A market research session I’m attending tonight has requested that I pull together two examples of brand/marketing comms that have impressed me in recent times. I’ve singled out a selection of TVCs here, there’s many more that come to mind that are certainly brilliant, however the product that they are advertising doesn’t appeal to me (viz. Pure Blonde beer and Carlton Draught’s “Big Ad“).

Snooze have recently rebranded from Cap’n Snooze. Losing the “Sale! Sale! Sale!” approach of years gone by, they’ve changed tack and pursued the viewer from an emotive angle. Sleep is something we all need, and whilst we are sleeping, we’re both completely oblivious and defenceless to the world around us. An apt choice of music with “Mad World” by Tears for Fear, sung by Gary Jules – however, the use becomes perhaps unintentionally interesting due the association with the cult-film Donnie Darko.

Tourism Victoria have it nailed. I continually love the campaigns that are produced. Their almost Bohemian approach to enticing people to their wonderful state is displayed through their chic, yet esoteric television commercials. Run Rabbit Run was an ad you either loved or hated. The backing soundtrack to this piece was a quirky piece of 1930s fun (incidentally, the song was popular during World War II when the lyrics were changed to Run Adolf!) orginally poking with a butler who has a somewhat creepy or cheeky disposition – depending on your point of view. The second, The Labyrinth (losely based on the Greek story of Ariadne and Theseus) isn’t as in your face as the first, but it takes a walk through the streets and alleys of Melbourne – however it’s the music – Joanna Newsom’s “Sprout and the Bean” that once again brings this ad to life.

Run Rabbit Run

The Labyrinth