Swimmer Eamon Sullivan to front CSR sugar advertising
Swimmer Eamon Sullivan is the new face of CSR sugar. The world record holder was also the winner of last year’s Celebrity Masterchef. His first role – to promote CSR Raw Caster Sugar sees him appear naked in a print ad created by Spinach Advertising.
Tim Hart, CEO of Sugar Australia said: “We are very excited to have Eamon as our new ambassador. He enjoys cooking and spends many hours in the kitchen.”
Spinach CD Frank Morabito said: “For most people, sugar is sugar, so it’s a really tough category to generate interest in. But we believe featuring a Celebrity MasterChef winner who happens to spend most of his time in Speedos is a recipe for success.”
The ads will start to appear from September in magazines including Woman’s Day, BBC Good Food Guide, GourmetTraveller, Take 5, Coles and Home Beautiful.
Credits:
- Creative agency: Spinach Advertising
- Package Design agency: Brand Society
- Media: Initiative
Don’t care about the sugar but if those abs are real (not airbrushed) then I’m mighty impressed. Apparently sex still (tries to) sell(s) …
Penis in my suger? I think I’ll get the house brand thanks.
Imagine if this ad featured a similarly scantily clad woman. There’d be outrage at the sexism of it all
baking in the nude, is that a good idea, mind you if sugar gives me abs like this I am so going to eat more cake (yes even more than I already do)
He eats sugar? I don’t think so
Looking forward to the Stephanie Rice endorsement.
Trying to steal the Naked Chef name?
Ugh. Agree with The Dr (and PC Fred). Doesn’t look sanitary… And he looks fake and unnatural – with seems at odds with the promotion of a raw, natural product.
There is no way an athlete should be recommending sugar. Nearly as bad as Monica Trapaga endorsing Coco Pops as a healthy breakfast for kids.
Eammon had to step in for me at the last minute cos I couldn’t make it
Nice work. Simple, good cut through. Relates to product….. and funny. Well done.
@Adam are telling us you laughed at this?
Are they aware that ‘raw’ is also a term commonly used when having sex without a condom? Kinda’ confuses the message here…
For the homos out there, this ad is VERY sexually explicit. (ie: BB)
Note the absence of the mixing spoon…
I think if they ever show how he gently folds the sugar into the egg whites, it’ll be a viral sensation.
Absolutely Gross!
Give me a man with some podge anyday.
You’re not going to have a body like that with any sugar in your diet.
My God – Eamon is of course a super swimmer but am I the only one who thinks that he looks TERRIBLE in this ad? He’s got good abs but the ribs and general ‘lean’ look is awful, almost malnourished!
And yes, I agree, he’s the last person who should be promoting sugar!!!
I think Adam made this. I’m all for breaking the rules in advertising, but nudity and cooking is a bad combo. What happens when he takes his cake out of the oven? No, wait, I don’t want to know…
Who the hell bakes naked. Seriously.
Another clichéd execution from an industry that labels itself creative… And I’m sure there’ll be the digital manifestation, and maybe even a press relations campaign. But will it sell more product? Substantially more product?
If it does I’ll eat these words (without anything to sweeten them)
He looks like he’s come out of a concentration camp. He needs a feed. Quickly.
For all we know, he was drugged and was forced to pose for this awful shot under duress. Maybe they removed his kidneys and they’re marinating in that bowl with two cloves of anais anais and a shot of grand marnier.
Anyway, how can this be unhealthy? There’s a bowl of apples in the background.
I had a suspicion there was a homosexual subtext to this. Am I wrong?
110% sacchharin
It a horrible ad. Theres no chance in hell that he actually eats sugar…
He does look over tanned and underfed…
Consumers are not stupid CSR – everyone knows he wouldn’t eat sugar… this is just ludicrous and a pathetic attempt…
Why didn’t they go down the sugar as a natural engergy path that everyone needs…
are all you people stupid, raw sugar is a natural carbohydrate which is vital to athletes and a huge part of their diets. So to me it makes sense that an athlete who loves to cook is perfect ambasidor for CSR
Eric: not all consumers are privy to the insights that you (CSR marketing/ad agency?) may be..
Eamonn, there’s a hair in my cake!
Eric: You are a complete idiot – as someone who trained at this level, that is entire crap.
‘a’ – you are on the money I think with the CSR marketing angle.
I think appropriate credit needs to be given,
here we have a super low involvement commodified category,
it probably sits alongside flour and milk as the categories with the highest penetration of Private label,
The product has no differentiation, and as a secondary ingredient (used in the context of a meal/drink) makes branding less significant again, due to little social stigma (noboy will ever know it’s homebrand).
What they have done is leveraged the strongest cooking property on TV, and sexed it up!
which gives it quality credentials and modern cultural relevance.
what MGB with her kids in tow isn’t going to love this, it’s cheeky and manages to include a product benefit (taste) and distribution point (location)
will it effect sales? I would love to find out
was it done to keep the product on the shelf? maybe
are there any obvious solutions to the product category beyond innovation? i don’t know
“What they have done is leveraged the strongest cooking property on TV, and sexed it up!”
Using the thingsdouchebagssay app on my iWap….
Translation:
” What they’ve done is taken a naked emaciated swimmer and positioned a bowl to cover his penis.”
Like it or not it has had fantastic cut through Eamon has been ‘popping up’ all over the place 😉
Using the thingsdouchebagssay app on my iWap…
Translation:
mum like celebrity Masterchef + naked men + winning athletes and will hopefully buy more sugar
Gideon you’re a genius, thanks for the formula.
Up until now I thought I had to use my brain to make an ad.
They just got the headline wrong, that’s all.
http://darthambiguous.tumblr.c.....lympic-abs