New burst from GPY&R Melbourne + Revolver
This weekend GPY&R Melbourne will launch two major integrated campaigns. The first titled ‘Junk Ballet’ introduces Spring Valley Smart Energy, possibly the first energy drink not to claim it is for extreme dudes. The second, titled ‘Big League’ launches the AFL’s 2009 season and suggests that Australian Football cuts it on the world’s biggest stages.
Says GPY&R Melbourne ECD Ben Coulson: “We have had our heads down lately and haven’t put up much blog fodder, but we kinda like these two. Hopefully anonymous will agree.”
View the Junk Ballet commercial
View the Making of Junk Ballet
View the AFL commercial.
And makesgoodenergy.com.au for the new site and other Smart Energy bits and pieces.
AFL ‘Big League’
Agency: George Patterson Y&R Melbourne
Executive Creative Director: Ben Coulson
Copywriter: Katie Britton
Art Director: Frank Muller
Agency Producers: Romanca Jasinski and Mandy Celms
Group Account Director: Michael Napolitano
Account Director: Sally Cox
Account Exec: Courtney Robertson
Production Company: Revolver
Director: Steve Rogers
Executive Producer: Michael Ritchie
Producer: Georgina Wilson
Post-Production: Fin Design
Editor: Alexandre De Franceschi
Sound/Music: Simon Lister/Cornel Wilczek
Nylon Studios/Level Two Music
Smart Energy ‘Junk Ballet’
Creative agency: George Patterson Y&R Melbourne
Executive Creative Director: Ben Coulson
Copywriter: Simon Bagnasco
Art Director: Chris Northam
Producer: Luisa Peters
Group Account Director: Mathew Cummings
Account Director: David Shekleton
Account Exec: Damien Miller
Production Company: Revolver
Director: Kris Moyes
Executive Producer: Michael Ritchie
Producer: Pip Smart
Post-Production: Fin Design
Editor: Stuart Reeves at Guillotine
Sound/Music: Simon/Michael
Nylon Studios
138 Comments
FUCK ME!!! That is a block buster. Awsome!
All good, well done on both!!!
Junk ballet looks interesting, but there is no link to the ad. Just the making of.
Love the Totem though. Ad one, it’s cool.
love them both. Ace. Go cats.
Very impressive stuff, was wondering what was following BURST. Hats off to you.
I really like the AFL ad. Impressible and wonderfully executed with a great idea too.
The smart energy idea on-line however just doesn’t connect with a smart energy drink proposition. It looks great and has this fun device (yep – I tried it) but what on earth does the creation of a very tall on-line totem pole have to do with a ‘smart energy drink’?
is there something missing that helps explain it?
Fun mechanism is not an idea.
I presume I have to drink the stuff to work out what the connection is.
Umm… can I have a job there? Please?
Well done to everyone involved in both those ads. A blockbuster and a serious award contender.
I’m not normally an anonymous piss ant, but that energy drink one is seriously good.
Good ads, you f@%ks.
Love the footy stuff. It’s really the ‘I’d like to see that’ ad but the old voice over brought to life. Hate the self-indulgent smart energy stuff. Oh dear, what a shocker. Burst was a lovely ad, albeit, an ad based on a photographic technique that had been doing the rounds for ages, waiting for a client to buy it. This smart energy ad looks like the leftover rushes from some guys Tropfest flick. It is totally an in-house wank-fest that the average punter will not recognise, associate with or remember. Sorry, I don’t buy it. Awful
World Class, Congrats to all involved……..
Both ads are great. Schweppes is beautiful and simple. Revolver- a spectacular job. Katie, frank and ben on afl- seriously about time! Lots of fun to watch. More of reiwoldt and less of kosi would have been better though. Just saying…
Even the blog hacks wont get to these. They are both original and right on for their respective brands. Real ads, really creatively done. It’s inspiring to see an agency that consistently puts out top shelf work for there real clients.
BRAVO!
I love em both…bastards!
These 2 and the Boag’s ad are the only real Australasian creative work of proper scale so far this ear. They are awesome and thank god we have some good work for Cannes in a lean as hell year!
Looks like Patts boys will be booking some more airfares to France again this year. I well, I guess someone’s got to do the good work, back to my crap retail pitch!
Loving the energy totem, seriously cool online promo.
Funny what people spot fault with. An energy drink that owns the idea of ‘good energy’ is a damn good proposition. Category breaking. I don’t agree with you 9.41, I think the totum is fun and all the people who are adding to it are demonstrating good energy in a really original way. I loved doing it. Also think the spinning thing is highly creative and demonstrates good energy being used. Im really impressed with this campaign,
First good campaign in the whole energy drink category. Well done for shifting the game.
AFL rocks more than MAMMOTH!!!
AFL is off the scale, brilliant!
Guys,if you are going to rip off another Agencies work…….try not to be so obvious…..Nikes’ ‘Leave nothing’ TVC by Weiden.
http://www.youtube.com/watch?y=GX 5tzwYz3I
WOW! Big Fan, AFL rules. G-Ablett!!!
Brilliant ideas both; AFL let down a little by its execution I fear.
But well done all round.
Really like the Smart Energy stuff. Very different for an energy drink. Has a great feel to it.
Gold for the footy spot. This is advertising!
Footy is great not sold on the energy drink. Its a little try hard.
always count on moyes to come up with the goods, most exciting aus director at the moment.
I really like the AFL stuff. But damn, I wanted to see some crunching hitups. Great job though.
That AFL spot is simply awesome. So well directed, kick ass editing and great post too. World class.
Smart Energy, interesting and definitely it’s own thing, just left me wanting more or something. Still very good though.
Good dog Mr Muller.
I really like my Smart Energy ad. It has a great feel to it.
AFL ad is quite nice. I reckon its a bit slow paced or something. That said footy heads will love it. Makes a mockery of the NRL ad.
Energy stuff is fantastic. You can’t deny its an original thought for an energy drink. That sculpture thing looks awesome. However, one gripe, I wish agencies would stop doing ‘making of’ video’s.
Umm… can I have a job there? Please? Oh wait I already work here.
If I tried hard enough I could fault them i surpose, but I just can’t be stuffed. I think they are killer!!!
Yep. AFL is gold, Energy a fine silver.
The old Palace Sydney crew were wondering when their campaign from the 90’s would be matched. John Citizen is going to love it. Sorry NRL and A-league this one’s going to hurt. And for a Sydneysider I must admit it is actually a better game. Some truth in advertising!
I see Patts Melb’s BURST and Symphony are still bringing in the Gold and Silver at awards, well done. And well done for keeping the peddle on it with these two. I guess that’s what quality agencies do.
Energy thing feels a bit like the Stongbow ad, but a lot better!
Bugger! Yep, AFL big and good. And It stirs you up. Do they give out awards for ads that just good ol stir you up?
Both ads are awesome. the guys who are rubbishing the energy drink ad are just demonstrating how totally out of sink they are with an entire generation.
Big congrats.
Wish I had done them both, good stuff!
Good to see Coulson spreading the work out among the teams. Well stepped up Simon Chris Katie Frank!
looks like the AFL ad borrowed some inspiration off the A-League spot.
Nicely done, although I felt it lacked real physicality and impact. AFL is a hard/fast/aggressive game, this spot did little to reflect its senses, just felt too soft and slow. I’m sure it will do well though.
Damn. These comments are hot! I can’t fault any of these comments! Well done! Wish I had written these comments!
Big congrats.
mmmmm…. is nothing original.
http://www.youtube.com/watch?v=GX_5tzwVz3I
The energy spot is great but it’s a shame the same technique has also been used for sony bravia “zoetrope”
The ad
http://www.youtube.com/watch?v=tkiQM7MXp-c
These spots are both great representations of the kind of striking brand work that Australia should be making regularly, inventive, ambitious, and really well executed. With the AFL spot we see that TV is not dead, far from it. Big ideas are still affordable if agencies have the boldness, the courage, to sell their clients on what amazing images, strong ideas can do for their perception in the marketplace. We shouldn’t be succumbing, any of us, to the notion that we all need to be doing average, genre lampooning, broad comedy based, long form, integrated, branded content, like the Riva work that got such attention on the blog recently, as if that’s all the agencies are going to be pushing out in a down economy, because there’s no money, and every client has been sold the small idea, and the small screen immediacy of web or phone driven work for the lowest common denominator of the public’s attention and intelligence, and the client’s budget. And when integrated work is good, like the Spring Valley, we see it and recognize it. It’s the idea, stupid.
Didn’t this business, I mean advertising at it’s best, used to be about aspiration, the bid idea, the big execution, the inventive take, and selling products by taking the audience on a visual journey, and sometimes an emotional one as well that left them feeling like they wanted to be associated with the product, the brand, because the people behind it had imaginations? Why not try to erase the prevailing notion that art in advertising has become an oxymoron?
Of course this was from Revolver again, and less anyone should think that Steve and Garth at Exit and sometimes Paul at Plaza are the only directors in Oz who can turn out work to match the best in the UK and the US, there’s heaps of talent here, newcomers and the well established, now too often considered too “expensive” or too big picture to be relevant by the bean counters in accounts driving the creatives instead of the other way around, who can dazzle if they’re only given the opportunity to work with an agency on invention, and real creative, instead of regurgitation and small potatoes. And it’s not just the directors in this part of the world who are capable of turning out brilliant work either, but the photographers and designers, the post shops like Animal and Fin and at least a half dozen others, the editors and the music houses, all the cream of the neighborhood and quite capable of rivaling the best in London and Paris and NY and LA, and everybody just itching to get their hands on adventurous material and make some bold moves, but the downsized, retail mentality is not going to cut it, and frankly it’s the agencies’ responsibility to push their clients with scripts that make them realize how great ideas can change everything, including turning around a shit economy.
What if planners actually tried the unique approach of putting the money into the creation of incredible ideas with more limited media buys, instead of plastering the brand all over the available opportunities like a shotgun blast strategy, with mediocre, low bid concepts and cheap executions? Maybe the buzz from the work would garner enough free advertising in the viral discourse around the digital water cooler to spread the brand’s message without having to spend the client’s budget on so many channels of distribution that there’s nothing left to make decent work?
Notice too that this work came out of Y&R, a WPP group agency, but not through Plush I’m willing to bet, and probably because Michael wouldn’t go there, and as a result the ideas were put on the screen and not filtered through a virtual in-house concept of a business that just makes things more expensive really, by syphoning off the money and the creativity with it.
Let’s see if Mr. Lynch prints this one?
It’s Nike. Sorry. The judges will say the same.
Awesome!!!
6:13
The idea is – when people get energy – sometimes they get inspired – then get together and make cool shit.
Not “hey look a zoetrope lets stand around and marvel at it.”
Need anything else explained to you slow polk?
Just once, I’d like this industry to rate work for what it is – not take into account their own pissy agendas. These are good ads. Properly interesting, good ads. The fact that so many people have commented on a Saturday is testament to that. At the end of the day you have to respect all the people who made and effort and put their energy into making these spots. Last time I checked, in any arena of work, trying to do something different or interesting was a blessing – not a curse. I say well done to patts. Both spots deserve recognition.
Sorry, but how is this like Bravia Drome? I don’t see any footballers kicking balls in a circle… Why not judge the work on its own merits.
Any judge worth the position will not say the same 9.03. It’s only blog hacks who think anything with a loose association and a you tube link is a revelation.
We are all aware of the Nike spot, it’s not the same and it’s PISS WEEK for anonymous hacks to get their jollies thinking they have contributed by posting rubbish on a blog.
Grow up, go and write your own good ad and don’t even dare to think you are somehow cool because you found an ad in the middle of the night that you think will help you topple a great piece of Australian advertising, made by people doing far better work than you!!!
Ok 6.13, I agree this spot is great.
I don’t care much at all for the Sony one. It’s over hyped, over blown and is for a TV that’s meant to have a smooth picture. A guy just kicks a soccer ball. It is a big let down.
On the other hand the energy spot is a very original strategy for an energy drink, the ad is humble, interesting, beautifully crafted and impressive when it turns on.
Both pieces of work were completed this month on opposite sides of the globe, so one can’t have been inspired by the other.
I easily give my vote to the Junk Ballet.
Fuck I am sick of people finding a you tube link and saying great ads are ripped off. It shows how stupid and petty some of us are.
I remember a few bloggers thinking they were geniuses when they made a link between BURST and Sony Balls. They were so convinced that BURST contained no creative merit and was copied.
It went on to win gold at every big show on the planet, so pretty much every respected judge out there saw it differently.
The same thing repeats with every big piece of work featured on this blog.
Everything creative in the world is inspired by, or somehow like something else. And in the internet age, it is easy to find something out there with a commonality.
Skilled judges know this and know how to recognize the considerable originality in work like both of the above.
It’s just plain boring to see bloggers getting off playing spot the difference. It is a technique used all too often by our industry to eat itself.
And no, I don’t work at the bloody agency, incase you are so petty to think my comments are politically motivated.
Love em both. Love AFL a bit more. GOLD!
I’m loving the execution of AFL. Nice to see some classy camera work in a sport ad, not more hand held, sped up fake drama. Rogers knows his shit!
That comment is why you will never be a judge 9.03!
Footy ad is a complete rip off of the NFL Nike spot. When will everyone stop patting each other on the back for producing a good ad and start congratulating someone for thinking of a good ad. Technique is not an idea, and that goes for both ads. Patts live off production and have done for the last 18 months. Seriously people don’t get swallowed up by this stuff. The footy ad is ok, but really, the smart energy ad will appeal to creative directors a lot more than it will punters.
Don’t be so obtuse. It’s Nike Plus Plus, and although it borrows the basics of the concept, it crosses into a multi-sport, multi-action-film genre execution extending the idea that Michael Mann produced to the AFL, a sport virtually unknown to the majority of the world, and elevates that unknown sport and it’s athletic heroes to the level of myth, trumping all others in the process. It’s great advertising, it’s great filmmaking, it’s uniquely Australian, and the judges, unless they are blind, deaf, and dumb, will see, hear, and understand that. Too bad you don’t. Batman wasn’t “original” when Nolan took it on, but “. . . Begins” made it something altogether different, and beyond where it was when he found it. Pull your head out, mate.
While we’re on the subject of judges, this notion that making ads to chase awards is somehow not serving clients and their brands, and is somehow just about creatives flaunting their own egos, and their careers at the expense of what advertising should be about, which presumably is selling products, is such a load of bollocks. it’s the art, the magic, the imagination realized that captivates peoples’ imaginations and encourages them to buy the products of brands when they don’t even know what the products are for, how to use them, or what they’re spending money on the damn things for in the first place. What we do is sell ideas, illusions, the myth that a swoosh, or a fragrance, or ownership of an automobile, or the beer we drink will make us somehow more attractive, more intelligent, more charismatic. It won’t, but the art that transforms our ideas about ourselves, and fuels the economy of consumerism in the process is what wins awards, what makes brands like Coke and Nike and Guinness what they are, and what keeps the best of the best making illusions with light, and words, and these days, digital slights of hand. Celebrate it, it’s as real as anything else.
I want to love this work. But it’s just okay.
Kind of familiar, not that well done.
With AFL I want the hairs on the neck to stand up. Nothing. With an energy ad, just remembering who it was for would be helpful.
I feel really out of sync with the blog on this work and I never usually comment.
The best AFL spot since the, “I’d like to see that,” campaign. A good example of capturing the essence of the product and reflecting back to its audience why they love it in the first place. Sure, if you doubled the budget, the production would be even more scintillating. But all up, a solid, solid spot. Well done.
Outstanding stuff.
Great to see an agency killing it in hard times.
Proof that creativity and quality production are still possible!!!
There is a Toy Story zoetrope which came to Melbourne for the Pixar exhibition last year at ACMI, just down the road from GPYR.
You can kind of see it here…
http://www.youtube.com/watch?v=-0eAG8768Io
The energy drink ad is froo-froo of the highest calibre.
The AFL ad has been done – many times- overseas. But AFL fans wouldn’t know that, they can’t see beyond their small backyards.
phew! what a lot of Patts comments! big day at the computer on Friday then…..
all i see in the AFL one is effects. whatever. we’re selling ice to eskimos there.
Whilst the execution may be similar, the idea behind the AFL spot is well different to the Nike one. And it’s shitloads more entertaining. Seriously, loads and loads of faeces better. Now, in terms of derivative I present for the court’s consideration, exhibit B – http://on.cupnoodle.jp/
The AFL ad although fun to watch and the direction was good, didn’t really leave me with any outake as to why i should be apart of it…beyond, it’s unlike any other sport, ahh, yes, just as the other sports depicted are unlike AFL…it started to feel a bit silly and didn’t really conclude.
The Junk Ballet, again visually interesting but not engaging enough for me to care about the product and the product name was just not there, which is not to good for a launch ad.
Oh just stop trying to bring good work down. I went to both you tube ads and both have commonalities, but seriously, this is not a copy scenario… no matter how much some jealous people want it to be. GROW UP and stop being so narrow minded.
re toy story zoetrope.. well spotted. They busted.
The punters will love the AFL ad. But I seriously doubt it’ll clean up at the awards as so many patts staffers have suggested. The idea of directly contrasting one sport against others has been done many, many times before (the best example being the NHL Fox sports work – http://www.youtube.com/watch?v=nrRi9bEQbFU) and the execution is worryingly similar to Mann’s Nike ad.
Energy drink ad is nice, and certainly fresh for the category, but do we really think it’s world-class?
I’m confused about this work. On the one hand they’re both beautifully executed. But I just don’t find myself falling in love with either piece. I think the AFL will work with all the kids, but I’m less certain about Smart Energy, it’s a little too try hard for me. But if I’m proven wrong and they’re both acclaimed as being brilliant, I won’t complain.
Hi 9.31
You’re not alone.
I’m a big fan of Patts Melbourne’s work, but neither of these really does it for me.
Energy is just a bit “so what”? Falls flat for me. “Good energy” is a nice area to play in, but it’s like “guy finds old merry-go-round, turns it into something”… and? It’s a bit obvious right from the start. And the thing he makes doesn’t really have the wow factor for me. If he made something surprising and amazing, it could have been great.
As for AFL … it’s got that “big ad” feel but I couldn’t help thinking the strategy’s wrong. I’m sitting there the whole time going, “Really? AFL guys are tougher than those massive gridiron players? They can outrun a horse? They’re tougher than boxers? (I notice that was a quick shot.) Um, I don’t think so.” Yes, there’s something smart about going international, but at the same time it is an incredibly long bow.
Anyway, that’s my 2 cents. I wish Ben and his crew the best. And they’re certainly better than 95% of what’s on Aussie TV.
March 21, 2009 5:55 PM That is hilarious! What a great comment!
afl ad is really cool. and it’s got scale.
absolutely shits all over the nrl “feel it” ad that’s just come out.
Oh 6:52 you’re killing me! Chris Judd can’t outrun a racehorse???!!!
Does that mean:
When a giant banana chases you down a street you cant make it go away by eating a bit of chewy?
Gorillas really can’t play the drums?
Deodorant (and a salad plate) really cant make every woman lose it and want to rip my clothes off?
The water in Tassie doesn’t make things better?
Doing burnt-outs in a ute won’t bring on a tornado?
Mr T doesn’t have a tank and drive around throwing Snickers bars at everyone?
I need to believe a giant pot of beer fell out of the sky and then fat guys jumped out of it. Don’t tell me that’s a long bow too….
So I sat down with a toasted sandwich and a juice ready to start my week. Thought I’d see what action was on the blog before attacking a new brief. I was greeted with two pieces of work that angered me – AFL and Smart Energy.
Angry i didn’t do them. Angry I didn’t get the opportunity to do work of this caliber.
Then i got really angry reading the comments. Most are fair opinions. Some love the work. Others were left a little cold. Fair.
Then there are the comments that try to pull it apart. Suggesting it’s been ripped off from other pieces of advertising or pop culture. (ps: aren’t we meant to go out and find inspiration in galleries and exhibitions outside of advertising…?)
This is crazy. Why would well respected and awarded agencies do this? It’s not like you can get away with is these days. It’s not like TV is a quiet media. And not like judges haven’t seen every decent or half decent ad out there. And lets be honest I’m sure awards were firmly in the creatives minds with these campaigns.
As creatives we all know the horror of presenting work internally only to have your creative director suggest it’s a bit familiar or reminds him of that campaign in the 2003 One Show Annual. And the horrible suggestion you may have borrowed from said idea.
We’re all too aware of what can happen when you rip stuff off. You either don’t get awarded, making the whole thing a waste of time. Or you do get awarded only to have the awards stripped from you later on. Bug Spray anyone?
What we have here is some fresh work that is better than 99% of the other stuff on TV. Whether they’re better than 99% of ads from around the world; well i guess Cannes will tell in a month or two.
Well done to all involved. You’ve made me very angry.
I know that this is a blog for creative people and I also realise that awards are the global currency in our industry, but not all ideas and campaigns are built for awards. Some are developed with a consumer in mind and not a judging panel. Both these campaigns are excellent and will certainly change the way consumers think, or at least engage them and leave a lasting impression. At the end of the day we get paid by people wanting results from work. And this usually doesn’t mean GOLD, SILVER or BRONZE.
If any of you creatives in here can tell me who that AFL ad is targeting and WHY (knowing how much money they just dropped on it) then I’ll eat a Gold Lion.
AFL- yes.
Smart Water- sorry, no (UK Orange ads, 42 Below etc. etc. etc.)
I know how long Katie and Frank have waited on the sideline to get this AFL brief and grats to them for what was made.
Zeotrope on the other hand, not bad
Keep up the real work guys.
Lucky that Anonymous is not the target market, or a client, or a judge. Our industry would have little chance!!
6.52… you’re breaking my heart
8.52… you rock
Next you’re going to tell me there’s no fat orange man that runs around slapping people whenever they drink a Tango…
I want to believe! I need to believe in advertising because it helps me decide.
Andrew Tinning said: i saw that AFL spot from my recovery couch on Saturday and I was absolutely hooked from the first few seconds. As a die hard Kiwi rugby fan who struggles to come to grips with a bunch of blokes in tight shorts who don’t tackle each other, I’m seriously considering taking a bit more notice this season!
Awesome stuff. I loved it.
10:53
The answer to your question is that this ad is targeting AFL fans. In a crowded marketplace of entertainment options, when people’s budgets are tight, reminding AFL fans just how amazing our game is makes perfect sense to me. AFL is the best game in the world because it requires the physical and technical attributes of lots of different sports and is, therefore, superior to all of them.
Now, I’m pretty fucking bright. I’ll give you that. But even someone as intellectually challenged as yourself, 10:53AM, should get it.
Chomp away!
The energy spot is good – well done. It’s directed with a light touch and beautifully paced. Even forgetting the execution for a second, the idea of good energy is new and different in that category. I think its something punters will respond to – especially considering the climate the world finds itself in. A bit positivity in advertising isn’t a bad thing right now. Well done Revolver and Patts.
I saw it on TV on the weekend, and it literally stopped me in my tracks.
More TVC’s like this should be produced.
Awesome work everyone.
11.40, how exactly is the energy stuff like the Orange work or 42 Below? Sorry, I’m not following…
10:53 – Are you serious? I think it is pretty obvious who is being targeted by that ad. It takes cues from many sports aside from AFL. That might give you a hint. AFL is trying to expand into new markets. That might also give you a hint. Surely ‘why’ doesn’t require any further explanation.
I’d love to know what role you have in this industry.
Just don’t tell me you are a suit, as we have a bad enough name on this blog anyway and I don’t need you dragging us down further.
why the Irish Jig?
Dig the AFL one, the other one is IMHO fancy crap if you ask me.
Heard that the AFL link has been hit 168,000 times, as of Monday morning. Not that many people in advertising – guess someone must be digging it.
Any word on a media spend yet
The AFL ad raised my member-ship 280%.
Is the AFL feeling so insecure that they need to compare themselves to every other game? The line leaves me thinking ‘so what?’ but the spot is well put together though.
Ha, no I’m not a suit.
So we have two completely different opinions on who this ad is talking to?
1:39PM says AFL fans (meaning we’re spending millions of dollars on a campaign to preach to the converted. Genius. I wouldn’t call you “fucking bright” so much as I’d call you fucking stupid.)
&
2:08PM says expanding markets (meaning we’re trying to educate people outside of Victoria on a sport they already have negative perceptions about – anyone live in NSW & North QLD? GayFL?)
I’m not arguing that this ad doesn’t look awesome but I’m just keen to understand what it was made for. There IS NO PURPOSE FOR THIS COMMERCIAL. And that’s why – even if it is pretty – it ultimately fails because it’s more about the AFL and their insecurities than anything else. Oh well… whatever.
Dah its pretty obvious they’re trying to demonstrate that it takes a combination of skills from other sports to play AFL. Don’t know how that could have been missed. If anything it tips it hat to what makes other great sports great.
10:53 / 4:43
Do some research on the purpose of advertising. There is a significant body of evidence that advertising’s key purpose is reinforcing rather than initiating purchase decisions. (No, I don’t have the footnote handy).
That’s why sampling is so popular in FMCG advertising. Get the stuff into people’s hands and then use advertising to help people justify to themselves that they have made the right choice in trying and then, hopefully, continuing to use it.
Building passion and commitment among AFL fans is an entirely valid exercise. The more people love the game, the more games they go to, the more memberships they buy, the more merchandise they waste their money on etc.
Besides, in footy mad Melbourne (where the ad is showing), what else would be the purpose of the ad? To introduce this exciting new phenomenon called Australia Rules football?
And, hang on. What’s that? The ad may have more than one intended target audience and purpose. I don’t believe it. That’s impossible. Go back to your DL flyer or some other common CB blog insult.
AFL spot, I’m a fan.
60″ energy spot looks beautiful, but only seen the 30″ on TV and it leaves you cold. Shorter length, which is ultimately what the consumer will see, is a big ‘so what’. Hate to say it, but whilst the 60″ may achieve what the agency wanted by winning an award or two, the 30″ will not achieve what the client wanted it to. And that is ultimately how an ad should be judged.
Just got out of the Delorean, and saw these AFL ads on TV again.
Ahh this campaign was a cracker, remember it from 60yrs ago. Liked it then, still do now, funnily nuff, it marked about the time AFL became the 3rd biggest sport in Australia. I mean they didn’t really stand a chance against the Soccor World cup being hosted in Australia in 2018 and the continual growth and expansion of Rugby internationally was eventually going to outstrip the closed market of AFL, but hey, on the occasional ANZAC day, you’ll still see some of the diggers playing 2-up and a game of AFL on the street.
Oh and Frank, Max wins a Gold in boxing in 2024, watch out.
😉
Marty
seriously don’t get what the big deal with the AFL spot is. But maybe I’m just looking at it as an AFL fan and not who else it is supposed to be targeting.
If Smart Energy wins awards it will only reinforce clients beliefs that we only make ads to win awards. The average punter will have no idea what this ad is for. Branding is poor, particularly as it’s a completely new product. And to be honest, the average punter will probably be hugely underwhelmed, even bored by this spot (and bored even more if they see the 60!).
But nice work on the AFL spot.
I think the whole ‘where do we get our inspiration from’ debate will always divide us. But I’m astonished that people are still presenting ads where a bunch of people suddenly feel inspired to make something. Usually to some bit of shit folk music. It’s boring, and i’ve seen it a hundred times. That’s the issue here- let’s do something new, rather than copying the work of Fallon London.
6:21pm So rally driving and bull fighting have similar skills to AFL do they? Do they seriously believe they have the same precisions skills as a rally driver? Then they’re full of themselves. I’d rather have that recent Asian Cup/A league spot on my reel.
Nice one Marty – be just like you to only make it out of the car in the summer of 2069. What’s the surf like? Should be in by at least a couple of kilometres so you can ride the board in all the way to Centenial Park for an afternoon horse ride.
To Marty.
A likely story future boy!
Your friend in time Doc Brown 😉
it is kinda like that Nike ad that everyone posted. the one for the NFL.
But for me, the biggest problem is the spot is too advertising. They have tried too hard to put an ad idea into it. With sport, you need to talk from the heart of the game. Talk from inside.
I’ve see montages of play cut together by TV stations that elicit more emotion from me.
Oh. well, next time.
I like them both, a lot!
That’s the good thing about my opinion, it’s mine. And that’s why I won’t waist a paragraph trying to convert people to it.
Well done all.
What the fuck guys?!
AFL ad isn’t that good sorry – Liked it better the first time when Nike did it.
Other is ok.
Patts stop posting comments. You’re not convincing anyone.
-sk
10.30 –
Copying Fallon London? Which ad is copying Fallon London, exactly? No one doubts they’re an awesome agency – but I think you’re drawing a very long bow. That and judging from the time of the post you either work in that time zone or you’re on some nasty pitch. Either way validate your comment with some facts. Last time I checked Fallon didn’t own inspiration.
8.05 – The Smart Energy 60 and 30 have almost the same media spend. In fact the 60 is playing more due to a heavy cinema buy. So, no it wasn’t made to win awards. And yes I’m from the agency. Just thought I should clear that up. Cheers.
The energy work is good. I’m not massively into the music, but maybe I’m to old.
AFL ad is ok though.
How good is it when you work for an agency that’s producing great work for great clients – Everyone gets excited, they’re proud, it stimulates conversation, other clients start sending emails congratulating you on the idea and discussing new briefs. It’s a moment to savour. It makes the tough days worthwhile.
Some people on this blog will know what it’s like, the rest won’t and never will.
How good does it feel to be part of an agency thats doing great work for great clients – everyone gets excited, they’re proud, it stimulates conversation and more ideas, other clients call and congratulate you on the campaign and want to discuss new briefs. It’s a good day and it makes the tough ones worthwhile.
Some people on this blog will know what a day like this feels like. The rest won’t and unfortunately never will.
It’s funny. You go onto footy blogs, and most of the guys on there want inspirational action montages cut to a kickarse soundtrack.
But ad people want to subvert the reality, and inject an idea.
I guess that’s why “I’d like to see that” worked so well: it did both, and is still the benchmark sports marketing campaign from Australia.
What bit of the afl ad is a rip off of the nike ad? Honest question.
I’m no great fan of the energy drink spot (what brand was it again?) but I must write to ridicule the suggestion that the idea was somehow ripped off from the Pixar exhibition zoetrope thing.
I attended that exhibition at ACMI too, and my point is that as creatives we absolutely must feed our heads with films, music, magazines, galleries, car shows, weekends away, TV, sex, restaurants etc etc – we need to experience life because that’s where we get the raw material we re-process to make our ads.
Much of what we do at our best is to recycle something we’ve felt, seen, heard, smelt or experienced in any one of a hundred ways – and chances are a lot of punters have too – and that’s why it resonates with them.
So maybe the creators of the energy spot I don’t much like and can’t remember the brand visited the Pixar exhibition or maybe they didn’t.
But clearly from the tone of the discussion on this thread, a lot of people need to get out a bit more – especially those who seemed welded to their computers in their smelly bedrooms or their even more pitiful office cubicles and whose sole standard of reference is You Tube and whose entire world is advertising.
Monty Arnhold is 56.
The AFL spot.
Think about the Toyota footy TVCs. They tap into the soul of the game far more deeply than these do and at a fraction of the price.
It seems to me that they have deliberately ramped up spectacle in an attempt to win over the esteem of award juries.
As my old footy coach used to say, “Keep it simple!”
6.52, I think you’ll find Judd’s being mown down by the horses. Groin must be acting up again.
Junk Ballet WOULD be good if they didn’t rip the idea from a recent Pixar exhibition at ACMI
http://4.bp.blogspot.com/_BZAibNXFwTw/RoJZt6IgfiI/AAAAAAAAAQM/_XNTQ_ZCsNE/s320/pixar.6.jpg
http://www.youtube.com/watch?v=hMBoJq6IgFE
Katie’s so hot right now!
big and empty
To Monty Arnhold is 56
It’s true, the best ideas come from outside of the youtube search engine.
P.s. i’m not saying these ads came from there.
I my god, it’s a rip off! look what I found on you tube!
http://www.youtube.com/results?search_query=wangwang&search=
Hope this revelation helps knock these ads out of award contention, I’ve a bit worried they might beat my ad????
Zeotrope is nothing new, hell, it was invented in 1864. More importantly the technology was used by SONY.
The BRAVIA-drome at Venaria, in Northern Italy
In 2008 Sony built a 10 meter wide, 10 tonne zoetrope, called the BRAVIA-drome, to promote Motionflow 200Hz, their motion interpolation technology, where three new frames are added per second to smooth the picture. Sixty-four images of the Brazilian footballer Kaká were used inside the BRAVIA-drome to demonstrate that with increased frame rate (speed at which the zoetrope rotated), there is increased smoothness of motion[6]. This has been declared the largest zoetrope in the world by Guinness World Records. It’s capable of speeds of up to 50 kilometres per hour [7][8].
But honestly who gives a fuck. It’s a nice ad with a good strategic insight, get over it youtube surfers.
http://www.youtube.com/watch?v=ubd-LaIJQnY
for the others who might give a fuck
the AFL ad reminds me how good the rugby ‘butterflies’ ad was from a couple of years back.
It wasn’t desperately trying to be all macho and prove itself as the biggest and baddest.
It just let you connect with the players (and give you a tingle).
I thought this AFL TVC was really cool on first glance. Having a look at it again, I’ve changed my mind.
Just on Braviabrome. Both projects were launched this month, how could one possibly be copied from the other???
The only problem with the AFL ad is that every other sport they showed in it is better.
2G
March 25, 2009 10:30 PM, please locate the word copied in either the posts about Zeotopes being not a new invention. To make it REALLY obvious to some, the point was Pixar gallery or not, the technique of Zeo’s are not new, the strategic insight in this ad is. It’s an execution. They could write 10 more tomorrow.
I doubt either copied the other at all
Hi March 26th,11:55pm here
I loved the AFL ad. the other one seems a bit too “Kings of Leon” to me but i guess i’m not a hipster that cares for the enviroment and shit. However it is fresh and beautifully done. The AFL ad is one of those ads you’d wish you’d made. Really happy that the writer is a girl, putting an end to the notions that women can’t do sport.
I loved that AFL ad it’s the best thing i’ve seen this year including that boags ad. I keep pushing my gf into the pool just cuz i love it so much. And i hate commenting so much. but there’s a lot of envious people out there. They feel the need to discredit work, just because they’re stuck with their pissy DL brochure they need to write, or a catalogue to design. I would love to work there, and be around people that do good work, or a place that believes in good idea and not the bottom line.
What else? Blah blah blah Sony, blah blah blah Nike, blah blah. who gives a fuck, just record it and play it over and over and enjoy it.
Sincerely yours
March 26th, 11:55Pm
Ha ha! Joe the PLUMMER!!! does this mean he’s a fruit picker or just an idiot??
How powerful can footy ads really be? Look back at Jim Walpole’s “Simply the best” with Tina Turner for Rugby League. That’s how good footy ads can be!