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Entries in Marketing (7)

Sunday
Aug042019

Masters Of Spin - Bondi Mural, Disability Campaign , Air NZ's & Nurofen

Masters of Spin, this week we discuss the Bondi Border Force Mural, the Dylan Alcott disability campaign, Air New Zealand’s latest in-flight safety video and Nurofen wants to find out if swearing helps tolerate pain
You can watch the segment here, transcript below.

Monique Wright: Now, with our Masters of Spin today, a mural at Sydney's world famous Bondi Beach has caused quite an uproar. The taxpayer funded artwork, features gun toting border force officers with the phrase "Not welcome to Bondi".

Basil: Now, Masters of Spin are here, advertising and marketing experts, Jane Caro and Matthew Bywater. Good morning to you both. Jane, the local mayor told sevennews.com.au, that politicians should not be the arbiters of art. Do you think that's right?

Jane: Absolutely, yes. It's spot on. They commissioned an artist to paint a mural, which made a statement of some kind. He's made a very strong and powerful and topical statement. I happen to agree with that statement, and I think awesome. And to put it in that position, because it is about, we're all obsessed with people who come by boat, so have it on the coastal place is particularly powerful.

Monique Wright: And there's also an exhibition that is housed in Exhibition Hall, and this is one of them that is out there. Although people are saying that it's too confrontational when they arrive.

Jane: Well, I think that, that means the artist has done his job because we wanted to confront us.

Monique Wright: It's got people talking, at least.

Basil: Yeah. Although most people don't pull up to Australia in Bondi beach, do they?

Monique Wright: Not the last I heard, it's not a massive port.

Jane: Mind you, as soon as they get to the backpackers place, they do.

Monique Wright: That's true. Now, wheelchair tennis ace, Dylan Alcott's foundation has launched a really beautiful campaign, highlighting the difficulties that people with disabilities face in finding a job. It shows them independently getting ready for work, but then being unable to get through the front door.

Monique Wright: I thought this was really powerful, Matt?

Matthew: Yeah, powerful and a very, very important message. And I have to admit, I loved the production of this.

Monique Wright: It's beautiful.

Matthew: One thing I'd say is, I'd like a little bit more of a call to action at the end. I'd like to see him say, "Hey, take that one step". When they think they can take one little step, they can take bigger steps down the track. So great ad.

Monique Wright: But take it somewhere.

Matthew: A little bit more.

Basil: Maybe this is part one of a two stage rollout, and maybe the second part will be the big call to them.

Monique Wright: I think you've just given them an idea.

Jane: Send your invoice.

Basil: And New Zealand has launched as new in-flight safety video. Did you like this one? Now it's got a star studded rugby cast, renaming the airline Air All Blacks. They have been making these fun safety videos for a decade now. Is it worth the expense?

Matthew: It is. And something with in-flight safety videos, you have got to keep changing to get people's attention. And they have certainly put a lot of money in it and you get a lot of All Blacks, a lot of stars. And even George Gregan makes an appearance.

Matthew: It's a little bit flat compared to previous commercials, but it's a change and that's a good thing.

Monique Wright: Because they have made them funny in the past. They were funny and they had the big star power.

Jane: This one's a little bit not amusing, and I won't watch it anyway. I never watched them. I've flown too often.

Basil: You are supposed to though, they say, "Even if you've flown a lot, please watch".

Jane: I know what they say.

Monique Wright: Oh, look who it is there.

Basil: I know the Qantas and Virgin ones off by heart. I could tell you them backwards, actually.

Monique Wright: Well then, Basil you're gong to live and Jane, you're going to die, because you had to watch them.

Monique Wright: Now we love this one. Nurofen has replicated a scientific experiment, which revealed that swearing can increase our pain tolerance by 33%. How did they work out the percentage? The ad uses the line "Swearing helps us tolerate pain, until we can find something longer lasting". Matt, it is gold, isn't it?

Matthew: I love it. It's fantastic. And what I love about it is, okay, it is funny and it grabs our attention, but also too, they are taking a very mundane and heavily regulated industry and taking something, and relayed a message about pain.

Matthew: And I can see this, if they don't really work this world, they could own that pain, swear word, sort of area, and it's a great relationship with their product.

Jane: They've done that classic thing that great ads do. Something we all know is true, but doesn't get spoken about and they have made it out there in front of us. And all of us recognize the truth of it. We see ourselves doing it. We hear our kids doing it. We have swear jars at home.

Jane: Forget the swear jars. No, it's good to swear.

Monique Wright: It's plain. It's working.

Matthew: You saw the guy on they bicycle, when that guy had that unfortunate fall.

Basil: The boys react different to the girls on that one.

Jane: Why they design boys bikes the way they do, I never understood.

Basil: Funny you say that. That bar is so redundant.

Monique Wright: It's really stupid, isn't it?

Basil: It's the last thing we want there.

Monique Wright: We know on that, that it does not work, if you use another word. 'Blast', just doesn't have the same effect.

Jane: Or 'Sugar'. All those rubbish...no. No.

Monique Wright: You don't get 33% less pain with that. Matt, Janey. Good to see you.

Basil: Good to see you, guys. Don't go anywhere. Weekend Sunrise is back in just a moment.