Raw deal for Dilmah via The Precinct
Raw Advertising, Sydney just finished the latest commercial for Dilmah Tea. They have recently launched a new addition to their range of tea aimed at a younger demographic. The Dilmah Exceptional range come in a number of new flavours including Rose and French Vanilla, Arabian Mint Tea with Honey, Berry Sensation and more.
To complement this new range, they needed to move away from theirprevious style of traditional advertising with the owner of the companyin his tea fields and be a more contemporary.
Developed and shot in Australia with a performance from former MissWorld Australia, Olivia Stratton, the commercial highlights the intenseflavour hit from these new teas through animated colour changes to thecharacter’s outfits and works to reiterate the new packaging colourschemes.
This TVC goes to air this weekend for a four weeknational run across both FTA and PayTV and will be complimented byradio, outdoor and print.
Agency: Raw Advertising
Directed by Lester Francois and Henry Motteram
Produced by The Precinct Studios
Post Production: The Precinct Studios
54 Comments
I like how they used words to say stuff in this advertisement, they even used life-like expressions on their faces to emphasise the important points.
Raw deal is right.
oh no no no no no no no….
why THE FUCK would you promote this?
Pretty average I must say. The effect looks good, but the delivery of the lines leaves a lot of be desired! Sorry Raw.
This is different for Dilmah? Refreshing
Horrible – you’re just winding us up by putting stuff like this on. C’mon Lynchy, anything good out there?
This is different for Dilmah? Refreshing
No. Please do NOT try it at home
Fuck me. Who did Lynchy leave in charge while he’s over in Cannes?
It’s not that bad, i think as Terry pointed out, the effects look incredible! which makes up for the slightly cheesy script.
It is a nice direction for Dilmah (considering this is the second commercial ever to be made for them)
also, i think the Sri Lankan girl is very well spoken. Did anyone else notice that?hmmm. i loved the old ‘Do Try It’ guy though.
Overall, nice looking commercial and a significant move away from what we’ve seen from Dilmah in the past.
I salute you, people at Raw and The Precinct for letting us see this. We laughed out loud here at the office. Some of the worst acting ever and the lines are so badly written, it makes you wonder if the copywriter was on something when he wrote them.
I BET this will go down really well with a “younger demographic”.
Awesome.
They needed 2 directors?
bye bye careers in advertising director boys.
Looks the wonderful result of cost cutting. They must be proud of how much they saved. You put an HD camera and a Mac with FCP in the hands of the creative masses and this the result. Everyones a film maker. You get what you pay for.
If , like we all do from time to time, you’re sitting there thinking ” am i really any good? Is this the brief that finally finds me out?” then this ad will cheer you up….indeed it’ll make you suddenly bloom with confidence. Don’t knock the perpetrators of this unutterably bad work, after all, they ‘ve given you and the rest of the creative community a massive lift.
raw – what like sewage?
I hate Dilmah. Especially the tea.
this makes zoot look high-end.
What did the client think?
None of you fucken wankers could have done a better job and you know it.
Get a life you dickfaces.
oh my sweet lord that was funny.
unfortunately for all involved, not funny in the good sense of the word.
Jesus everyone, easy on.I’ve got to step in and support these guys. Even James Cameron and Spielberg have had their bad moments. We all learn and we all move on. To the Directors,Agency and Production Company, don’t let it get to you. Its easier for people to say negative things over the positive and who really cares at the end of the day anyway? this is just a forum where we all get to vent while our coffee (or tea) cools down. Half of the people here have got nothing better to do other than this anyway. An ad is there to get attention – so in that respect, i think you’ve succeeded. The world keeps on a spinnin’
wow, someone knows how to use Adobe After Effects and an editing package.
hahahaha 2:52 PM and without a doubt 3:50 PM clearly involved with this project.
to the Anonymous that left the “you put an HD camera and a Mac with FCP” comment:
If you really knew anything about editing or composition, you’d realise that you can’t rotoscope in Final Cut! it takes a LOT more to achieve those graphics than just fiddling with editing software….. hmmmm, douchebag – keep your uneducated opinion to the pub.
It’s so bad that I can’t stop playing it. I have to play it again it’s so bad.
Holy shit. Are you taking the piss? Seriously, are you taking the piss? If you are, you’re a bloody genius because I just pissed myself. If you seriously tried to make an ad, shoot yourself in the throat.
i see we have given up on ideas, in favour of shitty effects.
jesus christ, this is abysmal.
oh, dear god.
I can’t work out if this piece of advertising takes us back 1980 or 1970.
It’s like watching someone flinging a bucket of the runs at your naked granny.
hey lets give this spot to some cooooool new dooods with a funky name.oh and they work together like the cohens and stuff, they can do our job for the 35k budget we have, and and ive got this great way to save money too, we dont need a casting agent, lets just get some modelling headsheets and we can cast in internally.. awesome. embryonic producer keeps her job, a good director and casting agent dont. but hey the client got it done for the money! GO RAW!
Oh this industry has gone to the shitter
Someone please tell me they were “extracting the michael” with this tripe!
I like it – the tea sounds great and I want to try it.
Devine….awesome!!! For the love of God!
I don’t think anyones mentioned this yet.
Couldn’t they have got some half decent looking talent?
Do try it…
try shooting yourself.
its not about how people look its about their character and their performances, neither of which is present here
i think it would be great to bring back the dutch tilt and see how they can deal with that in emotional context, a great example of a technique over riding a sense of a very very limited idea I want to know this director
I don’t care what any one has said in these comments, I’m not a producer, director or even an agency staff member, just some one who looks at ads, TV or print (hardly ever on line) but this is absolute bollocks and should never have seen the light of day. To me it’s a prime example of the sort of dross that you put on midway through some dodgy american daytime show that bored housewives might or hopefully not bother watching.
Guys you have done yourselves more damage than you could possibly imagine by posting this.
11:23 I think you’ve put the Tea in TeaBag.
It strikes me backwards that these guys would even publicise it! Surely they knew by posting to Campaign Brief they’re letting the masses in…and for what? For this?
wowza.
what a truckload of tripe.
They should package this spot and sell it, I feel just the girl in the ad, just that little bit happier about my reel with every screening. Thank you Precinct
Bring back KAMAL…… WHY ARE PEOPLE SO UNKIND????????
This spot just goes to illustrate the demise of talent in an industry that’s seen better times.
and then the client wonders why sales are down? hmm must be the economy.. lets reduce our ad budget!
In fairness to Raw the client for this must’ve been a bit weird to work with.
They’ve clearly insisted the word “exceptional” be jam-assed sideways into the script. Plus, they’ve added a random link to the mjfoundation at the end which has absolutely nothing to do with anything whatsoever other than, presumably, the client’s personal wishes.
Having said that, why post it? It is ‘exceptionally’ bad.
The acting and the music was that bad I was waiting for them to take their clothes off and get the strap-on’s out.
I almost wet myself laughing and I’ve now got coffee splutters dripping down my computer screen.
Off to Google Miss World Australia’s pageant speech……that is sure to be a doozey too….
(ps. the effects are not incredible! puhlease. )
This is bad. But mostly Sad for everyone involved.
everything is shit. it kills me.
i want to die and drink coffee.
Hey 5:46 I think the ad is pretty ordinary but…
One thing is worse than ripping off ads, its ripping of someone else’s witty slagging off of someone else’s ad.
You’ve plagarized your seemingly humorous observation from another ad blog. http://bit.ly/KCZwd
Nob
The only good thing about this commercial is the kitchen. Stunning!
Advertising is all about getting a product noticed. There seems to be a long stream of comments flowing here… so a tick to that one. I like the ad – it’s meant to be a bit over the top, it’s meant to add a splash of fun to your day, it’s meant to be a bit silly. How serious do you want selling tea to be??? it’s not an advertisement about how to manage your retirement find or promoting papsmear tests!
This ad also ticks the box in successfully illustrating tea isn’t just to be enjoyed with scones and jam, instead it highlights the new flavours – shown with the random splash of colour and the fruit adjectives. It also embraces a younger demographic and multiculturalism – combo of Aussie (the place they’re selling the product) and India (the origin) in an obvious way, yes, clear as day – blonde and dark.
It’s a 30 second commercial guys. It’s not offering the answers to the universe. Nor should it have to – it’s about tea and a new, diverse range that can now be purchased in Australia. It sounds to me with all this time on your hands to bitch and moan you’re recent efforts haven’t been so fruitful… sour milk anyone?
I agree with the post by Chris Palengat.
and very cheesy.
I like the graphic work for the package, though.
Personally, I feel this ad is such a mismatch for the product image.
Shame.