Gruen Transfer passes its fat challenge
It’s always been a tough one for agencies to decide whether to take part in The Pitch segment on The Gruen Transfer.
The downside being the time and effort involved in creating an ad; being open to the accusation of being fame-hungry and, perhaps most pressingly of all, the potential embarrassment of losing four nil to a better agency on the night.
On the upside though, it’s potentially great exposure. Many people will still remember 303’s “100% there for the taking” ad in favour of invading New Zealand in the first series.
“It’s a shame the discussion won’t be shown on TV – it was an intelligent insight into how a creative cracks their brief, and changes their own thinking in the process. If Gruen was made for the industry, rather than the public, this is the sort of programme we’d see.”
I agree wholeheartedly with this. A little bit more intelligent discussion and insight, rather than just taking the piss and perpetuating advertising stereotypes would be terrific. But possibly too cerebral for punters who are just after a bit of a laugh, mostly at the expense of the ad industry.
Really good synopsis of this, thanks. I think this has been an extraordinarily mature and thoughtful handling of the topic and situation. Kudos to Zapruder, ABC & Anderson.
Yes, well said Tim. Anderson and Zapruder really handled this well. I strongly believe they also pointed to what could be an opportunity for TV to take shows to other platforms for a deeper look at issues etc. Why limit a program to the 30 or 60 minutes (minus ads) allocated to it when it can continue online?
What a brilliant ad! Except it did not fit the context. If this ad was aired on commercial TV ending with the tag line, ‘All discrimination is ugly’ than this would be an award winning ad.
I really hope that Adam redoes the ad and airs it. It has that amazing shock value which would really highlight how shocking and hurtful those comments are.
Dale
CreateMy.com.au