Saatchi & Saatchi, Sydney hopes ‘Everyone’s a winner’ in agency’s debut ad campaign for Big W
July 30 2012, 12:37 pm | | 29 Comments
Saatchi & Saatchi, Sydney has launched its first work for Big W since winning the business from IdeaWorks back in February.
The ‘Everyone’s a winner’ campaign features the Hot Chocolate song together with the new Big W ‘Cha-Ching!’ slogan.
29 Comments
Not a bad doughnut format in the down and dirty retail sector, bright, clean art direction, not a lot to deride in this. Not that that will stop the naysayers – of which I’m usually the loudest.
doesn’t look like saatchi’s was the winner when it comes to creativity with Big W.
As soon as I read “The ‘Everyone’s a winner’ campaign features the Hot Chocolate song”, I knew it was going to be bad. But not that bad.
It’s almost as bad as the Coles ads. That song will soon annoy the hell out of everyone and whilst i agree the animation is clean, it smacks of ‘in house’ to me, most grads could bang that out in 24 hours.
From February
“New Saatchi & Saatchi Australia CEO Michael Rebelo’s promise to get the agency back to producing the “most audacious and progressive” creative work in Australia has moved one step closer with the appointment of multi-award winning ECD, Damon Stapleton.”
GREAT JOB MIKE!
come on what are you guys getting paid for…juke box wars from the seventies and juvenile graphics…go back to school and then try for award school if you make it through that..coles ads took the quality of even retail ads down down down now big w lays this big one on us.. this wins accounts ?
Like it. Feel good track. Easy, flexible format. Low cost, as it should be. Ca-ching says value. If BigW can support it with quality product and price, it should work.
It’s majestic.
Last time I looked Big W was a discount retailer. This should work, smart strategy and simple to execute.
Should give KMart ads a run for their money, that’s the objective here I guess.
From the still it looks like an ad for Sakata.
My first viewing/impression was that it was poorly branded.
Cut through retail.
awful, no cut-through & quite boring really – how embarrassing for Saatchi & Saatchi
the day the music died in the rocks..wow
That is gold “audacious and progressive” . This really is a steaming pile of pooh, Saatchis don’t seemed to have lifted their game at all.
I’m trying not to be negative. Tough client. Tough category. Tough times. It’s just that I was expecting so much more from the “rejuvenated Saatchi team”. Fail.
Theres no shame in doing a stinker. There is shame in publicising it.
“Hey guys, I just did a massive fart”
“Dude, that fart stinks like shit, did you check your under-duds?”
“Seriously it was the best fart ever considering I ate stale Mexican fish for seven days”
“Honestly bro, spare us the details”
“But it’s got cut through!”
“Fartin oath it does… Pwwwwwwww”
It’s not bad. Not all TVCs need to be groundbreaking, employing advanced cinematic techniques. It depends on the budget the client has to offer.
I think it delivers the message, is fun, and people will be humming the tune all day.
Do you really think that was the ad the creatives wanted to put to air? Looks like a lot of client fingerprints on it.
I don’t think any creatives have gone anywhere near it. There is no idea, apart from the borrowed interest of a song.
Not particularly well branded (in fact none) and will get lost in the sea of retro, low cost music tracks currently on air.
I really don’t understand why retail clients bother with agencies (at least ATL agencies) if they’re happy with this kind of drivel. They could have done this in house and saved putting agencies through the pitch process and wasting everyone’s time and money.
Heya S&S,
Welcome to the bargain basement.
Cheers
Hed
Where’s the VO?
Where’s the sound FX?
Seriously, the client bought the idea without a VO?
Fail.
Why is this even on Campaign brief?
Its not a TVC, its a powerpoint presentation.
it’s some well polished retail for the agency cash cow. As long as they win awards on other accounts, they’ll be fine.
There’s no polish on this. Not even russian.
Examples in point – VW Surprisingly ordinary prices. Harrods. Virgin Mobile. Aldi (UK).
Could go on, but won’t bother as obviously nobody did with this.
This looks like a TVC for the cracker biscuits Sakata. I thought it was a cheddar cheese cracker circle which follows the words of the music. Didn’t expect Big W… would of been a great for Sakata, but I don’t care much for this advert.
With respect, you can’t compare big w with vw, virgin mobile and harrods or even aldi ( I take it your not talking about aldi aus, I’m not familiar with their work over here. So to be fair maybe it’s great and I’m wrong).
Thanks for taking the time to discuss that, I really feel strongly about it and love learning more on this topic.