Saatchi NZ’s latest work for bottled water brand Mount Franklin has gone down like a lead balloon from sensitive souls in the Australian ad world. The ads, which screen mainly across the Tasman, parody posturing Aussie males.
“Has everyone gone mad?” wrote Holy God on Australia’s Campaign Brief site. “Who signed off on these? It beggars belief on how god awful they are.”
Even juicier was this post: “Why did they get some crap NZ agency to do this? We could have made something this bad here.”
And this: “Who should be held accountable – the 14-year-old who created the work or the parent who allowed them to?”
To be honest, M+AD loved the spots – smart scripts, slick production, and very funny – but we can certainly see how some fragile Aussies could take offence.
The release that triggered the excitement was from Saatchi NZ: “Mount Franklin has just released a new summer campaign, focusing on favourite summer moments Australians love – a dip at the beach or pool, the classic road trip or a BBQ get together. This builds on the brand platform released last year and continues the light-hearted, quirky tone – this time having a little fun with rhyme.
“The campaign aims to capture Aussies when they’re out and about. At the centre of the campaign are three digital videos which all feature an unexpected and humorous twist.”
Mt Franklin marketing manager Anne Joly is, however, a fan of the work: “We are thrilled with the strong results last year’s The Nation’s Hydration campaign has generated for Mount Franklin. This summer, more than ever, Mount Franklin will be your perfect hydration sidekick.”
Saatchi NZ joint ECD Corey Chalmers said: “After successfully introducing Mount Franklin as The Nation’s Hydration last year; it’s been great fun extending this into the summer campaign. It’s so refreshing to have a client who’s prepared to inject a good dose of Bondi Beach street furniture humour into this category.”
CREDITS
Creative Agency: Saatchi & Saatchi New Zealand
ECD: Corey Chalmers
Copywriters: Jordan Sky, Bob Moore & Antony Wilson
Head of Content: Jane Oak
Business Director: Nick Bulmer
Head of Planning: David McIndoe
Strategist: Gina Williams
Senior Account Director: Patrick Hancock
Senior Account Manager: Becky Kusel
Motion GFX: Tomas Cottle
Head of Celebration Street Furniture: Rob Flynn
Production Company: Jungle
Director: Steven Saussey
Executive Producer: Nick Simkins
NZ Executive Producer: Yolande Dewey
Australian Producer: Sarah Nichols
DOP: Russell Boyd
VFX – Creature: Lakshman Anandanayagam
Client: CCA Australia – Mount Franklin Water
Group Marketing Manager: Victoria Fraser
Marketing Manager: Anne Joly
Senior Brand Manager: Kara Morrow
Brand Activation Manager: Vince Lichaa
Assistant Brand Manager: Bec Lucas
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