KWP: ‘We had to change tourism advertising again’ for new Adelaide spot
Agency KWP has released the third spot in its trilogy of ads in the Breathe series for South Australia Tourism, using singer Emma Louise and her astronaut alter ego discovering and exploring the city of Adelaide set against her cover version of the INXS classic Never Tear Us Apart.
The spot is a follow-up to Kangaroo Island ‘Let Yourself Go’ and Barossa ‘Be Consumed’, which both featured music heavily with Nick Cave and Eddie Vedder tracks, with the ad’s director Jeffrey Darling and KWP’s creative director James Rickard telling Mumbrella the ad was an attempt to “move on” the tourism advertising genre once again.
“It was pretty evident after Kangaroo Island and Barossa that the style we were creating was being mimicked by other tourism bodies and other advertisers outside that category,” said Rickard.
“So this emotive sense of communicating that hadn’t really existed before in that category is now being taken on more and more, so we had to change it again. That’s still the underlying truth of what we’re doing in Adelaide but we had to give the work more eccentricity and edge, but of course in-keeping with the brand because the brand of SA and Adelaide does have some eccentricity. We had to push that and bring that too life in a really fresh way.”
The TV ad every creative would love to make.
TVC porn.
Wow. Brilliant. Light years ahead of the competition.
Outstanding Trilogy showcasing this wonderful business and leisure destination. Can’t wait to see more….
Great spot and part of a great series of spots. Nice one.
I love the spot, it’s edgy cool and creative.
This ad is all about the execution as there is hardly much it an idea in it, so the success of this ad should be attributed to the director and the talented team at KOJO.
As an Adelaidian logging on to Facebook, I see all the rage and anger from locals about this ad. I imagine of course because this ad is a giant lie.
Adelaide is about as far from edgy and cool ad it gets. We are the conservative city of churches, who brought are responsible for Family First, Cory Bernardi, Christopher Pyne and Don Farrell.
This creative however paints a beautiful picture of what the city could become should a few young creative leaders ever break down the walls of the all-male, senior citizen aged ADELAIDE CLUB that runs the city.
Of course, the downside will be tourists who are deceived into visiting Adelaide will realise after they buy an expensive airfare to get here, the moment they arrive when they find Adelaide has one of the worst public transport systems in the developed world, the city is a ghost town after dark and there is bugger all to do here – but those are only short term issues. It’s much easier for the state government to make an ad making the city look cool, rather than investing in anything that would actually make it cool.
Wow! So far… positive comments 🙂 Stay tuned!
For the record, I do like.
Why is there so much footage of the singer?
There could be more shots of the Astronaut or something FROM adelaide – the singer is from QLD!!
The ad really sparks emotions for me as an Adelaidian but I’m not sure if it will lure people to visit. Adelaide has all of the edge and grunge mentioned in some of the other comments, you have to dig a little deeper for it though. Will the ad get people to dig a bit deeper and discover how great Adelaide is?
@ Adelaidian – couldn’t agree more!!!
A little disappointment actually. I don’t know if this is just because the bar was raised so high for the previous “Be Consumed” TVC, but this looks like a music video. Its no longer about SA, but more the singer doing a cover of an INXS song shot in SA
Can someone please better rationalise all the praise? Lovely aesthetic, but this says nothing about the location. All I could decipher was a church spire, a sports arena, a rather bleak looking beach and an art gallery.
What’s my motivation for going to this place and what exactly is this ad saying?
Makes me want to go to Sydney.
I’m confused. Where are all the churches?
Nice music video. Crap tourism ad.
Adelaide. Come for the booze, stay for the LSD.
“Adelaide: Australia’s toilet”
This is what people around the country are saying about the city…
I moved from Adelaide last year to escape the bleak outlook, but once I was interstate I found that people had no outlook on SA, as in they call Adelaide a hole but cant put anything else to the city after that. It is almost as if Adelaide literally doesn’t exist outside of SA.
Let’s put a massive bet on that the next ad will definitely have break dancing or body popping in it of some sorts. You’ll see.
This gives me no sense of what Adelaide is about whatsoever. I get the intention to stylise, but without context it’s an irrelevant montage. As a comparison, take for example the Vic, “Run Rabbit Run” work. It was heavily stylised but clearly identified its target audience (couples). And clearly gave me a sense of both the place and the sort of experiences I could look forward to. It was an adventure. This is just visual masterbation with a soundtrack (unless you happen to be a gay cosmonaut with a penchant for pastel spacesuits).
Obviously no one here is familiar with Jeremy Geddes work… I think creative director James Rickard probably is.
https://www.youtube.com/watch?feature=player_detailpage&v=VBn47_hmOMg#t=64
http://www.google.com.au/imgre.....38;ndsp=21
This is the worst add I have ever seen or heard, it is disrespectful and annoying
can the inxs song in the commercial by emma louise be purchased.