Campaign Review: Aldi’s outstanding ad, SATC’s missing strategy and Myer’s forgettable campaign
Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest ad campaigns. This week: Lindsay Thompson, creative director at Khemistry and Host/Havas’ Ant Melder offer their views on South Australian Tourism Commission’s ad that tried too hard, Aldi’s near perfect ‘pointless’ ad and Myer’s slightly confused narrative.
Brand: South Australian Tourism Commission
Agency: TBWA\Adelaide
The Verdict: Fresh and authentic ad which didn’t nail the content strategy
Lindsay Thompson, creative director at Khemistry, says:
Thompson says: “The scenery is nice and there are interesting things to do, but it’s not enough to get me to watch content that long”
“I saw the PR for this when it launched but didn’t dig deeper. A five day ad? Really? It’s a big idea for a beautiful state, but does it pay off? I’m on the fence. One side of me asks ‘why,’ while the other side says ‘brave.’ I’m also leaning to ‘why couldn’t I go on this junket?’
