Wednesday, July 04, 2007


JWT Melbourne has just released a new campaign for the latest Ford Falcon XR8 Ute, using the tagline: Falcon XR8 Ute. The power it gives blokes is unbelievable.
The TV spot takes us on a journey into a world where blokes have more say. And we’re not talking your namby-pamby suit wearing type of blokes.
It’s a world where the paper boy delivers rolled up garlic kebabs and widescreen plasmas come as a standard 280 inches.
Andy Hoang, Ford’s marketing communications manager, says the ad, while aimed directly at blokes, doesn’t alienate the female audience.
“It’s a fun ad that shows guys taking the mickey out of themselves and the things they hold dear. It’s an ad that will also make women laugh and probably roll their eyes when they recognize a few of their beloved’s own traits in the ad,” he said.
The campaign consists of 1 x 60 sec TVC, 2 x 30 sec TVCs and various online executions.

Agency: JWT Melbourne
Title: Utopia
Creative Director: Jeremy Wynne
Copywriter: Scott Glennon
Art Director: Jason Ryan
Account Director: Ben Epstein
Agency Producer: Tim Marxsen
Director: Patrick Hughes
Production Company:
Client: Andy Hoang


Anonymous Anonymous said...

Brilliant! Love it.

12:55 PM  
Anonymous Anonymous said...

Nice one. Thats cool

12:56 PM  
Anonymous Anonymous said...


Probably couldn't pitch it to Tooheys, but made it with Ford. and driving.

1:07 PM  
Anonymous Anonymous said...

Best car ad I've seen in ages.

2:06 PM  
Anonymous Anonymous said...

Yep, funny. The metrosexuals and the dude riding the lazyboy throwing the metal sign are a pisser.

Well done lads.

2:20 PM  
Anonymous Anonymous said...

I can only imagine that getting a good idea through on Ford would be harder than shitting a cactus. Well done on this one. I can't recall a better Aussie car ad for a long time... except maybe the Hyundai End Of Financial Year Sale ones where they gave away free onroad costs if you purchased before June 30. They were rad.

3:09 PM  
Anonymous Anonymous said...

Utter gold boys. Well done!

Everything fits together uteifully from music to scenes and had me pissing myself!!

3:23 PM  
Anonymous Anonymous said...

Well done JWT Melbourne.

3:44 PM  
Anonymous Anonymous said...

I was waiting for the burn-out and 2 girls showing their pinky finger.

4:07 PM  
Anonymous Anonymous said...

This is hilarious.

2 ads out. both in slo-mo. both about cars. Essentially the same ad but with polar messages!

I have feeling the punters will remember the ford one more.

5:50 PM  
Anonymous Anonymous said...

Wow....looks like the whole team from have written in to support this ad.

7:30 PM  
Anonymous Anonymous said...

Sorry, but I've shitted a cactus. It's not as hard as you think.

8:17 PM  
Anonymous Anonymous said...

Points for being a car company and not taking itself too seriously. I've worked on Holden and the clients on that would rather set themselves on fire than try selling through a funny script to the man upstairs. Apparently, General Motors doesn't have a sense of humour. Nevertheless, this ad is still just OK. Fairly predictable gags but - hey - the target market would probably still laugh. To bang on about Holden again, it's better than some self-righteous crap that it leaves other cars in the Stone Age. Pretty much the only thing in the Stone Age is their advertising.
P.S. - the ute itself looks pretty average, by the way.

8:24 PM  
Anonymous Anonymous said...

Scotty and the Doctor, well done. Great film, great music. Pisser. Has a subtle bouquet of metal about it.

11:36 PM  
Anonymous Anonymous said...

This is the best car ad ever! I have to say this just shits all over anything Saatchi or Mojo have done on Toyota over the years... the way they put blokey gags into a ute ad... fucking classic!!! Pisser!!! Gold all the way boys!!!

A JWT Staffer

9:30 AM  
Anonymous Anonymous said...

The client sounds like a conservative bitch in his own PR blurb. Must have been hell to get an idea like this through.

Well done lads, full marks.

10:42 AM  
Anonymous The Exposer said...

A shame that it is so similar to the RTA spot, which I think has got the edge.

This is indeed using the same formula as the Victoria Bitter ads though. Nothing ground breaking here.

I see an obvious reference to the rolling recliners in a spot directed by Spike Jonze, for Nissan many years ago.


10:46 AM  
Anonymous Anonymous said...

I like the ad a lot, but the very, very heavy association with alcohol is a bit worrying. One or even two references would be okay, but beer seems to dominate as the the only thing that interests ute owners. More ideas like the mega big TV would have been better. Sorry to be picky - it's a terrific ad - but we have a real problem with aloohol abuse in this country, and the biggest issue is the way alcohol and getting pissed are all taken for granted as social norms.

11:09 AM  
Anonymous Anonymous said...

Love the connection between beer and driving and young blokes driving a powerful V8. Nice one, should get a few pesky pedestrians off the streets

11:37 AM  
Anonymous Anonymous said...

Doctor, great ad.
FDL members

12:32 PM  
Anonymous Anonymous said...

glad the pr blurb explained the idea fully as i didn't quite get it watching the ad

1:45 PM  
Anonymous Anonymous said...

this was done so much better by the original VB stuff (2004's batch). Also I can't see the car. Is it any different? am I meant to know? Is it a car ad? Are all blokes really this shallow? (er, scratch that last question). Would have been great to see the ute.

3:50 PM  
Anonymous Anonymous said...

Oh please 3.50, the VB stuff was bloody awful, if you're talking about the campaign with near teenagers ending up in hospital after a beer and a bad suvlaki. They had the best and most successful beer positioning in the world - for a hard earned thirst - and did generic beer ads that could apply to any beer or just about any product. Throwing the old music in didn't save them. The ute ad, though it's almost a beer ad with it's many and varied beer references, is true to the ute brand and it also a lot funnier than that crap VB stuff. (However the new VB Mid 'global warming spot is quite decent and very funny, even though it also is pretty generic.)

9:17 PM  
Anonymous Anonymous said...

What is all the crap about references to beer in a car ad?? The brand is tapping into blokes world and like it or not, teatotal or not, beer is an integral part of it, as are big screen TVs, Jason recliners and bad jokes. Is it saying drink and drive? Of course not. It's saying that we see things like blokes do and it's doing it nicely...well done to all, I wish my agency did it!

9:39 PM  
Anonymous Anonymous said...

dear 9.17 JWT staffer: best not to write after the friday night beers. I think they might adversely affect the thought process....the first batch of VB stuff was really funny and well done, and trod EXACTLY this ground. This ad almost qualifies as plagiarism. I still can't see the ute.

11:46 AM  
Anonymous Anonymous said...

How low have our industry's standards fallen, particularly in terms of car advertising, when this is as good as it gets? Would we seriously put it up there with the cog ad? Is it as good as the Peugot ad with the elephant? Is it as fresh, innovative and insightful as the best VW work? Come on! It's just OK with both a strategy and humour you have seen a million times before. Just because everything else in the category is horrendous, doesn't make this amazing.

12:11 PM  
Anonymous Anonymous said...

As if any more red neck bogun ute drivers need more encouragement
to drink and drive??? WTF

Funny but not so funny for the 400 people put in a coma each year by the thoughtless neanderthals who actually do mix beer with driving Ute's.

After seeing a friend put in hospital for 3 months on Brunswick Street by a drunk Ute Hit & Run driver I have to say this ad is of pretty bad taste.

Sorry to be a killjoy to the creative ego's who made this but this ad has a thoughtless strategy created by people more concerned with a creative idea than it's obvious bad influence

9:05 AM  
Anonymous Anonymous said...

Come on, 11:46, the VB parody stuff was the most obvious 'Copy School' campaign I've seen and did huge damage to the brand. It undermined VB's blue collar credentials, could have been run for any beer, anywhere, anytime (and failed for them as well), but most importantly, was not funny, had no insights, and sold zero beer. In all, a total disaster that amused the creatives who wrote it but not the people who buy beer.

The Ute ad is a decent ad, not great, but good. There are too many beer references and the commercial couuld have survived with just the one (Beer, The Musical was funny). Honda Cog, by the way, for all the acclaim it got, was so boring I rarely watched the end of it without changing channels. It was also a classic example of an ad that could have run for any car - any product in fact - anywhere in the world. Take apart a P76 and you could do the same dominos thing.

So there!

12:41 PM  
Anonymous Anonymous said...

actually mr. 'so there'... the VB campaign sold a lot of beer ... whereas this load of derivative crap won't sell so much as a spare part. STILL CAN'T SEE THE UTE. Back to the DLs for you now....

5:18 PM  
Anonymous Anonymous said... have no idea, not a clue. VB sales have been declining (though gradually) for a number of years, even through the recent hot summers. (Beer sales vary hugely depending on the weather - surprise, surprise.) The recent VB campaign took the brand way off the rails, something that is being acknowledged now within the Foster's marketing department. It ignored 'A hard earned thirst' - the best positioning any beer could have - and went for a genereric 'youth' approach. (Young people, you see, haven't been drinking as much beer as previous generations. They've got ... umm ... other options.) This was a huge mistake, since the strength of VB was its blue collar 'real beer drinkers' cred. The youth approach was a classic 'feeder' campaign - ads that fed off the brand rather than built it. Strong brands can survive a brand feeding campaign (though it's best if they're kept to promotional campaigns, like the excellent Boonie stuff), but if you keep feeding off the brand, you eat away its foundations. So VB is in very dangerous territory unless it gets back to brand building rather than brand feeding - which is all it's done for a few years. Just remember, Foster's was once Australia's biggest beer. Brands can be stuffed up very quickly.

Oh, and one other thing. Do you really think that twee VB campaign invented Aussie parody? Christ, you must be the dumbest fucker to have appeared here.

10:51 AM  
Anonymous Anonymous said...

jesus some people have a lot of time to write long winded crap on this blog. do some work and you might make an ad or two yourselves one day

1:09 PM  
Anonymous Anonymous said...

Is this a joke? Do people really like this ad?

6:06 PM  
Anonymous Anonymous said...

10.51. Fuck you. Fuck you sideways, upwards and down. Fuck you fuck you fuck you. Now that i've equalled the intelligence of your replies..... I STILL CANT SEE THE FUCKING UTE

8:29 PM  
Anonymous Anonymous said...

...and Lynchy don't you DARE not publish that last one after the 10.17 idiot's rant.....!!!!!!!

8:32 PM  
Anonymous Anonymous said...

Gosh, someone seems to be a little sensitive in here. And so articulate as well.

Where is 10.17, by the way? Can't find it so I can't see what he/she (probably he) is on about.

10:09 AM  
Anonymous Anonymous said...

I'd like to see the sales figures from this commercial -- I believe that the target audience are made out to be tooo purile and thick... there is a fine line in this market and VB gets it right. it's the difference between laughing at the common aussie or laughing with them! VB laughs with them... this ad laughs at them... to me it comes across as a bunch of metrosexuals trying to make a average aussie bloke commercial... and it shows!!

12:10 PM  
Anonymous Anonymous said...

Um....yeah. I think you guys are seeing something different to me.

Sorry guys, nothing original or funny about this.

But hey better then most ads I guess.

12:56 PM  
Anonymous Anonymous said...

VB got what right? Want to appeal to late teens? Easy, just do ads with late teens in it. Oh, and ad some high school humour. Sorry, that logic has never worked and never will. Unoriginal and unsuccessful.

7:10 PM  
Anonymous Anonymous said...

Come on guys, anyone with even half a brain knows that suvlaki VB stuff sucked. It took one of Australia's great brands and turned it into B-grade sketch comedy. The agency, client, planners and anyone else involved with it should hang their heads in shame.

And I can see the ute. (Not that I especially want to.)

10:50 PM  
Anonymous Anonymous said...

You gotta laugh. 8.29 rolls his playdough into a ball, looks at it proudly, then yells out, "Hey look mummy, I've just invented the wheel." And when someone mentions that they just might have seen the odd wheel or two before, there's the usual toddler's tantrum. Kids nowadays! Whatcha gonna do with 'em?

11:34 PM  

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