Macpac creates one hell of a cliffhanger in latest ‘Weather Anything’ campaign via The Monkeys
New Zealand outdoor brand Macpac has released a precarious new campaign via The Monkeys Melbourne that builds on the brand’s existing ‘Weather Anything’ platform.
The campaign showcases Macpac’s high quality and dependable gear by dangling a trio of unfazed hikers from the edge of a cliff.
Says Maria Glass, acting general manager of marketing, Macpac: “Macpac gear is designed and tested by some of New Zealand’s best alpinists in some of the world’s toughest environments, so it’s great to demonstrate this in such a distinctive and memorable way.”
Says Joe Sibley, creative director, The Monkeys Melbourne: “We wanted to show just how durable and reliable Macpac gear is, in a way that people couldn’t ignore.”
Says Hugh Gurney, creative director, The Monkeys Melbourne: “We watched Cliffhanger, and Cliffhanger 2 (2 Cliff, 2 Hanger) and realised cliffhanger moments are called so for a reason — you can’t look away. So, we just added a Macpac jacket, some deadpan Kiwi delivery and a little special Shatford sauce and it ended up pretty great.”
Directed by Damien Shatford from Sweetshop, the integrated campaign launches this week in Australia and New Zealand across, TV, outdoor, social, online and in-store.
Client: Macpac
Managing Director: Cathy Seaholme
Acting GM of Marketing: Maria Glass
Creative Agency: The Monkeys, part of Accenture Song
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Chief Strategy Officer: Michael Derepas
Strategy Director: Dave Collins
Creative Directors: Hugh Gurney & Joe Sibley
National Head of Production / Producer: Romanca Mundrea
Production Coordinator: Genya Mik
Group Account Director: Vicky Mockler
Account Director: Ella Goldberg & Jenny McLarney
Account Manager: Grace Tenaglia
Media Agency: OMD
Production Company: Sweetshop
Director: Damien Shatford
Producer: Katie Kempe
Managing Director/Executive Producer: Edward Pontifex
Executive Producer (AUS): Greg Fyson
Executive Producer (NZ): Ben Dailey & Kate Roydhouse
DOP: James Brown
Editor: Simon Price
Colourist: Matic Prusnik
Online/VFX: Stuart Bedford
Sound House: Squeak E Clean Studios
Sounds Design: Paul LeCouteur & Ceri Davies
Photographer: Vaughan Brookfield
Retoucher: Dave Mercer
Stills Producer: Katherine Muir
64 Comments
YEP.
SAW IT AND LIKED IT.
GOOD DEMO.
Loooooooove
Brilliant. Nice work Journey and Sibs.
Nice nice nice nice nice nice nice
Had a seriously good lol. Nicely underplayed
What’s the joke in precarious? Seems you land on a good insight re stability of garments, that’s the MacPac difference then inject abject humour which isn’t strong (Excuse the pun) as the jacket.
The fact you’re asking…Google precarious and familiarise yourself with NZ humour.
It’s the centrepiece of the campaign.
Funny, simple, product demo! Tick, tick, tick
GOOD
Honestly.
Best work I’ve seen in forever.
I like the things that this does
This. Is. How. It’s. Done.
Love it.
Really good. The woman’s “ohh” made me lol.
Aussie ads gummon don’t killa great brand
Nice. Way better than most ‘comedy’ dialogue spots we suffer in this market. A touch of the Taika and Rhys Darbys about it.
Great. Subtle. Good
Two brands doing advertising well
This award winning brewmaster gives it 10 Rivs out of 10.
Hilarious. Gregarious. Precarious.
I dig.
Is a great campaign platform for more terrific executions like this.
but why will anyone watch?
envious af. nice one joe + hugh
From me.
It’s lovely, nice pace, great use of kiwi style humor. Congrats.
cos it’s great writing. that’s why.
GOOD.
I wish I made this
Fark! Gurn0s absolutely letting the Lemoncello looooooose on this one.
Brilliant spot.
Dissenters saying they don’t like it with minimal to no explanation or insight in to why they don’t like it or how to make it better…big check.
@Fun WTF is that comment. How about because its entertaining and funny? What do you think it needs for someone to want to watch it?
Really enjoyed this.
This is so so good.
Funny stuff. Proper deadpan lols. Well done, fellas.
Murray, present!
I’ll watch the ad and have no idea if all the comments are praising it or slagging it off.
I did’t mind it
39 comments from monkeys maybe?
…is quite funny.
Love itttt
Because on one hand it’s entertaining, literally a cliff hanger, and, if you’re a marketing nerd, it has loads of product/branding. If you’re complaining about this you know nothing about advertising.
The subtle pacing makes the gag so much better, absolutely stuck the landing. Nice work guys.
hey you stole my schtick.
99% of customers will wear that puffer jacket to brunch not on a mountain so sure but no.
Perfect.
So by that logic you’d show someone wearing it to brunch then? You’re forgetting the fact that people buy this stuff to wear to brunch because they like the idea that people climb mountains in it…
Lovely idea built on a very slim insight. Great for the agency, terrible for sales.
And 99% of 4WD owners will drive their 4WD on the road. Still advertised as a 4WD otherwise it loses all its cred. So your comment, sure, but no.
99% of you is an idiot.
I’m genuinely interested. How is this a slim insight?
It’s mmmmmm good. And I don’t say that lightly.
Sure, so let’s show people that wearing puffer jacket to brunch. Or people using the new MacBook Pro to make unimaginative suggestions to make a brand instantly forgettable.
I work at a competitive agency called something.
I love this ad.
It’s a really funny ad.
Gurney you genius. That’s genius with a hard g.
Noice one, boys.
The copy was delicious.
Our whole agency loves this. Kudos.
Love this. You two really like making great ads for brands in the outdoors huh?
to the planners, for giving the creatives a brief of “tough”.
And not some lame shit about people’s emotional need to escape to the outdoors.
Really good. And funny.
So good! Thanks for the laugh.
Great F!@#N ad.
Brilliantly written, a simple idea executed beautifully, funny, great talent and product/brand centric to boot!
Better than all the rest
Didn’t need the hokey hilarity for me – so forced.
The idea is the ad – the rest is copy wankery.
Silence, with one strong super fading up at the end about the toughness of thematerial was all that was needed here.
Watch Alka Seltzer, ‘When you’ve eaten something you shouldn’t’, and learn.
Love the ad’s deadpan humour, identifies the product’s origin. I’m engaged. How do the guys get out of the precarious situation?
Is there a sequel in the pipeline?
Reference the Smirnoff campaign, Popeye/spinach, Mr Wimpy/burgers…