Campaign Review: Qantas’ attempt to be culturally relevant, Sport Australia’s beige ad and R U OK?’s elegant spot
Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest ad campaigns. This week: GPJ’s executive creative director, Bim Ricketson, and Ogilvy Melbourne’s Josh Murrell offer their views on Qantas’ misuse of celebrities, Sport Australia’s poor execution and shonky insight, Australia Pork’s ham-fisted effort and R U OK?’s emotive and engaging spot.
Brand: Qantas
Agency: Brand+Story
The Verdict: It’s an attempt to be culturally relevant
Bim Ricketson, executive creative director at GPJ says:
Ricketson says people probably don’t care about the ‘vibe’ Qantas is trying to achieve
“I’m all for corporations going back to their purpose and placing it at the heart of what they do; it drives them to be cognisant of their reason for being and should lead to doing the right thing.
