But no, we had to have this half-boiled cliché rammed down our throats.
For goodness sake, it looks like they’ve forgotten to open one of their Easter eggs.
Clam, further to my rant @ 4:59 Oct 19, unfortunately the egg is the only bit of branding – using some residual MLC advertising property – that gives this pile of crap a chance of NOT being mistaken for Sony, Freedom etc etc etc
Agreed 8:27.
However, this would have worked much better if the egg was not on full view in the living room.
Surely the whole idea behind a ‘nest egg’ is that it is something ‘tucked away’.
Idea aside, the execution would have been infinitely better if the house had been given a more lived-in feel, instead of the clinical furniture display showroom we see here.
Indeed, the egg itself could have been quite nice if we caught dimly lit glimpses of it in the attic or under the house, or perhaps in a cupboard.
And if you’re going to make a ‘golden egg’, at least make it look like 24-carat solid gold.
Unlikely to see a re-shoot based on these comments though.
@8:27 How the hell would this ad be mistaken for Sony? Because it uses a technique similar to a Sony ad from London in 1978?
Not saying it’s a good ad, but the link to Sony is tenuous and the suggestion that without the egg this could be mistaken for a Sony spot is ridiculous.
Last time I saw a Sony spot it was about colour.
Christ 1.19…. if you’d taken the trouble to look at the link Megellan had provided, you wouldn’t sound like such an idiot.
someone has been telling me that this campaign will run for 3 years and that the ‘actors’ will each receive about $150k each over that time…Is that for real???
I love this ad. I think the art direction is executed beautifully.
Stop all the negative crap…..I love this ad, the tune stays in your mind and it reaches the type of people it is supposed too, is’nt that what ads are all about !
I adore this campaign! Its the best, I love seeing the family growing up and old together. Very emotive! Love it. Cant wait for another installment to see what they are up to. Catchy tune too!