Thursday, February 08, 2007


Host, Sydney has launched a new campaign for client the Sun-Herald.
Anthony Freedman, Managing Partner at Host, said: “We wanted to portray Sunday as being a day for slowing down and taking some time out. The Sunday paper has always played a big part in this.”
The campaign was created with new start-up creative group, Happy Soldiers. John Kane from Happy Soldiers said: “We were trying to put people in a relaxed state. You can actually watch people go quiet all around you when they play at the cinema. The only problem we had was that the seagulls took a long time to train.”
Revolver’s Jess Bluck shot the spots at different locations around Sydney, including Bondi Beach and Tamarama. The music is original and was scored by Groove Quantize. The campaign launched on the Open Air Cinema in Sydney with the magnificent view of the Opera House and bridge in the background.

Product: The Sun-Herald
Title: Seagulls/Trampoline/Skate
Agency: HOST, Sydney
Art Director: Happy Soldiers
Copywriter: Happy Soldiers
Director: Jess Bluck
Production Company: Revolver Film
Exec. Producer: Michael Richie
Producer: Georgina Wilson
Post Production: Animal Logic
Grade: The Lab
DOP: Nigel Bluck
Music: Groove Quantize
Editor: Stewart Reeves, Guillotine
Agency Producer: Luisa Peters/Renee Hartl


Anonymous Anonymous said...

I'm sorry. I really want to say something nice. I really do. But...this is actually really really boring to watch! I get the idea. And it's a nice idea. But can't something actually HAPPEN!!!! Someone should flash or get mugged or bloody something!!! urgghhhhh YAWNNNNNNNNNN!!! WAKE ME UP!!!!!

12:47 PM  
Anonymous Anonymous said...

very 'love my way'

12:47 PM  
Anonymous Anonymous said...

The music tracks are really excellent. Who did the music for these spots?

1:13 PM  
Anonymous Anonymous said...

...something exciting like the usual animated barbie dolls beheading each other in a bad music video style ?

something does happen, you're just blind, thats the whole point

1:36 PM  
Anonymous Anonymous said...

Loverly Sounds

1:43 PM  
Anonymous Anonymous said...

Thank god/allah that it has such appropriately elegant music.

1:45 PM  
Anonymous A dimwit said...

Can someone explain the idea? I'm a bit thick...

2:04 PM  
Anonymous Anonymous said...

12.47: You get the idea? What the hell is the idea? I always thought doing things in slow motion didn't equal an idea.

2:55 PM  
Anonymous Anonymous said...

wow there really are some THICK people around..

3:10 PM  
Anonymous Anonymous said...

I love it - less is more. I actually think it's "boring"-ness gives it some cut-thru.

For me, Sundays are about doing of awful lot of not much.

3:18 PM  
Anonymous Anonymous said...

Great music,original and beautiful. groove Quantize have really hit the mark with these spots. Brilliant music.Look forward to hearing more.

3:25 PM  
Anonymous Anonymous said...

People are trying desperately to be nice because it's host.

Which is fine. But if it had been singos, the general consensus would have been arsewipe.

4:33 PM  
Anonymous Anonymous said...

That's not slowing down, that's going into a coma. A sneak preview of death.

5:14 PM  
Anonymous Kiwizoo said...

I thought it was a simple idea (the paper's so engrossing that you miss something) beautifully executed.

Which, in essence, is what good communication is about. It didn't feel like a typical ad - and to me, that can only be a good thing.

Jeez. I know we're a cynical bunch of shits in Adland, but if we're not big enough to spot originality when we see it, we're all f****d. I like the fact that nothing much 'happens'. That's the beauty of it.

That, or let's just all do Harvey Norman ads...

5:32 PM  
Anonymous Anonymous said...

Good to see something that isn't using the usual blend of toy pianos, indie vocals or badly played guitars to say something simple.Great music. Nice pictures.Idea is pretty easy to see.

5:37 PM  
Anonymous Anonymous said...

Sometimes less IS more.Why do we have to ALWAYS talk to the lowest common denominator here.That's what's REALLY boring!

5:42 PM  
Anonymous Anonymous said...

yeh, if it had been Singos we'd be being nice about the wads of dosh wasted on bad CGI Coke poo men dancing to poorly imitated Japanese techno...

yeh a coma?...what we need is more fast cut retail crap like we have clogging our screens..great comments guys, this is just what blogs are for..morons to piss against the wall..keep up the high standard of bitterness and jealousy!

5:59 PM  
Anonymous Anonymous said...

what happens in them again? I was thinking about barbies muff and missed it

5:59 PM  
Anonymous Anonymous said...

These fail to inspire me in the slightest.

10:43 PM  
Anonymous Anonymous said...

Time stands still.

Or, this paper is boring. Look at the cool slow-mo seagulls!

11:34 PM  
Anonymous Anonymous said...

yeh boring, as opposed to all that great creative work out there currently on air...errrrr



saying something is boring is the new boring

9:34 AM  
Anonymous Anonymous said...

No wonder the quality of so much of advertising in Australia is so "standard" and stinking of "retail" the people who are creating them are so obviously cynical and jaded ... judging from some of these comments. Great to see something that doesn't smack of contrived naivety. The music tracks make the pictures look really great.

10:38 AM  
Anonymous Anonymous said...

I think these will be great when you see them on air. context these days is everything. and these are the opposite of everything on air. and for me really manage to portray the ideal image of a sunday morning in sydney.

11:18 AM  
Anonymous Anonymous said...

I have to say, I think they're quite nice as well. Our lives are all moving at a hundred miles per hour. I love when, during a moment like reading the paper, everything slows down. We all need a bit of that. Maybe we'd be less angry all the time. And a little bit smarter.

3:09 PM  
Anonymous Anonymous said...

As much as I like these ads as a beautiful 'sunday moment' (at least that's what i get from it) i think that for the average telegraph reader it will just confirm that the herald (even the sunday one) is for upper middle class wankers. These ads won't change one reader's mind.

Nice ad, shit strategy.

11:03 AM  

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