WORLD PREMIERE: WILL THE NEW TOOHEYS EXTRA DRY SPOT GET A GOLD LION AT CANNES?
Lion Nathan, via agency BMF Sydney, will on Sunday night unveil its latest campaign for Tooheys Extra Dry (TED), when it launches its HarvesTED TVC (best viewed at: http://www.harvested.com.au/tedtv), but CB Bloggers get to see it first today (5pm, Wed). The spot is just in time for Cannes, and CB Blog believes it will get a Lion, hopefully a Gold one. What do you reckon?
National Marketing Director (Acting) Paul Foster says that HarvesTED is far from being a rehash of past campaigns: “HarvesTED really is like nothing else beer drinkers have ever seen. It’s a weirdly wonderful cinematic mini film for TV, cinema and the internet that takes the desire and want for TED’s clean crisp taste to a whole new level by focusing on the care and attention that goes into ‘creating’ TED. It certainly breaks new ground and shows that anything’s possible when the desire for the clean, crisp taste is strong enough,” he said.
Commenting on HarvesTED’s fantastical farm, pod people, bizarre machinery and rockabilly quiffs, Executive Creative Director at BMF, Warren Brown, said: “Tooheys Extra Dry has a tradition of delivering unexpected and highly creative ideas to the market. HarvesTED has opened up a whole new territory for TED, both strategically and creatively; the passion that goes into making TED and the desire for the clean crisp taste are captured in a creatively adventurous idea that literally breaks new ground. It is an idea that is iconic, will set the bar even higher for beer advertising in this country and provide plenty of fertile ground for more innovative and unexpected ideas in the future.”
Like Lion’s recently successful campaigns for TED on tap and TED Platinum (both of which were created in collaboration with BMF), HarvesTED is a fully integrated, multi touch-point campaign, including two-way communication mediums that allow drinkers to play a role in shaping the entertainment, an important consideration for the 18-29 year old target market.
“TED consumers are part of what we refer to as the ‘screen’ generation which means we have to communicate with them no matter what ‘screen’ they prefer whether it be a television screen, movie screen or computer screen. Basically our approach with HarvesTED is to interact with consumers at every possible opportunity and to enable them to play a part in forming the entertainment,” Foster said.
“We’ve also made a significant investment in bringing the brand to life at the point of purchase through innovative materials across the on- and off-premise trade on a national basis.
“In the same way our Tongue and War of the Appliance ads raised the bar for alcohol
advertising, we expect HarvesTED to have a similar effect, engaging, entertaining and
connecting with our core 18-29 year old market to continue driving consumer adoration and value creation for the brand in the marketplace."
Steve Ayson, whose short film was recently selected for Cannes and who is currently in preproduction for his first feature, directed the TVC with post-production and effects handled by Animal Logic, the team behind current international cinema hit “300”. HarvesTED’s music was composed exclusively for the TVC and is an original score comprising samples and recorded tracks created by Aussie band, Decoder Ring. Known as a gifted musical outfit, Decoder Ring was behind the acclaimed musical score for Cate Shotland’s film, Somersault.
The 90 second TVC launches on FTA television this Sunday, 6 May. The HarvesTED website, which includes interactive games using real video and original music composition, will go live at www.harvested.com.au from 3 May.
Executive Creative Director: Warren Brown
Art Director: Jed De Pyper
Copy Writer: Kim Neidhardt
GAD/Account Director: Nick Garrett/Fleur Kennedy
Agency Producer: Mandy Payne
Director: Steve Ayson
Production Company: The Sweet Shop
Strategic Planner: Fabio Buresti
posted by CB @ 5:00 PM
80 Comments:
Wow! Thanks BMF for telling us what to think. Are we supposed to believe you and all you say..or could we perhaps make our own mind up?
Screen generation. Wow your planner thought that up all by himself?
Let the work speak for itself eh?
If it's great I will come back and say so. But don't sell me.
It's pretty transparent what you're trying to do here. Leave the hype for Droga. Come on...let's see the work.
"the passion that goes into making TED and the desire for the clean crisp taste are captured in a creatively adventurous idea that literally breaks new ground. It is an idea that is iconic, will set the bar even higher for beer advertising in this country and provide plenty of fertile ground for more innovative and unexpected ideas in the future.”
Hey Warren, aren't you the first to say - don't hype it, just show it? Let's see it then.
Hey Warren, when does the new Aston Martin arrive?
Great PR!
Where's the Ad????
Hope the beer works as well for the "innovative farm pods" as it did for Jeff Darlings Sony Tomatoes. Good news, bullshit makes great manure.
"continue driving consumer adoration"
...hmmm
Question: Why is this campaign being driven primarily by yet another big budget tvc when the target doesn't actually watch tv that much?
Are they just trying to out big the big ad, when a different strategy might be more appropriate? Sure it might still win awards, but come on. Throwing a lot of money at it will have an impact, but could it be spent better?
Gold, luv.
Marketing Director of Tooheys says "Get me Goodby's on the line..."
Great ad, if it wasn't for one thing. Lion Nathan must have told the boys to ad the obligatory "TED house party scene". It kind of ruins it. Otherwise ace.
1:18... I've asked Warren and he says the Aston Martin DBS (as seen in Casino Royale) arrives in January 08.
It's utter nonsense and boring.
Er... I like the music.
5:34... working late at Saatchis I presume?
Can someone please explain what's going on?
Well done. Decoder Ring. The music is great.
God, this is an appalling ad. I cannot believe you have even considered whether it will win a gold lion?????? I am extremely confused. Is this a joke?
the picture doesn't work. youtube is the way forward. bring it back.
Thats awesome kimmie - Fabian
Nice one, Jed.
In all honesty. When you look at that tall man crap, and the whole range of mainstream toilet happily sprayed in our general direction you have to say: BMF 1. Saatchis O.
Well done guys, best beer ad I've seen in ages...especially after last months effort.
The music rocks.
Oz gets a taste of oddvertisng. I think the punters are going to love it. Obviously BMF has earned the clients trust to be able to go this fare out there. Hats off to Steve Aysone for the direction. I can definitely see The Shots reel in it's future, but not much past finalist on the international awards seen. The spot feels more weird then clever. More Saatchis then Y&R Patts. That said I do like it and think the music is perfect. Don’t kill the messenger.
Nice work!
RF
I agree with you there, it's far better than the tall man shit. But still, it's not award winning.
It seems 'The Sweet Shop' are going to be even more popular.
Steve Ayson 1. BMF 0
The talent and music are great.
Oddvertising is a good way to describe it. Feels very Japanese and had me guessing for what the TED payoff woudl be at the end.
As a Tropfest entry with the keyword "hair" it'd be a finalist for sure.
Yup, my guess is it'll end up on Shots for sure, Steve Ayson will win awards for direction and the music will pick up too, but it won't pick up a lot of "real metal".
With that said; it beats the crap put of any beer ad Saatchi has made the last couple of years.
It's different and that doesn't happen often in Oz.
Well done, BMF, well done, mr Ayson.
Boo expensive budget nonsense. Hurrah beer!
So let me get this straight, dude plants his hair to cultivate and grow people who have TED's, then freezes people to harvest his TED? Riiight. Shouldn't he just go out and buy himself a case?
Anyway, love the music and the direction but agree that the 'party' scene is a horrible tack-on that doesn't seem to fit.
Oh Kimmie, beautiful and talented. If you weren't so intelligent I would marry you.
I can't wait to see what Australia's newest agency, George Patterson BBDO, do to better this.
Gold? I hope not. To be honest I found the spot boring. Too, too long. And a bit of a waste: getting a beer brief has to be one of the defining moments in a creative's life. Having said that the spot is... fine. Just not great.
Very cool.
Well done Kimmy! your old award tutors (leo) are v proud. look at you go...
C Mc & W
When one tastes a delicious omelette, one doesn't praise the pan in which it was fried. Likewise, why do producers and heads of departments get all sorts of hurrahs and praise and the people who actually created the ad (the copywriter and their art director - remember them?) are cast into shadow? Why? Why? Why?
Yeah, it's okay. To me the pay-off at the end is inappropriate.
The guy cares for the pods and then seems to kill the people in the pods to get the beer! Unexpected, yes, but seems a bit, well, mean. Do they want the brand to be perceived as being mean?
Sure, I guess it makes the beer seem special (worth the wait - seen that before somewhere?), but leaves you feeling a bit cold (so to speak) about the brand.
Beautiful to watch. Very imaginative. Great music.
I'm not sure I really 'get it' though. Maybe I'm not supposed to. I come away with a sense of the TED brand attitude, I guess that's the point.
But to win gold at Cannes it should have a really killer insight - I don't think there is one present.
Love it. Target market will love it too. Only people who won't like it are other beer creatives. Is a fitting relation to Tongue.
Well done Kimmie. And I remember when you were just a proof reader, writing about fairies on the side...
I have just realised why they showed only stills; the ad itself is shit. See it on smh.com.au
Anyone remember the Sony "Tomatoes" ad?
Hmmm...
I liked that one and I like this remake also.
Man, the people at BMF are really loving this ad aren't they?
It's funny how you can really support the agency you work for, get poached, then support another agency.
"Hair" to me conjours up greasy filth - how does clean and crisp come from hair? And the hairstyle game stinks of the Wedding Crashers viral about 3 years ago...
Looks fantastic! But what's going on? It's long, drawn out, and a bit of an anti-climax.
Aside from that it looks and sounds great!
It has definately been inspired by the sony tomato ad.
Looks cool and the music is great just not sure what the idea is.
Hey ...it's me..11.45 am blogger.
I said I would come back if it was great. I lied. I am coming back to say what an unfortunate indulgent piece of work. It aint advertising. It is plain odd. Like a lot of Omon stuff in their fashianble heydey...Triple M spot comes to mind. Just plain misses. I am not even sop sure it should get craft attention...I think it is derivative, boring and utterkly contrived. The pre hype was more creative than the work. The emperor's new clothes theory. It's just not good advertising.
Sorry guys...get back to basics.
They had me right up until the moment the guy got onto his converted moped.
Then it went all crap. Basically.
Should be on shots? - hey guys, it already is!
What an absolute pile of tripe you all are. For so-called professionals to carry on a public conversation like this is embarrassing. The commentary is child like. Do you really think that lawyers, bankers, management consultants, industrial designers, sound engineers, artists, script writers, photographers etc etc would bring a profession into such disrepute? No wonder the advertising profession is becoming increasingly irrelevant in an ever changing would.
My mother told me if you can't say something nice, then don't say anything. For supposed grown adults that clients are meant to trust their money with, I wouldn't! Grow up and act professionally.
If you don't like it do better, let your efforts speak for themselves. If you can't then...well you have your answer.
I am sorry I even took the time to read this.
Will it get gold at Cannes? The question should be: why should this commercial get gold at Cannes?
Is it a killer idea, born out of an equally killer insight? No, it isn't. The insight (as is clear from the painfully drawn out press release) is pretty lame. And the idea, if you were to describe it to anyone, is pretty thin.
Is it revolutionising the format, or challenging our perceptions of what a tv ad should be? No. As previous bloggers have pointed out, it's pretty much the beer version of Sony tomatoes.
So what's it got going for it? It's different... deliberately odd. And it has a big production budget behind it. The music is good. It goes for 90 seconds, which is code for 'THIS IS A FILM, NOT AN AD'.
But without being overly critical, I believe that plenty of creative people given this brief and this budget, could produce a finished film that is odd, lengthy, well directed and backed with a killer track.
And you surely have to do a lot better than that to score a gold lion.
7.06, I couldn't agree more. It doesn't even feel original to me.
well done wazza. they're all jealous and wish they had done it.
Huh?
Before trailer crashers and certainly before the quiff thing
http://www.cpbgroup.com/awards/haircut.html
I like this ad. I watched it twice. I drink beer. Isn't that really the only point? (ps god yes we are a bunch of sanctimonious arsetwits, but ain't it fun?!). Nice work kids.
For the record, both Sony Tomatoes and this commercial seem to have taken a leaf straight out of David Lynch's book of cool...
Cannes Lion?
Well 50+ comments for and against say it's at least going to be a contender.
music casting and direction A+
Microsite: pretty standard stuff now - upload a photo, play a lame game.
That's about it. Hardly groundbreaking or well integrated - just matching luggage to the tvc.
Have to do better than that to score some metal these days.
The reason, in my humble opinion, that this ad has garnered so many comments is Lynchy's rather clever use of the statement to the effect that CB thinks it's going to win a Gold Lion. I think he did this more from a sense of irony after being told as much by BMF than from an actual conviction that it would win.
I agree with others in that it's like a cross between Triple M (by Droga in the 80's) and the Sony tomato spot. My only other comment on the ad itself is to ask whether you could just as easily put a bag of chips in the hands of the pod people. Where's the insight to beer?
The fact however that the job landed in the hands of two juniors says a lot. Their idea clearly won out over other better paid creatives and they deserve full credit for seeing it through to such a classy looking end. It's an object lesson in giving those who are relatively new to the game the attention they merit.
Extra-dry deserves better than that. I'm an alcoholic, and it's my favourite beer. I switched over from Toohey's New recently. I don't know. I need help. It's been really difficult. Gonna switch to wine if you'se keep it up. Bastards!
Good work Australia
what a great ad. The Aussie ad industry finally has something to be proud of.
Shame about all of the negativity here but I guess advertising creatives are the most immature bunch of prats in existence. It's to be expected.
If you've done something better, let's hear about it?
Fantastic ad.
It shows that fresh isn't always great.
Leading with the that headline is bound to bring people out in droves to be bitchy. Write a tabloid headline, get tabloid answers.
Given that this has a microsite along with the tvc, I guess it's supposed to be an integrated campaign. Looking at the parts put together, it doesn't seem to stack up well as an innovative integrated campaign.
At least someone like Droga understands that it's not just about doing a "big" tvc with a microsite tagged on - which mostly features the tvc in it by the way.
If it wins awards for being integrated, it shouldn't.
Watched it again. Still don't get it.
ill find yet another web video player sytem that doesnt work for the next blog entry go back to youtube or something!!
I think it's great. It's completely different from everything els on TV at the moment. I've shown it to non-ad friends and they think it's cool, isn't that the point? I think too many people on here judge based on how an award jury will receive it instead of how a consumer will.
Also aren't we as an industry preaching how forward thinking we are? How we are entering a new age of change in advertising? How we are suppose to be entertaining people?
I don't know if or what it will win but I think it's a job well done.
So it's weird. Hooray! Still doesn't get around the fact that it's an execution gone looking for an idea. Which is fine. The Qantas Blockbusters seem to work.
How interesting. Unlike the various adverwankers who hide behind the veil of anonymity to cowardly spit at other agencies and their ilk, I posted a congratulatory comment, complete with my name, and yet CB deems it unworthy of blog record.
Good one CB. A little creative editing to keep the fuel on the fire.
Oh, and I've changed my mind. The ad is utter shite. (Will that make the blog now?)
Could it be the job landed in the hands of two juniors because they ignored the brief while everyone else tried to make sense of the proposition?
Do they still use the proposition in Australia? What with transmedia planning and all that.
How's this for a different perspective. I'm actually in that spot and the finished product shocks me. Lets just say I;m grateful that I was an UNFEATURED extra.
I can see people reaching for their remotes very, very early on. What a load of crap! By the way, I thought it was illegal to promote beer directly to the under 25s (not allowed to use them in ads) yet the agency seems keen to tell us that they're after 18 year olds. Hey, all the brewers do it nowadays (the youngsters aren't drinking the stuff like the older guys did, it seems)but no one's been dumb enough to admit it in print. But then, no one's been dumb enough to make an ad this bad since, oh, fat bloke dancing.
Probably easier just to go down the bottleshop and buy a carton, really. But then I guess there'd be no wand polishing, eh?
That's a scream. "I was an unused extra".. I'd keep that quiet squire. It's not a career highlight.
Has anybody else noticed how this ad is just being caned on YouTube? Clearly, people don't love it.
You'd also have to question the approach of targeting people younger than 18 on YouTube with a tvc, and people say that in the comments. "Ad wankers" is used more than once
...and where's the response and engagement with the audience on receiving so many bad comments.
Dumping a tvc on YouTube just doesn't cut it now. You have to actually interact with people - that's why it's called interactive.
Very well shot, looks and sounds great.
Absolutely no idea what it means.
When a slightly nervous marketing manager feels the need to explain what the ad's about in the press release in order to justify to everyone why he's spent so much money on an irrelevant short film you know you're in trouble.
Criticism on Youtube is pretty much the norm. Spotty kids track the rising videos that overtake their favourites and then pile in with negative comments. Of course most people will know this if they interact now and again in Youtube.
Incidentally the party scene in the ad makes it for me. Reminds me of Club UK circa 1995 when I was doing my degree. Not for everyone of course.
I'm their target audience, I drink beer and I love extry dry.
I really hate this add though. It makes no sense whatsoever. If by using a piece of hair and pouring extra dry onto it I can grow a person holding an extra dry, why not just pour extra dry onto something I don't need to kill?
Might win some awards but really, shouldn't they be trying to impress their target audience as opposed to their peers and colleagues? Beer should not be such a hard sell... its amazing.
Love it, love it, love it. Finally an interesting ad to watch on the telly. I think I am the target market(mid twentys beer drinker, not a bloke though, or in ads) and I freakin love it. Please make more stuff like this, no more boring commercials with crap sound tracks.P.S Whats there to get??dont try to hard.
I'm in the target market and not one of my friends has picked up that this is actually TED harvesting. The idea is too wa*ky. Why don't agencies just own up to the fact that the target audience is always Cannes?
Ok Charles Frith - first, to quote me correctly I said "unfeatured extra" and second, I did this spot as a favour for a friend. They needed bodies and I have one. I have no aspirations to be an actor so the fact that I am unfeatured is something I am grateful for. Even more so now that the finished product is on air. It's just pretentious.
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