Tuesday, March 07, 2006


ninemsn has launched a major campaign supporting its new-look entertainment offering. Created by Euro RSCG Worldwide Sydney, the campaign launched with a 45 second television commercial, supported with cinema and online activity throughout the campaign.
The campaign brings to life the ability to escape the daily grind, by enjoying the content found on the ninemsn Movies, Music and Games entertainment sites. The advertisements are designed to communicate how ninemsn empowers you to ‘turn your back on it all’ without even leaving your desk.
The TVC features a city worker looking to escape the confines of his working environment. We then follow our worker as he turns his back on everything that is annoying throughout his day. The song Long Hair, by Little Barrie, accompanies him has he ends up back where he started. It’s then revealed ninemsn entertainment helped him to ‘virtually’ escape the pressure.
The objective for the campaign is to generate traffic, from specific demographic groups, to the sites. The long-term objective is for people to form a relationship with ninemsn entertainment, reinforcing its position as Australia’s No. 1 entertainment site.
Campaign credits:
Agency: Euro RSCG, Sydney
ECD: Dale Rhodes
AD: Luke Thompson
Writer: Anthony Pitt
Agency Producer: Laura Langdon
Director: Mark Molloy
Production Company: Exit Films


Anonymous Anonymous said...

I don't.

Not trying to be rude. Just doesn't do anything for me.

12:03 PM  
Anonymous Anonymous said...

sorry. okay that was a little rude. I do like the idea of turning your back on it all. good thought. just didn't like the execution. could have been funnier.

12:05 PM  
Anonymous Anonymous said...

"It's then revealed ninemsn entertainment helped him to 'virtually' escape the pressure."

I'm glad the press release told me that, cause the ad itself sure as hell didn't.

12:20 PM  
Anonymous Anonymous said...

I find the ad's execution a very weak link to 'turn your back on it all'

Infact, you've got 22 seconds of build up, and 8 seconds of entertainment.


2:02 PM  
Anonymous Anonymous said...

I like it too. I find it entertaining and it certainly makes me want to watch and find out more. Which you would think would be the point....

5:23 PM  
Anonymous Anonymous said...

nice ad. bit depressing. turn your back on it all. sort of like virtual suicide. a negative to sell a positive. oh, my god, i think I'm turning into a client.

8:04 PM  
Anonymous Anonymous said...

that's the second good piece on msn this year - i like it. why are you player haterz hatin'!!!!! beats anything microsoft would ever do, or those ridiculous Yahoo 7 ads, what the fuck is up with those...zzzzzzzzzzzzzzzzzzz

8:44 AM  
Anonymous Anonymous said...

the yahoo 7 ads are right between 'honda' nothing else feels as finished and 'brand powers' handy wipes ad

10:09 AM  
Anonymous Anonymous said...

I agree, it's not real flash but in comparison to the Yahoo7 ads it's fucking brilliant.

11:00 AM  
Anonymous Anonymous said...

Who feels like chicken?

12:24 PM  
Anonymous Anonymous said...

never understood it on the box, and now I supposedly do, don't think I want to understand it. sorry, doesn't do it for me at all.

12:31 PM  
Anonymous Anonymous said...

I like the Honda ad.

12:32 PM  
Anonymous Anonymous said...

turn your back is cool thought. I like the execution. love the goths.

1:58 PM  
Anonymous Anonymous said...

It's true. If you turn your back on it, it's a much better ad.

2:18 PM  
Anonymous Anonymous said...


2:18pm has nailed it.

end of this blog.

next ad to bag please lynchy!

4:57 PM  
Anonymous Anonymous said...

The Blog Master has spoken. All hail the Blog Master.

PS. I hate honda with a passion.

5:36 PM  
Anonymous Anonymous said...

The Blog master is a hack.

10:37 AM  
Anonymous Anonymous said...

me - 4:57pm, ain't no hack. but i'm good at hacking shite to death.

bad luck, shinking ship euro boy.

next ad lynchy.

11:42 AM  
Anonymous Anonymous said...

4.57 pm good at hacking shite to death...wow you are so clever. God I hate opinionated self important creatives. Dude, get a life, you just make ads, it's not like you are even a proper artist. In the real world, people don't give a shite.

BTW I'm not from EURO I am a client

11:02 AM  
Anonymous Anonymous said...

In the real world people hate clients, but we are your social lubricant. Without us you leave consumers dry, sore and dreading a second tour of duty.

11:13 AM  
Anonymous Anonymous said...

And 11.13am proves my point. Blinded by his own ego. Might I add in the real world the client pays your salary. Idiot.

11:28 AM  
Anonymous Anonymous said...

4.57pm here again mr client. i'm not 11:13 by the way either. There's more of us who feel this way.

It's clients like you who give advertising a bad name because you're the one pumping out the shit that the real world doesn't want to see.

Doesn't matter if I'm an opinionated creative, I'm also a consumer.

Pull your head in and give the people want they want to see. Good creatively entertaining brand messages.

Like your ad, I turn my back on you.

11:39 AM  
Anonymous Anonymous said...

yeh...a consumer of cock.

3:43 PM  
Anonymous Anonymous said...

ooh er,.......raw nerve client boy.

and all because you're ad's shit.

go and kill another idea.

3:59 PM  
Anonymous Anonymous said...

Actually, client GIRL, thanks Marc with a c the copywriter.

And no, it's not my ad, I just observe these comments with amusement normally, but for some reason this time I felt compelled to comment.

Re pumping out shit, I am proud to have been involved in ads that have won advertising awards and SOLD product. I imagine you are the type that only equates success with awards and peer opinions.

I admire and value entertaining and original ads, I certainly agree they are more effective. I just loathe dealing with agencies that are too narrow minded to respect the reality and broader context in which marketers operate.

I used to like watching the great ads on this site, but after watching them all being attacked in this forum I think I've had enough.

Good luck advertising guru, I'm sure I'll see your name in lights at Cannes.

5:23 PM  
Anonymous Anonymous said...

I really hope girl client is a real client and not a girl ad person pretending to be a client or even worse a boy ad person pretending to be a girl client. You've got a big point. this site sums up the Australian ad scene. Small, bitchy and scared. Now I don't stand above it, I'm a guilty member. The best thing to do is just enjoy it.

So listen up you dumb slut! Stop destroying our fun here and go to a client site - this one's for us.

6:20 PM  
Anonymous Anonymous said...

5.23 pm. if you are a client and unhappy with the state of things, check out this website:


where all your wishes can come true.

6:33 PM  

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