Tuesday, September 12, 2006


Whybin\TBWA, Sydney has launched a risque new campaign for the latest Ultimate Fighting game on Playstation - TEKKEN 5.
The TVC is running on all commercial stations between 11pm and 3am amongst other late night 'Adult' ads. And the print is running in FHM, Ralph, Zoo and Alpha Magazines.

Creative Director: Garry Horner
Copywriter: Mish McDonald
Art Director: Dave O'Sullivan
Production Company: Sound Reservoir


Anonymous Anonymous said...

embarrassingly lame stab at coolness.

just a thought but it might be nice to get some people a wee bit nearer the game generation to work on the next PS brief off the rank. (and yeah I know you guys were really into pong in your day)

6:54 PM  
Anonymous Anonymous said...

Must try harder.

7:24 PM  
Anonymous Anonymous said...

Fresh az. That kicks ass. Girl power!!

8:00 PM  
Anonymous Anonymous said...

Well done. Nay sayers of this blog, will you fuck off for god's sake? You're a waste of oxygen.

8:23 PM  
Anonymous Anonymous said...

I like it alot. You think those chicks are bitches - they obviously have nothing on all you bitches out there on this blog!

It might be Playstation but it's nothing like I've seen before.

8:48 PM  
Anonymous Anonymous said...

I have a blow-up doll who doesn't even speak to me like that. And I'm scared of her.

I like the TVC (if you're into that type of thing!)

8:53 PM  
Anonymous Anonymous said...

porn and video games - just might appeal to the lowest form of mankind - hey perfectly targeted at the actual demographic.

8:57 PM  
Anonymous Anonymous said...

I'm probably too old to be in that target market but I do get a lot of Suits that treat me like that every day, so I can empathise!

8:58 PM  
Anonymous Anonymous said...

Can those girls come around to my house?

9:00 PM  
Anonymous Shaunie & Britny said...

C'mon you you guys, if we had the same brief, we'd kick you're goddamn ass - and then who'd be the "Bitches?"

Love the Middle Finger ad though!

Shaunie & Britny.

9:06 PM  
Anonymous Anonymous said...

Well it brought a smile to my lips.Good one.

7:09 AM  
Anonymous Anonymous said...

Looks like it'd Tekken an hour to do.
Look like they'll be Tekken a walk.
Should be Tekken our hats off to the pricks.

7:53 AM  
Anonymous Anonymous said...

As a woman, i'm happy to say it brought a smile to my lips too. Nice to see some women kicking ass in the male dominated worlrd of advertising.

7:59 AM  
Anonymous Anonymous said...

I'm amused that the 'lads' at TBWA have decided that mid-September is an appropriate time to launch a game that was available in early July.

And, for the record, sexy girls beating the shit out of men has been a regular feature of the Tekken series for over a decade.

Christ, these ads are awful. And baring in mind that all PS2 work is pre-made in the UK, presumably the entire campaign was funded as an agency 'initiative.'

Maybe TBWA can do some ads for Showgirls. It hasn't been out that long, and it's full of tits.

9:20 AM  
Anonymous Anonymous said...

My mistake. The game they're advertising is actually for the PSP, which comes out on the 14th.

Oh well. Sorry guys.

For the record, the ads are still awful.

9:22 AM  
Anonymous Anonymous said...

'Pick a fight anywhere'. Great, simple strategy.
If anyone thinks this is shit I'm sure the guys at Whybin will oblige.
Would love to see the 'finger' print as TV.
Well done.

9:23 AM  
Anonymous Anonymous said...

don't know what stunned me more. A fresh ad on the blog - or the first comment on it.
Great work.
Am i missing something??

9:24 AM  
Anonymous Anonymous said...

Well done Mish, they turned out great.

All you other fuckers – show me what you've done in the past 6 years apart from exagerate the product benefit and shove a pack shot in the bottom corner.

9:36 AM  
Anonymous Anonymous said...

You're kidding if you think this is good work.

Wasted opportunity at best.

9:48 AM  
Anonymous Anonymous said...

Finger Ad is a corker, the other stuff is pretty tight too.

Nice one lads

9:50 AM  
Anonymous Anonymous said...

The "finger" print ad doesn't really sit with the rest of the campaign, does it? Which is a shame, cos I reckon "pick a fight anywhere" is actually a much fresher and stronger promise.

Oh well.

9:57 AM  
Anonymous mish & dave said...

Mish and Dave here.
There was no TVC brief. If you can't tell it's just a few game stills cut together that our beloved client dug especially given the porn o'clock time slot it 'slides' into nicely for next 2 nothing. Ditto for the print that mingles into the sex pages of Ralph for less than a round at the pub. Initiative? Yes. That's why the client paid for it.
So if you're gonna give our little 'love job' the hate...type it on a DELL laptop.
Peace in adland.
PS The big budget Tekken outdoor we did comes out next week. You can slay it then.

10:00 AM  
Anonymous Anonymous said...

You know the real genius in this campaign is running this in porn mags and during late night are you lonely looking for action ads means that hardcore gaming nerds will definately see them.

10:02 AM  
Anonymous Anonymous said...

Everything you guys do gets on to the blog.

10:17 AM  
Anonymous Anonymous said...

I'm a nerd and i love it.

10:30 AM  
Anonymous Anonymous said...

A media planning/buying award then, 10:02?

10:41 AM  
Anonymous Anonymous said...

I like it guys. To me, feels like it'll get in the book, but fall just shy of metal. Well done.

11:50 AM  
Anonymous Anonymous said...


On the computer in your apartment Mish.
Niiiiiiice guys.
Looks great too Dave.

12:19 PM  
Anonymous Anonymous said...

10:41 AM – Who gives a toss about the metal??

I don't know about you guys but all I care about is making the TV / Magazines / Internet / Radio that little bit more bearable and possibly even funny for whoever's watching, and I think these guys have done that.

I don't buy products from companies that do crap ads, so their marketing guy loses his job the agency loses a client and I don't have to get up to change the channel when the ads come on (being a creative I can't afford a remote.)

My motives are alot more selfish than being recognised by an industry of sayyyyyyyyy..... 200 decent creatives in the region and about 20 who's work I admire??

Mish & Dave have done well, they've made people laugh.

1:19 PM  
Anonymous Anonymous said...

It's lame as, just screams trying too hard. I bet Tequila are embarrassed.

7:06 PM  
Anonymous Anonymous said...

Nice work boys, particularly love the finger press ad.

12:56 AM  
Anonymous Anonymous said...

Good stuff,its going to get noticed,thats for sure.

8:39 AM  
Anonymous Anonymous said...

I see the "Finger" print ad has been taken down. What's the story Lynchie? Client never approved it, perhaps?

9:35 AM  
Anonymous Anonymous said...

No, everybody stop. Think. Think harder.

This is NOT good. It's so very very obvious. Not funny. Not clever. Not good advertising.

It's a cheap sex joke. The type which we all try and make when we're trying to get into the business.

The print? I don't read sex ads, therefore I wouldn't read these, therefore I wouldn't see the ad.

Really bloggers, stop being sheep, it must have taken two seconds to come up with this crap.

Start thinking more. If we believe this is good, we're stuffed.

Would Mother have done it, would BBH?

11:35 AM  
Anonymous Anonymous said...

Dear 11.35,having worked at BBH, i would say yes they would have and i think they'd be pleased with the results. I'm not saying its brilliant ,but really,they have exploited a media opportunity well and with relevance.

1:27 PM  
Anonymous pwk said...

11:35 AM think about 'who' would be interested in Tekken and Playstation in the first place.

(HINT: There's a reason Tekken build their women the way they do...)

I think it's a nice little insight - well aimed and obviously not meant for everyone.

The specific media placement also suggest that there is a strategy in place - these kids have thought this through.

Granted it's not life changing, but is one of the few times where a 'cheap sex joke' is actually relevant.

On the other hand by (lesser) comparision - the Aussie Bodies viral is more of what you are talking about...

6:03 PM  
Anonymous Anonymous said...

Have you ever noticed that 'dwarf' backwards almost spells a word like fraud?

10:20 AM  
Anonymous Anonymous said...

Dear 1:27PM.

Yes, I heard you worked at BBH for a while. In fact, John Hegarty says his executive toilet was never cleaner than when you were there: apparently you're quite a whiz with the mop and bucket.

3:55 PM  
Anonymous Anonymous said...

You still employed, McCabe? Surely not.

11:02 AM  

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