Monday, May 14, 2007

NANDO-FIX GUM COMMERCIAL CREATES A STIR


Last year’s campaign for Nando's, via CHE Melbourne, introduced Nando-fix, a fictitious patch that people wear to tame their cravings when they can’t get to Nando’s. It worked so well that the agency has done a “line extension” - Nando-fix Gum.
  • The commercial
  • is causing a bit of a stir. Almost 7,000 hits on YouTube (not bad given the tiny media budget) and lots of chatter on the blogs.
    Dave Hughes and Kate Langbrook, the morning DJs on Nova FM in Melbourne will be discussing it at 7am tomorrow (Tuesday) with the marketing director of Nando’s.

    Client: Nando’s
    Agency: CHE, Melbourne
    ECD: Jason Ross
    Deputy CD/Writer: Richard Ralphsmith
    Directors: Damon Escott and Stephen Lance
    Production Company: The Guild

    59 Comments:

    Anonymous Anonymous said...

    I saw this ad on Rove last night. Took me completely by surprise. The happy family scene at the end is a particularly nice touch. Piss funny.

    8:22 PM  
    Blogger david said...

    7000 viewings?

    a clip of a kitten sleeping. no budget.

    4 million viewings

    http://www.youtube.com/watch?v=2GWPOPSXGYI

    I know I shouldn't compare but it is funny what people really watch on youtube.

    1:23 AM  
    Anonymous Anonymous said...

    The kitten's nowhere near as nice as the Nando's pussy.

    8:46 AM  
    Anonymous Anonymous said...

    This ad is confusing on so many levels. Instead of just saying it's crap and walking away I'll tell you why it's crap.

    A) Why is she a stripper? Sure it's fun to watch strippers but what does this have to do with the idea? The viewer is totally distracted by this over anything else and is left wondering what the hell the ad was just for. If it was to get publicity, trust me this won't be good publicity.

    B) The whole concept is that Nando's is so good you'll need 'Nando Fix' gum to keep from over-indulging. Then at the end of the ad while she is talking about how Nando Fix gum helped her she is sitting in front of a table full of chicken. granted the client made them do that but it is very contradictory to the idea.

    Okay, that's only two points but it's all I have the time to type. Very fucking confusing ad.

    8:51 AM  
    Anonymous Anonymous said...

    Admittedly, I've seen it a couple of times, but it seemed pretty obvious to me. She can't wear the patch because she's got nowhere to hide it. So she chews the gum instead and scores the hundgie.

    9:52 AM  
    Anonymous Anonymous said...

    Who gives a shit.

    Did Greeney win at Miami? Lynchy, the suspense is killing me. Put me out of my misery please.

    9:56 AM  
    Anonymous Anonymous said...

    The ad lacks a lot, but at the same time people can't stop talking about it. It's doing something right.

    And as for the confusion, I'm still confused why you would chew peri-peri gum?

    But maybe that's the core idea here...confusion.

    10:24 AM  
    Anonymous Anonymous said...

    Bloody brilliant spot.

    10:45 AM  
    Anonymous Anonymous said...

    Mr 8.51 or is it Mr Millward Brown?
    Or even better are you the suit on KFC? The ads funny, simple, original and relevant. And you're just simple.

    11:24 AM  
    Anonymous Anonymous said...

    Some rules about things that shouldn't be in a food ad.

    1 Dogs- unless of course it's being shot for another country's market, then it's ok.- I do hear they taste just like chicken.

    2. Slow Motion Eating and Mouth Close-Up - it's just sloppy and looks like a front loading washer with spilled guts in it.

    3. Someone's ARSE. I know it was a beauty of an arse and some great casting, but seeing the mechanical end of anyone and then trying to sell me food doesn't work. (Grant it unless your at the thursday night SHNITZ AND TITS in St Kilda).

    Buy the way - don't kid yourself about the viewing of your ad on you tube-people like free porn. It's more weird than funny. And if it's about using cheap sex tricks to further a career- well done.
    Shame on you CHE - it looks like deperate creative.

    11:55 AM  
    Anonymous Anonymous said...

    Look, it could have been a lot better. any client who'll buy ideas at this end of the spectrum deserves seriously, seriously good work.

    But, it does feature a MILF STRIPPER with really nice cans.

    Which automatically makes it 99.9% better than all other ads.

    Now if only we could get those brand power fucks to replace that cheesily wholesome chick with a pole-dancing topless housewife.

    12:24 PM  
    Anonymous Anonymous said...

    What makes a good ad funny- you see it once and laugh. You see it twice and laugh again. If it works after that you get the hat trick.

    I had seen it twice then got it. It was more confusing than funny. I did get that it was for Nando's. SO JOB WELL DONE.

    1:11 PM  
    Anonymous Anonymous said...

    the stripper was nice

    1:12 PM  
    Anonymous Anonymous said...

    ordinary production. didn't really get the creative, but maybe the next ad in the series will help...

    2:31 PM  
    Anonymous Anonymous said...

    Sorry, just seems so utterly irrelevant to the product. I like Nandos and eat it fairly regularly but never get cravings.

    It's another one where they've done the radical bit without the relevance and that it was makes it hard to do ads, to get those two working together.

    Also if I got a pole dancer that old, I'd tell her where to stick her Nandos patch.

    4:17 PM  
    Anonymous Anonymous said...

    I like it. It's bent.

    5:07 PM  
    Anonymous Anonymous said...

    The gum must be pretty good as in the end product shot she appears to be eating nothing but a large plate of lettuce.

    5:17 PM  
    Anonymous Anonymous said...

    So let me get this straight- Nandos makes chicken gum with nicotine in it ? Wow - i gotta get me some. I can have a meal and a smoke all in one, and it seems to be fun for the family. One question about the ad though, was she a suit turned striper or was that a side job of hers to put food on the table. Now I'm really confused.

    9:41 PM  
    Anonymous Anonymous said...

    11;24 - do you even work in this industry? The ad is crap. Nandos make gum for strippers with families?

    9:53 PM  
    Anonymous Anonymous said...

    funny, brave and effective - isn't that what it's all about?

    shouldn't we congratulate a client who's prepared to take a chance?

    let's pause for a minute and imagine how wonderful the world would be if people were allowed to take risks and go out on a limb for good creative...

    12:13 AM  
    Anonymous Anonymous said...

    I'll congratulate Nandos when it actually runs on TV, rather than another 'viral' that makes up for the fact that they're terrified to piss off their mainstream audience.

    Brave? No.

    Easily convinced of the pathetic media reach of youtube? Yes.

    8:52 AM  
    Anonymous Anonymous said...

    Well said, 12:13. This ad's got balls.

    9:19 AM  
    Anonymous Anonymous said...

    A nice break in monotony that's bound not to pick up metal anywhere.

    9:39 AM  
    Anonymous Anonymous said...

    It is a shame when we get a client who's prepared to take a risk as big as this and then don't really do anything great.

    11:13 AM  
    Anonymous Anonymous said...

    I loved it. Nearly pissed myself laughing. And it stood out against all the other crap ads on TV like dogs balls.

    11:41 AM  
    Anonymous Anonymous said...

    Fuck me.

    I hate working in this industry when I realise that it's filled with literal, scared, fucking simpletons.

    And that's just the creatives.

    It's a good bold creative ad backed up by a brave client .

    (before you slag me and call me a suit, I'm in creative)

    and for the record, she's hot.

    ya fags.

    11:47 AM  
    Anonymous Anonymous said...

    8:52am... you should watch TV more. It's been on air for the last week (at least in NSW - perhaps you are in Tasmania?).

    11:57 AM  
    Anonymous Anonymous said...

    Thank god it dosen't have any balls in it 9:19 - that would be too much.

    I don't really see this as a risk taking ad just because it has a stripper. It's an OK ad, but hardly something to RAH RAH about.

    And I agree about the you tube results. It's used by 14 year old boys surfing for a look at some tits without getting busted. A bit like searching though your mum and dad's National Geographic collection.

    1:31 PM  
    Anonymous Anonymous said...

    Just saw the sleeping kitten- that is fucking hilarious

    1:33 PM  
    Anonymous Anonymous said...

    11.57 - the ad's been airing down here for at least a week. I think it's grand. Nice to see something that's actually entertaining. A replacement gum parody featuring fried chicken and pole dancing isn't just nutty. It's bloody marvellous. What's not to like? Bravo CHE

    TAS creative
    (we do exist)

    3:26 PM  
    Anonymous Anonymous said...

    I just wish all ads were like this. Theres nothing confusing to me about MILFs, ass and tits. mmmmmm Nandos!

    2:48 PM  
    Anonymous Anonymous said...

    The problem with parody ads is unless you do them really well (Big Ad), you come across as one of the ads you're trying to take the piss out of.

    Unfortunately, the poor talent and direction has meant this ad is nothing more than a parody of itself.

    Babow!

    6:18 PM  
    Anonymous Anonymous said...

    Bad, bad ad on soooo many levels.

    But let me go straight to the simplest point. When the ad ended, how many people said to themselves, hmmm, you know, I'd really like some Nandos about now? Answer: zero.

    The ad puts you off the stuff. A middle aged pole dancer is never a good look, and especially not in food advertisnig.

    I hate hamburgers, but when Hungry Jacks did those 'restistence is futile' ads quite a few years back, I got a laugh and also ended up thinking, hey, I wouldn't mind trying one of those burgers.

    9:57 PM  
    Anonymous Anonymous said...

    Has anyone noticed the message "Now NOT available" right at the end of the commercial?
    It is only a fake ad for something to come in the near future... don't you think?

    10:36 PM  
    Anonymous Anonymous said...

    When pole dancing and family dinner collide.
    So many appetites served in a 30 second sitting.
    It's logical to finish that ad with a happy ending.
    The creatives should get a pat on the back, then a smack on the bum.

    10:01 AM  
    Anonymous Anonymous said...

    Appetite appeal is only one factor in food advertising. Attitude appeal is much more important, particularly for the youth market. And this ad has it in spades.

    Having said that, there's nothing un-appetising about a scantily clad woman on a pole, methinks.

    10:54 AM  
    Anonymous Anonymous said...

    You can't go wrong with dinner and a show.

    12:11 PM  
    Anonymous Anonymous said...

    Doesn't the whole pole dancing thing come across as a bit sad? Like, how many middle aged women (or young ones, for that matter) choose pole dancing as a career unless they're desperate? The whole thing leaves a bad taste in my mouth.

    3:35 PM  
    Anonymous Anonymous said...

    But hey, 10.54, doesn't the happy family shot at the end suggest that Nandos, in this spot at least, is after the family market? (Otherwise they'd have a happy teenagers or whatever shot, right?) Let me tell you, every family group I've spoken to is put off by the ad big time.

    3:44 PM  
    Anonymous Anonymous said...

    3.44, the family scene looks to me like it's talking to a youth market and taking the piss out of 'family' advertising, rather than chasing the family market.

    But even if it is after families, fine. I've got a wife and kids and it doesn't put me off. It makes me laugh. Ditto the missus.

    5:01 PM  
    Anonymous Anonymous said...

    I reckon the only people talking about this ad is us. Most of the people it's aimed at don't get it, can't be bothered working it out, or just don't notice it. Ask a few people who aren't connected with the industry and see what they tell you. Nine out of ten will have missed the point of the thing. Go on, try it.

    10:18 AM  
    Anonymous Anonymous said...

    Google nando fix gum, or ask anyone under 25 who's seen the ad, and see how far off the mark 10:18 is.

    2:45 PM  
    Anonymous Anonymous said...

    Who needs the da Vinci code when there are people who think putting a family shot in is actually a clever parody to appeal to the youth market. Christ, the next thing you'll be telling us is this ad actually sells chicken.

    (Oddy enough, Whybins, who do so much average stuff these days, did far superior work for Nandos -funny without being crass, eye-catching without resorting to the old 'dropping your pants' trick.)

    12:28 PM  
    Anonymous Anonymous said...

    Well done CHE. This is better than 99% of stuff that's out there.

    5:46 PM  
    Anonymous Anonymous said...

    The arguments that many have proposed to bring this ad down are weak at best. Methinks Nando's and the guys at CHE should serve you up a special order of the real world.

    Good ad.

    I laughed out loud - and I want to see more.

    12:31 PM  
    Anonymous Anonymous said...

    20c for the first person to name the model.
    50c if you can get me her phone number!

    12:30 AM  
    Anonymous Anonymous said...

    In 1972 John Lennon said "Woman is the Nigger of the World". This ad proves that concept without a doubt. Where's the ad showing a male stripper with his nuts hanging out of his G-String?. Too awful for the men out there?. Well its all the same day for us guys. This ad shows that being a sexually agressive female is something to aspire to, and that being a sex worker is "no big deal", as she "seems" to also have a successful home life as well. WRONG. Women in these professions are usually in them because:
    1/ Pay for their tertiary educations.
    2/ Bankroll their drug addictions
    3/ Are the product of sexual abuse and have no self worth or esteem.

    This ad makes me sick to my stomach. It rubber stamps all those perverts, who travel overseas and abuse women in third world nations.

    8:29 AM  
    Anonymous Anonymous said...

    A sense of humour wouldn't hurt you, 8.29.

    5:53 PM  
    Anonymous Anonymous said...

    mtTHis ad is awesome,

    it display a surreal view on life. nobody really expects a stripper to have such a good family and home life. the view is refreshing, and gives ressonance to the commercial.

    i cannot beleive anyone could be offended by this add. people who get offended by this add must have nothing more important in life to worry about.

    11:08 PM  
    Anonymous Anonymous said...

    I couldn't agree more, 11:08. And I enjoyed your heterography immensely.

    9:02 AM  
    Anonymous Anonymous said...

    It is atrocious having two young children associated with this highly sexual commercial. It amounts to child abuse.

    10:46 PM  
    Anonymous Anonymous said...

    So a mum and dad having dinner with their kids at a restaurant is child abuse? Lord help us.

    8:42 AM  
    Anonymous Anonymous said...

    http://www.adslogans.co.uk/hof/18235601.html

    This is, I'm 100% sure, total coincidence. But it's worth looking at just to remind ourselves that every time we think we've just invented the wheel...well, it's been rolling along without us for quite some time.

    (If you haven't seen it before, the website's well worth checking out, by the way.)

    2:31 PM  
    Anonymous Anonymous said...

    Anyone who thinks this ad is good is a fucking idiot.

    11:19 PM  
    Anonymous Anonymous said...

    I had absolutely no idea what this ad was for and neither did my partner, and concluded it must a strange ad for a nicorette gum competitor or something.

    It was only when he noticed the "now not available" on the ad (I don't pay that much attention to ads) that I googled it out of curiosity. The last thing I would have thought of was a restaurant chain.

    Doesn't make me want to eat there. Not at all.

    If it wasn't for me being in front of the computer at the time I wouldn't have bothered looking it up on google either, and we'd still think it was a help stop smoking product.

    Still don't want to eat there.

    9:51 PM  
    Anonymous Anonymous said...

    I just thought it was another slightly obscure ad for nicotine patches. What the heck is a 'peri peri' which she mumbles about? (yes...sigh... I know now, some kind of chicken recipe).

    Why does the guy stick a hundred bucks on her ass?

    Will people really get this? I doubt it. Not funny, not clever. Love to know if it actually has any effect on consumer awareness or bottomline.

    12:00 AM  
    Anonymous Anonymous said...

    Not funny, not clever? It's the most talked-about ad on air. I can't turn on the radio without some DJ talking about it. With all that free media, Nando's must be laughing.

    12:43 PM  
    Anonymous Anonymous said...

    It proved the point that gum is more useful than patch. I give you that. But...What stripper has to do with the family? Isn't confusing when "mother" is stripping for living?What a model of a mother for kids of the future. This commercial had went a little bit out of the way. What's next? Adult movies at daytime?!?

    11:02 PM  
    Anonymous gb said...

    I've been OS for quite a while and saw this ad in you tube after reading about the controversy in the SMH online. At first glance I thought it was and ad for nicotine patches, and couldn't see what the hell chicken dinners had to do with that. I still didn't find it that funny even when I figured it out - seems to be based on injecting a shock element into bland 1960s housewife advertising style aimed at housewives, without being much more interesting. I think it's more aimed at selling a product by shocking feminists who have reacted on queue saying that the ad encourages the idea that women are independent "but still tells them to sexually satisfy men". I'm sure half the country won't be stuffing itself on nando after seeing the ad - or learning pole dancing to satisfy men (which might not be as difficult as some 'feminists' believe).

    9:45 PM  

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