Campaign Review: The verdict on Woolmark’s timely film, Berlei’s missing respect and Honda’s holy grail of advertising
Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest ad campaigns. This week: Brother & Co’s Tharina Haas and Red Engine SCC’s Jye Smith offer their views on Woolmark’s engaging and emotive ad, Sukin’s problematic campaign idea, Berlei’s outstanding statement and Honda’s holy grail of advertising.
Brand: Woolmark
Agency: TBWA Sydney
The Verdict: Timely, engaging and emotive
Tharina Haas, senior strategist at Brother & Co, says:
Haas says “he narrative will be lost unless TBWA can manage to highlight the juxtaposition of the hardness of the synthetic dystopia and the natural softness of wool”
“It is clearly not advertising in the one-minute made-for-TV sense, and I don’t think it was intended to be. It is clear that it is intended to be a film. What is not apparent is how TBWA intends to take it to the world. The movie certainly is engaging and emotive. Let’s hope it resonates with the intended audience is for the movie.
“I imagine the sweeping message and sentiment would be hard to convey in out-of-home media. The narrative will be lost unless TBWA can manage to highlight the juxtaposition of the hardness of the synthetic dystopia and the natural softness of wool. In the film, the music works hard to highlight the plight of the protagonist. It sweeps us along her journey towards and highlights her resolve to find something natural in a dismal, fabricated future. Out-of-home will be hard-pressed to achieve the same sense as the movie.
