Monday, July 24, 2006


Melbourne agency Marmalade is launching a viral campaign to promote Heinz Big Eat, which will be followed by TV and cinema.

Agency: Marmalade
Writer/Art Director: Neil Mallet
Agency Producer: Rachel Taylor
Director: Micca Delaney
Production Company: Exit
Production Company Producer: Nik Round
Score: Ross Ingles


Anonymous Anonymous said...

I thought virals were supposed to be good.

It's like a really bad version of the Fosters 'I am Australian' ad, only using cliches, stereotypes and the most obvious award-school solution to the brief.

Big Eat?

Big pile of poo more like.

Fucking hell, is this the best we can do?

1:17 PM  
Anonymous Anonymous said...

very poor mans barclays bank 'Big' campaign featuring Anthony Hopkins by Leagas Delany in 1998......

I bet showing the hopkins ad convinced the Heinz client to do it...(because it's a good ad)

1:24 PM  
Anonymous Anonymous said...

That ad is toilet.

2:24 PM  
Anonymous Anonymous said...

Big fuck up.

2:45 PM  
Anonymous Anonymous said...

You're absolutely right 1.17pm, and even the Fosters 'I am Australian' ad was ripped directly from an 'I am Canadian' ad that the client apparently saw and liked.

2:59 PM  
Anonymous Anonymous said...

Oh yes, and the music is utter bollocks too.

4:37 PM  
Anonymous Anonymous said...

Oooh dear. If I'd done that 'viral' I would have kept it quiet instead of exposing it to Lynchy. Can't wait for the big cinema ad!

4:47 PM  
Anonymous Anonymous said...

Obviously a complete misunderstanding of the idea of viral: ie: make a commercial so good, so piss funny that it'll be spread around via email.

Clearly it gets zero out of ten on that score.

I rather fancy this was sold in as a 'clever media' strategy: ie: Put all the budget into production and don't spend a bean on airtime.

Too bad it fails miserably there too.

5:56 PM  
Anonymous Anonymous said...

They've stolen the concept from a prodigy music video!

6:51 PM  
Anonymous Anonymous said...

This pile of shit is attracting the flies from the Caltex ad below.

7:37 PM  
Anonymous Anonymous said...

Oh geez!

How do you make a good actor act so badly?

Cowell had this character down pat as that handyman guy from Life Support.

What happened?

7:55 PM  
Anonymous Anonymous said...

damn that was lame. if you're just going to have a guy standing there and talking, what he's saying needs to be a hell of a lot more interesting than that.

9:55 PM  
Anonymous Anonymous said...

People really don't understand 'viral'. You Tube is a media channel. I don't think you can actually have a 'viral strategy'. It's akin to having a 'word of mouth' strategy. You can create something so good that people talk about it. But isn't the strategy there a creative one rather than a channel one?

9:24 AM  
Anonymous Anonymous said...

Great creative rationale, now where is the ad?

9:30 AM  
Anonymous Anonymous said...

The irony? The Big things behind him are little on that screen, losing the impact! Could have set it up like that, then switched to the closeup view they barely use!

9:30 AM  
Anonymous Anonymous said...

Just for balance, I'd like to say I like this ad a lot.

Unfortunately though, I can't.

9:42 AM  
Anonymous Anonymous said...

The irony? You think a simple re-edit could in any way save this shop-worn idea.

10:05 AM  
Anonymous Anonymous said...

No, don't think a reedit would help much, but it couldn't hurt to have your BIG things actually be BIG rather than postage stamp sized! Especially with a compressed file as the screening method!

10:35 AM  
Anonymous Anonymous said...

ok, i have heard the phrase 'budgie smugglers' 23,763 times in ads during the last 2 months.

time to hang it up and come up with a new phrase kids.

12:58 PM  
Anonymous Anonymous said...

You guys are such dicks. I love it.

3:18 PM  
Anonymous Anonymous said...

As mentioned before this is not a "viral". This is an ad that happens to be posted on YouTube.

Agencies need to fucking learn that the game is changing. Not keep doing lame ads that no one gives a crap about.

Viral my ass.

5:36 PM  
Anonymous Anonymous said...

Bad idea.
Bad execution.
In a word:

6:23 PM  
Anonymous Anonymous said...

Its not viral, till it goes viral. And this ain't the type of material that would go anywhere.

11:24 PM  
Anonymous Anonymous said...

I assume you're from Marmalade 3.18PM?
Yes, most of the people who comment on this blog are 'dicks'. Is that surprising? We're in advertising after all.
However, I know a handful of people in the industry who are quite the opposite and I'm sure they would feel the same way about your latest spot.
The vitriol comes from a collective disappointment that you have failed to deliver for what is obviously a great client. Hey, you're not the first to fall flat and you won't be the last. Just recognise that it has happened, this isn't 'great' and move on.
You could start by not reading this blog anymore.

10:46 AM  
Anonymous Anonymous said...

I loved it!
Deborah, Account Service x

1:37 PM  
Anonymous Anonymous said...

But then again, you do have cutouts of Dilbert cartoons on your cubicle wall eh Debs?


4:16 PM  
Anonymous Anonymous said...

Marmalade a turkey.

10:55 PM  
Anonymous Anonymous said...

lame, really really lame.

2:28 PM  
Anonymous Anonymous said...

The comments on this blog did nothing to prepare me for just how crap that ad really was.

10:25 PM  
Anonymous Anonymous said...

ewww. a true stinker.

4:48 PM  
Anonymous Anonymous said...

Well I loved it.
Truly an example of where advertising should be.
Unlike the rest of you self indulgent wankers.
Cut the pony tail and let it run free.

i'll be here all week try the veal.

3:55 PM  
Anonymous Anonymous said...

I love the fact that all these people who have bagged this ad remain anonymous....its almost as crappy as they think this ad is.....

9:26 PM  

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