Sing us a song Piano Man: White Pages glams it up, launching an integrated advertising campaign via Clemenger Proximity, Melbourne
UPDATED TO INCLUDE ALL THREE SPOTS: White Pages has launched a national TVC campaign, ‘Piano Man’, their first in 18 months to promote their online and mobile business. The campaign, created by Clemenger Proximity, Melbourne, includes three executions, one 30 second and two 15 second TVCs.
The parody music videos feature a Piano Man and a pair of celestial back-up singers performing jingles in a palatial white setting.
In the hero TVC, the Piano Man sits crooning at a baby-grand looking asthough he is playing the keys, only for the camera to pull away andreveal he is tapping away at a laptop searching whitepages.com.au.
From a butcher to a mechanic, to Indian take-away, a range of’everyday’ products and services are blended into the visuals of thefour quirky and musical TVCs. The Piano Man laments the challenges ofremembering contact details for the names of the businesses he knows
Sensis Group Manager, Brand and Marketing Communications, GeraldineDavys, said with the talent and jingles White Pages was taking adifferent approach to reminding Australians what the network is allabout: “White Pages has amazing brand awareness so we used our largerthan life Piano Man to tell the story of our products. WhenAustralians need contact details for everyday businesses and peoplethey know, White Pages is a fast, easy and reliable way to find whatthey need.
“White Pages is stepping into an exciting time in the digital space.Searching on White Pages Online or Mobile now means you can accesseverything from a phone number to a GPS location in seconds.
“We have also recently introduced social media integration onwhitepages.com.au with Facebook Like and Facebook Events functions.Users can recommend businesses to their friends with by clicking theLike button or create a Facebook Event with a White Pages businesslisting.
“With the recent updates to White Pages Online and Mobile and moreexciting changes on the horizon the White Pages ‘music video’celebrates our multi-channel network whilst reminding Australian’s ofthe promise we always deliver on – to find it faster with White Pages,”said Geraldine.
The White Pages Piano Man TVCs will front a multichannel campaign forWhite Pages kicking off in bought media through television, radio anddigital.
Advertiser/Client: Sensis
Product/Service: White Pages
Group Manager, Brand and Marketing Communications: Geraldine Davys
Marketing Manager: Nick Winbanks
Marketing Specialist: Victoria Brennan
Advertising Agency: Clemenger Proximity Melbourne
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Creative Director: Josh Robbins
Copywriter: Nick Kelly
Art Director: Quenton Miller
Executive Producer: Sonia von Bibra
Agency Producer: Lisa Moro
Planner: Paul Rees-Jones, Matt Davies
Group Account Director: Chris Howatson
Senior Account Manager: Kirsten Darbyshire
Production Company: Prodigy Films
Director: Brian Billow
DOP/Cinematographer: Russell Boyd
Executive Producer: Jonathan Samway
Producer: Ben Swaffer
Offline: The Butchery
Editor: Jack Hutchings
Online House: Digital Pictures
Online Editor: Eugene Richards
Music Composition: Electric Dreams Studios (featuring Mark Dawson)
Sound: Final Sound
38 Comments
That is hilarious…
http://www.youtube.com/watch?v=5yHtDlSaoj8&feature=related
i have an issue with a lot of these ‘singing gag’ ads when it’s really hard to understand what the fuck they’re saying.
http://www.youtube.com/watch?v=qQyAJAIg0vg
Loving the Polar Bears
hey….looking for some P.A’s that know how to look up stuff really quickly on YouTube….any suggestions??
Parody BBDO. Time for a new trick guys.
Saw it a few nights ago, love it.
Is BBDO capable of doing one commercial that isn’t a parody?
Yeah 1:52, try the creative department at Clemenger.
I laughed out loud. I reckon the punters will love it.
Funny stuff….
You guys have a Clemenger boner, if this was made by anyone else you’d tear it apart.
As 1.23 pointed out, this is an inferior version of Goodby’s White Gold.
A bit trigger happy on the White Gold references… A guy playing a laptop like a piano seems like its own thing
OK, how about this one?
http://www.youtube.com/watch?v=I7Ue0AY8Beg
They’re ripping off rip offs they’ve already ripped off.
Wonderful, amazing, breakthrough, game changing!!!!!!!
More singing parodies please clems, we can’t get enough, more, more, more.
Just on the house style ad parody thing, is that also Clems work for the perfect Italiano pasta?
If it is, they need to get a doctor in there, things are getting ill.
Carlton parodies aren’t even what they used to be.
Not bagging Clems just for the sake of it, I really want them to stop making all their clients like this though. Bad for our business.
That’s quite a hierarchy in the Creative Dept!
I think it’s solid. A lot of Clemenger-haters on here, but put your hand up if you’d take a job there in a second.
Isn’t Peter Bidenko the CD of Proximity now?
How come his names not on the long list of creatives?
Have my babies Nick.
“If you can’t think of an idea, sing the proposition’
This was old advice 25 years ago.
oh well if it was advice given 25 years ago it must be worthless.
IDIOT.
And the writer is practising comedy
As the art director slowly gets stoned
Yes, they’re sharing a style they call parody
But it’s better than thinking alone
Da da da de de da
da da de de da… da da…
Billy – you’ve been saving that one up for a while to use I can tell…
That kind of misguided gag could loose you the business if you’re not careful.
That kind of spelling mistake could make you look like a dumbass if you’re not careful
4.02
YOU CALLING ME AN IDIOT? I DON’T EVEN UNDERSTAND YOUR COMMENT.
I’M NOT SAYING THE ADVICE IS WORTHLESS, I’M SAYING ABSOLUTELY THE OPPOSITE.
A parody isn’t an idea.
File this one under: When you’ve got nothing to say, sing it.
4.13, the poor bastards were working on a brief for THE WHITE PAGES.
Of course they had nothing to say. When’s the last time anyone used the fucking white pages? The book or online? It’s about as dead as the village blacksmith.
Why are people so offended by genre? Film makers make great new films using familiar genres all the time. Nobody is gonna watch ‘Inception’ and shout, ‘A-HA! THAT’S JUST SCIENCE FICTION!!’. Except for maybe the idiots posting here.
6.27
You’re right of course. You should see some of the shit I’ve done.
No-one is innocent in this business.
I’m getting pretty over the vitriole against White / Yellow pages – the same thing happened with ‘Hidden Pizza’. At least they’re breathing life into these old brands with new campaigns and I am still a believer in the products. If a quarter of Australians still use the phone book / website then safe to say there’s life in the “Village Blacksmith” yet?
Love the ad, Brian Billow is GOLD.
Peter, people in Sydney know people in Melbourne too.
Good luck big boy.
These spots are great, whats the beef?
The actor makes me NOT want to use White Pages. The only good part in the ad is the fact he’s actually looking up “PEST CONTROL”. Whether the irony was intended, I don’t know. If so, clever.
does that sounds like an 80’s song with the word ‘boy’ in the title?