Marmalade spreads the message in the fight against fare evasion in new TVC for Metlink
May 31 2011, 5:04 pm | | 35 Comments
Metlink, via agency Marmalde Melbourne, has launched a TVC in its fight against fare evasion on Victoria’s public transport network.
Reinforcing the message that fare evasion is unacceptable, the spot, directed by Joel Pront via production company Collider, depicts fare evaders as scribbled out images taking up valuable space that should rightly belong to fare-paying passengers.
Fare evaders are not only ripping off the system to the tune of $80 million a year, they are also ripping off those people who do the right thing and always buy a ticket.
The TVC will be backed by online, mobile, print and outdoor.
35 Comments
Are they implying that all black people are fare evaders?? Disgusting. They should be ashamed of themselves. Love the track though.
Whatever.
Makes me want to fare evade.
Saw this on the weekend, confused to begin with, only worked out that the hell the black squiggles were at the end, and the line is so weak I just thought ‘meh’.
Can’t imagine fare evaders would feel much more either.
why does he just walk away free as a bird after fair evading?
Looks like it was a bloody tough brief.
Unique response. Nicely executed.
Fucking shit.
I first saw the print ad in MX and thought it was pretty good – fare evader scribbled out because he doesn’t deserve to be on the train. Got it.
But the frantic animation in the TVC doesn’t look like the fare evaders are scribbled out, they look like they’re figures made out of some electro-static energy. With no relevance at all.
And so many scenarios confuses a very simple idea.
Also, the ad is about discouraging people from getting on public transport without buying a ticket. Right? So why add the extra layer of having the black scribbly characters nabbing the seat before the girl gets to sit down? Or not giving the kid a seat? Is the proposition “Buy a ticket and don’t be a prick?”
I hate seeing a good idea let down by execution.
I’ve seen the print and outdoor, it looks rad. Like the tv. They’re not selling chocolate bars or beer so considering the brief, I reckon it’s really good.
Having said that, what it really lacks though is a piss take of another genre and where’s the web address so I can add some user generated content!!!
The chick at the end it smokin’
“it looks rad” … ha ha ha. You did an ad did you?
Engaging visual… but the key message is surprisingly limp.
Yeah, that chic is smokin’. There are hot chicks throughout the whole thing. Normally on PT it’s sad fucks eating potato cakes.
Cool ad though. Well done.
Yeah, that girl is hot.
It’s an original visual Idea. No piss takes, lame jokes or pointless retro executions. The tag line is a bit soft in contrast too the image. But nice job.
“If you fare evade, piss off, give me back my seat and take your fucking potatoe cakes with you”. Now that’s a tag line!
It just wont work. Marmalade have just given Metlink what they wanted to hear, and well done for getting away with it…it looks like it was a nice earner. But it wont work.
Better than the “bad karma” series.
“You shouldn’t be here” is weaker than piss though.
Should be “you’ll get fined up the arse” (or words to that effect).
There’s no deterrent.
I disagree that the last chick is smokin’. I prefer the four babes getting on the tram at 19 seconds. They deserve a commercial to themselves.
Is it wierd, but I like the old chick looking out the window?
I saw two insanely hot chicks on the number 8 the other day, I was giving them the ‘I’m to cool to notice you’ thing … then the inspectors got on and I got dicked for not having a ticket – and I had to call my mum to prove my I D. But hell those chicks we’re hot?
Sorry but on 3 views I still don’t see any smokin’ or steaming hot chick or chicks in this ad. No HOT chicks whatsoever!!! A handsome mature lady up front. But really hot??Luke warm at best.
WHAT 4:31? Are you crazy?
fare evaders have got tickets on themselves.
I make ads. And with so many out there it’s becoming more difficult to come up with refreshing ideas.
Great work Metlink and Marmalade in coming up with something creatively original, I imagine the brief was not an easy one.
5:27
Obviously a Marmalade employee, desperately trying to go down the ‘it’s tough out there route.’
Absolutely awful
Personally I hate the ‘tough brief’ discussion. The toughest challenge on any brief is creating original ideas. This ad succeeds on that point.
It’s cool. Fuck advertising is full of sad dickheads.
Like the device and the track.
Good spot compared to most stuff that’s been on here lately.
terrible direction + terrible execution
Saw it on TV. Engaging, good idea, good pics and sound. Well done.
this idea was an award school students idea from 2009 for bic erasable ink pens. mr scribbled out would come into renowned fairytales and muck them up. erasable ink suited the device more.
That’s a new form of a compound verb I had not previously been aware of. “Fare evade” indeed?