Tuesday, October 17, 2006


Health insurer MBF is launching a new fully integrated advertising campaign via BMF Sydney, to position the company in personal lifestyle protection.
BMF created the new campaign titled ‘Journey’ and the first television commercials are scheduled to go to air from Sunday (22 October). The commercials include 60 sec, 30 sec and 15 sec executions. The campaign will also launch with bus, cinema and POS.
The creative idea shows how MBF can help customers navigate the unexpected events of life with its range of dynamic product options.
“It was a great opportunity for us to break category conventions in a competitive market where MBF is determined to achieve differentiation,” said Warren Brown, Executive Creative Director, BMF. “The MBF commercial uses surprising ‘in camera’ stunts and effects to depict the unexpected events that can pop up in life.”
Sets and props inflate, slide, spring and pop up throughout the commercials to create a fresh and distinctive look for the brand.
“It’s our first major campaign for MBF since we won the account and we’re very excited about taking this positive step with them,” said Matthew Melhuish, CEO BMF.

Executive Creative Director: Warren Brown
Art Directors: Simon Langley and Dale McGuiness
Copywriters: Richard Morgan and Dennis Koutoulogenis
Account Management: Alita McMenamin
Agency Producer: Whitney Hawthorn
Director: Andy Lambert
Production Company: The Sweet Shop
Strategic Planners: Jeremy Nicholas and Christina Aventi
Clients: Wendy Baylis, Jane Calder, Jo Hay
Media Agency: Mitchell & Partners


Anonymous Anonymous said...

Hard category, watchable and likeable. Well done.

5:02 PM  
Anonymous Anonymous said...

Different for the category.
Nice story.
Sweet execution.

5:49 PM  
Anonymous Anonymous said...

Very confusing

has lost charm of Be Positive campaign

6:22 PM  
Anonymous Anonymous said...

Tough category. nice to watch.

Sorry fellow bloggers

I like it

10:16 PM  
Anonymous Anonymous said...

For a moment there I found myself enjoying, but the moment soon passed. In all, this ad really doesn't propose anything to me that I'm not already acutely aware of. Would also agree with above: doesn't live up to "accentuate the +ve" campaign.

10:52 PM  
Anonymous Anonymous said...

When things pop up in life....... Oh I get it, it's a pun.

11:59 PM  
Anonymous Anonymous said...

11.59. If I had a dollar for every great campaign that was simply a visual pun for the benefit or the problem, I could retire and take your girlfriend with me.

It's a nice ad. And it cracks me up how the industry bemoans the use of puns, but every second ad you see has one in it. I reckon it depends on the quality of the pun. This one uses a literal interpretation of a metaphorical saying to come up with a pretty original visual technique in a hard category. Really, cut 'em some slack.

7:39 AM  
Anonymous Anonymous said...

Nice to see an actual ad on the blog even if it is a crap one like this.

8:46 AM  
Anonymous Anonymous said...

Sorry guys,its a shocker.

8:53 AM  
Anonymous Anonymous said...

Obviously went with the first idea that popped up in their head.
Not even the sweet shop can pep up the pop up.

8:54 AM  
Anonymous Anonymous said...

Well done to those involved. Nice.

9:07 AM  
Anonymous Anonymous said...

attention adland egos:

nice to see in the credits you DIDNT mention the post house - especially as it is what makes the ad. as anyone who has been around for a while knows - good post houses often tip in a ton of creative to extend a ad dudes idea to award winning status :p

the cg in that spot was very well done to the mystery house that did it.

9:31 AM  
Anonymous Anonymous said...

It feels like the direct guys came up with a format and the brand guys mistakenly turned it into an ad. Is there anyone who didn't predict the endline within 3.3 seconds of watching?

9:32 AM  
Anonymous Anonymous said...

The blog's not such a crap one 8.46

9:38 AM  
Anonymous Anonymous said...

It's puntastic!

12:13 PM  
Anonymous Anonymous said...

This will be forgotten before its even finished. Very shallow.

12:16 PM  
Anonymous Anonymous said...

I thought it was great. Shame I just got FOXTEL I-Q...

See ya!

1:37 PM  
Anonymous Anonymous said...

The Aussie audience doesn't exactly dislike puns 11.59...


3:12 PM  
Anonymous Anonymous said...

Logged on expecting to see AWARD finalists. not here. Where oh where are they? Or is it you, Lynchy, who's still at lunchy?

4:31 PM  
Anonymous Anonymous said...

The AWARD site says "AWARD Finalists will be released Monday 16th October 2006."

Today is the 18th, and still nothing.

4:49 PM  
Anonymous Anonymous said...

How does MBF deal with the wedding pop-up?

5:17 PM  
Anonymous Anonymous said...

Where's the finalists Lynchy?

5:18 PM  
Blogger CB said...

Later tonight it seems. If not, first thing in the morning.

5:32 PM  
Anonymous Anonymous said...

Will AWARD ever get their shit together? Jokers.

5:52 PM  

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