OMG!Creative, Melbourne uses unlikely breakdancer for new Reflex campaign
UPDATED TO INCLUDE TVC – On Sunday, Australia’s leading office paper brand Reflex launched an integrated media campaign to refresh brand communications and connect in a new way with their audience.
The campaign’s brief was to give fresh legs to the tried and tested ‘Reflex Action’ formula, providing a way for the brand to re-engage with the market.
Agency OMG!Creative, Melbourne was required to demonstrate how an everyday office annoyance, such as a paper jam, can be resolved in a creative way. Giving the Reflex brand modernity required a fresh take, an unlikely breakdancer and some innovative campaign elements.
It’s not often that casting is asked to find a man in his forties who can spin on his head and pull off the necessary hip hop moves in style. It’s even rarer still to find he’s got two mates with exactly the same skills. Fortunately the Cuban Brothers, a three man physical comedy outfit from England, who are stalwarts of the music festival circuit, just happened to be in Australia at the time of shooting. Fortunately they had a few spare days to lend their dancing prowess to the commercial.
The TVC is being supported with an innovative campaign, encompassing a dedicated website with interactive dance elements, online advertising, print and trade marketing, consumer competition, on-pack and in-store messaging.
Client: Reflex
Senior Brand Manager: Nicolett Hart
Agency: OMG!Creative
Creative Director: Peter Murphy
Planner: Ed Brice
Account Management: Trudi Raymant
Media Agency: Mitchells
29 Comments
So shit you don’t want to show it?
The first paragraph says it all really.
Oh My God!
I think the second paragraph says it all actually. Of course now that I think about it, it’s the fourth paragraph that does it for me, with the use of full stops at the end of sentences also contributing.Of course if you read it backwards you get a much clearer picture of what’s going on.
It got pulled from Mumbrella
No production company credits?
WTF!
LOL
gag Reflex….
look forward to seeing the pics. who’s the agency producer? who’s the production company, director and producer?
I look forward to seeing the pics. Who was the Production Company, Director and Producer? Also, who was the Agency Producer?
OMG! need a new acronym…
worst pr release in the history of pr releases. surprised they didn’t credit themselves. that’ll learn em for letting the intern do it.
Agency Producer: Naomi Nienaber, Production Company: Gods & Monsters, Director: Barney Howells
I think press releases should at least be edited and re-written with some degree of style before being published.
What on earth do you care? Don’t you have work to do??
Just saw the TVC on the Reflex website.
Disappointing. Completely lacklustre.
Looks like this Brand has relegated itself to the “out of touch” cupboard.
Funny that the copier jams. Then they get more Reflex from their stationery room.
Does that mean Reflex jams? Not so reliable now.
Film School execution
Everything about this is fucking epic.
The press release, liberally sprinkled with the classic words of the genre:
fresh
creative
modernity
fresh
unlikely
innovative
dancing prowess
innovative
interactive
The TVC. It’s got a middle-aged guy spinning on his head until he drills through the floor. The middle-aged guy even snaps his fingers. Add stunned and impressed co-workers and you’ve got 12 Jigawatts of Epic right there.
The agency name. OMG! I mean, shit, it’s like… OMG! (see how epic that name is? everything they do is like OMG!)
Fucking love it.
Agreed…the agency(?) should be re maned WTF!
Within .0001 sec of seeing the PR image you know what’s coming.
Sorry OMG! but I just can’t bring myself to watch it. Unfair, but true.
kidding right?
4.45 … genius
i see….
Obviously set up for the best use of headspin category.
Ad of the Year!
The only problem is the year is 1982.
Agreed…the agency(?) should be re maned WTF!
HAHAHAHAHahahahaha BRilliant!!!
Why don’t they learn to keep these things amongst Mumbrella and LinkedIn users. Or even BandT if you feel like it. But geez!
It’s tough out there for a PIMP.
Yikes!
Okay ad, nothing special, acceptable extension of the old campaign.
But the above comments are way, way over the top.
(I’m talking about the ad here, not the press release, which I never bother reading. If you need a press release to explain what the ad is supposed to be doing, then the ad’s not working.)
As for the ad – hey, no brands were killed here. You have to go to some of the recently much loved (by ad people only) beer and bank campaigns to see how real brand murder is done.
I think Reflex did a better ad a year or three back with a bunch of copiers in prison, with the idea being they were innocent – that the cheap paper did it. Was that another agency?
Anyway, I give it 5 out of 10, in a TV ad market where that’s probably above average.
You’ve ripped off the rich and given to the poor. There was a spot on the blog three weeks ago featuring office workers spinning around on chairs and stuff. And you muppet jerk monkeys have just made a disney remake of it. Why? If you’re gonna rip it off at least make it better. Fuck off!!!!