Sorbent gets ‘behind every great Australian’ in new brand relaunch campaign via Akkomplice
Iconic Aussie brand Sorbent is making a big comeback to the nation’s screens with the launch of a new brand platform from Melbourne independent agency Akkomplice.
Proudly declaring that Sorbent is “Behind Every Great Australian”, the work reminds viewers of how the all-important sorbent is there for them when people need it most.
From burly builders getting the job done to nervous brides ahead of their big moment, Sorbent is always there right behind the nation, no matter who or where, in all its soft-but-strong, 3-ply glory.
Says Kenny Hill, founder and creative director, Akkomplice: “When you’re creating something big for such a beloved brand with a heritage of popular campaigns, you really must pull out all the stops. So, we were thrilled when the Sorbent team embraced our idea so passionately.
“From the director to the talent, we had a great team to bring the idea to life for the Sorbent brand, and couldn’t be happier with the result.”
The work is the first for the brand from Akkomplice since being appointed lead strategic and creative partner after a competitive pitch. The win saw the iconic Aussie brand added to a long list of Akkomplice FMCG credentials from Darrell Lea to Kellogg’s and its most recent addition, Grove Juice.
Media for the campaign was planned and bought by Hot Glue.
Client – Sorbent Paper Company
Jo Semidang, Citra Yunika, Daniel Coleman, Berend Pilon
Agency – Akkomplice
Kenny Hill, Glenn Dalton, Victoria Concha, Soraya Darwish, Lee Spencer, Joan Lim
Production Company: The Sweetshop
Director: Trevor Clarence
Producer: Nicole Crozier
Managing Director: Edward Pontifex
Managing Director: Greg Fyson
DOP: Crighton Bone
Art Director: Jon Dowding
Edit and Post production: The Editors
Post Producer: Rita Gagliardi
Editor: Stu Morley
Colourist: Ben Eagleton
Online Artist: Stu Cadzow
Final Sound mix: Bang Bang Studios
Sound Producer: Polly McGregor/Holly Dee
Sound Engineer: Sam Hopgood
Music Studio: Rumble Studios
Composer: Jeremy Richmond
Casting Director: Danny Long Casting
Media Buying – Hot Glue
29 Comments
A great ad! That’s funny. From a brand that doesn’t take itself too seriously. Lovely touch with the O at the end too.
Well done
Best ad of 2024 so far. The bar has been set
I love this
Really good. Great platform, nice execution.
This is awesome stuff. Great insight, perfect tone.
Great line, strong execution.
No. 1 ad in the no. 2s category.
Would have preferred it if it wasn’t a rhyme, but it sets you up for some killer work in the future.
GD getting it right once again.
https://youtu.be/0VEaSUCMbys?si=JIrz0SzpuvRrk01P
Hey Chat GPT write this ad but for bum paper
Very likeable.
Surely there’s a way of advertising toilet paper that doesn’t come so close to the distastefulness of its function. Creativity isn’t just about how many jokes you can pack into an ad, but how you position the brand in the thinking of the consumer, and to make sure that message is unambiguously attached correctly to that brand, and not its competitors. Nobody said it was easy, but that’s the gig.
That’s a solid ad. Wouldn’t have been easy pushing it out. Not going to create any strain on award jury faces, but it’s sure to get some laughter from bums on seats at home.
Truth is we’re in a meaningless industry and this is an ad for toilet paper. People just want to smile because there’s enough serious stuff in the world. Giggle at the word bum like the rest of us and cheer up bud!
Script’s strong enough without the talent’s affected accent
Nicely done!
Props to the writer
Brilliant as always GD.
These comments have made my day Reeks of desperation
Doesn’t even come close to Quilted Northern level work.
https://youtu.be/rBraaaxv6H8?si=YdcNYETEGJY95tRV
wish we had made it, well done
I love this. Bloody great stuff Trevor!
Soft sheets & a place to hide. I can definitely relate to that!
Love this! Bravo Kenny & team.
Excellent
Very few ads come close to Quilted Northern level work. This still made me smile, and it’s a wipe in the right direction.
Wouldn’t be a GD banger without the list poetry.
Yeah I’d be proud of that script