AdPartners launch Legacy Week TVC
AdPartners unveiled its new TV campaign for Legacy Week yesterday after winning the three-year tender in March.
The campaign will aim to raise funds for Legacy – an organisation which supports the families of veteran and current servicemen and women – during Legacy Week from August 30 to September 5.
Last year’s campaign, also carried out by AdPartners, raised over $4 million.
They (Legacy) do great work looking after the families of lost soldiers.
That ad doesn’t do justice to the organisation. Can 30 second TVCs make you feel empathy? Of course. If they can make us laugh, they should be able to make us shed a tear, or at least feel SOMETHING.
Surely there are creatives out there who can make us connect in this type of situation – all I see is bad acting.
Agree with NehadK, this just doesn’t do justice to Legacy and the great work they do. Surely real footage would’ve been more emotionally engaging , even with the same v/o. The acting is straight out of Days Of Our Lives.
Agree with both comments above. The production values are extremely poor – as is the directing. Consequently, the emotional takeout from what should be an incredibly moving concept – is nil.
I hope it generates the funds needed for what is a worthy cause – I have my doubts though based on this campaign.
As an observation, I think that the public are now over saturated with charity “days” or “weeks” where they are asked to contribute to worthy causes and wear the appropriate badge / do the appropriate thing. A societal problem affecting personal donations.
I saw “40 Hour Famine” this weekend from Worldvision – another one that passed me by and that is Australia’s largest charity?
One of the toughest challenges is to be heard above the melee. This ad touches on one of the defining points of difference in charities i.e. longevity and scale. Most touch on emotion. Perhaps even more could be made of longevity to demonstrate the commitment to the charity since it originated – this might make it more relevant to new contributions and secure existing?
Australia is a generous nation, but like any other product category, over saturation can lead to confusion and lack of engagement. Looking at the charity sector as you would a product category, it seems very confused due to all the new (and probably very worthy) recent entrants. A very tough challenge.
I too hope the ad generates some dollars, but it’s not great is it. I would have thought given the material and subject matter that an emotional connection would be a no-brainer. Hell… I’ll cry through a Brand-Power ad!
First time I saw it I actually thought it was going to break into a chewing gum commercial or something. I remember thinking that that would be pretty bad taste. Thankfully it never happened, but I was left in a confused and slightly unsatisfied emotional state. Empathy wasn’t really part of the mix though.
oh dear. This sort of cheesy B-grade schmaltz will actively work *against* Legacy.
You simply can’t ask the souless cat food salesmen of the ad industry to deal with issues of history, honour and dignity. They have no idea about these qualities or how to present them.
Great cause with a truly appalling ad, but in the end it probably doesn’t matter. You either “get” Legacy and give without question, or you don’t….a snappy or crappy TVC won’t make any difference. I’ve raised my 7 and 5 year old kids to know that giving to Legacy is the right thing to do, the same as my parents did with me. That lasts a lifetime, unlike this horrendous tripe. AdPartners should hang their heads in shame.