SAATCHI & SAATCHI SYDNEY WINS AUGUST/ SEPTEMBER COULD BE A CAXTON COMPETITION
A press ad for Toyota promoting its Landcruiser 70 Series has been announced as the August/September winner of the Could Be a Caxton competition, established by the Caxton Committee and supported by The Newspaper Works to recognise and showcase great creativity in newspaper advertising on a bi-monthly basis.
CLIENT: TOYOTA
AGENCY: SAATCHI & SAATCHI SYDNEY
EXECUTIVE CREATIVE DIRECTOR: DAVID NOBAY
SENIOR COPYWRITER: TIM BROWN
SENIOR ART DIRECTOR: PETER BUCKLEY
Dejan Rasic, Executive Creative Director of Colman Rasic Carrasco, and the judge of the August/September competition, said: “Perfect talent for the headline. Rock solid strategy. Stood out in the lot of ads I looked at”
Buckley and Brown (pictured below) have won an all expenses-paid trip to the Caxton Weekend in Byron Bay at the end of October.
The October/November competition is now open for entries. It’s free to enter and anyone can submit nominations. For more information on the winning Toyota ad, how to enter the Could Be a Caxton competition and the Caxtons in general, visit www.thecaxtonawards.com.au.
posted by CB @ 4:07 PM
22 Comments:
Like to see how that white body copy reproduced in the paper as opposed to the nice print outs the agency supplied. Harder to se that a stormtrooper crawling through the snow I'm guessing.
The old, Position the target market as no nonsense salt of the earth types by showing they are completely out of touch with arty farty new age stuff like yoga. Page 123 of 'One Thousand Ad ideas you can do at home'
Get fucked 4:46 loser! Jesus Christ - you're obviously bitter about being left out on the Friday lunch invite. Wonder why? Anything positive to say at all? Then SHUT THE FUCK UP.
Now this is why I come to this blog.
Hats off 5.19. Probably could have used another excalamation mark at the end and invoking the name of a ficticous relgious figure probably wasn't needed, but but apart from that your diatribe was well thought out and cutting with a nice ad industry theme.
Well done.
I laughed at this ad... Is that a crime? Like the art direction too. Although the painted panel behind the headline looks a little like a polar bear has wiped his ass. Knowing you guys that was probably the idea.
It was Yoda who was in Star Wars which was written in 1977 about the same time the ad industry started featuring ads like this where you buy into the attitude of the typical customer them look down to the right hand corner to see what the product is. Beer, clothes, cars.
Good one fellas. Drink up.
5:18 ... it is just the Caxtons mate - we're not talking d&ad here .. take a chill pill. Probably was the best there was.
"Stood out in the lot of ads I looked at."
(Seems there are a few lines to read between here.)
There's funny and there's ad funny.
Put ya money where ya mouth is and enter your own far superior work then.
The exact same headline was done for a Kickboxing gym in Singapore called the Attic I think 4 years ago. ask Mike Shackle from TBWA Singapore. I think it was his ad.
An ad for a kick boxing gym. LOL. From Singapore. Must have been pretty high profile. Where did they run it? In the lockers?
Did it increase gym membership?
hey a mate of mine had the same idea for a tai chi school. You must have seen it - it ran in tai chi weekly. The school newsletter. May edition. Not a bad edition - had that article about the health benefits of gogi berries.
Wow there's a lot of people with a lot of time. Oh no I'm one of them. Shit... GET BACK TO WORK (watching youtube) SLACKERS!
One of the great things about "could be a caxton" is that it's the best press ad of the month.
Which means none of the critics here has produced a better ad this month.
Advertising. So easy to criticise; so hard to do well.
I like to imagine a 'salt of the earth' Aussie bloke peering at this ad and thinking 'Wow. This ad speaks to me. I AM a stupid, ill-read, misinformed country yokel, just like those well-paid city folks imagine us farm types to be. Fuck treating me with a little respect, tell me I'm a stupid prick, that works every time."
Look, there's award show line clever, and there's treating the consumer like a fucking moron.
If you're bitching about it - then do something about it - make something better. If you'e not prepared to do that then finish off that retail DM bi-fold and go surfing. Don't forget to make the logo bigger.
7:47.
You show your general ignorance of advertising by using Direct marketing as some sort of fucking insult.
$200 says you're a junior, and not a very good one at that.
7.47
Why cant I Bitch about it AND do something better. But even if I cant do something better why cant I bitch about it anyway. This is a forum to comment on work. If work is put here touted as the best (even if it is just for the crappy caxtons) then we have the right to call it out if it isnt that good.
And this isnt. The strategy is rubbish. Buried in the copy is the idea that aussie farmers have been through some tough times in the past few years. What about positioning the truck as one thing they can rely on rather than serving up an idea they tried to palm off on a brewery in the mid 90's that no relevance to the product or target audience.
7.47
Why cant I Bitch about it AND do something better. But even if I cant do something better why cant I bitch about it anyway. This is a forum to comment on work. If work is put here touted as the best (even if it is just for the crappy caxtons) then we have the right to call it out if it isnt that good.
And this isnt. The strategy is rubbish. Buried in the copy is the idea that aussie farmers have been through some tough times in the past few years. What about positioning the truck as one thing they can rely on rather than serving up an idea they tried to palm off on a brewery in the mid 90's that no relevance to the product or target audience.
Press is struggling as a medium, and this ad is ample evidence that the best thinking isn't going into press briefs. It's ok, fine, alright, seen it before, professional, did-their-job, kinda work. But nothing exciting. But then again, if most ads were as good as this, advertising would be in a pretty good place.
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