Saturday, April 28, 2007


Ideaworks Sydney has created a TVC for Bendon Lingerie to launch their Sleepwear range.
The 45 sec spot shows the after effects of wearing the sexy new sleepwear – sleeplessness during the day after being “up” all night.

Agency – Ideaworks
Writers – Rodd Martin, Christian Kernot
Art Director - Hema Patel
Account Manager – Kristen Smollen
Agency Producer – Laura Langdon
Production Company – UFO Film
Director – Rodd Martin
Producer – Gordo Westman
Editor - Remi Luxford
Post Sound – Rod Enright Song Zu


Anonymous Anonymous said...

All bullsit aside that spot is actually very nice. Aren't they a retail agency though?

10:35 AM  
Anonymous Anonymous said...

A lingerie spot full of girls not wearing lingerie. Roddy what's happened to you?

11:57 AM  
Anonymous Anonymous said...

Very obvious that there's zero budget, but a very nice idea.

1:30 PM  
Anonymous Anonymous said...

Love it. A charming idea executed well. It tells a story and makes a point. Isn't THAT what advertising is about?

9:04 PM  
Anonymous Anonymous said...

Nice idea guys. Well done! (Also fun spotting the faces;-)


9:36 PM  
Anonymous Anonymous said...

Nicely shot and directed. But I'd rather see the sexy underwear.

7:22 AM  
Anonymous Anonymous said...

normally not having a packshot is a good thing, but in this case i agree with 7.22. why can't we see the big-boobed bicycle babe in her best frillies?!

8:59 AM  
Anonymous Anonymous said...

Well done Hem and Chrsitian. xxxkimmie

9:05 AM  
Anonymous Anonymous said...

nice idea. but it was also nice when viagra did it as a print campaign and won a lion at canne in 2005.

9:18 AM  
Anonymous Anonymous said...

Yeah, it's ok. But show me the night before

10:15 AM  
Anonymous Anonymous said...

great idea. in fact it won at cannes last year for viagra.

10:22 AM  
Anonymous Anonymous said...

The Viagra print is one of my all-time favourite print campaigns- it has women falling asleep while they're cooking and cleaning etc. As in they've been up all the night before...

Sound familiar?

11:12 AM  
Anonymous Anonymous said...

hey Lynchy, what happened to all the negative comments about the cast? Has this blog suddenly been edited....?


11:23 AM  
Anonymous Anonymous said...

Viagra is a product designed to keep people up all night.

Sleepwear is designed for the opposite reason, arguably making this a stronger idea.

Having said that, now that I've seen the Viagra print I do see the similarity and hey dude, really appreciate you pointing it out. Bitch!

Note to self: Must consult award police before rolling camera.

11:42 AM  
Anonymous Anonymous said...

Not just Viagra but there was a cough medicine ad last year that showed people asleep because their kids have been coughing all night. Also like the ad that Mick Connely shot years ago with the people asleep on their lawn mowers etc.. because some bloke had been boaring them to death.

12:13 PM  
Anonymous Anonymous said...

I like the fact they cast real girls, not models or actors. I believe it more

1:09 PM  
Anonymous Anonymous said...

maybe i've just been lucky but most chicks are overtly energetic and happy the next day, no?

3:04 PM  
Anonymous Anonymous said...


3:16 PM  
Anonymous Anonymous said...

10.22 am

I wonder how many lingerie shoppers at DJs are familiar with Cannes print winners.

From Belgium.

And whether the fact that some Art Director from Antwerp had a similar idea before in 2005 would put them off buying a bra.

I think not. Nice ad. Might even sell stuff.

3:39 PM  
Anonymous Anonymous said...

Hey 12:13, there was a post very similar to yours that was already done a few hours earlier. Not in Belgium either.

5:29 PM  
Anonymous Anonymous said...

A viagra print campaign?
From Antwerp of all places?
Fuck, who knew??
That's gonna keep me up all night.

5:40 PM  
Anonymous Anonymous said...

I like the music a lot. Someone said it was similar to a door chime they heard in Cornwall once but surely they wouldn't copy that, would they?

5:53 PM  
Anonymous Anonymous said...

Shoppers at dj's probably dont give a rats about advertising but the people who view this site do. thats our job. most of us care about keeping ideas fresh. some of us obviously dont. Anyway i will stop my bitching and go and brain storm with my award book.

6:38 PM  
Anonymous Anonymous said...

Maybe I’m being a wet blanket, but if you’re good-looking enough of a babe to be in a TV spot, you hardly need to slip into a set of Bendon fleecy pyjamas to get someone to run through the Kama Sutra with you all night -- but maybe the sleepwear thing is not what you wear in bed -- it’s something else! Like garterbelts and g-strings that you wear before you go to bed! -- which I for one would be happy to see featured in the spot -- except I’m not the target audience…I guess girls are just going to rush out and buy all that irresistible (and invisible) stuff all by themselves…well, we are talking about the lucky country…

5:00 AM  
Anonymous Anonymous said...


You seem to miss the point of this blogspot. It is for ad people not shoppers at DJs. Ad people know ads and hence comment on that basis.

While loads of people still shop at Lowes, it doesn't make their ads good.

Next argument?

9:25 AM  
Anonymous Anonymous said...

Nice idea. Could have been a beautiful ad if some money was put into it. Come'on Bendon, cough up. You'd think the money they saved on sexy models could have been put back into production.

11:02 AM  
Anonymous Anonymous said...

Just a comment to 10.35am at the top. 'Brand' agencies do retail ads frequently (Cars, Banks, Foxtel, Maccas, Target, K-mart etc)... why shouldnt a 'retail' agency do a brand ad?

2:42 PM  
Anonymous Anonymous said...


I miss the point? Creativity and originality are but tools to sell a client's product. Not ends in themselves.

A derivative Lowes ad that gets people in the store can only be 'good'. Just as a wildly creative and original Lowes ad that doesn't do a thing for sales can only be 'bad'.

'Big Ad' is remarkably similar to the British Airways 'Face' spot of 20 years ago. Does that make it wrong?

I don't think it's me missing the point...

5:02 PM  
Anonymous Anonymous said...

I think 5.02 owns the moment with that comment.

Consider passing your comments through the stupidity checker before posting.

10:07 PM  
Anonymous Anonymous said...

I'm sorry 9:25, your opinion is not what makes an ad "good". If Harvey Norman or Lowes get great result from their advertising then the advertising is good and fuck you. Advertising is a business not an artform....if you want to be an artist fuck off and be an artist. Next you'll be calling yourself a film maker.....for fucks sake stop pulling the pud and write something that sells stuff.

12:16 AM  
Anonymous Anonymous said...

Sorry 12.16 An ad that sells lots is 'effective', not necessarily 'good'.

Having done lots of both, I should know. Now stop bugging me while I crank out a truly effective ad so I have time to produce some 'art' that you will laud without even knowing it was me.

9:34 AM  
Anonymous Anonymous said...

You "let's sell stuff" wowsers should seriously take a hike. Not only from this site, but from the whole fucking ad industry. Because, frankly, clients and account service folk can do what you do.

If we sell stuff we're doing our jobs. Put nothing more than a fucking logo on tv enough times and it will sell stuff. Our jobs as creatives is to do original work that strikes a chord with our consumer by evoking any one of a range of emotions. If you want to sell out and go do Lowes ads and tell yourself that they sell stuff so that you can sleep at night, go for it. But don't hang around here calling people who actually do consider advertising an art form (and make watching tv of a night a bearable passtime because of it) a bunch of wankers.

Seriously. THis is a CREATIVE blog. Get lost.

9:47 AM  
Anonymous Anonymous said...

Guys, guys, guys, let's calm down for a second here.

Let's all do great work, win some stuff, sell heaps of stuff along the way, then meet at the pub and tell each other how great we are.

That's not an original idea but it's always been a good one, I'll see you there.


10:09 AM  
Anonymous Anonymous said...

Pretty sure this idea has been done almost exactly the same for Coco de Mer by Saatchi London.

4:45 PM  
Anonymous Anonymous said...

Coco the what the fuck the...?

11:14 PM  
Anonymous Anonymous said...

yep 4:45pm is right. The idea won awards in 2002 for Coco de Mer before it was ripped off for viagra.

2:28 PM  

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