New Idea gets revamp supported by new brand campaign

I just threw up a little bit in my mouth.

Is anyone else reminded of the ‘Bye Bye Birdie’ Patio ad from Mad Men?

Lem – I had the exact same thought but you beat me to it. Must be the curse of the yellow dress.

@Rae – and the terrible lip syncing…

What is this ad supposed to be telling me? New Idea isn’t called ‘No Idea’ for nothing. Perhaps a series of ads focusing on redeeming their profile might have been money better spent than a song and dance about…what exactly?

Well, at least it kept nowhere near enough extras in work

What a great piece of work, so ‘feel good’.

Congratulations!

A much better piece of communication than Woman’s Days’ 2009 Dame Edna tragedy.

I think it is fun and light-hearted. I am sure it will resonate with the target audience – am I right in thinking that is aim rather then pleasing the Mumbrella readers?

I think its a breath of fresh air from all the boring, “straight down the line” ads on TV at the moment. It makes you smile and watch it a few times, I dare say you’ll be signing along!

Fits with the product. Trash.

@janice – are you wearing blindfolds and earplugs?

What sort of world do we live in when an agency can take a classic pop video and rip it off wholesale, frame by frame? This a blatant carbon copy theft from Bjork’s version – not a homage, pastiche or tribute, but a lazy rip off. The Sister agency should be taken outside and flogged.

View the original: https://www.youtube.com/watch?v=F5ndoBdm0yY

Great to see a positive upbeat campaign!
Haven’t we all had enough of those “slice of life” downbeat ads?
Well done New Idea – entertain me and make me feel good!
Luv it!

Tim at Mumbrella adds: The above comment comes from the same IP address as “Janice”

Can’t believe what a bunch of whingers you lot are. 1.01 in particular. Okay, it’s not groundbreaking stuff, but it’s better than 99.9% of the so called trash that the industry has the gall to call advertising. And as far as being a frame for frame rip off, there are thousands of ads that have sailed this close to the wind and won Cannes or D&AD Gold – the ‘Isn’t milk brilliant’ campaign paid homage (exact frame for frame rip of The Fast Show, with a milk logo on the end, and ended up with a Gold Pencil, or there’s creature comforts & the British Gas ads, I could go on, but I’ve got better things to do with my time than bitching on a blog. I think what we have here is a magazine ad that’s watchable, and that’s a first for at least a year.

trash

they say it’s a new masthead.. looks just like the existing one just italicised. The “new” masthead also looks a lot like the one they had many years ago (1970s or 80s perhaps)

Much better than the old Joanna Griggs ads, and perfect for the target market who aren’t, as some of the confused bloggers on this site would have you believe, the Cannes Jury. This is a real ad for real Aussie women. Well done, Sister. Just quietly, I’d love to see some of the ‘genius’ work from the anonymous doubting Thomas’s on this blog. It’s so easy to throw stones when you’re anonymous, isn’t it.

Did the masters of this creation run this past Kerry Stokes?

Not sure he would have approved his money being spent in such a manner…

mr/mrs blog 17, I don’t think Kerry Stokes will give a toss as long as the ad sells a shitload of mags… and it’s the kind of ad that will have women in the target market singing the song/jingle as they go about their day, which will translate into sales when they nip into the news agent for a break at lunchtime. So I’d say Kerry will be more than happy.

i know this is made for middle australia but it’s still an obvious rip off of the bjork music video.

creative agency should be embarrassed. lame.

If you’re going to rip-off Bjork fine, just say so; but to have the gall to put your own names down as creatives is embarrassing.

Agree that it’s a feel good ad but ultimately the aim will be to sell more mags (and not just one stand alone issue). Would help if the rest of their campaign came together better – walked past a newsagency today and saw one of their new display units thrown in a corner disassembled with bits around on the floor.

Just got one thing to say to the whingers in this thread:

“If you complain once more
You’lll meet an army of me”

What is the issue here? Agree with Dave J (comment 13): the inspiration for so many ads is drawn from music videos! Bjork drew inspiration for her song from Betty Hutton, for goodness’ sake!

Did Target cop this kind of abuse when it launched ‘Target Colour – Every colour you can dream of’? Perhaps the artist/song was less well-known than Bjork’s work, but I’d imagine ideas stemmed from Oren Lavie’s music video: https://www.youtube.com/watch?v=2_HXUhShhmY. No comment there?

Ideas these days are rarely original. Ideas are catalysts for other ideas. Yet even when the original thinking is acknowledged (New Idea have acknowledged Bjork/Betty Hutton), we still slam them?

Apologies to the Einsteins who have commented from negative perspectives above. They obviously live their lives tossing light bulbs at other people and produce everything they do unguided, and inspired by nothing but their own thinking. Bet your stuff is dull as grey.

I’d love to know if they had to pay Bjork / Betty Hutton for the rights.

How can it be a ‘rip off’ when Bjork and Betty Hutton are credited?

It would have been a foolish move for New Idea to think they could get away with ‘swiping’ Bjork’s idea and have it go unnoticed, don’t you think?

Rip off – not at all.

Wow, that’s all I can really muster in response to the messages on here! Makes for entertaining reading though I must say.
Looks like the ad was made for the target audience….not for a cavalcade of awards. God forbid ads should actually be produced with that in mind! It might actually do it’s job for the client! What a novel idea.

It’s a bit 50s housewife isn’t it? Was this shot at Fox Studios in Sydney?

Well I liked it. It’s a happy fun track and seems to have its tongue firmly in its cheek. Good to see a bit of show biz with the sell…

Clearly Spike Jonze (director of the bjork clip and now ‘Where the Wild Things Are’) is the it boy right now – hangin out for the NW takeoff of the Beasty Boys’ ‘Sabotage’ clip!

Although it’s disappointing that the lead in the NI ad isn’t pregnant (as bjork was in the clip!)

Andrew (Comment 15) Clearly you have not picked up a copy for a closer look, If you had of, and you very well should of if your going to run your mouth off like that, you would of realized the Masthead is completely different, perhaps not to a amateur like yourself but the font weight, shadow and letter height not to mention angle have all changed… its the small subtle things that make a difference and i for one think its for the better!

yeh good on ya Bonj. You should read my comment again I actually said “looks like” which means it bears a resemblance. It does not mean they are identical. And, please, it was an observation based on what was published on this website, it is hardly “running my mouth off”. Goodness me.

“Our determined focus is to deliver story satisfaction and a positive reader experience”

How about delivering some stories that are actually true?

The irony of a client called “New Idea” rehashing an old idea is not lost on me..

Good on ya Sophie cupcakes! I may be your Mother but I think you (and the others i guess) have done a great job! Luv ya! x x

MMMMMMMM – at the very best this campaign will go by totally un-noticed!

It really does do a disservice to Bjork’s fantastical original.

It made my ears bleed.

Bloody fantastic…. (read on)

The agency & production team must me rolling about laughing, consider this:

1) Pacific Magazines & New Idea, pay a “creative” agency to do what? Be completely un-creative and re-hash a music video (and in the process also destroy a fantastic music video directed by renound creative director/genius Spike Jonze – more recently know for directing “Where the Wild Things are”).

2) Bring in a subtle irony, in the “New Idea” magazine is being publicized by a campaign that uses an “Old idea” (i.e. a music video).

If only more clients were this gullible!

what is she saying?? i cant understand a word she says

What have they actually done again? It looks exactly the same?!

such a shockingly bad ad.
can’t believe something in an agency board meeting thought it was a good idea to rip off the bjork clip.
unoriginal. tasteless and devoid of creativity. I guess it is on brand for New Idea!

This ad is absolute dogs balls.

It’s all so trite.
Shhhhh(it)
Shhhhh(it)…

It’s Björk, not Bjork.

YES!!!!! What does she say, especially the word she seems to keep repeating ( seriously can someone tell me??? it’s driving me nuts..sounds like “zimmoo “)….this ad makes me cringe every time I see it, and I only see it because I love having the Open on as often as I can …and I think I actually fall within their demographic……..scary stuff!!

I’m still not sure what era this ad’s supposed to be set in.

The colour grade and cheap props make me believe they’ve tried for some 1960’s feel- but why on earth- if you’re trying to launch the brand with a FRESH NEW logo- you’d go back 50 years for the “look”.

Great add! I think this is a well staged, energetic add which shows the right skill from all departments to impress most people. Looking forward to the next idea.

I agree with Jan (No. 46), what is that word that is constantly repeated, it’s sounds like ‘Zymil’ or ‘Cybill.’ You can’t miss this add if your watching the tennis. Can someone help out here.

TRASH TRASH TRASH.

If you like this in ANY shape, way or form – you contribute nothing to humanity and would rather wallow in repitition and fill your glands with marketing bullsh*t.

she is saying “zing boom”, taken from the original lyrics by Betty Hutton

Taken from the original lyrics.

Stolen from the original lyrics.

Tomatoes- Tomatoes..