Tuesday, September 05, 2006


A few overwrought parents can ruin children’s sporting events. They rage at referees, verbally abuse young players and sometimes even engage in violent confrontations with officials or other parents.
Such uncontrolled behaviour, popularly known as “sport rage,” has become disturbingly common.
NSW Sport and Recreation recently commissioned Newcastle-based agency Peach to create a campaign to educate parents and discourage sport rage.
Peach created a vivid television and audio message with the theme: “Sport rage. Act your age.” It’s designed to show parents how ridiculous they look when they get carried away and behave in irrational, immature and potentially dangerous ways.
The video message is being shown on big screens at first-grade games and the audio broadcast on public address systems at children’s games and local sporting events.
Peach Advertising’s Managing Director Lynn Poole is enthusiastic about the campaign the agency has created.
“The campaign is seeking to socially stigmatize bad behaviour. We’re seeking to make sport ragers look bad,” Ms Poole said.
“Through long experience in community education campaigns, we understand how to change attitudes and behaviour in constructive ways.
“Humour is one of the prime tools we can use to get our client’s message through to the widest possible audience, without preaching or alienating people.
“Australians have shown that they respond to important messages presented in a humorous format.
“As a parent, I’m appalled by the bad behaviour of a few at children’s sporting events and I know that most other parents are too.
“I hope that this campaign will reduce the incidence of sport rage by making those who engage in it feel foolish, as indeed they are.”

Creative Director: Matt Johnson
Writer: Dee Madigan
Agency Producer: Kaye Brennan
Director: Anthony Davison
Production Company: Mosaic Films – Craig Bolles
Editor: Speedwedge - Leonard Coster


Anonymous Anonymous said...

Hey Lynchie - "This video is no longer available."

Doesn't matter though, as I'm familiar with the spot. It's where a really, really bad 3d cgi dummy pops into an angry parent's mouth, and then (straight from the see it-say it school of advertising) the line goes something like: Dummy spitting is for babies.

It is, quite possibly, the worst ad ever posted on this site. And yes, I include the Liz Hurley Magnum ad, below.

2:43 PM  
Anonymous Anonymous said...

see, this is what I can't work out.

don't agencies know enough NOT to send patently shit work to CB?

you save crap like this for the other trade press, who'll publish any old shit as long as the logo at the end of the ad seems important enough.

that way you get your agency's name in the trade press without humiliating yourself amongst the creative community.

6:33 PM  
Anonymous Anonymous said...

quick Lynchie, take it back down.

1:04 PM  
Anonymous Anonymous said...

Okay, so it's not the best ad in the world. But why don't you, its detractors post some of your own work for the rest of us to judge?

You won't though will you. You're only prepared to spit vitriol and venom while cloaked in the security of anonimity.

Come on, post your work, I dare you!

Yours in contempt

Sir Royston Vasey III

2:53 PM  
Anonymous Anonymous said...

It's got an idea, it's kinda funny and it ain't the worst by a long shot.

3:03 PM  
Anonymous Anonymous said...

Where are the creative credits. C'mon, own up.

4:08 PM  
Anonymous Anonymous said...

There's an ad agency in Newcastle?

ps I quite like the ad.

4:18 PM  
Anonymous Anonymous said...

Sir Royston Vasey III,

Clearly this is your work and you're quite keen on defending it.

But I'm sorry, I still think it's average at best.

Having said that, I'm sure everyone has done shit work at some point in their careers, in fact, I'm doing some right now... it's terrible. The difference is I'm not going to post it for everyone to see because I know it's average and not worth bragging about. It's just part of the job.

If you only post good work you won't get bagged out. Post shit work and it's on for young and old.

10:10 AM  
Anonymous Anonymous said...

Dear Anonymous 10:10

No, it's not my ad. And yes, you're right, it is average at best. But I'm going on the assumption that everyone that writes on this blog are over 12 years of age, and have at least an average IQ. So I fail to see why everything has to degenerate into a torrent of expeltives and banal commentary. Constructive crisitcism is what seperates marketing professionals from ad wankers. Which catergory would you rather be in?

Sir Royston Vasey III

11:30 AM  
Anonymous Anonymous said...

The idea's not so bad. It's the direction and post-production that is really shithouse.

2:58 PM  
Anonymous Anonymous said...

Sadly, Sir Royston, in advertising as in the bee colony, as in life, the plebians far outnumber the patricians.

Unfortunately the interactivity of this particular medium magnifies their ignorance, stupidity and illiteracy.

3:29 PM  
Anonymous Anonymous said...

Absolute dribble......it's a dummy suck, not a dummy spit.

2:21 PM  

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