Wednesday, October 04, 2006

'IS IT IN YOU?': DDB LAUNCHES NEW ASHES CAMPAIGN FOR GATORADE



DDB Sydney and Tribal DDB have launched a new integrated campaign for Gatorade, playing on the growing rivalry between the Poms and the Aussies as this summer’s Ashes showdown approaches.
With TVCs scheduled to air during the forthcoming football grand final, the campaign also involves the launch of a new website www.isitinyou.com.au and a competition to win prized Ashes tickets.
As fans visit the new site they are greeted by a tirade from a Barmy Army lout, followed by a response from a lovable Aussie yob called Yabba - who encourages fans to ‘Join the Aussie Posse to pound the Poms.”
While the Barmy Army fan mocks the lack of creativity in the chanting and singing seen at most Australian sports matches, users can take the matter into their own hands and personalise a sledge to send to their mates. They can then also watch the “Aussie Posse” in training and enter the competition to win the sought-after Ashes tickets.

The DDB Team:
Creative Director: Matt Eastwood          
Creative team: Edward James and Justin Carew
Director: Sean Ascroft       
Production: Honae MacNeil                     
DDB Business Mgmt: Elisabeth Smith
 
The Tribal DDB Team:
Creative Directosr: Thorsten Hayer, Aaron Turk
Strategic Director: Aaron Michie
Creative team: Thorsten Hayer, Ed Stuckey, Patrick Visser
Tribal DDB Business Mgmt: Cathy Peare           
Media: Eighty K’s Catherine Barnard

27 Comments:

Anonymous Anonymous said...

Should have been 30s - the "Army" doesn't get a chance to get going in these 15s.

And why does the girl in the second one have such a big nose? I don't reckon the bloke's dreaming at all ... or are they chanting at her?

6:03 PM  
Anonymous Anonymous said...

The website/interactive stuff(http://www.isitinyou.com.au) is really poorly executed. Plus when have you seen a test match played with a white ball at night!

8:19 PM  
Anonymous Anonymous said...

Looks like dem DDB/Tribal lads have taken a fair look at this cannes winning website too!
http://www.aveaword.com

8:21 PM  
Anonymous Anonymous said...

get that guy from the mini website to 'avaword wiv em, eh.

9:32 PM  
Anonymous Anonymous said...

Given Yabba is slang for crystal meth, "Is it in you?" was probably not the best choice of line.

9:48 PM  
Anonymous Anonymous said...

Absolute garbage.I saw these on air and all my mates went 'what the....?!'

6:23 AM  
Anonymous Anonymous said...

Tribal/DDB - on the way down. Anyone else seen the negative publicity they have been getting lately?

8:27 AM  
Anonymous Anonymous said...

I love the sentiment of enlisiting Aussie crowds to give it back to the barmy army, but this campaign misses the mark completely. When I saw these on air I couldn't hear what the army was singing and I love listening to the army because they're bloody funny...yeah and the web stuff is awful close to ava...better luck next time lads...oihy oihy oihy...!

8:29 AM  
Anonymous Anonymous said...

Utter crap.

8:52 AM  
Anonymous Anonymous said...

Talk about destroying a brand - Gatorade should have functional cred - not behave like a beer !!!

Appalling.

Time to give Gatorade a new business call

8:58 AM  
Anonymous Anonymous said...

8.27am, are you talking about their fuck up in the US with competing brands? If you are, I am sure they are not the only agency that has that problem.

10:24 AM  
Anonymous Anonymous said...

Lynchy can you please post some retail woolies spots? How about some Freedom Furniture ads? They're probably about on the same par as these.

11:25 AM  
Anonymous Anonymous said...

What a waste of a great brief. Opportunities like these don't come along too often.

11:42 AM  
Anonymous Anonymous said...

I was in a train on the way to the Rugby World Cup a couple of years ago.

My carriage was full of Aussies.

The carriage next door was full of poms.

The Aussies were doing the whole 'You're going home...' and 'Aussie Aussie Aussie!' routine.

There was silence.

Then the English started singing:

"You've got the gayest swimmer in the World, you've got the gayest swimmer.. in the World..You've got the gayest swimmer in the World.. He's the gayest swimmer in the World."

All the Aussies shut the fuck up for the whole way to Homebush.

11:54 AM  
Anonymous Anonymous said...

As an idea, there's something REALLY funny about the army suddenly coming in and chanting funny stuff...But something went REALLY wrong here.
Cant hear what they are saying.
Don't understand the coffee scene at all (after 2 viewings)
What the fuck does it have to do with gatorade?
Um and it simply doesn't work.
Sorry. I wished it had 'cause i wanted to like it.

12:54 PM  
Blogger Jon said...

Stellar casting boys!

1:14 PM  
Blogger Jon said...

Stellar casting boys!

1:29 PM  
Anonymous Anonymous said...

Fuck me. There's a massive opportunity here and they just wasted it. A great way to see if the creatives are hacks or not. These obviously are.

5:01 PM  
Anonymous Anonymous said...

What,no 400 word press release from Eastwood? Geez even he must think they're total shite.

6:38 PM  
Anonymous Anonymous said...

On another note...

The Bracks government really wants people to come to Melbourne on their holidays. So much so that they’re chucking $12.4 million at a nation-wide advertising campaign. I saw the the ad the other night. They’ve got a woman using a massive ball of string trying to find her way through Melbourne’s CBD. The ad has the tagline: It’s easy to lose yourself in Melbourne.

Minister for Tourism John Pandazopoulos is very happy with it. He shouldn’t be.

“We are striking while the iron is hot and showing people new reasons to visit,” he says.

Um, no you’re not Panda Man. You’ve just set Melbourne up for a nation-wide bashing. Look at your bloody tagline, mate. It’s easy to lose yourself in Melbourne. What were you thinking?! You’re basically telling the whole country that it’s really difficult to find your way around Melbourne. That’s not enticing, that’s crap.

And what hot iron are you talking about? Oh the Commonwealth Games? That was six months ago, Panda! The iron’s cold as.

The woman in the ad is using a ball of string! Are you mad? Is our $12.4 million going to pay for each interstate vistor’s very own Melway street directory? For that money you could have bought Victoria’s entire population of 4 million a drink. A beer or wine for the adults and a fizzy drink for the kids.

Thanks for wasting our money. I’m thirsty, now.

Panda if you want to advertise Melbourne this is how you do it and it would cost you next to nothing. A prime-time 30 second ad on TV running for four weeks. Just have a white screen with these words in black: Melbourne, it’s not Sydney. What more could you want?

3:53 AM  
Blogger Geevan said...

I love the cricket matches. If only the wre played on on my soils. I like these advertising but consider planning to do something similar myself in this field.
Hopefully soomeone may look at my folio in preparation for some works as an art direction or copywriter?

Have a greatest day
Geevan
geevanlikesads@hotmail.com

5:34 AM  
Anonymous Anonymous said...

What on earth has this got to do with the product? DDB are in real danger of becoming deperate.....also what happened to the blog about the Maccas'make your own mind up' campaign? How long before this blog gets removed? Every time they get a bit of adverse PR it gets pulled off.

6:23 AM  
Anonymous Anonymous said...

Wunna taayk ohhn tha baaaahmee aaaahmeee?

Pope on a rope, talk about overdoing the Aussie.

9:10 AM  
Anonymous Anonymous said...

6.23 I wish I got pulled off everytime I got negative publicity.

12:13 PM  
Anonymous Anonymous said...

Hmmmm I'm confused. Is it cricket or NRL they're advertising re: Reg Reagan.

1:27 PM  
Anonymous Anonymous said...

3.53, I just read your post. You'll lose yourself in Melbourne... because it's so interesting you'll keep wanting to explore? Further and further? Down winding streets and lanes? Always wanting to know what's around the next corner? And forget the time, perhaps?

Theatre of the mind, mate. No... ?

Rightio, never mind then.

2:43 PM  
Anonymous Anonymous said...

gay-torade

6:46 PM  

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