Campaign Review: The verdict on Foxtel Now, Em Rusciano billboards, Golden Crumpets and Choice Hotels
In this series, Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest big marketing campaigns. This week: Guy Marshall, strategy director and partner, Bashful and Richard Morgan, executive creative director at 303Mullen Lowe.
Brand: Golden Crumpets
Agency: BMF
The Verdict: “Charming and Funny” and “appeals to both parents and kids”
Golden Crumpets’ latest campaign features a crumpet who is bored of always having butter and jam. As the ad progresses, Crumpet decides to change things and wear avocado, tomato and cheese instead, encouraging Australians to try something new on their crumpets.
Guy Marshall, strategy director and partner, Bashful, says:
Marshall: The ‘spot is charming and funny’
Guy – Enjoyed reading your reviews and in general I couldn’t agree more. My only comment to add would be on the Choice Hotels creative. I think the strategy makes sense as they have a loyalty club across the portfolio of hotels under the Choice mother brand but agree it doesn’t tell me what is unique or awesome about Choice.
As far as their website with inspirational travel content, well as long you are interested in a destination where Choice have a hotel, you may find it of interest.
The bar is set so high now in the travel industry with brands becoming content publishers that examples like this just look second rate compared what else is out there in travel.
Marshall can’t really make a valid argument against Foxtel Now if he can’t even set-up a Google Chromecast. Stan has been able to succeed in the streaming game but somehow the strength of News Corp (Foxtel) will struggle against Netflix/Amazon? On what grounds? Foxtel Now has a slew of exclusive deals.
Sorry Marshall, but do your research. I was hoping for a stronger critique on the absolutely crap logo & graphics. I thought Murdoch could do better.