Tuesday, May 29, 2007


Clemenger BBDO Melbourne has put to air an animated commercial launching Fling chocolate bar.

CLIENT/PRODUCT: Masterfoods/Fling
TITLE: ‘Forever Is Over Rated’
AGENCY: Clemenger BBDO, Melbourne
CREATIVE: ECD James McGrath, CGH Emma Hill, Asst CGH Cameron Hoelter
PRODUCER: Sevda Cemo
PRODUCTION COMPANY: @radical.media
DIRECTOR: The Glue Society
PRODUCER: Catherine Chapple
DOP: Keith Wagstaff
EDITOR: Charles Ivory @ The Editors
ANIMATORS: Mad Cow Pictures


Anonymous Anonymous said...

Great ad, does The Glue Society pick good ads to be involved with or do they make them great?

7:30 PM  
Anonymous Anonymous said...

Now we're talking!!!. This is certainly much better. Great insight, interesting execution, great direction and craft by the glues. It seems Clems Melbourne are actually starting to fire up. That other ad was a bit 'ho-hum'.

8:11 PM  
Anonymous Anonymous said...

Just saw it again. Yes it's good. Very good. Go new Patts....sorry, new Clems.

8:14 PM  
Anonymous Anonymous said...

Hmmm. I like it, but methinks the clever folk at Disney have done something similar once or twice before??!!


10:08 PM  
Anonymous Anonymous said...

Oh, get real! It's ok, nothing more.
So the Glue Society were involved, that seems to make everyone think it is automatically great.
It's like so much Clems work, it tries really hard to be good, but is always a bit safe.

11:00 PM  
Anonymous Anonymous said...

8.14pm...don't confuse this with the kind of bench mark work Patts Melb have done. It's not even close.

11:03 PM  
Anonymous Anonymous said...

This is bloody brilliant.

Hats off to everyone involved.

This is the kind of ad I would give a nut, probably 2, to have on my reel.

To all the pricks waiting to pour shit on this ad - good luck.

11:08 PM  
Anonymous Anonymous said...

Didn't like that much at all I'm afraid.

11:49 PM  
Anonymous Anonymous said...

What the heck is an Associate Creative Group Head?

8:45 AM  
Anonymous Anonymous said...

Well done Em and Cam. Thuper stuff

9:08 AM  
Anonymous Anonymous said...

Ah ah ah ah say that's not bad booah!

9:29 AM  
Anonymous Anonymous said...

Good ad. I watched it a few times to make sure it was as funny as I first thought. It was.

10:00 AM  
Anonymous Anonymous said...

Love it.

But on another note, anyone else having problems with their planners?

I'd like to know why they have so much control over the creative process. Once the brief is approved they should leave it to the creatives to do their jobs.

But time and time again they're running the show. The problems is not getting your ad through your Creative Director, it's getting it approved by planning.

Planners. The new Client.

Please explain?

10:22 AM  
Anonymous Anonymous said...

did someone really use 'methinks' in a sentence?

10:56 AM  
Anonymous Anonymous said...

call me thick, but is the idea:

the chick would rather eat chocolate than have the fairlytale ending?

what's so original about that?

there's an ad at the moment for chocolate where the chick speeds through all the usuals of a date so she can get back inside and eat her chocolate.

11:05 AM  
Anonymous Anonymous said...

At last something original and new. No more youtube rip offs. Good on ya guys i loved it the moment i saw it! And that my friends is Champaign Comedy.

11:14 AM  
Anonymous Anonymous said...

average at best. looks really good, but a confusing script that's not funny. birds singing the end frame is cool.

11:28 AM  
Anonymous Anonymous said...

7.30pm, the Glue Society pick good scripts to be involved with

12:14 PM  
Anonymous Anonymous said...

The king is in the altogether, yet again. If this had been done by a lesser agency and directed by a less groovy prod. co., then it would be universally written off as ho hum. Which I'm afraid it is. As are most of my ads.- before anyone says it. But come on be honest

12:51 PM  
Anonymous Anonymous said...

Gee Toby and bec do say a lot...haven't seen much on the blog from you though...

3:02 PM  
Anonymous Anonymous said...

They just did the Nestle Heaven ad as an animation and you guys are all applauding? Snore.

3:22 PM  
Anonymous Anonymous said...

Clearly the PR spin is in overdrive because there's no way this many people think this is good.

It's so confusing i still don't know what they're trying to say and i've watched it 4 times. And if it's because she wants to kick a dude out to eat chocolate, no amount of disney smultz execution makes it any better.

All bad.

3:53 PM  
Blogger David J Smith said...

I'm not sure about it. It could have been really funny but it isn't. The art direction could have been brilliant but it looks cheap.

A little clip of what it could have looked like:


4:05 PM  
Anonymous Anonymous said...

Everything's cool until they're forced to make an ad out of it. Funny sketch, crap ad.

4:33 PM  
Anonymous Anonymous said...

And that 11:14, isn't champagne spelling

4:36 PM  
Anonymous Anonymous said...

epkpi10:22 does raise a good point about planners. I have tried to go along with them but I seriously cant see the value in it. They just provide a time wasting and frustrating layer of bullshit. Even worse they all seem so desperate to hang in your office and be "part of the gang". Even worse again when they move into the creative dept! WTF?!

8:54 PM  
Anonymous Anonymous said...

Self concious cleverness never really gets a laugh.

Lacks political insensativity, violence or sex.

10:37 PM  
Anonymous Anonymous said...

Hey 8:11!

Woman prefering chocolate to a man is not a 'great insight'.

Personally, I'd take the man any day.

And the execution isn't 'intersting', it's a standard parody.

10:41 PM  
Anonymous Anonymous said...

Fuck that Toby's a genius, methinks.

Someone give him a brief so he can shame us all.

10:48 PM  
Anonymous Anonymous said...

Forever is over-rated is over-rated

7:53 AM  
Anonymous Anonymous said...

Re 8:54pm's comments about Planners, it is you who is talking bulshit. Planners should be a part of the creative dept as planners are a critical part of the process of GOOD advertising. Planners uncver the insights that give direction to advertising, making good ideas great ideas. There is a direct corelation between the recent upswing in Australian advertising and the involvement of planners in the creative process.

8:16 AM  
Anonymous Anonymous said...

sorry. not very good. i don't care if Glue worked on it and so did some ex-Patts folk. The ad doesn't make much sense.

8:44 AM  
Anonymous Anonymous said...

Methinks it will sell zero chocolate.

9:30 AM  
Anonymous Anonymous said...

Ummm...you're all kidding, right? Some of you think this is a great ad? No, please, you're having a laugh.

9:33 AM  
Anonymous Anonymous said...

You have a product with a name like Fling, which offers endless possibilities, and you do the old, old, old idea of the girl preferring the chocolate to the guy? Oh, and you make it 'creative' by using old, old, old Disney animation? And this is new, exciting Clems? Oh dear.

9:43 AM  
Anonymous Anonymous said...

Oh dear.
Tim tam is better than a man.
Done better with more edge years ago.
It is very ordinary really.
And nothing the Glue Society does really works in a sales context.
It's porrly branded, clumsily directed and just..umm.. wafer thin.
It's not good advertsising guys and girls.

11:40 AM  
Anonymous Anonymous said...

Oh dear. A great ad? No I don't think so. Just shit well shot.

12:17 PM  
Anonymous Anonymous said...

Sorry, contrary to ALL the positive Clemenger postings, this is seriously, seriously not good - New Pats, Glue Society or otherwise.

12:42 PM  
Anonymous Anonymous said...

If this is the finished commercial, I'm amazed. It looks like an animatic.

1:10 PM  
Anonymous Anonymous said...

Wow David! You know all the best references.

But seriously folks, all the art direction in my pants couldn't fix it.

2:46 PM  
Anonymous Anonymous said...

4:36 - Champaign-champagne, see top of page... But Thanksss for your corrwecting my gwammer. It's wall becuwse of da speech impotentent i half. Da roo ka doo.
Pesky wabbit. haaddddaaaa.

Anonymous Cartoon

3:01 PM  
Anonymous Anonymous said...

While we're discussing pretentious twaddle, what the hell is going on in the new Eclipse chewing gum ad?

Someone? Anyone?

5:16 PM  
Anonymous Anonymous said...

Erm am i missing something ???? or have the standards gone down sooooo much that this piece of rectal matter is viewed as a great ad,Strewth.

5:50 PM  
Anonymous Anonymous said...

People are starving in Africa and you're all bitching about chocolate ads.

8:17 PM  
Anonymous Anonymous said...

I always knew advertising was unoriginal, but when someone uses the old "people starving in Africa so why comment on anything else on the planet" line, I know it's well and truly done for.

PS: People ARE starving in Africa.Though, sadly, not becasue of a food shortage but because they are being intentionally starved by bastards like Mugabe and the people running Sudan. And the only country in the world to say anything about it - the US - gets vetoed by China and Russia and bagged by the rest of us whenever they try to do something about it. Just as happened when they recenlty rid the world of the most murderous fascist dictator around.

9:55 PM  
Anonymous Anonymous said...

Well, six months at Clems, and this is what James McGrath has to offer? Yes, he CD'd a lot of crap at Patts (most of which people seem too polite to mention), but this takes the cake.

9:58 PM  
Anonymous Anonymous said...

An agency's given a product called Fling and they do this.

9:41 AM  
Anonymous Anonymous said...

8:16 AM...Ah don't tell me, you're a planner?

10:25 AM  
Anonymous Anonymous said...

8.17... It's better than bitching about Africa while eating chocolate bars

1:12 PM  
Anonymous Anonymous said...

I'm sorry but Glue society really did make a mess of this one. There's nothing nice I can say about it other than it's 'different' (production wise). But in this case different is a poor cousin to 'nice'. Got a little too crazy there guys with somebody else's money. The script feels a little lazy which isn't what I'd come to expect from from those two. Something smells funny.

1:18 PM  
Anonymous Anonymous said...

Yes, God Bless America 9:55. Thank goodness they removed that fascist dictator - life's never been sweeter in Iraq since they blundered on in. And I personally, feel so much safer. America, fuck yeah!

1:45 PM  
Anonymous Anonymous said...

So 1.45, you were quite comfortable with the non-stop slaughter of his own people and his neighbours by Saddam? No doubt you'd believe that all the terrorists killing Iraqis right now are freedom fighters? The truth is, you just want it off your TV screen so you don't have to know about it - it won't bother you one bit of ten times as many people die, as long as it's out of you line of site.

Oh, and the Fling ads sucks as well.

3:16 PM  
Anonymous Anonymous said...

The tag line of the ad really describes the ad itself.

4:39 PM  
Anonymous Anonymous said...

Hey 1.45pm. You're a fool. Australia stands right beside America in Iraq. We went too. Don't blame the Yanks when we stand shoulder to shoulder.

Surely Toby and bec have a solution to the war in Iraq, they have somethign to say about everything else.

5:01 PM  
Anonymous Anonymous said...

Planner's - also known as support staff

5:14 PM  
Anonymous Anonymous said...

Forever might be over-rated, but everyone seems to keep wanting it.. choose chocolate over a guy (regardless of whether fling or forever material) - who does that???

5:24 PM  
Anonymous Anonymous said...

The only really good planner I've ever come across was a creative who crossed over. Unfortunately, all the others were average AE's who really wanted to be CDs. Most of them do good jargon and not much else. As for Fling, it seems to an insight-free zone. (LIke 99% of the stuff we all produce.)

11:50 AM  
Anonymous Anonymous said...

OMG 11:50am, we've just had the announcement that a failed account guy is moving into Planning at our agency. And the freaking Planning Dept has just moved into the middle of the Creative Dept. Most of them were already hanging in our offices way too much - now it'll be worse than ever. On the bright side though, it is funny watching them try and retro-fit their mumbo jumbo to great concepts when the outcome so cleary did not "spring" from a planning "insight".

8:00 PM  
Anonymous Anonymous said...

8pm... Retro fit to great concepts? Where are they then? Why are there so many crap ads on this blog? Oh it must be the planners fault... Err hang on

12:24 PM  
Anonymous Anonymous said...

Planners are just another one of those clever ideas agencies invented to convince clients they were worth hiring: "See, we've got this new specialist who will do all your thinking for you." Clients generally love planners because their only real specialty is taking a client's dumb thinking and selling it back to him in neat marketing jargon. Always looks great on the overheads; always contributes zero to the actual content of the ads. They just give the rest of account service a great excuse for doing even less thinking.

10:05 PM  
Anonymous Anonymous said...

Good planners help.

Crap planners hinder.

There aren't many good planners around.

The problem isn't with the planning function, it's with the quality of the people doing the job.

Advertising fails to attract enough high calibre people. Tight margins, long hours, the indignities of working in a service industry... if you had a double degree from a good university and were smart enough to discover insights that could make a real difference to the life of a brand - would you really choose to work in the advertising industry?

Some do, but most don't.

9:44 AM  
Anonymous Anonymous said...

If any one actually thought about this, for a second, and tried to not be a childish "creative" then they would see what utter nonsense, they are talking. One of the most awarded ads ever, is Honda "grrr", if you look at the wklondon site you will see just how much credit is given to their planners who have co-ordinated a very ordinary client into an extraordinary body of work. Even in our fair shores, planning and account startegy have produced the thinking behind the big ad, which would never have been possible without work put in by the planners. In Australia there is so much emphasis on ads and no real thought behind campaignable, sustainable ideas. Saatchis work especially lacks a clear direction for any of their work and it suffers accordingly, why for instance are there now two tooheys ads which are not even linked by the same end line. The fox sports work is all over the shop, and Toyota is only linked by a jump universally panned by creatives, directors and the overseas client.

Planning at it's most simple would see these faults immediately and try and correct them.

12:25 PM  
Anonymous Anonymous said...

If this is a great ad then there's hope for me yet.

Its a nice, cute ad, but IMHO (and I'm just a junior) it ain't great.

4:06 PM  
Anonymous Anonymous said...

Surely you jest

5:08 PM  
Anonymous Anonymous said...

Some Planners are great. They're passionate about contributing to the process around developing brilliant ideas and they do this by researching and understanding the consumer, then sharing that information with the broader team through a well-written brief. But they don't presume to be the concept developers. And they don't presume to come up with the conceptual creative insight. They provide an understanding of the consumer and the context for the work.

Other Planners, bad Planners, wait for the creative department to come up with the idea, then post-rationalise it into a strategy which they pretend was theirs to begin with. And in doing this they appear to have derived the conceptual insight – making it seem like the creative department simply brought their idea to life through the execution. But they also do it to safeguard a job that is only tenuously connected to the actual ideation process and creative product – which is the future of our industry. At the end of the day that's what we're all selling. And so, naturally, that's the one indispensable commodity moving forward. Hence the emergence of this new and dishonest representation of planning – both within agencies and as external consultancies – as the idea originators.

And subsequently, as this new delineation of the Planner’s role is propagated within marketing circles (because a new role/additional service from an agency equals an opportunity to ask the client for more money), the function of Planning has to live up to the new, perceived role that it has in the creative process. Which means that we are headed toward a future where Planners are expected to crack the thought / insight / idea – and the creative department is just expected to execute it.

Sound familiar?

But we can’t just blame the Planners.

If you take a look at the Planning Awards you will find that Planners are awarded for the amount of influence they had over the idea. They are encouraged to claim ownership of the concept development if they want to further their careers and/or just keep their jobs. Please, have a look at the APG Planning Awards website and the criteria in the call-for-entries. Last year on the CB Blog Christine Blackburn, chair of the APG Creative Planning Awards, said: “We’re very proud of the body of work presented at the second APG Creative Planning Awards. The planners have uncovered some fantastic insights and applied their craft to bring these insights to life in many different mediums”.

This is where the delineation of concept development is heading.

Our industry is putting pressure on Planners to develop something they’re not trained or hired to develop. Conceptual thoughts. Ideas. Which leads to dishonesty and appropriation. But we Creatives are often too consumed within our own bubble to realise what is going and how that will affect our own job in the long term. Which is a big oversight on our part. Because as the role of Planning takes shape, so too does the future role of Creative. So lets make sure we all like where we're headed - before it's too late for us to change it. The APG Planning Awards are only in their second year. Read through the entry criteria. Find out if your agency is entering your work. If they are, find out who will be taking credit for the thinking / the creative insight / the idea. And if it’s a slimy mess of dishonest lies SAY SOMETHING to your CD, CEO and Planners. If your Planners are post-rationalising your ideas into strategies, then entering them into Planning Awards to take ownership over the idea, you really need to speak up.


If we can stop Planners from appropriating the ideas, we can fix the current perception of the Planner’s role in the creative process and all the problems that lie therein.

12:26 AM  
Anonymous Anonymous said...

Why do Planners continue to over complicate an otherwise relatively simple process? There tends to be far too much over thinking going on and not enough clever thinking happening. Remember, clever people make things simple.

10:31 AM  
Anonymous Anonymous said...

This ad is over rated. Just because it's "Glue" doesn't mean it's good. The Glue Society's New Clothes?

2:15 PM  
Anonymous Anonymous said...

We have never worked with a planner but think they are shit.

10:32 PM  
Anonymous Anonymous said...

OK. Now back to the Fling spot.

Q: Did planning screw a good idea or did the

creatives screw a great piece of planning?

Because, whichever way you cut it, this is crap.

The only mystery is who's reponsible - planning or

the creatives?

10:50 AM  
Anonymous Anonymous said...

the ad is genius. total genius. in fact a creative masterpiece. quite possible the best ad ever. everyone involved should pat themselves in the back. GENIUS!

1:56 PM  
Anonymous Anonymous said...

Do any of you know who did the voice of the prince?

2:03 PM  
Anonymous Anonymous said...

When you're as good as us, who needs a planner.

3:44 PM  
Anonymous Anonymous said...


2:59 PM  

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