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Masters of Spin - Dougie is Back, Vegemite takes on Marmite

On this week's Master's Of Spin, we review the latest Pizza Hut ad with 'Dougie" making a comeback.

Also, we talk about the latest Ad's to get banned by the UK's new Harmful Stereotype laws along with the Vegemite V Marmite Ashes stoush.

Watch the segment here, the transcript is below.

Basil Zempilas : Well, he was one of the most familiar faces on TV in the 1990s, and he became a household name. Dougie, the Pizza Hut delivery guy. Remember him? He starred in a series of ads from all the way back in 1993 to 1996.

Monique Wright: Now, 23 years later, he's back, but all grown up.

Speaker 4: Do you want some?

Dougie: G'day, mate.

Speaker 6: Dougie.

Dougie: Still hot?

Speaker 7: Still hot, Dougie.

Monique Wright: Well, our masters of spin are here, advertising and marketing experts, Matthew Bywater and Dee Madigan. Morning to you both.

Dee Madigan: Good morning.

Matthew Bywater: Morning.

Monique Wright: What do you think, Dee? Good idea to bring Dougie back?

Dee Madigan: If they'd just brought him back for the sake of bringing back, I would have said nah, but because they've made it relevant in terms of this Hot Box thing, he-

Monique Wright: Because he always said that he was the hot delivery guy.

Dee Madigan: Yeah, yeah, until he ended up, I think, in jail for something.

Matthew Bywater: Yeah, don't mention that but. There's old Dougie.

Monique Wright: Yeah. But he also ended up being quite a successful-

Matthew Bywater: There's old Dougie.

Monique Wright: ... actor. He was in a bunch of Australian things.

Dee Madigan: Yeah, yeah, he was. Yeah, so, no, look, I think it's funny, and everyone will pay attention to it, and the fact that we are talking about it now, means it's-

Monique Wright: Yeah, [crosstalk 00:00:58] a success.

Basil Zempilas : Is it a good strategy, Matthew?

Matthew Bywater: For Pizza Hut, yes.

Basil Zempilas : For other brands as well, maybe?

Matthew Bywater: For other brands, maybe. The advantage Pizza Hut have, is that they have that nostalgia. They take us all the way back to the '70s. You know, one of the first real restaurants we had in Australia. So, for a lot of us that has very kind and thoughtful memories. And then you've added in the whole calvary charge thing and the William Tell overture as well, which, great mental hook for us all.

Monique Wright: I was-

Basil Zempilas : I think Colgate brought Mrs. Marsh back once, didn't they?

Monique Wright: Yes, they did. I want to see where Jan is.

Dee Madigan: Yeah, yeah, yeah.

Matthew Bywater: Yeah.

Monique Wright: You know, Happy Jack-

Dee Madigan: And Mortein.

Monique Wright: ... I can't even remember what that company is.

Dee Madigan: They bought Mortein ... you know, Louie the fly.

Basil Zempilas : Of course.

Dee Madigan: But sometimes you've got to be careful though, because it just ... it can work for one campaign, then just feels a bit retro. Whereas this, because they've got the Hot Dougie button, it kind of gives it [crosstalk 00:01:39]-

Monique Wright: Yeah, there's a link-

Basil Zempilas : It's got a reason to exist-

Monique Wright: ... there's a link.

Dee Madigan: Yep.

Monique Wright: All right, you go.

Basil Zempilas : Oh thank you. Volkswagen and Philadelphia Cheese are under fire in Britain after their ads were banned from TV. Volkswagen for showing men engaged in adventurous activities while a mother sits beside a stroller on a park bench reading a book.

Monique Wright: And Philadelphia for showing two dads who lose sight of a baby that ends up on a conveyor belt. Matt, British advertising standards apparently say you can't reinforce harmful stereotypes. They're pretty blatant, aren't they?

Matthew Bywater: Yeah, they are. And these are new laws have come in. Now, some people are criticizing that it might be a little bit draconian or harsh. And we had a good chat off-shot-

Monique Wright: We had a [crosstalk 00:02:16].

Matthew Bywater: ... and I guess the critical one to look at, the two men with the babies, that in and of itself is not bad. It's just the connotation after, which, as Dee was explaining earlier to me, was that that then puts the responsibility back onto to the women to be the true carers. Men cannot be trusted.

Dee Madigan: And that's the thing. Everyone's going, "Oh, it's just a bit of fun." And it kind of is, except for women go, "Yeah, so men get to be the idiots and we kind of have to step up again.".

Matthew Bywater: Have to be responsible, yeah.

Dee Madigan: I just kind of get sick of this, and with the other one, as a creative who writes ads, I would think, "Okay, well, we can't have the woman being passive when the men are not." You just don't do that anymore.

Basil Zempilas : Sure. Then again, of course, the little kid did end up on the conveyor belt at the airport, remember, not so long ago. So-

Dee Madigan: Yes, that's true.

Basil Zempilas : ... this sort of thing kind of happens in real life. Kind of.

Monique Wright: Would we have like the more, Dee, if it were two mums that were engaged in conversation-

Dee Madigan: Absolutely. I have put a child in a pram, turned around and seen it ... Yeah, yeah.

Monique Wright: We all have.

Dee Madigan: Totally, totally. But it's just this thing where women just go, "Oh yeah, he gets to be the idiot and which means I have to be the responsible one." So we feel like kill-joys, but I get where they're coming from in banning that.

Monique Wright: Yes.

Basil Zempilas : Last week, with our mate Adam Ferrier, we told you about the war between Marmite and Vegemite. Adam played a big role. Vegemite took out the full page ad in Britain saying it tastes like a 251 run victory. It was a great first shot. We knew Marmite would come back. They did-

Dee Madigan: They did. So they came back with this, saying, "Love it or hate it. We won't be tampering with it.".

Basil Zempilas : Clever.

Monique Wright: Oh, that's good. It's a fun stoush isn't it, Dee?

Dee Madigan: And that's what I loved about it. As soon as I saw that first one, it's like, this isn't just in ad. There will be your response and then a response. And then everyone looks out for the responses. So it becomes a campaign really for both of them, kind of, but it's nice.

Matthew Bywater: Everyone's a winner.

Monique Wright: Yes, and it does also then, I think, spark then a conversation in households where kids in Australia might say, "What's Marmite?" And you go and buy Marmite and then you-

Dee Madigan: No, no, you do not buy Marmite. It's unaustralian.

Matthew Bywater: Yeah, stick to Vegemite.

Basil Zempilas : [crosstalk 00:04:02] I wondered that, if at some point, do they get together and go, "Here's our end game, we come together." Would that discussion ever happen?

Dee Madigan: No.

Basil Zempilas : No?

Monique Wright: You just let the creatives do their thing.

Dee Madigan: And have some fun with it.

Monique Wright: And have some fun with it. And maybe at the end when they decide the penultimate where Marmite and Vegemite are going to come out with something. What would that maybe?

Basil Zempilas : Well, maybe double page one on each side or something like that, end it together otherwise you go on forever.

Dee Madigan: No-

Monique Wright: Marvegemite.

Dee Madigan: ... the whole rivalry thing is in this cricket rivalry. The English and Australian teams will never come together. Neither will Vegemite and Marmite.

Basil Zempilas : That's what you're the ideas people and we sit over here, we get the message.

Dee Madigan: Yeah.

Monique Wright: They're going to mix them together. It's going to be like Marvegemite.

Basil Zempilas : Clever.

Monique Wright: Mavege.

Basil Zempilas : Don't go anywhere-

Monique Wright: Mavege.

Basil Zempilas : ... Weekend Sunrise, back in just a moment.

Speaker 1: (Singing).

Monique Wright: What would it be called?


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