Smith’s celebrates Aussies’ love of sport in its latest campaign via Clemenger BBDO, Sydney
Smith’s Crinkle Cut Chips are the ultimate crowd pleaser and regardless of what kind of fan you are, Smith’s potato chips are the snack that all fans agree on.
This led to the creation of a campaign by Clemenger BBDO Sydney has launched a new campaign for Smith’s Crinkle Cut Chips featuring Smith’s spokesman, Stephen Curry to celebrate the diversity of Aussie sport fans.
The “Smith’s – For All Fans” campaign, including TV, print, outdoor and digital executions, holds up a mirror to the nation and celebrates the unsung heroes of sport – the fans – letting punters find out which kind of fan they are. In doing so, it aims to remind the nation that sport just isn’t sport without your mates and your Smith’s.
Says Malcolm Caldwell, creative director at Clemenger BBDO Sydney: “Smith’s potato chips have been a part of the fabric of Aussies lives for decades with families and friends enjoying them while watching sport. This campaign is a fun look at the many different types of sports fans out there and their love of the country’s favourite chip.”
Says Jenni Dill, marketing director of Smith’s: “Smith’s is for all fans, and our new campaign is one of the most engaging pieces of communication yet developed for Australia’s much loved chip brand – Smith’s. You know you love ’em’.”
Clemenger BBDO Sydney
Malcolm Caldwell – Creative Director
Ian Broekhuizen – Creative Director
Nick Bonney – Senior Art Director
Denny Handlin – Senior Copywriter
Graham Alvarez – Senior Strategy Planner
Jill Cummins – Strategy Planner
Jo Howlett – Senior Producer
Jasmina Krnjetin – Group Account Director
Ryan Corlett – Account Director
Tom McManus – Account Executive
Rachel McEwen – Account Coordinator
PepsiCo
Senior Marketing Director – Jenni Dill
Senior Marketing Manager – Sheri Juchau
Brand Manager – Kimberly Pettet
15 Comments
I was about to question what was going on at Clems, this isn’t the sort of work Ant and the team would normally let out the door. Then I realised it was from Sydney..
Why is a die hard fan’s flavour chicken?
Is he a chicken?
And if he’s a chicken how can he be diehard?
There’s a loop of logic that is missing….
Utter rubbish sorry to say.
No redeeming characteristics at all.
Even Stephen Curry has no real reason to be involved (must have been some sort of a binding deal that was struck there).
It’s not even “zany” enough to be zany.
I assume it was a muddled strategy trying to say too much and please too many that lead to this, but the outcome is memorable to nobody.
Doesn’t matter who works on this account the results will be the same – terrible. The reason, the client. I’ve worked on this account on the past so I know. Great work is done at the agency but the client doesn’t buy it. They steer the agency in the direction of crap work like this every time.
Or Shoosher?
Shite! There. I said it. It’s that old school shite Aussie try hard dribble that was out of date 10 years ago. C’mon Clems. And so many seniors on it. Shite.
WORST ART DIRECTION IN THE UNIVERSE
Are those quotes from real people or from a quote app?
I like it. Don’t love it. But like it
@OUCH what are you talking about? Looks good to me. Shusher made me laugh a bit too. Why is Stephen Curry there though?
You guys aren’t even trying to make good ads.
Clems were on a roll there for a while. That Pepper Hacker was brilliant. Then this happened.
Chippy Slap was so much better!
Isn’t a campaign.
This campaign is seriously worse than AIDS and September 11 combined.
How the hell did anyone think this was a good idea?