Campaign Review: ‘I love the simplicity and irreverence’
This week in Campaign Review, Hopeful Monsters' creative partner, Carl Moggridge, and creative strategist at Thompson Spencer Group, Matt Eastwood, share their thoughts on new brand platforms from the Socceroos, Allianz, and Golden Bakery.
In Campaign Review, Mumbrella invites industry creatives and strategists to offer their views on recent ad campaigns.
Brand: Socceroos
Campaign: ‘Forever Golden’
Agency: M+C Saatchi Group
The verdict: Kicking all the right goals.
Carl Moggridge, creative partner at Hopeful Monsters, gave it a 6/10 and said:
I really wanted to like this, but it didn’t really push my massive football fan buttons. Buttons that are found very easily deep in my soul.
I didn’t hate it either, but the visual, ‘Forever Golden’ manifesto montage washed over me like a nil-nil draw.
The design and craft are awesome, but the Socceroos need more than a cocktail of style, vibes, nostalgia and a dash of hope to get fans out in numbers.
No doubt the brief would have been full of fan data and opinionated football fans, like me, so I don’t want to be too harsh.
Matt Eastwood, creative strategist at Thompson Spencer Group, gave it a 9/10 and said:
A very tall order and well delivered.
Attention to craft shines through and makes me feel something different (rather than indifferent) to the Socceroos. Sharp writing, great art direction, filmmaking all coming together in perfect harmony. The manifesto script could have easily slipped into cliche territory — but the team has done a superb job making something that feels fresh in a very saturated sports category.
It does the right job of raising the profile of the Socceroos as a team — instead of focusing on high profile individual players. It sets the bar high. Let’s hope the Socceroos live up to their campaign next year! Onya Roos!
Brand: Allianz
Campaign: ‘Care You Can Count On’
Agency: Howatson+Co
The verdict: Flawless craft with a strong promise.
Carl gave it a 9/10 and said:
Even outside of the exceptional craft, I really liked this. You could be cynical and say ‘Care You Can Count On’ is a basic requirement from an insurance company. However, you can be equally cynical and say counting on your insurance company is like trusting your landlord not to put the rent up. So, if you’re going to say something similar to the category, say it better, and they do.
The best bit. Allianz has now publicly made a promise that needs to be fulfilled — it has some healthy pressure in it and feels like something the entire organisation can get behind. An actual brand idea, not just a cracking ad people might happily watch.
Matt gave it a 4/10 and said:
This one is a tonal miss for me. The insight doesn’t sit right with me. Bringing the Allianz logo to life as a sea eagle is a nice move, but not when your customer is a helpless finch.
I don’t want my giant insurer to have a saviour complex, I want to feel like we are equal partners against a problem. The size difference alone just reminds me the power balance is always in their favour.
The production is flawless, with beautifully rendered VFX and animation but setting it to Avril Lavigne is a muddled choice. The shouty chorus, coupled with the soaring eagle, feels like it falls into a cringey ‘wind beneath my wings’ territory — missing the potential for a genuine, quiet connection with the audience.
I found myself just wanting to mute it.
A more tender rendition of the same song would have landed ‘Care You Can Count On’ better. The line is a strong one, but the idea doesn’t quite get you there.
Brand: Golden Bakery
Campaign: ‘Make Every Bite Golden’
Agency: BMF
The verdict: Great example of how to make FMCG fun.
Carl gave it a 7/10 and said:
A crumpet is a crumpet…is a crumpet…is a crumpet.
In a world of over logic and negligible benefits, particularly in the world of FMCG, I love the simplicity and irreverence of this. It’s got the product front and centre.
The desired behaviour and brand name is in a memorable little ear worm. Overall, a cracking example of good FMCG campaigning.
Matt gave it an 8/10 and said:
Big win. It’s playful and captures the childlike fun of playing with your food.
Nice product observation to make the holes do the singing. I’m sure everyone will look at their crumpets in a new way. I can see Dads across the country singing “avocaaaado” as they serve it to their kids.
Could have added some jokes rather than just singing the ingredients, I would have loved to see the guy do some crumping with the crumpet. But a win nonetheless.
Made me want a crumpet. Job done.
As submitted to Lauren McNamara.
If you are a senior creative or strategist who would like to take part in a future Campaign Review, please email me at lmcnamara@mumbrella.com.au.
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