Campaign Review: Tiger flops, Suncorp gives a lesson in bad PR and Socceroos tug the heartstrings
Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest ad campaigns. This week: Saatchi & Saatchi chief creative officer Mike Spirkovski and 303 MullenLowe senior planner Sarah May share their views on Mars Bar’s hit-and-miss refresh, Tigerair’s uninspired flop, Suncorp’s exercise in cultural insensitivity and Socceroos’ delightful capitalisation on the World Cup.
Brand: Mars Bar Australia
Agency: Clemenger BBDO Melbourne
Verdict: Consistency, execution, and earned will be key, to prove this one spot works
Sarah May, senior planner at 303 MullenLowe says:
“The 15-second TVC could have cut through with young Aussie males, (if they are still the target), if the channel selection is aligned. Relevance to all Australians via a ‘universal appeal, ’ is a long bow, when you only feature one white son as the protagonist exploring his creative side, in one TV spot. Veering into boosting teen/young adult confidence for the first time, as a brand, is brave, and could develop into a brilliant series, if Mars Australia, features a cross section of males in different scenarios.
From where I was watching, with a bunch of guys watching the Socceroos play France, the Hyundai ads felt way too forced and the connection very tenuous. He plays soccer, he wrote a letter to someone inspiring from his childhood, hey look – he’s in a Hyundai!