Saturday, April 28, 2007

COMEDY OF ERRORS IN NEW YELLOW CAMPAIGN VIA GPY&R


A new multimillion-dollar Sensis advertising campaign begins this weekend for the iconic Yellow™ Directory. The campaign breaks new ground for Yellow™ as it’s the first time a single overarching message and creative have been used to target both advertisers and consumers.
The advertising campaign – developed by George Patterson Y&R, Melbourne, Yellow’s agency of record – includes a 45-second TVC as well as print, radio and outdoor components. Additionally, there will be a major marketing and public relations component, with the latter executed by Sensis’ newly-appointed PR consultancy, Red Agency.
The new ‘Need a Hand?’ TVC follows a series of misfortunes happening to tradesmen and consumers in a home improvement scenario, with the Yellow™ Directory saving the day for both groups. The TVC will take on new incarnations in the coming year, using different scenarios each time.
The campaign is based around moment-in-time scenarios: specific times or events, such as when moving house, getting married or having a baby, when consumers and advertisers need to use the Yellow™ Directory because of its reliability, accessibility and ease of use in these situations.
The new campaign hopes to build on the historic humour that has made the Yellow Directory ads talking points among Australians, with memorable TVCs such as the ‘Not Happy Jan’, ‘Goggomobil’ and more recent ‘Thai Thai’ commercials.
As part of the new campaign, each TVC will end with the iconic ‘walking fingers’, refreshed with a 3D animation.
“The integrated campaign is intended to communicate to both consumers and advertisers. For consumers, it is designed to remind people about how useful, easy and helpful Yellow™ is. For advertisers, it demonstrates the value of Yellow™ as an advertising solution and reminds businesses to get their advertisement in before sales close," said Stephen Harvy, Yellow™ Marketing Manager.
With more than 850,000 advertisers and more than nine million users across print and online each month, Yellow™ is Australia’s largest and longest running advertising directory and is an iconic Australian brand.
The TVC premieres this Saturday (28 April) on subscription TV and Sunday (29 April) on free-to-air TV.

Yellow Pages ’Need a Hand?’ TVC
Agency: George Patterson Y&R, Melbourne
Creative Director: Paul Catmur
Director: Paul Middleditch
Production Company: Plaza Films

23 Comments:

Anonymous Anonymous said...

sadly this isnt a patch on the wonderful work that this client has created in the past, and were not happy jan........

chad

3:56 PM  
Anonymous Anonymous said...

Oh Paul and Paul.
Hammy.
Is this another example of a "big time" Kiwi Cd not cutting it in Australia?
Mike O? Where are you?

5:41 PM  
Anonymous Anonymous said...

it's ok.

but what I really want to know is: how can a vet afford a 3 million dollar house - let alone have it renovated?

It's like Lethal Weapon, where Danny Glover's character lived in a 2 million dollar house on a cop's salary.

Also, where can I find tradies so considerate that they'd make the effort to call other tradies to help fix their fuckups?

In conclusion, I'd say whoever wrote this ad could do with a hefty dose of the real world.

I wonder how long it's going to be before Clems (aka New Patts) get Yellow Pages back?

Middleditch did a good job tho.

6:06 PM  
Anonymous Jonathan said...

Not quite as original as the "Not happy, Jan" series, but not that bad either...achieves its goal of serving both consumer and Yellow vendor equally, not an easy task for Yellow. Got a smile out of me...

12:37 AM  
Anonymous Anonymous said...

this craps on thai, thai Jan

1:47 AM  
Anonymous Anonymous said...

lacks that tiny bit of substance

4:34 AM  
Anonymous Anonymous said...

Couldn't be any worse than the last animated campaign done under the previous creative regime.
Typical case of another client believing the bullshit of graphic designers masquerading as brand management consultants.

11:03 AM  
Anonymous Anonymous said...

Im sure Ill get criticsed for using this blog as a platform, but can anyone tell us what has happened to Silverscreen Sydney. There was a PR notice on this very blog a few weeks ago saying they had a really positive announcement to make soon......was that to say that they have called in the administrators and it looks like they will fold without paying the crews they have been working with?

Disgruntled Crew Person

4:46 PM  
Anonymous Anonymous said...

Hey did you all notice the creatives are un-listed, LOL- I just crack myself up!!!!

7:35 PM  
Anonymous Anonymous said...

It's like Lethal Weapon, where Danny Glover's character lived in a 2 million dollar house on a cop's salary.

Danny lived in a flash house cause his missus wrote romance novels. Thats where all the money came from.

5.41 Catmur is a pom not a kiwi. And Mike O is irish. There aren't any big time kiwi CD's

10:49 PM  
Anonymous Anonymous said...

Like a previous blog said 10:49.
Doing advertising in NZ is like playing tennis without a net.

8:15 AM  
Anonymous Anonymous said...

I laughed

9:29 AM  
Anonymous Anonymous said...

It's made by freelancers.

10:09 AM  
Anonymous Anonymous said...

just my opinion but i think it's essentially a nice spot that just needs a bit of a tidy up in the edit room...

the acting was a bit forced as well.

but it works.

10:43 AM  
Anonymous scream said...

"A tidy up in the edit room". Good to see we are not alone.

But a very nice spot - unpretentious & snappy.

11:15 AM  
Anonymous Anonymous said...

cast and shot in sydney

11:59 AM  
Anonymous Anonymous said...

I dunno what's so bad with this spot - it's not liking any of you are doing anything better.

The public will like it.

11:18 PM  
Anonymous Anonymous said...

A very good ad indeed. The twist got me. A different style from the original campaign of ten plus years ago, but clealy a sign that Patts are back on track, doing ads that sell the client's product rather than the people working on it. Well done all involved.

9:39 AM  
Anonymous Anonymous said...

11.59 said "cast and shot in Sydney"

Is there a point to that comment?

9:41 AM  
Anonymous Anonymous said...

It's made by freelancers.

10:09 AM

Is there a point to that comment?

4:09 PM  
Anonymous Anonymous said...

average. And "Yellow" is even recycling actors from their own campaigns!

4:45 PM  
Anonymous Anonymous said...

Still don't get your point, 4.09.
When you say 'made by freelancers' are you saying written and created by freelancers, or produced by freelancers, which every ad generally is.
Most of our better ads are 'made' in Sydney anyway, coz that's where the best production companies and directors are nowadays, sadly enough. (Even if half of them are Kiwis.)

8:31 PM  
Anonymous Anonymous said...

This ad is enjoyable and supports the brand. Give them a break, it's not like they're selling beer ;)

12:54 PM  

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