Wednesday, August 16, 2006


The latest Dairy Australia TVC for The Bridge, Melbourne was directed and written by The Guild's Rodd Martin.
Produced by Helene Nicol, it shows the benefits of a diet rich in dairy.
Says Martin: “When I put these two actors together in the casting, the idea moved from being a happy night out to a nervous first date. Suddenly it had a nice awkwardness when she bites the end off his fork”.


Anonymous Anonymous said...

Obviously milk doesn't promote strong, healthy ideas!

2:28 PM  
Anonymous Anonymous said...

That was rubbish. Sorry to join the knockers on here, but it really was.

2:50 PM  
Anonymous Anonymous said...

I lliked that dude better in the VB "Lamb sandwich" ads.

3:24 PM  
Anonymous Anonymous said...

nervous first date. dull dialogue. milk-drinking woman's teeth are so strong she can bite the end off a fork. man deeply concerned that if he puts his penis into her mouth later on in the evening, she'll do exactly the same thing.

it's not really very good at all.

3:25 PM  
Anonymous Anonymous said...

Maybe would work better for toothpaste. I don't associate strong bones with strong teeth.

Definitely has that 'just a gag' syndrome about it. Sorry.

3:53 PM  
Anonymous Anonymous said...

Obviously the subtelty of the humour will be lost on some who have become immune through being reared on a steady diet of high-octane pieces aimed at our ADD afflicted culture. It's performance vs effects

5:03 PM  
Anonymous Anonymous said...


5:49 PM  
Anonymous Anonymous said...

You slaggers are so out of touch!
I know at least 3 agencies whose email servers are working overtime because of this spot. It's approaching viral status.

7:52 PM  
Anonymous Anonymous said...

Very nice. Still laughing.

7:53 PM  
Anonymous Anonymous said...

Sorry to be so "politically incorrect" - but it made me laugh. Nice way to remind me of the value of milk without repeating all those boring lifestyle shots.

8:23 PM  
Anonymous Anonymous said...

You are all talking way above your up the mac and make the logo bigger before the studio manager catches you ...

8:56 PM  
Anonymous Anonymous said...

Oh ,and the beauty of the word subtle is the ability to spell it 5.03. Hurry back to the Mac studio boy....

8:58 PM  
Anonymous Anonymous said...

"man deeply concerned that if he puts his penis into her mouth later on in the evening, she'll do exactly the same thing"

3:25 PM has the point there.LOL.Sorry,
dont find it outstanding..3/10 Try harder

9:09 PM  
Anonymous Anonymous said...

"man deeply concerned that if he puts his penis into her mouth later on in the evening, she'll do exactly the same thing. "

Well done! Out of all you dildos only 3.25 PM got it???!!

11:23 PM  
Anonymous Anonymous said...

Campaign Palace style gag ad circa 1983.

Say no more.

2:19 AM  
Anonymous Anonymous said...

I disagree, 5:03. I think the performance LACKS subtlety. It looks like two actors thinking about looking awkward. It has the feel of bad Australian sketch comedy circa 1992.

9:41 AM  
Anonymous Anonymous said...

Best thing about this ad is Dairy Australia's new logo. Sorry.

9:54 AM  
Anonymous Anonymous said...

Somewhere else on this blog someone talks about a Molson Rickards Red ad that is similar to the Big Ad. I can't see it on the Taxi website for some reason, anyone know where to see it?

On this ad, regardless of anything else, she bites the fork in a dead straight line. It looks like her teeth are not just strong, but very straight. I'll be drinking more milk from now on.

10:05 AM  
Anonymous Anonymous said...

You're right, 5:03PM. The performance was awful. Needs more effects.

10:08 AM  
Anonymous Anonymous said...

Hang on. Did creative go and change the brief on me to suit their pissy tooth gag? Jesus Christ. It took 4 weeks and six rounds of client revisions to get that brief just right. Every word was gold. And I would have thought my insightful and persuasive powerpoint presentation, yes, the one with the innovative strategic insights on bones and calcuim, would have made things crystal clear for them. I came into this business to make a difference. Sometimes I don't know why I bother.

10:33 AM  
Anonymous Anonymous said...

Keep up the great work Roddy.....

10:40 AM  
Anonymous Anonymous said...

A bit laboured.Could've been a 30. but overall...great. Nicely shot too.

10:43 AM  
Anonymous Anonymous said...

A very good, well executed solid ad. I like the way it's not hurried like most ads out there and takes it's time to work up to the one single-minded gag.

Looks good to and will definitely hold it's own on air amongst all the other shit we see every day out there in reality land (not just only at Award shows).

Good one Rodd!

11:21 AM  
Anonymous Anonymous said... select "what we do" then select "medium" "advertising" then "televison"

then scroll right twice and select molson on the top right...

then click the second spot Molson Rickards Choir

11:33 AM  
Anonymous Anonymous said...

boring and highly predictable and I am not even in advertising

2:27 PM  
Anonymous Anonymous said...

Now thats a blatent rip off done badly

2:29 PM  
Anonymous Anonymous said...

apparently it was done first (molson) somebody said it on the blog so it must be true.

2:36 PM  
Anonymous Anonymous said...

I don't mind it all. A nice, pleasant spot that's cleanly executed and simple. I don't know why everybody always has to always be so super-critical on this blog thing.

2:46 PM  
Anonymous Anonymous said...

Cool. A fun little spot that doesn't try too hard to be anything it's not.

As long as it brings a smile to somebody's face somewhere and a few people out there drink a little more milk as a result, then it's done it's job.

2:52 PM  
Anonymous Anonymous said...

It f*&cking infuriates me the way people praise average work. Let's face it: this is a missed opportunity. There are a bunch of writers out there who would have spun this brief into gold. The execution's ok, but just ok. Christ. Can we please use world's best practice as our yard stick?

3:18 PM  
Anonymous Anonymous said...

Nice one Rodd. Don't listen to these cunts. Fork em all. They're either Mac operators who can't write ads or Furby.

4:18 PM  
Anonymous Anonymous said...

That ad's funny.

What's even funnier is how how all the negativity was posted as soon as the ad was put up. Good insight into the mindset of people with nothing to do.

5:00 PM  
Anonymous Anonymous said...

This was much better as a print ad for Extra:

(and far much more relevant too)..

8:24 PM  
Anonymous Anonymous said...

The simple truth is the fact that in any one typical Australian year, ignoring the post 2:00am Saatchi TVC showcase specials, there is simply hardly anything good enough to warrant 'Fuck, I wish I did that.'

As such, if one extends the logic, this means that the vast majority of these bloggers are responsible for the 99% of utter crud that fills the commercial break.

Points for executing an ad that's not great by any means, but it's not bad.

Think about that before you start the relentless anonymous attacks on each and every person brave enough to post an ad with the absolute knowledge that it will be universally slagged.

8:55 AM  
Anonymous Anonymous said...

Deary me. So much self-righteous indidnation from the supposed guardians of world's best practice on story after story, day after day, week after week, month after month on this blog.

Jeez, you could be forgiven for thinking that 99.9% of work produced by this industry was brilliant, inspired and exceptional and that there were a few hacks letting down the side.

But the awful truth is that 99.9% of the ads we see daily on our television screens, newspapers, magazines, radio, billboards etc et is absolute shit, or at best, mediocre. So who's producing THAT?

You lot, that's who.

2:16 PM  
Anonymous Anonymous said...

Wrigley's ad is totally different, it's a spoon. Just like a version I've written, with a knife bitten in half.

4:01 PM  
Anonymous Anonymous said...

Hi guys, Rodd here

just want to thank everyone for participating in this blog and particularly want to thank you negative dudes too. So far I've had 35 sympathy cards 8 requests for the reel and 2 scripts. One of them I'm going to make too. Wait till you see it, you guys are going have a field day. Bring it oooon.

4:32 PM  
Anonymous Anonymous said...

Spot on 2.16. From my experience, I can sadly recall that the worst slaggers are almost always bitter juniors, ready to point at the drop of a hat that every idea anybody else comes up with "has been done before" and also go to great lengths to dig up a dusty copy of the Uzbekistan Art Directors Annual from 1982 to prove their point. Grow up kids. Stop trying to make yourselves look better on your own sorry eyes at the expense of other people that are actually doing good work.

8:41 PM  
Anonymous Anonymous said...

Hey it had an idea. Very rare.

9:24 PM  
Anonymous Anonymous said...

better than 90% of australian advertising which isn't saying much but a good effort.

8:32 AM  
Anonymous Anonymous said...

Hey Roddy, if you've ever wondered what that annoying pink shit is that occassionally gets stuck beneath the balls of your feet, it's the junior slaggers on this blog!!! Rock on mate!

9:16 AM  
Anonymous Anonymous said...

hey 8.41.

whats wrong with digging up ads that have already been produced before? shouldn't this industry pride itself on originality?

If people don't expose concepts that have been done before, then these "people that are actually doing good work" will be revered for original ideas, when in fact they aren't orignal and are then not actually doing good work at all.

Not saying these people always rip off old ads. I too have thought I had a cracker of an idea only to find it had been done before. Old ideas need to be exposed if they have been done before. It's only then, as an industry, can we truly create original ideas. You've got to know where you've come from to move forward.

...btw, i'm not a junior.

9:52 AM  
Anonymous Anonymous said...

9.52, if you are not a junior then you probably should stop thinking like one. Original ideas don't come from advertising my son, they come from Quantum Physics, astronomy and sometimes a movie or two. Advertising makes use of ideas already out there and exploits their vernacular nature for their own commercial purpose. Look at Cannes, for example. Evolution: Not original, Darwin though of it before. Cavemen: done before. Big Ad: Not original, a spoof of other epic productions such as BA. Choir: Not original, done before. LynxJet: don't get me started. But all of them great advertisements because of the way they were executed to serve their single minded marketing purpose. Originality of expression, that's it. Not of thought. If you really try you will always find on every ad some reference from movies, comedies, theatre, tales, music, life. No one is reinventing the wheel or making fire or re-formulating the theory of relativity. I don't want to sound cynical but get a life mate. You sound like some fundamentalist crusader on a quest for better advertisements. It's only ads, do your best, enjoy the ride and sing when you're winning. And chill out. Rodd's ad is good and that's all it is, an ad.

2:58 PM  
Anonymous Anonymous said...

my balls are itchy.

4:14 PM  
Anonymous Anonymous said...

thanks 2.58. fair point, but you've missed my point.

Firstly, I didn't say that ads in general are not based on some original insight or thought from way back when and from who knows where. I've responded to 8.41 who said we shouldn't dig up and out ads that have been produced before. Why not????

Secondly, I didn't say this ad was shite. Yes, it's a simple idea that will stand out amongst the crud, but it has been done before. Did you see the wrigleys print ad from the link above? But to respond to you now 2.58, It's a first thought concept anyway.
Strong teeth = what do you put into your mouth, a fork, fork gets bitten in half = tough teeth. ....hmmm, yes first thought I'd say. Not brilliant, might've been good though if it was done before wrigleys for instance.

And yes, I think we're all aware that there's no true original ideas. The ads you've mentioned are billiant original executions of thoughts based on borrowed themes and insights from life.

"Evolution: Not original, Darwin though of it before." hmm, maybe you're getting a little pedantic here though.

As for getting a life, I work in this industry and I hate it when I see creatives lauded for work that has been done before. No disrespect to Rodd here, he didn't write the ad.

simple as that mate.

6:46 PM  
Anonymous Anonymous said...

4.14... is that you Jim?

7:43 PM  
Anonymous Anonymous said...

2.58, if you're not all about the ads, then get off this blog, get out of the industry and go and cure cancer......wanker.

9:41 AM  
Anonymous Anonymous said...

Jay, you gotta stop scratching them.

10:09 AM  
Anonymous Anonymous said...

Rodd's not a writer, but apparently he can direct. Who knew?!

10:14 AM  
Anonymous Anonymous said...

And this one makes 50.

4:46 PM  
Anonymous Anonymous said...

I hate nice round numbers.

3:50 PM  

Post a Comment

<< Home