‘It’s the right thing to do’ say sportspeople in the latest Yes campaign
Following yesterday’s High Court decision allowing the Government to go ahead with the $122m marriage equality postal survey, Australian Marriage Equality have launched their campaign encouraging all Australians to vote yes because “it’s the right thing to do”.
Created by 1 Kent St and creative consultant Simon Collins, the 30 second television ad features the Sydney Convicts rugby team, Olympic swimmer Ian Thorpe, Hawthorn Football Club star and AFL hall of fame legend Russell Greene, a priest, a tradie, families, and friends walking to the post box to vote yes.
I’ll be voting Yes despite, and certainly not because of, this ad.
In my book, the tone here is all wrong – from the didactic delivery of the talent, to the viewer-disempowering low camera angles. When you’re talking with waverers, I doubt any kind of finger-wagging instruction is going to convince them. Rather, the message should be friendly, unthreatening and comforting.
The inclusion of the priest is easily the best part of this spot.
My apologies to the agency, if any, involved here but I truly believe this issue, that should be relatively straightforward, deserves more considered messaging.
Hi Luke, I’d agree with your arguments but I think you’ve got the audience wrong. This isn’t talking to people on the fence, it’s a turn out the vote operation – all the stats tell us that a healthy majority of Australians favour marriage equality. Still not sure it’s the right message, but I’d say that the aim is to galvanise existing Yes voters rather than appealing to a minority who aren’t sure of their vote.
I think Max is right – this is a different task than most political advertising in this country as it’s not compulsory to vote in the survey. This is about motivation, not changing minds.
Sports stars won’t have any impact at all. The SSM campaign could nail this SO easily. It’s in the bag if they want it. Publicly support legal protections for those whose religious views disagree with SSM, demonstrating respect for freedom of thought and speech. Better, draft the legislative amendments and share them. Ensure that the AHRC Gestapo cannot persecute or prosecute people for holding their legitimate religious beliefs. Then this one’s in the bag. But that’s unlikely, as self-righteousness will make this an own-goal.
“AHRC Gestapo”, “freedom of thought”, “self-righteousness” – reassess your grip on reality, Mike.
Mike’s right…..whether you think he has a grip on reality or not. Ignore this thinking at your peril – at best it will result in lack of action from the disinterested (like me), but at worst it will result in a strong turnout to vote no just because of the tone of the YES team
Luke, I can see why you think the ad is wagging its finger… If this ad fails, its more a matter of execution than strategy…. you can see what they were going for here…. https://www.youtube.com/watch?v=AkwYEhjjZhs … I am guessing time and budget issues got in the way of creating the kind of warmth that they were undoubtedly going for. Watch the Irish ad instead OK 🙂
the messaging on the yes side of this campaign has been stone cold awful
i agree with the first comment by Luke, the tone of this ad is incorrect, wrong camera angles, aggressive lecturing dialogue, just a dreadful piece of communication
did any of those hundreds of agencies who signed “say no to no” volunteer to help with the ads?
and then we see the no side putting out great ads – that one with the 3 concerned mums was carefully put together and will probably sway votes
if this vote was solely decided on the strength of the advertising we’d be stuck in the dark ages forever
I agree, the direction of this spot is appalling and detracts from the message. Directing 101, if you want to create empathy and equality get on the same level, the same eye line. Just because you have a jib doesn’t mean you have to use it in every shot – the high and low angles are just wrong and detrimental. The three no stepford wives come across more natural and genuine than this lot – a major concern.
Is the priest a genuine cleric or is he just an actor? We don’t even know his name or what religion he belongs to. How do we know he’s not a fake priest trying to give the impression that the same sex marriage campaign is backed by religion?