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Masters of Spin - Old Spice, Dysom, Yarra Trams and Koala Mattress

On this week's Masters of Spin, we discuss the latest Old Spice ads, Yarra Tram's safety commercial, Koala Mattress's "chuck a sickie" campaign and Dyson's ad being banned in the UK.


You can check out the segment below, the transcript is below the video.


Basil Zempilas: Welcome back, the people at Old Spice have launched a new ad campaign nine years after the original commercial, which has been called one of the most memorable of all time. It was so good, this ad.

Monique Wright: Loved that. Now, this time around they're targeting blokes who spend too many hours in the office or at home rather than hanging out with mates.

Speaker 3: It's over for me. Already put on my comfy pants. I'm so ... cozy.

Speaker 4: Here.

Speaker 3: Old Spice swagger.

Speaker 4: Yeah. Listen to me, there is a plate full of loaded nachos just, just waiting for us.

Speaker 3: Do me a favor, tell the boys I'm not doing carbs right now.

Speaker 4: No.

Monique Wright: I laughed the whole way through this ad. It was so ... I really enjoyed it. Our Masters Of Spin are here to tell us what they thought, advertising and marketing experts, Dee Madigan and Matthew Bywater, welcome to you both.

Now, Matt, Old Spice has based this on a poll that they did that showed that 79% of men said that they spend less time with their mates as they got older. So there's a serious side to this, but is the way that they've done it an effective way of getting people to buy Old Spice?

Matthew Bywater: I think this is fantastic because the polls are true, people are spending more and more time at work and more and more time alone on their screens and saying, "Look, there's an opportunity for you guys to get out and we can use Old Spice as a brand to create some behavioral change." I actually think it's almost like a public service announcement because we need this.

Basil Zempilas: It was always going to be hard to beat the 2010 ad wasn't it Dee, So they went in a different direction, but very, very clever.

Dee Madigan: Very good. The only one, I don't know if you've seen the one where there's a newborn baby and then the father gets rescued by his friends? And in that one I was thinking, "Oh really?" But then the wife just wakes up and says, "Oh bring me back some chips or something." [Crosstalk 00:01:53] Okay, permission to go. So that's okay.

Basil Zempilas: Yeah, bring me back potato skins she asked for. All women ask for something to be bought the home for them in some form like that.

Moving on. Love those ads. Yarra Trams in Melbourne has launched a new safety campaign aimed at visitors who haven't ridden them before.

Speaker 5: Greetings. Just landed in town? Trams are a must-do experience, but remember they can take off unexpectedly, so be prepared.

Basil Zempilas: So Matthew, it's the return of a character called, 'Tram Coach', I like him. He's certainly attention grabbing, maybe a little bit annoying though.

Matthew Bywater: Yeah, it's interesting. I'm not sure if I quite get this and if you look at all the views they've had virally on YouTube with very low counts, but it's the safety awareness ad. They're trying to grab attention, trying to do something a little different. I do like some of the man etiquette ones. Tell people stop man spreading and so forth. They're kind of funny, but I'm not sure if it really grabs me.

Dee Madigan: It feels like a first creative idea. Oh, what if it's an alien?"" It could have been funny. There's been great safety videos in New Zealand.

Monique Wright: In New Zealand are the best. Aren't they?

Dee Madigan: Yeah, but these are pretty average.

Monique Wright: What is the best way to do a safety video because they're generally boring.

Dee Madigan: But you could make this really funny, but instead we've got that alien who doesn't do anything with the camera. There was potential for I think, a lot of comedy here, but we were talking before like ... Dumb Ways To Die was a fantastic way to do safety, as well. It can be done really well, but I don't think this ... This isn't it.

Basil Zempilas: Now a mattress company has used Australia's alleged love affair with sickies as a selling point in its new ad. Let's have a look.

Speaker 6: Sickies, geez they're good. There is Ozzie as a sauce date on a singlet. Is good bag full of gay times? Yup. Staying in bed, calling your boss and saying, "I woke up in New Zealand." "Dodgy Pad Thai." "I caught polio."

Monique Wright: I caught polio. Dee, what do you think is encouraging us to do the wrong thing? Is that the right message? I always think, as long as it's funny, you kind of get away with anything don't you?

Dee Madigan: Absolutely. I've reckon these ads are really funny. However, I reckon Koala Mattress has got such an amazing reputation that I think there's smarter ways for them to have gone for this. Another mattress company could've done this. I think Koala could've done something.

Basil Zempilas: Yeah. Okay. All right. They take truth in advertising very seriously in Britain. This ad is for a Dyson fan, was banned because the power cord doesn't show up. The UK advertising standards authority says, it gives the wrong impression that the fan is cordless. Are these standards too tough, Matthew?

Matthew Bywater: Yeah. Way too tough. I don't get it. I mean, for stationary items like TVs, air conditioners-

Basil Zempilas: We all know they've got to plug in.

Matthew Bywater: Yeah. You know, it showed the plug. It makes the ad look messy. They're just want to have a clean approach ad, but I think Dyson may be letting this run and they're contesting it. So they could fix this ad real quickly, but they're contesting it because they're getting a lot of spread about this globally. This is popping up on news-wise everywhere.

Basil Zempilas: Right.

Matthew Bywater: So this is a nitrous op for Dyson.

Monique Wright: Is this like political correctness gone mad in the advertising world?

Dee Madigan: The problem is, someone must've made a complaint. So there's just people with way too much time on their hands because you would have had to freeze this by frame by frame. You feel like just saying [crosstalk 00:04:49]-

Basil Zempilas: Well, just looking around at how many plugs we've got, there are plugs, and cords, and stuff all over the place.

Monique Wright: But no. That's someone that's actually gone camping with the Dyson and gone, "I had no idea I had to plug that in. I saw the ad. There was nothing."

Thank you Dee. Thank you Matthew.

Basil Zempilas: Don't go anywhere. Weekend Sunrise is back in just a moment.


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