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On Masters of Spin - 2018 Christmas Ads

On Masters of Spin talking about the the top Christmas ads for 2018.

Check it out here, transcript below.



Chris Reason: Well the festive season is here, meaning many Aussie brands are ramping up their ad campaigns in an attempt to win us over for Christmas.

Monique Wright: Now the Cubery has run its annual study looking into the effectiveness of certain locally produced Christmas campaigns. The results are in with Bonds White Christmas Down Under taking over third place. 

Advertisement 1: Trucking through snow, you got the flow. Trucking through snow, ready to blow. Yeah!

Monique Wright: Now our Master's of Spin are here, advertising experts Matthew Bywater and Dee Madigan. Morning to you both, now that Bonds Christmas ad has been praised for it's different and fun slant on an Ozzy Christmas. What did you think?

Dee Madigan: I didn't get it was a salt plan, I thought it was snow, and I was thinking why are they in their underwear. No, didn't love it. 

Matthew Bywater: They tried to get the Australian thing of no more snow, no more reindeer, and also that [inaudible 00:00:57] Christmas sort of thing. Which I got, but that didn't really get that in the ad. 

Dee Madigan: No.

Matthew Bywater: Which is kind of lost a little bit.

Dee Madigan: Yes, well that escaped me too.

Matthew Bywater: Well the Woolworths ad for Christmas came in second best, with this ad. Let's take a look. [inaudible 00:01:09]

Chris Reason: Isn't that what everyone's Christmas is like? [crosstalk 00:01:25] In everyone's house, everyone's smiling, you know? [crosstalk 00:01:28] Yes, exactly, everything survives and works out well in the end?

Dee Madigan: Don't love it again, look it's fine for supermarket ad and I get they get all the products in there and stuff. If I was sitting at home watching it, would I pay attention on TV? Probably not.

Matthew Bywater: Yeah, it has one thing going for it. It has lots of movement, which I like because you think where is this going? It gets that little bit of interest but it's kind of Brady Bunch-y in a little ways [inaudible 00:01:50]. 

Monique Wright: What makes a good Christmas ad then, if we don't really write these first. We'll get to the number one in a moment, but what do you think makes a key ad?

Dee Madigan: I think the ones that we've seen tonight, are the ones that are massively multi-peak storyteller ones. So for example, I think Aldi one is by far the best Christmas ad and it doesn't do a retail job, selling products but the brand feelings. It's such a feel good, big spot and I think that's what a Christmas ad has the opportunity to do, make you feel really good about the brand.

Matthew Bywater: Look at what a juxtaposition, you're expecting one thing and you get something else. We get so many advertisements pass us by everyday, that we kind of turn off to it. So you got to get something that can really grab their attention, and I think the Aldi ad, I agree, does that. These other ads, you kind of [inaudible 00:02:34].

Chris Reason: So we either have to hit on the emotional side or be funny, and then certainly what the Red Balloons Break Room tradition was trying to do, and that came in first. Have a look and see what you think.

Speaker 5: And this is Jeff, this year he's nailed his Christmas gifts. Nice work Jeff. [crosstalk 00:02:51]

Dee Madigan: Look, I think this is beautifully performed. The idea is kind of exactly what you would expect from it. I don't think if I was sitting at home I would go "that's fantastic", and I think the problem with some of these research groups. They stick people in a room, and it's a really artificial setting to say what's the best.

Matthew Bywater: I fell like maybe start here, I think, you know, somebody's experiences is different so the whole Break Room tradition for me is great. I like what they're trying to do, but an experience around neurologically is that ... experiences have much more happiness than say a gift does. So it's a really good opportunity to present that, we just don't get that in the ad. They got experiences they could have used; Maserati through the countryside, balloon ride or something. [crosstalk 00:03:34]

Monique Wright: Yet it's one shot, one grand room, it's pretty [crosstalk 00:03:37]

Dee Madigan: And we're expecting a Christmas ad, which is people standing around a tree. That's the problem, it feels like something I've seen before.

Chris Reason: But even if you hadn't had them opening it and it was them V8 super car experience, and then have them on the V8 super car experience. [crosstalk 00:03:49] Why didn't they ask us?

Monique Wright: Thank you so much by the way. Matt, Dee good to have you here with us again. [crosstalk 00:03:54] Thank you for that.




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