Thursday, November 23, 2006


Click here to watch 'City-of-Melbourne-commercial'
The vibrancy, diversity and culture of Melbourne city are celebrated in a new TV campaign via George Patterson Y&R, Melbourne.
The campaign hinges on one simple idea: In Melbourne, the best way to experience all the city has to offer is to let your imagination guide you. This is demonstrated in the advertising by bringing imaginations to life as a range of fantastical creatures that take their human friends on their own unique journey of the city.
The concept was conceived by GPYR’s Hilary Badger and Rob Beamish and directed by internationally awarded Steve Rogers of Revolver Films. In post-production the imaginary creatures were brought to life by Animal Logic who have been responsible for work on a range of high profile projects including the Matrix, Moulin Rouge and Big Ad.

Writer: Hilary Badger
Art Director: Rob Beamish
Producer: Pip Heming
Director: Steve Rogers
Executive Producer: Michael Ritchie
Production Company: Revolver
Producer: Georgina Wilson
DoP: Nigel Bluck


Anonymous Anonymous said...

I saw this last week and it's been a stand out for me since. I don't know what it is, but I reckon it's great.

It could be any city though I suppose....

10:13 AM  
Anonymous Anonymous said...

My wife thinks it's a real man.

10:20 AM  
Anonymous Anonymous said...

Who hasn't dreamt of doing a spot with a giant? Well done guys, you've made it. Beautiful.

10:38 AM  
Anonymous Anonymous said...

this is just awful, and makes Melbourne look like a colourless, creepy nightmare. Shall i leave that one hanging in the air?

10:52 AM  
Anonymous Anonymous said...

This is quite charming. And marginally better than the Mojo work. Still...who set the tone? They look like they're both produced by the same agency.

What about the big balls of string from Mojo? Are these two ads running at the same time? Lose Yourself then with your imagination find yourself. Jo Public is going to be very confused not to mention pissed off that their taxes are going towards promoting a city every knows is a bit of a shit-hole.

11:27 AM  
Anonymous Anonymous said...

11.27 Ignorance must be bliss...
A. Melbourne is the creative hub of Australia. If you new anything about Architecture, Interiors, Art, Music, Bars, restaurants you'd understand Melbourne has got an incredible amount of substance where as Sydney's got an incredible amount of Substances (for egos). Doesn't mean I don't love Sydney, it's just more obvious.
B. The Melbourne city ads run in Melbourne where as mojo's work runs outside of melbourne.
C. Go to Melbourne check it out, try not to let your imagination guide you, you'll only end up boring yourself silly.

10.52... Melbourne as a city is colourless but in the most beautiful way... Have to scratch the surface.

To the creatives who created the spot, it's the most beautifully charming spot I've seen in a long long time. Hats off.

12:08 PM  
Anonymous Anonymous said...

It has a real idea to it, which is great.

I must say though I think this ad owes a bit to Tim Burton's "Big Fish" - the giant companion, the big fish and just the idea of the film.

Who cares though, at least it owes something to an amazing, imaginative film, and not to another ad.

12:14 PM  
Anonymous Anonymous said...

It's really, sort of . . alright . .ish. . . isn't it.

You can barely see Melbourne for the giant.

12:29 PM  
Anonymous Anonymous said...

The big guy looks like Koshie from channel 7.

1:19 PM  
Anonymous Anonymous said...

great idea. well executed.

nice one guys.

1:51 PM  
Anonymous Anonymous said...

boring idea. cgi looks a bit sketchy. not up to steve rogers usual standard

2:15 PM  
Anonymous Anonymous said...

I love it how the big guy has that quintessential melbourne nose about him.

2:32 PM  
Anonymous Anonymous said...

Beautifully done guys. Melbourne is truley a city of imagination, unlike Sydney which is more obviously glitz.
Melbourne a shit-hole? It truely one of the most liveable cities in the world. And the Mojo string ball thing? Well, it's just highlighting the fact it's a trip you may never return from, something Jo Public are accutely scared of.

4:00 PM  
Anonymous Anonymous said...

Great work. Well done.

4:50 PM  
Anonymous Anonymous said...

aren't they a part of the same campaign? i thought mojo did this one...i'm confused. why have we got two different ads for the same place? but not from the same agency.

6:49 PM  
Anonymous Anonymous said...

Yeah, leave it hanging. Let's face it Melbourne is a colourless creepy nightmare. Unless of course you live to visit arse galleries, sip soy cha fucking lates, sit in the freezing fucking cold in the winter, then roast your arse off come summer with knowhere to go (course you could cool off in the the yarra Mmmmmmmm). Nice food but.

6:55 PM  
Anonymous Anonymous said...

i like it. and unlike others i think it is true to the joy of experiencing melbourne.
my only comlaint is it's visual similaritiy to "big fish"...but that's just me being difficult.
well done.

11:49 PM  
Anonymous Anonymous said...

What a lovely, intelligent piece of creativity.

I get why Patts Melb are Agency of the year- they don't write hyped up scams, they just continue to produce great quality work for all their real clients.

Probably why I can't get myself to feel bitchy & jealous about them.

Well done....again.

8:36 AM  
Anonymous Anonymous said...


Three words for you... pot kettle black.

How ignorant is it to not know the difference between NEW and KNEW?

9:17 AM  
Anonymous Anonymous said...

It is a very average idea, badly directed.


9:40 AM  
Anonymous Anonymous said...

its a great ad for the agency and the director....not a good ad for melbourne....

Personaly, I like it alot, cause I like pretty pictures and quirky ideas..and..I like the fact that if I wanted a self indulgent ad made for me, Id know who to call.
If I wanted an Ad that sells my product, Id have go to a saugage factory like McCanns....eeeeeeeeehhh.
Why cant someone do both!.....Great EFFECTIVE creative.

10:09 AM  
Anonymous Anonymous said...

I'll certainly be visiting Melbourne city in the near future to see teh giant. I hope he doesn't throw someone to a certain death tho'.

It's bollocks. Tell me about the hidden side of the city, the real stories I don't know about- then I might go - This ad doesn't show anything to interest me- other than a magic fish and big nose.

10:14 AM  
Anonymous Anonymous said...

yawn. and all those people from the patts IP address...stop blowing wind up your own asses. i know where you are typing from

10:17 AM  
Anonymous Anonymous said...

I like the idea, and the giant is handled really well...I just think that Melbourne looks very bland in these shots (which is a shame, because it's pretty key to selling the idea).

11:07 AM  
Blogger Steve Dodds said...

Of course it is inspired Big Fish. So what? Many cool ads are inspired by movies, most famously Apple's 1984.

It is perfectly legitimate.

As for the ad itself, I think it is the best thing I've seen this year, although I have a bias for imaginary critters as I have a few of my own.

1:25 PM  
Anonymous Anonymous said...

I like the idea and look and feel of the ad but if my imagination took me to a CD shop, an average looking restaurant and a gallery, i'd be swapping the big tall fat guy for a new imagination.

3:43 PM  
Anonymous Anonymous said...

It was nice they let Anthony Heraghty star in one final ad.

3:56 PM  
Anonymous Anonymous said...

Makes melbourne look pretty lame eh?

Getting pretty tired of all the Patts stroking on here. The ad is shot well but really doesn't make much sense. So, my imagination is a giant from 'Big Fish' who throws women over buildings and tours some crappy sights with me?


By the way, he looks a little like Andrew Ostrom in the last shot. Sorry Ossie.

6:50 PM  
Anonymous Anonymous said...

hilarious. i agree wholeheartedly.

11:05 PM  
Anonymous Anonymous said...

yawn. not ANOTHER montage ad.

11:05 PM  
Anonymous Anonymous said...

Do you think that if a big nosed giant and an air swimming fish took over the presenters' jobs on 'Getaway', then did a programme just about them getting more attention than the places that they visited, so that you came away knowing nothing more about that place, do you think that more people would watch it? I think not.

I think people CHOOSE to watch a Getaway style show (in big numbers) because they want information- for fucks sake, tehy WANT information- just give it too them in an interesting way, don't go for borrowed interest.

In other words learn how to do ads.

9:49 AM  
Anonymous Anonymous said...

boring. and the giant looks like eric bana. more apatts / sydney directors love in than anything to do with melbourne....

9:49 AM  
Anonymous Anonymous said...

awesome ad Hil- well done!!

1:43 PM  

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