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Entries in political ads (1)

Monday
Jul292019

Masters of Spin, Political Ads, Vic Government, Burger King pulls Chopsticks AD

On this episode of Masters of Spin, we discuss the first round of federal election ads, the Victorian government's Respect For Women ad, Burger King removing the Chopsticks ad and the Ugly Duck Easter egg recall.

Check out the segment here, transcript is below

Monique Wright: ... join Masters Of Spin. Now, when it comes to spin, it doesn't get much bigger than a federal election. The Coalition was first out of the blocks releasing a video that featured Scott Morrison's daughters.

Mark Beretta: Now, Labor had the same idea with Bill Shorten's three children included in his first campaign ad.

Bill Shorten: Labor will upgrade hospital emergency departments. Hi, I'm Bill Shorten. As a dad of three, I know Labor's Fair Go plan is good for families.

Scott Morrison: That the choices that my girls will have over the next 10 years, or even over the next three years, will set up.

Monique Wright: Our Masters Of Spin join us now, advertising experts, Jane Caro and Matthew Bywater. Welcome to you both. Jane, you'll often hear politicians saying families are off limits, but tune seems to be changed when it can work in their favor.

Jane Caro: Absolutely, totally. When it works for them, they use them, when it doesn't, they want them to be sacrosanct. The interesting thing about these two ads, to be honest with you, is there's not very much interesting about these two ads. Morrison's is two minutes long and by the time you get to 30 seconds you want to poke your eyes out with a fork. I will give Bill Shorten credit for his being only 30 seconds long. That is a lot more restrained and polite to viewers.

Mark Beretta: How much pressure would an agency put on a politician to have their family involved?

Matthew Bywater: A lot of pressure because they're trying to make the people look like they're real. That's why Morrison's goes so long. Lots of family shots. Morrison's was devoid of a lot of policy stuff. Bill... Ah, Bill Clinton, sorry, not Bill Clinton. Bill Shorten's had a lot more-

Monique Wright: You like that, to act embarrassed.

Matthew Bywater: Bill Shorten's ad had a few more policies in there, with the little flash ups and so forth like that, but certainly the family a very big thing because people don't see politicians as being real people.

Jane Caro: Also, we've got to get a bit of female in there because it's been so bloody male.

Monique Wright: Yeah, it is. All right. A Victorian government agency, moving on now, has released a creepy video showing a man staring at a woman on a train, who increasingly becomes uncomfortable before a passenger intervenes. The beginning of this does make you a little bit uncomfortable Matt, but isn't that terrific? It was such a great, I thought, it was such a great example of how someone can step in.

Matthew Bywater: Yeah. I like and what it's doing is empowering men because one of the things I've seen gone wrong in this sort of movement it's not just more all men are bad or men are good, but it's not. Most men actually do the right thing and this is saying, "Guys, we know you do the right thing and here's one way of doing it." I think it's a very empowering ad.

Monique Wright: Call it out.

Matthew Bywater: Good one.

Monique Wright: I agree completely.

Mark Beretta: Burger King in New Zealand has removed an online ad. Take a look at this one which shows diners try to use chopsticks to eat a new Vietnamese chicken burger. Now, it was deemed to be culturally insensitive. Wouldn't they have thought that maybe somewhere along the line before they put it to air?

Jane Caro: The tragedy is, that copywriters are often sitting in a little darkened cubicle desperately trying to think, "How can I communicate this Vietnamese Burger brief in a way that's different and interesting?" And they forget about the wider context of how it fits in the world. And so they often come up with an idea, which does the job on the brief, but they forget about how it might look to everybody else who hasn't got the brief in front of them.

Monique Wright: Yes, well, another example where they've just missed the mark completely. Another product taken off the shelves for being culturally insensitive, is a box of Easter ducks being sold by a British grocery chain and they called the dark chocolate Dark Ugly. So they've got crispy, fluffy, and then ugly. It was believed to have been inspired by the Hans Christian Andersen fairytale, The Ugly Duckling. But Matt, this, I find this really offensive.

Matthew Bywater: Yeah, they should have caught this one, and I don't think there was any bad intents here. If you remember the Hans Christian Andersen story, the ugly duckling turns into a beautiful swan. So it actually is a nice spin there, that wasn't their intent. And I'm certain, I think that wasn't their intent to offend, but it's just a really bad miss.

Jane Caro: Yeah. You're selling chocolates to children, you know, children of color get enough aspersions cast. You have to be much more sensitive than that.

Monique Wright: And just to get it. I mean, I imagine the amount of money that is spent, did no one down the line get this, like Burger King?

Jane Caro: It's the same as the copywriter in the cubicle, because they get caught up in their marketing message and they forget that actually, it's about, how does it come across to people out there? Not how does it come across to you.

Monique Wright: There are plenty of people that would probably think this was political correctness gone wrong, but these are people that are not being affected by-

Jane Caro: Correct.

Monique Wright: ... by those ads.

Jane Caro: That's right.

Monique Wright: All right, Matt, Jane, thanks so much.

Mark Beretta: All right, coming up on Weekend Sunrise, the greatest horse he's ever seen. Seven sport legend Bruce McAvaney weighs in on Winx's astonishing career as we count down to her final race.