Monday, March 27, 2006


Sam Neill stars in a classy spot for Meat & Livestock Australia promoting Red Meat via The Campaign Palace, Sydney. Created by Yanni Pountartzis and Dean Hunt, beautifully directed by Dave Denneen @ Filmgraphics.


Anonymous Anonymous said...

Must have been a pisser when David Attenborough turned the gig down.

11:40 AM  
Anonymous Anonymous said...

Er... I don't think old D.A. was asked. Sam was chosen for the Jurassic Park connection... the whole idea behind the ad, you moronosaurus rex.

12:02 PM  
Anonymous Anonymous said...

Whogivesashitasaurus your probably the only one that made the connection.

1:15 PM  
Anonymous Anonymous said...

There was an idea behind this ad?

1:47 PM  
Anonymous Anonymous said...

Dear 12:15,

You're, not your. And I think only neanderthals like you do not make the connection.

1:53 PM  
Anonymous Anonymous said...

Ummm, yeah, the whole Jurassic Park thing... didn't really see any link there, in fact, now you mention it, i like the ad less, if that was its intention. Don't hate it. Don't love it. David Attenborough would have been cool.

1:57 PM  
Anonymous Anonymous said...


2:11 PM  
Anonymous Anonymous said...

I know we are all trying not to be negative but this is not making it easy.

It's badly written and looks like it was directed in the 80's.

Heads should be hung in shame.

2:12 PM  
Anonymous Anonymous said...

Dear 12:57,

Yes, "David Attenborough would have been cool", but not for this particular idea, you idiotic twat. Could someone from The Palace explain this very simple ad to people like 10:40, 12:15 and 12:57 (if indeed they are not one and the same fuckwit).

2:14 PM  
Anonymous Anonymous said...

Surely 11:02 is from the Palace? I can't see anyone else except its creators getting so worked up over a spectacularly ordinary ad.

2:25 PM  
Anonymous Anonymous said...

It's very well written, 1:12 (I presume you are an art director). But your comment, "it looks like it was directed in the 80's" is spot on. I agree with you: compared to much of the crap directed by amateurs today, the 80s was a very stylish decade when great ideas were matched by great craft. Well done Denneen. That's why he's still in business -- and much in demand both here and internationally - while many of his contemporaries (oh, I remember how trendy each were at various times) over the years are not.

2:34 PM  
Anonymous Anonymous said...

Oh my god.

I have nothing nice to say so...

2:41 PM  
Anonymous Anonymous said...

whatever. who gives a shit. instead of sitting in this shitty blog, use the time to write a 'better' ad...

3:46 PM  
Anonymous Anonymous said...

As I mentioned in the 'Eye, Eye' thread below I think the agency has done a wonderful job with this TVC.
It is simple and achieves a difficult job in helping make red meat more appealing to a hard to reach demographic. (I have some interesting stats on this demographic for anyone who is interested.)
No doubt that is how you define what is truly 'creative' not some silly gag for a non exisitent client.
Congratulation to the creative team and their leader at the Palace for making it happen.
It will really resonate with the target market I am sure!

Fingers crossed for you all that it will even pick up an award. And I am talking about an Effectiveness trophy as they are the only ones worth having.

Remember guys - it’s not about silly wacky films - it’s about shifting product!

Sydney Suit.

3:55 PM  
Anonymous Anonymous said...

Thought Sam Neil was great in Little Fish. Mmm fish, must eat more fish.

4:17 PM  
Anonymous Anonymous said...

1:12pm is a moron. Leave film making to the professionals, not agency hacks.

4:52 PM  
Anonymous Anonymous said...

Dear Suit,

Winning an AFA Effectiveness Award would actually be credible these days if they hadn't awarded a gong to that Wrigley's 'Liz Smiley' campaign in the late 90s. What a joke that was, seeing Wrigley's has a 99 percent share of the fucking chewing gum market!

4:59 PM  
Anonymous Anonymous said...

Oh my. Is the Campaign Palace taking the piss? This spot is terrible. Why in god's name would they bother to PR it. It might get a finalist at AWARD if this was 1979.

7:37 PM  
Anonymous Anonymous said...

Please stop, it's getting embarrassing.

8:13 PM  
Anonymous Anonymous said...

Dear 3:59...

Though it is true that Wrigley has the chewing gum market stitched up, they still would have set themselves targets to meet.
No doubt these targets would have been exceeded to have won the AFA Effectiveness Award back in 1979.
If you are going to make dumb try-hard wannabe planner comments please save them for your own internal planning meetings at McCanns or JWT or wherever you work...

This ad is a classic. Probably the best meat ad Australia has seen since the early work Doorleys did for Pork back in the 70s.

Sydney Suit.

9:01 PM  
Anonymous Anonymous said...

Dear Sydney Suit,

On behalf of all of the creatives that read this blog can you make an effort to keep your ramblings to yourself. Most of what you have to say makes absolutely no sense what-soever. Saying that this ad is the most successful since the 70's just shows how uninformed and stupid you are. The unaustralian campaign for a start is head and shoulders over this bunch of crud. I don't mind suits, planners, mac. ops, whoever contributing to this blog that I read with enthusiasm, but what I like with this site is that 90% of it is informed criticism and praise. Even when someone writes 'it's shit,' or 'it's great,' you can usually see where they are going with it. Your point of views, on the other hand, are so completely wrong on this thread and other threads that I almost feel embarassed for you. Almost.

10:39 PM  
Blogger CB said...

Dear Sydney Suit,

Thought I would butt into this entertaining thread, but only to keep the facts straight. The AFA Effectiveness Awards were not around in 1979 (that was the first year of AWARD), they commenced in 1990. Held every second year, Wrigleys won The Gold Pinnacle in 1992 (and yes, it did cause a stir at the time, especially as most of the winners of the inaugural awards also won creative awards, the perfect combination).
FYI, Meat & Livestock Australia, via The Palace, has been a consistent performer, including winning The Gold Pinnacle twice - in 1994 and 2002. As to your opinion that this current effort - fine as it is - is "the best meat ad Australia has seen since the early work Doorleys did for Pork back in the 70s", I would suggest AMLC "Liferaft", "Doggie in the Window" and later, the Iron campaign (plus Lamb 'Sam Kekovich' in 05 and 06) would all be, dare I say... a cut above.
But keep the thread going. It's great that suits are expressing their opinions on this blog, let's hope more come aboard. Are there any Melbourne Suits out there?

1:10 AM  
Anonymous Anonymous said...

Kekovich is a rip off. Give Tony Squires the credit because he wrote it. Even the "I'm Sam Kekovich" at the end is a steal. We all know it but ignore the theiving ways of BMF.

8:15 AM  
Anonymous Anonymous said...

I knew those meat ads that won at Cannes were based on something similar but
this is ridiculous.

12:21 PM  
Anonymous Anonymous said...

Some would call it plagiarism. Some would call it borrowed interest. I just call it stealing. Interesting that it's stolen from a real writer, not some hack wannabe in an agency. (sorry is that my distain showing beneath my skirt?)

12:41 PM  
Anonymous Anonymous said...

Dear Lynchy,

I assume you are the moderator of this Blog so i thank you for your input to help add the facts to the debate.
I must say I am very sad that so many of the people who write here are so against an account service staffer taking part in the debate.
I think that disciplines from every agency dept should be encouraged to take part in this discussion.
After all our industry survives on good healthy debate.
I can only assume that the cry baby creatives who do not value my comments are the sorts of writers and art directors who think that the whole advertising process and the final creative idea is down to them and them alone.
In my experience it is the suits, the ones with the relationships with the clients who should take most of the credit for the work.
And also, more importantly in today’s business it is the researchers that add vital contributions to the creative process. Research feedback is the new creative inspiration.
I can see just by looking at this latest red meat ad that it has been fine tuned with the help of qual and quant research. And it is a better piece of advertising for it!

So. Whinging creative people... Get with the modern face of advertising or go and make a Tropfest film or something that does not require you to work within a commercial process.

Sydney Suit.

1:25 PM  
Anonymous Anonymous said...

That's exactly the sort of attitude that has me shouting/throwing-objects at my television every time I have the misfortune of catching one of these tested to death sterile safe adverts (while I'm at it, the same goes for the majority of the uninspired me-too programming that bookends these insipid offerings.)

As a non local I'm constantly amazed by an attitude towards your audience over here that at times seems to border on contempt.

Give them/us some fucking credit and start taking some chances!

1:52 PM  
Blogger CB said...

I think all people in the business have an equal right to say what they feel. But I tend to side with creatives because the best of them instinctively know great from good (unlike the average focus group that gets in the way of creating great advertising! The phenomenal sales success of The Big Ad proves you do better without them). Having said that, some of the best suits and planners in the business are right here in Australia and New Zealand - and the great agencies would be nowhere without them. Creatives, suits and planners need each other and all should debate various issues within this forum - hopefully in a more civil manner than has been the case with many of the posts to date. But I must admit I have enjoyed some of the slagging, that's only human nature, probably the reason for the success of this blog.

1:53 PM  
Anonymous Anonymous said...

I don't think 'Sydney Suit' is a real person, they're just someone having a dig to get everyones back up.

Surely there couldn't be a suit that is still employed that has their head so far up their own arse.

2:02 PM  
Anonymous Anonymous said...

"Research feedback is the new creative inspiration."


Joking right?

2:04 PM  
Anonymous Anonymous said...

1:02 - yeah I was just thinking the same. Funny stuff.

2:18 PM  
Anonymous Anonymous said...

My my...

How all you creative types gets yourself in a tizz over your 'art'...

A couple of things I want to clear up.

Firstly 'Sydney Suit' is a real person and a great Advertising man. He has just telephoned and told me to look at this discussion.

As a researcher involved in testing advertising creative work it is time the creative community really understood what makes the world go around...

It’s like this:

You write a campaign.
The client pays me to test it.
I write a report that says the work is not going to work.
You write another campaign.
I test it and get paid again.
I already know that my next report willl be a little more in favour of the work, but I still do not say to the client that it should be made as I want to do another round of research and get paid again.
You are in tears by now, working over the weekend to try and crack something when there was nothing wrong with the first campaign.

And I don’t care because I am making so much money out of the client that I am out sailing on my boat while you are crying into you sketch pad.

Melbourne Researcher.

2:25 PM  
Anonymous Anonymous said...

Dear 'Sydney Suit.'

Thank you for gatecrashing what was quite an entertaining blog. It feels rather like someone's uncool Dad walking into a party and turning the music down.

Just as a footnote, when some genius can get one of those nodding dog toys to carry a folio case you'll be out of a job anyway.

Back to the old contact report eh?

3:24 PM  
Anonymous Anonymous said...

A creative pretending to be a suit. A suit pretending to be a creative. And getting everyone worked up. Priceless.

3:29 PM  
Anonymous Anonymous said...

I saw a blog the other day that said something like: 'If research worked everyone would do it and everyone would get everything right'. So simple and yet so true.

Hands up those who want more toppings on their pizza.

3:32 PM  
Anonymous Anonymous said...

I couldn't be bothered reading the whole thing, but my instincts tell me this article might contain some interesting points re focus groups increasingly falling out of favour.

If there are could someone maybe summarise them?


4:38 PM  
Anonymous Anonymous said...

Have just been re-reading "Sydney Suit's" posts and this particular sentence leapt out:

"Congratulation to the creative team and their leader at the Palace for making it happen." (My emphasis)

Sydney Suit – you're not Paul Fishlock by any chance, are you?

5:03 PM  
Blogger CB said...

No way. Paul Fishlock is a very good writer. There is no way Sydney Suit is Paul, but he may be a fan. I suspect Sydney Suit is indeed in Pyrmont (see his admission within the 'Eye, Eye, Eye' posting), at either BMF, Whybin TBWA, FCB or Kastner & Partners.

5:22 PM  
Anonymous Anonymous said...

this is a pretty weird ad. it could be bad or it may be a post ironic revelation. Yanni, give us your take.

9:28 AM  
Anonymous Anonymous said...

I love this blog

2:12 PM  
Anonymous Anonymous said...





3:28 PM  
Anonymous Anonymous said...

lynchy, in answer to your question - no, there are NO Melbourne suits. That's why Melb creatives have to do that job as well as their own. And why their creative is suffering as a result......

9:49 AM  
Anonymous Anonymous said...

I don't like the pants Sam is wearing.

11:42 AM  
Anonymous Anonymous said...

Hey, who was that SHOUTING at 2.18?????
Shut the fuck up, people are trying to sleep!

3:49 PM  
Anonymous Anonymous said...

Sydney Suit:

Your reason for existing is to sell the product that the Creative Department produces. You are just a salesman. You rely on creatives.

And every creative person can write strategies and sell their own work. But you'll never be able to write ads because you have no creative talent. If you did, you'd be a creative, not a suit.

Sorry mate.

1:43 PM  
Anonymous Anonymous said...

Who is this "lynchy" guy anyway?

12:56 PM  
Anonymous Anonymous said...

The red meat campaign does it's job fairly well. As I am not form the agency area of the industry, I find this thread very amusing. Perhaps we could see a real boxing ring at this year's AWARD with "Sydney Suit" waiting in the middle for all to...'discuss' this thread. My only comment regarding the campaign - It would be great to know after turning up the TV seriously loud a number of times what the little girl in class says. "But it says here that ........." - was there no better take where she didn't mumble ?
Is it just me and my wife's hearing ?

2:09 PM  
Anonymous Anonymous said...

I think it's having a good go at making an ad for a more general audience than the unaustralian ads (face it, only a small percentage of the population actually understood it). I also like the use of Sam Neill to reinforce how eating red meat is australian.

I also like the fact that it pisses of vegetarians by saying they're slow and not as mentally developed as the rest of the population. Score.

3:28 AM  

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