iSelect to launch new ‘iSelectron’ TV campaign this Sunday via AJF Partnership, Melbourne
CB Exclusive – This Sunday sees the launch of the first spot in a new series of iSelect ads created by AJF Partnership Melbourne.
The new campaign moves iSelect into a slick new environment while maintaining the brand character and humour. Six new executions, directed by Paul Middleditch, will roll out over the rest of the year, and feature a range of new characters.
Creative Director: Josh Stephens
Art Director: George Freckleton & Nick Skelton-Kyd
Copywriter: Brent Liebenberg & Jamie Rutherford
Director: Paul Middleditch
Producer: Peter Masterton
Agency Producer: Roz Ruwhiu
Post Production: The Editors
Music: SongZu
Sound Design: Sound Reservoir
Account Director: Kate Silver
Account Manager: Clare Burrow
iSelect Marketing: Roger McBride, Nick Riley, Charlyn Dimasi, Lauren Brown
17 Comments
ruined it.
In the end, a comedy director, even a renowned one, is only as good, or as funny as the script he has to work with.
Alas.
What have they done?
This is shit
The charm of this campaign was that it never took itself seriously.
So what do they do? Start taking themselves really seriously.
You’ve fucked up a good thing here boys.
And by the way – your briefs are showing.
Iselect was the one decent bit of work to come out of AJF.
Not anymore…
Can only hope that the client pushed the campaign into this shit direction and not the agency.
But then, the difference between a good agency and a bad agency is the good agency talks the client out of it when they have their inevitable brainfarts.
How quickly the industry turns on the weak.
And this is weak indeed.
Hopefully the next outing is better.
The beginning of the end of this campaign.
It was good while it lasted.
ANZ ‘Falcon’, anyone?
The campaign is tired already.
Someone has been cuddling cactus.
Honestly, what’s the problem?
Sure the other ads are great, but you all probably said the first in the original campaign was shit too.
How about we stop acting like clients and give it a go, stop acting like TV networks and can a new series after one episode. Save comments until there’s something to say. ‘Knee-jerking’ doesn’t help.
It says it’s the first in a new series at the top of the article, so the ad’s probably the set up. And quite possibly the right thing to do.
Time will tell I say whether the campaign is bad or better. And seeing what they’ve done before, I’m ready to give them the benefit of the doubt.
Personally i would have waited until there were a few ads to talk about the new campaign. Maybe that’s their only crime.
Lighten the fuck up Friday afternoon experts. For what it’s worth, I like it.
And no, I don’t work there.
Shame
And, after a lengthy investigation, I believe Mick “not his real name” Molloy does work either there, or somewhere in the near vicinity. Shame Mick. Shame.
i am not finding it that offensive.
Certain the media buyers will agree with your assessment and call for time to see more of the campaign before forming judgement.
I mean why not spend next to nothing on air time for the first in a series that admittedly disappoints, at least from the outset, so there will be enough for a really big spend once the spots that are half decent ideas, and actually funny start coming on line.
Right?
Brilliant strategy, low impact beginnings, lower expectations, don’t make a big shout for the brand and the client, then once everyone has slagged the entire campaign off, come on all gang busters with the goods, win back the nay sayers, and splash the cash.
Genius. Underwhelm to succeed . . . the the audience isn’t already channel changing, having seen what’s been on offer.
I realise now that the phrase so many of us have been searching for is “jumped the shark”.