BARRY DAWSON: A HIT WITH BLOKES AS WELL AS 'THE LADIES'
Cougar’s new ‘Master the Cougar Arts’ ATL campaign, via agence George Patterson Y&R Melbourne, is already a big hit with Australian males and advertising critics alike - the odd CB Blogger excluded. Starring Barry ‘The Cougar’ Dawson, the campaign launched on Friday 8
September 2006 and was awarded the accolade of ‘Best TV Ad of the Week’ on the ‘Best Ads on TV’ website, as judged by the executive Creative Directors of Saatchi & Saatchi New York.
The Master the Cougar Arts campaign builds on the emotional connection between 18-24 year old males and the Cougar brand, utilising self deprecating humour and the retro style tone that has proven popular amongst this audience. The hero of the campaign is
Barry ‘The Cougar’ Dawson – a self proclaimed master of manliness who is slightly but obviously not as smooth as he would have us believe! Barry has even found himself on RSVP.com where he received requests for dates by two lovely ladies!
Master the Cougar Arts is Cougar’s biggest creative campaign since the brand was first made famous with the 2001 “Five Cougars Thanks” campaign via The Campaign Palace, Sydney.
“We are excited about the Master the Cougar Arts campaign,” said Brea Herde, Senior Cougar Brand Manager. “Barry Dawson has proven a hit with our target market. Master the Cougar Arts supports the brand’s position, making no demand of the consumer to
behave or feel differently, but to simply enjoy being who they are.”
Developed by the team at George Patterson Y&R Melbourne, the Master the Cougar Arts includes 2 x 30sec and 2 x 45sec TVC’s, magazine, outdoor, online and in-store elements.
To view the Master the Cougar Arts ads, please visit www.cougararts.com.au.
CD: James McGrath
Writer: Ant Keogh
Art Director: Grant Rutherford
Producer: Romanca Jasinski
Director: Steve Ayson
Producer: Claire Kelly
Production Company: The Sweet Shop
DoP: Greig Fraser
Casting: Kirsty McGregor/Adrian Dentice
Editor: Jack Hutchins
Sound: Level Two Music/Flagstaff Studio
posted by CB @ 11:57 PM
9 Comments:
Ist'n this the second PR release for this? Seriously, ease up on the Patts love fest, Lynchy
Embarrassing ad. Is everything out of Y&R a send up nowadays. Take my advice fellas, leave the comedy to the comedians. You aint got it.
Do Ant and Grant do anything other than ....-takes? I'm starting to get the feeling they don't have the guts to write a campaign that makes the product the hero just in case people won't think they're cool. . ....-takes are the easy way out boys. Fine the first time, maybe the second, but after numbers 3,4,5 etc it's become really boring. Do us a favour will ya - get another string to your bow.
Funny ads.
4.38 - you don't know shit about comedy.
Yeah, pisstakes or not, I think these ads are funny and relevant. Pretty sure if we left the comedy to Ant and Grant we'd still get a laugh.
6:36 I don't know about you but I wouldn't be too upset if my one string bow brought home lots and lots of shiny trophies for me.
Plus Barry Dawson is fucking hilarious and I'm guessing somewhere along the line there'll be shiny metal thrown his way too. Bring on more I say.
Agree. Piss-takes are weak. Great piss-takes come from great insights, like Big Ad. Shite piss takes like Flash Beer and this have no insight. (OK this one has a little bit of insight, but hence it is better than Flash Beer)
When I started out, a senior writer told me that when you can't find an idea, you have about 4 courses of action for your ad: put kids in it, put animals in it, create a funny character or do a send up.
Too true, I think.
All you comedy experts who think piss-takes/parodies are the easy way out – perhaps you should also lecture Mike Myers for doing Austin Powers, Will Farrell for Anchorman, Mel Brooks for Blazing Saddles, High Anxiety, Young Frankenstein, even Get Smart is a pisstake of Spy movies. If it’s good enough for these comedy greats it’s good enough for advertising.
"...I'm starting to get the feeling they don't have the guts to write a campaign that makes the product the hero..."
They aren't pisstaking the product, they're pisstaking Martial arts guys like Chuck Norris. There's more than one way to hero a product, other than just banging on about it. The Cougar ads have branding like other ads dream of. He's called the f__king COUGAR
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