#3 To Keep The Rabbits Out

L’Oréal | Jimmy Brings | Kogan | Aussie Home Loans | Telstra

Today we are looking at some new campaigns out of COVID-19. Firstly, we'll dive into one of our Weapons of Influence with a 'celebrity anchor' from L’Oréal, followed by a comparison with a new celebrity anchored campaign from Jimmy Brings. We'll take a look at the first-ever TVC's from Kogan as well as a new campaign from Aussie Home Loans. Lastly, we're diving into our Classic Creatives and pulling out a great Aussie classic - The Great Wall of China ad from Telstra.

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***

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Transcript

00:00

[Music]

00:00

alright ladies and gentlemen welcome to

00:02

episode three of sites of advertising

00:04

with dr. jeredy Cooney Horvath the

00:06

preeminent expert in the field of

00:08

educational neuroscience of the folks

00:09

for learning memory and attention and

00:11

your host Jonathan Rowley

00:13

[Music]

00:27

today we have four creatives lined up as

00:31

a new contact coming out from covert and

00:33

first we'll look at one of the weapons

00:35

of influence which is celebrity anchor

00:39

which we've got L'Oreal L'Oreal has Eva

00:42

Longoria and this has been shot from two

00:45

iPhones from her home and it's been put

00:47

together with her graze the pre and post

00:49

sell it also uses a distinction bias and

00:51

we're gonna be digging some detail with

00:53

L'Oreal and that creative it and then

00:55

we're gonna be comparing it to another

00:57

ad that just came out which is Jimmy

00:59

brings so again leveraging celebrity

01:02

anchor with sophie Monk in just two

01:04

different ways you can leverages and the

01:05

pros and cons of some of these

01:07

executions

01:08

so first we'll dig into l'oreal eva

01:12

longoria

01:17

hi guys notice anything yes I'm at home

01:22

anything else

01:24

look at these gray don't make me crazy

01:28

okay I'll be honest for a second I

01:30

thought okay grace I'm ready to see you

01:32

I can handle this but I'm not I'm not

01:35

ready I am NOT ready for this much gray

01:37

this is happening today boom I've never

01:41

been this gray in my life I don't think

01:43

there's ever gonna be a better

01:44

before-and-after okay time to color so

01:47

you go from back to front back to front

01:49

massage it in just put it where it's

01:52

needed mine is everywhere power Suns

02:02

it's time to conditioned this is my

02:05

favorite part I love this smell of this

02:09

conditioner

02:13

I'm not the best blow-dryer

02:18

but I think I did a pretty good job me

02:29

Gray's know there's no place like home

02:32

plus it's always nice to take a little

02:34

meantime self-care is self-worth because

02:36

now more than ever we're all worth it

02:44

alright so there we have it we have Ava

02:46

Longoria for l'oreal shooting this

02:48

content piece of content from within our

02:51

own home in LA with two iPhones Jerrod

02:54

take us through what you're thinking

02:55

okay so we've got to tackle this from

02:59

two angles so one is the celebrity use

03:03

of the celebrity which we're gonna

03:04

compare to the Huey brings one in a

03:07

second so let's just put the celebrity

03:08

aspect aside in terms of pure content

03:12

awesome

03:13

oddly awesome learning video I've never

03:16

known how to dye hair I've never really

03:18

seen it done before you never actually

03:19

see the process on commercials it made

03:23

it so I take away a lot of learning from

03:25

this like oh it is a process it is an

03:27

easy process I can do this with that

03:32

said now we bring in the celebrity angle

03:35

man remember a couple weeks ago we were

03:38

looking at the Superbowl ad with Jason

03:40

Mahama where it was like hey here's a

03:42

great ad which really just felt like him

03:45

an advertisement for him more than the

03:46

product that's where this one kind of

03:48

sits is Ava Longoria is so clearly the

03:51

star in the focus of all this that this

03:53

could have just been something she put

03:54

on Twitter for free and her fans loved

03:57

but at the end of the day they never

03:58

said the word L'Oreal they showed it on

04:01

text but you can imagine most people

04:03

won't remember or read that and at the

04:06

very end they tried to do this thing

04:07

where I think they read so the L'Oreal

04:11

brain is the slogan is what is because

04:14

you're worth it so at the end they tried

04:16

to revamp that for kovat something along

04:19

the lines of where all everybody's worth

04:21

it you're all super worth it more than

04:23

ever

04:23

self care is worth it so I saw what they

04:26

were doing they were trying to change

04:27

the slogan

04:28

but it wasn't obvious enough so almost

04:31

one of those moments where if you're

04:32

gonna play with your slogan hit me with

04:34

the original slogan and then change it

04:36

otherwise you're forcing me to do the

04:38

effort of thinking and nine times out of

04:39

ten I'm not gonna remember it and if all

04:41

you're doing is using your motto your

04:43

slogan to trigger my memory of what this

04:45

brand is you're never gonna say lore'l

04:46

you're just gonna use your slogan and

04:48

you better use your dang slogan before

04:51

you tweak it otherwise I'll have no clue

04:53

what I just watched so I feel like this

04:55

is one of those perfect Jasin Mahama

04:57

celebrity puff pieces which is perfect

05:01

for the celebrity her PR is through the

05:03

roof but I'm not quite sure what it did

05:05

for the brand I'm interesting I had

05:07

similar thoughts to me I thought this

05:09

was one of the best executions of saying

05:12

or ads come out from covert you know in

05:14

terms of actual concept so everyone's at

05:17

home you've got females at home that

05:19

can't go to the hairdresser's you know

05:21

if you dye your hair you're very aware

05:23

of what's going on on top of your head

05:25

do you know there's a big problem there

05:27

so you've got problem solution or pain

05:30

pleasure really connects really

05:32

resonates with the audience you've got

05:33

either which is she's fabulous like in

05:35

this particular creative she's sort of

05:38

engaging she's a little bit humorous see

05:40

she really takes you on the journey and

05:41

she engages you like for me I think

05:43

she's absolutely brilliant and the

05:44

execution as well but there was a few

05:47

things in there that I thought that were

05:49

a little bit out and it was interesting

05:50

there was some things that are great cuz

05:52

actually caught this last night on TV

05:53

and when it was on TV like we've got a

05:56

really wide screen TV yeah and because

05:58

it's shot in portrait as soon as you got

06:00

on TV you've got literally blank blank

06:03

and you've just got the middle of your

06:04

TV that lights up with footage which you

06:06

don't normally see so it's a prediction

06:08

break you so you're automatically drawn

06:09

to this what just happened totally an

06:11

develops in and out between portrait

06:14

shot in the middle of your screen and

06:15

then also full canvas you know so for me

06:17

it really holds your attention all the

06:19

way through and again it takes you on

06:21

the journey it demonstrates the product

06:22

she's brilliant

06:23

you've got distinction bias and it's

06:25

really before and after and for her to

06:27

be so vulnerable you know to share this

06:30

is her path this is her journey I think

06:31

is absolutely brilliant but for me when

06:34

you finish the creative like what what

06:36

is left in terms of memory or what brand

06:38

connection do you actually have to the

06:40

piece so

06:41

for me as you walk away from it you

06:43

remember Eva she's got Gray's and she

06:45

dyed her hair at home but for me it was

06:48

really missing the connection to the

06:49

brand that was a missing piece and I

06:52

think it could have got there quite

06:54

easily you know even by having logo

06:56

fixed throughout the entire piece so

06:58

when you associating Eva and logo or

07:01

brand you know rather than just trying

07:03

to go through and the other thing that

07:03

happened got to the end of it and it was

07:06

just white space which in terms of a

07:08

memory or the way the brains filing

07:10

memories white or black means end of

07:12

story so start of new story so you're

07:15

not anchoring the brand to the actual

07:17

narrative that was there yeah so for me

07:19

it felt like the celebrity was kind of

07:21

driving it she didn't want to say

07:22

L'Oreal she didn't want to push the

07:23

product too much apart from putting a

07:25

box up to camera yeah so for me it just

07:27

needed a little bit more overt Brad

07:29

connection it's funny you say I was

07:31

thinking that the last hour washes even

07:33

if they just put their logo in the

07:34

bottom corner or if it was with them the

07:37

blank sides just run it down the side of

07:40

the screen you've got the space

07:41

something to tie your your name to

07:44

what's going on otherwise it's the Ava

07:46

Longoria show which it was and you're

07:47

right I love loved it loved heard loved

07:50

watching her and I have more respect for

07:53

her now that I have before but is that

07:55

the point of this yeah no I think from

07:59

an execution the other thing I thought

08:00

was interesting from a brand perspective

08:01

with L'Oreal this was probably the most

08:04

authentic piece of content they're

08:05

produced in a very very long time you

08:08

know it was previously very glossy they

08:10

had their before and afters but you look

08:12

at a Hollywood a-lister and you're like

08:14

they would never use a 15-dollar you

08:17

know hair color at home they're going to

08:19

a professional paying severals 100

08:21

dollars to do this you know whereas now

08:22

you're like oh wow this is really

08:24

authentic

08:24

it's very believable you know but it

08:27

took over to actually get there a really

08:29

authentic piece of content which you can

08:30

see on Instagram or Facebook you can

08:32

really see it's got that influencer feel

08:34

to it so it is genuine but it's just how

08:37

do you really integrate the brand to

08:39

that messages and I love the way she the

08:40

call-to-action you get your deep

08:41

memories when the audience has to do

08:43

something it's just you hope that call

08:45

of action isn't look up what the brand

08:48

was that you just saw so in this case

08:50

that's what I worries a lot of people

08:51

will be like dang that was really good

08:53

that really work

08:53

uh-oh what what hair dye was that and

08:57

they have to go on a search just to

08:58

figure out what the product was and I'd

09:01

much rather the effort the deep memory

09:03

being an effort of finding the product

09:05

securing the product doing something

09:07

different with the product not just

09:09

figuring out what the heck the product

09:10

is which might actually as I say it

09:12

might be an interesting technique if

09:15

there was a way to embed something where

09:18

the product was uncertain but if you

09:20

could ever figure out what the product

09:21

was you got a discount or you got

09:23

something out of it which would force

09:25

people to dig in and actually locate you

09:28

so that could be a really good thing as

09:31

I'm talking about it I just don't know

09:33

how you'd actually pull it off I don't

09:34

know if anyone's done it

09:35

well or right yet and I don't think

09:36

that's the right way to pull that off no

09:39

the other way you could do is

09:40

potentially not the right execution but

09:42

then you'd tag it with a list of

09:44

retailers in price point or something

09:45

like that where you've got their

09:46

curiosity but then you can go and

09:48

actively seek out the product within

09:50

retail because retail we've got our

09:52

supermarkets open Coles and Woolworths

09:54

you know so you can still buy it from

09:56

these locations but that was L'Oreal so

09:58

using celebrity anchor which has also

10:00

got pain pleasure problem solution and

10:03

distinction buy so leverage a lot of the

10:05

weapons of influence but the other one

10:06

that we're looking at today is Jimmy

10:08

brings so let's have a quick look at

10:10

Jimmy brings who's leverage sophie Monk

10:12

is their celebrity anchor let's take a

10:15

look

10:16

Jimmy brings delivers cold drinks in 30

10:19

minutes faster than you can master the

10:21

classic yoga pose the Aussie pretzel I

10:24

am pretzel and transit

10:35

Jimmy brings what you see

10:38

Oh complex

10:40

[Music]

10:46

all right so there we have Jimmy brings

10:49

so for me looking at this one that

10:51

timing is absolutely perfect

10:53

like most brands are number one

10:55

indicator for their success if you look

10:57

at any category is entry to market when

10:59

they actually start their brand and when

11:01

they entry and in terms of market

11:03

conditions so while we're on lockdown

11:04

people are drinking a little bit more

11:06

than they usually would and this service

11:08

absolutely hits home for them so then

11:11

they've got Sophie that's it's been a

11:13

leverage to use this and Sophie's been a

11:15

lot of creatives so for me this is

11:17

actually really interesting because

11:18

Sophie actually featured in the uber

11:20

eats creative and this is nearly uh not

11:24

an imitation but it's very similar to

11:26

what operates were leveraging with air

11:28

created which was incredibly successful

11:30

and brilliant concept except for me it

11:32

fell down in a couple of different areas

11:34

so uber rates had you know a tag where

11:37

every commercial was tonight I'll be

11:39

eating and every creative started

11:41

tonight I'll be eating X and it had a

11:42

celebrity and it just rotated this but

11:44

then also it had another anchor which

11:46

had a doorbell dingdong and it was as

11:49

the uber eats bag was literally being

11:51

dropped onto a bench or apart or

11:53

whatever was right next to him so it had

11:54

this real consistency of theme and a lot

11:57

of different celebrities and it was

11:58

really hit home and it also had a range

12:00

of sort of comedy and brilliant piece of

12:02

creative but for this one it was it was

12:05

trying to go down a very similar path

12:06

but for me it kind of really missed the

12:09

key of what they were trying to do which

12:11

was you know I'm just trying to get the

12:13

tagline now I've seen it several times

12:14

but it was there it is now deliver cold

12:16

drinks in 30 minutes that was what they

12:19

were trying to suit which is right at

12:20

the start of the creative deliver cold

12:22

drinks in 30 minutes and then they also

12:24

had this screen at the end with novio

12:26

which was deliver you know beer wine and

12:29

spirits CO and cold drinks in 30 minutes

12:31

and I kind of missed that disconnect and

12:33

also the Jimmy brings it had the bag but

12:35

for me it just wasn't as well Brent like

12:37

I couldn't really recall what the brand

12:38

was but I absolutely near was a Sophie

12:41

monk creative and she was funny she was

12:42

engaging she was doing your yoga pose

12:44

but again it was a slight disconnect

12:46

there but I'm curious to get your

12:47

thoughts and your take on it yeah I'm

12:49

gonna I'm gonna take you the other way

12:50

as a pure comparison in terms of how do

12:53

you use your celebrity much better usage

12:55

here than before where as we just saw

12:58

and Ava Longoria ad here it starts very

13:02

clear the first thing out of the gate is

13:04

here is our brand here's what we're

13:06

doing

13:06

she features in the middle and then it

13:08

ends by saying here's our brand here's

13:10

what we're gonna do so I think the

13:11

problems with this commercial don't line

13:13

the way they use the celebrity they used

13:15

it well which gets me thinking actually

13:18

so when it comes to this idea of a

13:19

celebrity endorsement or anchor on a

13:21

scale you could probably put Ava

13:23

Longoria at you know be level sophie

13:26

monk maybe it like a C or a D level is

13:28

it that the higher the celebrity the

13:31

more screentime you got to give them the

13:32

more focus which draws way too much

13:35

attention away from your brand and only

13:37

when you get smaller celebrities are you

13:39

able to say look I'm gonna put you in a

13:40

pretzel and I'm gonna bookend you with

13:42

my thing and have a good time with this

13:45

so I wonder if there is an issue that

13:47

the bigger the celebrity the harder it

13:49

is to get it right and not just make it

13:50

a celebrity piece but I thought this was

13:52

guy didn't there was no mistake to me

13:54

that she was in a commercial or

13:57

something not just her more filming her

13:59

and oh by the way L'Oreal with that said

14:02

she was in a very compromising position

14:04

most of the time so I'm not sure how

14:05

good that was but what are you gonna do

14:07

so I think the problems with this ad if

14:10

there are problems are on the book ends

14:12

so they're kind of what you're saying

14:13

it's not in the celebrity uses it sits

14:15

in the front in the end how are you

14:17

anchoring your in how are you anchoring

14:19

your output and what I can see is when

14:21

you were talking about the ubereats I

14:23

hadn't thought about that that that's

14:24

perfect example of this is you have a

14:26

system and all you do is cut and chop

14:27

different celebrities in different

14:30

situations but the pattern is the same

14:31

and I'm not sure that the pattern is

14:33

clear enough yet on here I get what

14:35

they're gonna do but it's gonna take

14:36

time for this to actually roll out and

14:38

work it but also let's see I think it's

14:40

really rally point I think in terms of

14:42

celebrity she's leverage and she helps

14:44

tell the brand story far more the

14:45

narrative but it's for me it's the

14:47

connection of the brand and the recall a

14:49

brand so for me you can see and I hope

14:52

they do go this way because it's still

14:53

potential for this to work incredibly

14:55

well but for me it's just not as strong

14:58

so you'll need a lot more frequency for

15:00

it to happen but also not only just

15:01

frequency so there are a beer wine and

15:04

spirits deliveries so you can see the

15:06

evolution of this this could be you know

15:08

an NRL play or whoever it may be or some

15:10

sort of

15:11

liberté and that's a be focus dad still

15:13

got the comedy the lightheartedness but

15:15

it's got the Yankee and that's where for

15:17

me it's looking at the anchor that you

15:18

could have that across a beer commercial

15:20

having it across a spirit commercial

15:23

with different celebrities in the middle

15:24

middle and that's where operates really

15:26

nailed it because they've got the the

15:29

intro and the outro which really heavily

15:32

connect the brand but for me it's also

15:34

door bells we still have doorbells

15:36

people come to the doorbell and

15:37

especially for deliveries you know

15:39

whether it's a package delivery a goober

15:41

eights delivery whatever it may be you

15:43

know but as soon as that happens and

15:45

it's a similar sort of doorbell that you

15:46

hear that you breeds that's just a

15:47

recall of

15:48

ubereats like very clever how do you get

15:50

a sound that happens in real world and

15:52

anchor your brand - it's every time you

15:53

hear that sound you're thinking about

15:55

the product it's interesting too because

15:56

with the ubereats one it was always just

16:00

maybe it's been maybe it's not but the

16:02

way I remember it is it's always the

16:03

hand that comes in with the bag but you

16:05

never see the delivery person you see

16:07

the delivery being made but not the

16:08

person it's the bag with a branded yeah

16:11

so here we see the delivery person right

16:14

and I'm not saying this is gonna be good

16:15

or bad but I'm thinking okay let's say

16:17

we continue this into the future we've

16:21

already set up a system where we can

16:22

start to play right every ad has to

16:24

feature someone at home doing something

16:26

that they think they have time to do but

16:27

they don't because the delivery came

16:29

much faster than they thought we've set

16:31

up the gag now we play with it if we're

16:34

gonna see the delivery guy it's either

16:35

got to be the same guy every time in

16:37

which case who is that guy and wouldn't

16:39

you have wished it was the Jimmy brains

16:41

face I mean their entire logo as the

16:43

dudes face was it though I remember it

16:45

was a dude with a beard no glasses still

16:48

got stubble but and he's got a hat on so

16:51

it'd be interesting if you actually

16:52

anchored it is the guy with Jimmy brains

16:54

that's actually the the face of it cuz

16:56

any kind of got a double memory it's got

16:58

that back and you've also got the face

17:00

of the and you could almost do that cut

17:01

shot where you start with the delivery

17:02

guy's face and it's the GE rings guy and

17:05

then it pans down to the look like

17:06

there's a they're gonna have to play

17:08

with the delivery guy in that in terms

17:09

of this has to be consistent

17:10

like the ubereats is just a hand that

17:12

comes on if since they put a person in

17:15

that role that has to remain consistent

17:16

that has to play a purpose in this Wyatt

17:19

my only other concern with this is

17:20

because the formula is very similar to

17:23

an uber AIT's

17:24

you know but the brand recall of Jimmy

17:26

brings or the anchoring is not as strong

17:28

you know can you potentially because

17:30

it's interesting 84 percent of brands on

17:33

TV or mass media either can't be

17:36

recalled they remember the ad but they

17:38

can't recall the brand yeah or even

17:40

worse is miss attributed to another

17:44

brand to the competitor this could be I

17:46

I remember the sophie Monk yard but they

17:48

go that was a no buried sad because it's

17:50

a similar sort of format so anything

17:52

they're investing in media is actually

17:54

just helping ubereats rather than

17:57

carving out their own territory I don't

17:58

know it's a very similar product in

18:00

terms of one's food one's alcohol but

18:03

for me there's there's a bit of a fine

18:04

line there that it may be needed to be a

18:06

bit more distinctive so ensure that you

18:09

are recalling it's a Jimmy brings rather

18:11

than an uber rates yeah yeah figure out

18:13

what's your one defining characteristic

18:15

something that totally separates you

18:17

from the other one and it could have

18:19

been this guy

18:20

what if seeing the delivery guy is their

18:23

thing is there by the way I didn't even

18:25

notice till you see this the

18:26

freeze-frame there they have the truck

18:28

behind him I see what they're trying to

18:29

do it's just the guy is so what if the

18:33

dude was like beautiful or it was like

18:35

some bombshell woman all of a sudden now

18:38

you have your you got your celebrity

18:41

which will rotate in but you've also got

18:42

your what's the term for the person who

18:45

appears not the spokesperson is the

18:47

spokesman trusted advisor trusted

18:50

advisor you get the same person who

18:51

comes in every day and it's like close

18:53

up on their face they give you a wink

18:55

camera pants down and it's Jimmy brings

18:57

Sally in there even better with the wink

19:00

or something if you had it and he's like

19:02

Jimmy brings do you know what I mean and

19:04

then he gives it week and they're handed

19:05

over do you know and that's he pneumonic

19:07

and that's you he builded him

19:09

doorbell opens the door and this this

19:11

takes in all of two seconds so this is

19:13

this isn't changing your ad at all

19:15

starts on the dude's name tag it's Jimmy

19:17

goes up it's a beautiful dude it says

19:19

Jimmy brings wink you see the bag he

19:22

hands it to you that's it now we've got

19:24

the same beautiful man every time it's

19:27

like yeah you've loved it cuz then all

19:29

you do is just replace the middle with

19:31

you celebrity yeah and talk to different

19:33

audience to be one and so what's your

19:34

one little and it's a two three second

19:36

thing what's your thing to make sure

19:37

at that so much is all worth that's what

19:40

your mind that's what you rainfalls

19:41

that's what you're genuinely investing

19:44

that in essence is your equity so and

19:47

then it's hilarious cuz then you get

19:48

people people who will call Jimmy brings

19:51

and then when you actually go to the

19:52

door they're like hey where was that

19:53

beautiful guy from the commercial

19:55

you've got your your anchor your your

19:57

celebrity or not um your your trusted

20:01

advisor and people start asking about it

20:03

and it becomes a funny thing is your

20:04

name Jimmy could be if hey if you guys

20:07

need me for the next commercial Jimmy

20:09

brain Springs

20:11

absolutely love it but you know what

20:13

speaking of that that idea of getting a

20:16

system and then letting the system roll

20:17

out I think the next ad we were gonna

20:20

look at is is it Kagan Cogan yeah so

20:23

we're gonna look at COG and cojones

20:25

which which historically is not a TV

20:27

advertiser at all very heavy digital

20:29

player yeah um and that's kind of how

20:31

he's built his business but look whoa we

20:33

segue to it let's jump into Cogan and

20:35

see see what they've just launched what

20:38

can you get at Cogan calm you can make a

20:40

family Baker family escape your family

20:44

protect your family destroy your family

20:46

entertain your family oh maybe not get

20:50

it quick smart at copán calm what can

20:53

you get at Cogan calm you can order

20:56

pizza cook pizza where Pizza hug Pizza

21:00

swim with pizza sleep with pizza okay

21:03

too much pizza

21:04

get it quick smart at Cogan calm what

21:08

can you get at Cogan calm you can get

21:10

working on your tan on your six pack on

21:14

your six pack get massive really massive

21:17

whoa too massive

21:19

get it quick smack at Cogan calm all

21:23

right so there we have it there was

21:25

three different commercials from Cogan

21:27

so this is the first time they've been

21:29

on TV for me again like I really love

21:31

the strategy here TV specifically is

21:34

down anywhere you can pick it up for 30

21:36

to 50 cents in the dollar TV audience

21:38

have increased by about 20 to 22 percent

21:41

on average as we're on lockdown so more

21:44

people are consuming TV so it really is

21:47

a buyers market so for this particular

21:48

brand they want to continue to grow

21:51

they need to be in this forum they have

21:53

to play here if they're gonna continue

21:55

their growth trajectory so in terms of a

21:57

strategic play absolutely nailed it in

21:59

terms of timing from a resources

22:01

couldn't shoot anything no resources

22:03

we've got restrictions on all this so it

22:06

had to be something animated or in the

22:08

can

22:08

I had nothing in the can so they went

22:10

straight to an animated execution

22:12

15-second three spots running a none

22:14

rotation jared from the memory

22:16

perspective exactly what we were just

22:19

talking about if you can get a system if

22:21

you can get a repetitive system you can

22:23

start to build a memory if you got the

22:26

ubereats if you've got the Bunnings

22:29

where it's the same dang thing every

22:31

time that's what they're hitting here so

22:33

just like we were talking about with the

22:35

with the Jimmy brings they've started it

22:37

now if they keep it up it's gonna start

22:40

working here Kogan's nailed it they said

22:42

okay all we're gonna do is we're gonna

22:43

do exactly the same thing we're just

22:46

gonna tweak the joke in the middle every

22:47

time so from that perspective awesome

22:50

and I imagine it's cheap enough to make

22:52

those commercials that they could do 10

22:54

15 of these keep them rotating so people

22:58

like oh it's another one I wonder what

22:59

the joke is this time and all of a

23:01

sudden because it's the same red color

23:02

the same thing at the front end the same

23:04

thing at the back end that repetition is

23:06

what's gonna build that memory so if

23:07

they only had one of these that like I

23:09

first time I saw this I only saw the

23:11

pizza one

23:12

I thought keep it up and now that I see

23:15

that they are keeping up I think it's

23:16

better playing the game right this is

23:18

exactly like this so few months that we

23:19

just saw with Jimmy brings that if

23:21

you've just got Sophie monkey in that

23:22

one execution it's gonna fail we're

23:25

gonna have to see that evolve and the

23:26

continued investment to build that

23:28

memory structure

23:29

same with Cogan he's gonna have to

23:30

continue to invest now now that he

23:32

started otherwise he's not gonna see the

23:33

return yeah I only saw the pizza one as

23:36

well and as soon as all the pizza one

23:37

I'm like all this is a disaster because

23:40

I was just associating Cogan with pizza

23:43

yeah I didn't get the joke like I didn't

23:45

get like I saw where they were trying to

23:46

go but you had to really consciously

23:47

think about it whereas as soon as I saw

23:50

the other the other forms that the other

23:52

two I'm just like ah now I get it and I

23:55

loved how it was branded at the start

23:57

the finish the branding was really

23:59

simple I also loved the question do you

24:02

know at the start you know what is you

24:03

know soon as you

24:04

question-it does it engages like I love

24:07

having creatives that ask a question the

24:09

only thing for me was it's either an

24:11

artsy be a reason to believe or a proof

24:13

point so you know for me Cogan's brand

24:16

was known for me was very much as TVs

24:19

yeah no I don't want to go to Harvey

24:21

Norman I don't want to go to the good

24:22

guys I want a big-screen TV but I want

24:24

to don't want to pay for a Samsung and

24:26

Sony a Panasonic I could go to Cogan I

24:29

could get a very similar product for 70

24:32

80 percent of the cost yeah yeah so

24:34

that's where he really built and started

24:36

so that's their point so Cogan TV that

24:40

is really in consumer psyche so you can

24:43

see here this strategy would have been

24:44

we need to break that and just go you

24:46

can go to Cogan and there's actually you

24:48

know a wonderful world of everything

24:51

within Cogan like virtually everything

24:53

so for me even if it was a proof point

24:55

that you didn't run throughout the whole

24:57

time you've still got the same formula

24:58

but on some of the ads just a proof

25:01

point or a reason to believe like right

25:03

now we've got 57,000 items on Cogan comm

25:06

today you do you know just to link and

25:08

and it really embeds wow there's a heap

25:11

of product on there I'm just going to

25:12

explore what it looks like

25:14

so they're they're hinting they're

25:15

alluding to it now by showing cat pizza

25:17

hat Pizza this pizza but if they would

25:20

have just come right out and just flat

25:22

out at the end set it million products

25:24

at your door tomorrow correct and even

25:26

better if they'll some sort of time

25:27

frame and right now we're saying people

25:30

want when they buy something they want

25:32

it nearly immediately and especially

25:33

delivery so you know whether it was

25:36

shipped within four hours shipped within

25:38

12 hours whatever this was but if you

25:40

had some proof points to why Kogan

25:42

because in essence he's going up against

25:44

Amazon now yeah so that's so from an

25:47

outsider that was interesting here you

25:48

say oh so I've never heard of Cogan so

25:51

I'm guessing they're an Australian

25:52

Australian startup success story so pert

25:55

so as an outsider I didn't have a

25:57

preconception of who they were this is

25:59

my first time hearing them so my first

26:00

thought is oh you're in Amazon so now

26:03

that that brings up the interesting

26:04

point is what differentiates you from

26:07

Amazon and when I was hearing you

26:08

talking it's that they do

26:12

different level of product in in this

26:15

terms of if you're gonna spend $1000 at

26:17

Harvey Norman you can get an equal

26:18

product here for five hundred dollars

26:19

it's an off-brand or whatever it's gonna

26:21

be but you can get a cheaper so that's

26:23

what I would have I see what they're

26:24

doing as a newbie I get their new

26:26

premise but I would never have caught

26:27

that the reason you shop at Cogan is

26:29

because it's cheaper you can get a the

26:31

same product but cheaper so I wonder

26:33

yeah how could they have quickly

26:35

incorporated that in without adding

26:39

something in this and I'm going okay

26:40

just do direct comparison like you're

26:42

saying Kogan a million things to your

26:45

door tomorrow cheaper than Amazon but

26:49

you can't really say the competitors

26:50

name in a commercial so how could you

26:52

get a comparison to show that that

26:54

that's their standing point that you're

26:56

gonna get things cheaper and better here

26:57

I think it's an austere illusion just

27:00

distinction boss you know how to main

27:01

why traditional do you know what I mean

27:03

by online you know through Cogan

27:05

do you know and then you could still

27:07

have the end of it so this is the

27:08

long-term project if we start with this

27:10

Cogan now just to get the the brand into

27:13

people's heads these so if he continues

27:15

to invest he will do that yeah like

27:17

bitty Nate's the continued investment

27:18

and just keep pushing and then

27:20

eventually once you say cool we've we've

27:22

hit our threshold where this 15-second

27:25

ad is working people know it now

27:27

now we tweak the end of just a bit you

27:29

can even keep the same middle or tweat

27:32

the middle where you're doing item item

27:34

item item item item with price price

27:36

price price between you and in Amazon or

27:39

someone else and then you just end up

27:40

with the same thing Cogan here's Charlie

27:43

Biggs at your door adding is really

27:44

simple like those executions do not cost

27:46

much at all

27:47

you know I say he can literally continue

27:49

to evolve this at a very rapid pace so I

27:51

know it's what's good twos is you know

27:53

how sometimes during commercial breaks

27:55

on TV you'll get the same brand

27:57

advertising twice that's where this

28:00

should be sitting is because they're so

28:02

short you can squeeze two in there and

28:04

because the joke requires if you a lot

28:06

of people won't get it right off they'll

28:07

think oh it's a pizza place if you can

28:10

get two into the same block so people

28:13

immediately see oh it's oh it's a

28:15

pattern it's a joke okay I see what

28:18

they're doing now and I think with

28:19

15-second a G of a better shot than 30

28:21

seconds that's

28:23

and tail so 30 seconds at the start of

28:25

in that break it can be a 15 and then

28:26

you got 15 second at the end so it's

28:28

when you're trying to just really have a

28:30

very high frequency yeah I mean just

28:32

trying to hit that memory and really

28:34

embed it but more so so you kind of get

28:36

the joke yeah in that way that so long

28:38

as they're always different to during

28:39

each at break we'll get people go okay

28:41

I recognize the pattern I get it after a

28:44

couple months of seeing this you're

28:45

locked into their brain you are Kogan

28:47

the place where everything exists then

28:50

you can start to tweak things up to say

28:51

okay how do we keep that same pattern

28:53

don't change it entirely like l'oréal

28:55

don't change your entire motto keep it

28:57

tweak it slightly so you can add in a

28:59

little differentiation to say here's why

29:01

we're important yeah I think it'll be

29:03

the evolution now for Kogan style I'm

29:05

really excited to see where they take it

29:06

yeah like they've really sort of set the

29:09

tone now but I think you know if

29:11

everything I've heard Cogan's quite

29:13

shrewd so he's noticed it's very much a

29:16

buyers market yeah so if media rates

29:18

climb back out but it'd be interesting

29:19

to see if they continue to leverage you

29:22

know your mass mediums or is it just a

29:23

quick burst so to see what happens just

29:26

to see what happens but this one will

29:27

need to continue evolve because it's not

29:29

a strong call-to-action

29:30

there's not a strong retail message in

29:32

there it's very much a brand message

29:34

which you may not see the return on

29:36

straightaway so if you just dancing

29:38

dance out specifically with brand

29:40

chances are you gonna get burnt whereas

29:42

you really need to continue invest and I

29:44

know a lot of brand managers now are

29:46

running in six week flights yeah you

29:48

know there's a lot of research coming

29:49

out that you need to be always on

29:51

investing in your brand you know it's

29:53

reminding and refreshing memory

29:55

structures you can't just build it and

29:56

then go unless it's an incredibly big

29:59

campaign but it's even if even look at

30:02

the the McDonald's and the cokes it's

30:04

that's the question everyone who's

30:05

Outsiders to the field like us go why do

30:07

they even need to advertise its that do

30:09

you never stop pumping the brand it

30:12

doesn't matter that everyone in the

30:13

world knows McDonald's they're still

30:15

gonna be doing commercials because it's

30:16

just stay in there stay in there stay in

30:18

there saying you don't want to become

30:19

the thing of yesterday it's Ramon

30:21

refresh from Yonder fresh because

30:23

creating a new memory structure is

30:24

incredibly odd yeah yeah and if you've

30:26

built 150 years ago keep it going I'll

30:29

just hold on to it you need to invest

30:31

yeah all right that was Koken so now

30:34

another ad that's just been released

30:36

very covert specific from the team at

30:39

Ozzy home loans so let's jump to Ozzy

30:43

home lads covert 19 TV creative now

30:48

it's not just a place where stuck in its

30:51

home cooked meals home workouts home

30:55

schooling working from home home movie

30:59

nights and moody days

31:02

let's see you when I get home

31:06

you are means more than ever and so does

31:09

having the right home load to understand

31:11

your options I'll go straight to Ozzie

31:13

will help ensure you have the right loan

31:15

for right now all right so that was

31:18

covert nineteen created from Ozzie home

31:21

loans a major focus on the home trying

31:24

to make people feel warm and fuzzy dr.

31:26

Jared please give us your thoughts ah

31:28

okay ah what I like about this ad is

31:33

that it demonstrates the contextual

31:37

nature of advertising is there are

31:40

certain times there are certain places

31:41

where you can put out certain messages

31:44

and they make sense more than others so

31:45

for instance I was looking at a um

31:47

somebody tweeted out an advertisement

31:48

from the 50s the other day where it was

31:52

a big woman and then zip forward five

31:55

years and she's really thin because

31:56

instead of reaching for the cake she was

31:58

reaching for a Camel cigarette tame your

32:00

cravings through smoking so it's an ad

32:02

that's like there's to a time and place

32:06

and it's so it's I was thinking it's so

32:09

offensive now but at the same time it's

32:11

like it's circled it's so bad that it's

32:13

circled back to now being just quaint

32:14

and it's like oh that's kind of funky

32:17

took the health and you know it's it's

32:19

horrible in many different ways because

32:21

it's literally just filled people with

32:22

cancer you know what if you look at how

32:24

effective that is it's there is absolute

32:27

genius within it but can you get away

32:29

let's say it's serving an evil premise

32:32

rather than serving good and I think

32:34

this is what I do it shows you how

32:36

contextual things can be yes you you

32:38

could never do that ad now legally you

32:40

couldn't do that anymore but you also

32:42

can't knock somebody's weight anymore

32:45

it's just it's so tied to a time to a

32:47

way of thinking that's where I think

32:49

this ads spots in it's it's a kovat ad

32:51

through and through

32:52

there they're making an argument that's

32:55

so tied to this moment that you've

32:58

you've got two problems is one if you

33:00

make a kovat ad that's purely a covert

33:02

ad in about two months it's not gonna

33:04

make sense anymore so unless you've

33:06

built a pattern that you can extend

33:07

yourself past the Cova dad you're kind

33:10

of Sol when it's done it's done put that

33:13

back in the trash can move on so let a

33:15

be longer you are not going to be able

33:16

to use that in two months because once

33:18

the world opens

33:19

back up you've tied that to a time in a

33:21

place that it becomes a memory of oh

33:22

remember when we were trapped at home I

33:24

don't think you'd want to use either

33:26

anymore because as soon as you saying it

33:29

like that we'll have quite a short shelf

33:30

life because the sooner you saying it

33:31

two or three times it becomes old do you

33:33

know yeah yes but you want to say the

33:35

evolution but I totally agree with you

33:37

and you start to think too let's say you

33:39

do run an ad during kovat that resonates

33:42

with people because memories are

33:45

contextual what happens is if I see that

33:47

outside of a covert environment now the

33:49

world is different and I see that ad

33:50

again what it's gonna do is it's not

33:52

just gonna bring up the memory for that

33:53

ad it's gonna bring up the memory for

33:54

that context now all of a sudden I'm

33:56

gonna be thinking about oh how horrible

33:59

was it to say at home or some people

34:01

might be going oh how great was it to

34:02

say at home pointees you can't control

34:04

that if people hated kovat when they see

34:06

your ad afterwards it's gonna be a

34:08

negative thing if they loved Kovan when

34:11

they see your ad afterward and that's

34:12

over you're a weird thing to say no one

34:13

loves it but if they loved the isolation

34:16

when they see your ad afterwards that's

34:17

gonna bring up good things you can't

34:19

control that unfortunately so a lot of

34:21

people will should smartly cut their

34:24

covert ads when it's done and just say

34:25

cool we're done on to the next thing or

34:28

at least extend it into the new world

34:30

what I think ozzie home loans did here

34:33

is I it's very weird

34:34

I think they were trying to make a

34:38

contextual ad but make it generic enough

34:41

that they could pull it out past Kovan

34:44

so they were making a home ad but they

34:45

kept cutting to some shots that were

34:47

some people out of home or some people

34:49

at work and they were trying to make it

34:51

just generic enough that wind everything

34:53

goes away they can still just keep

34:55

running this and say hey the home is

34:56

still a very important place dangerous

34:59

game because it's confused the heck out

35:02

of me like I got it after about the

35:03

third or fourth watch I saw that the

35:05

woman who was at work was a frontline

35:07

worker in a hospital so that was your

35:09

kovat TYIN but it just looked like a

35:11

factory work I'm like how is she working

35:13

aren't we all supposed to be home and

35:14

then they cut to family like old 1950s

35:17

family like what the hell does that have

35:18

to do with kovat so they were just

35:20

edging it enough so it was Kovac but not

35:23

purely Kovan which i think is a really

35:26

weird bad move it's either do it or

35:29

don't shit-or-get-off-the-pot

35:30

and in this case I think they

35:33

on half the pot which just leaves the

35:35

viewer going okay and the worst thing of

35:37

all I now now that's just me taking the

35:40

beginning of that add the worst thing of

35:41

all is at the end I still have no clue

35:43

what the hell they do it's it's Aussie

35:45

home loans do they give you the home

35:47

loans do they compare other home loans

35:49

do I call them if I don't like my

35:51

interest rate and they can show me what

35:53

other companies are I don't I still

35:54

don't know what that Yahoo this this

35:57

firm a out of the set was by far the

35:59

worst by a long long way I can see the

36:02

strain of thought because the whole

36:04

Addie's home home home home and then

36:08

you've got the segue home loans and then

36:10

into the Oscar a home into Aussie home

36:13

loans and there was a bridge there that

36:15

so in essence it trying to own the home

36:17

so when you think of home you think of

36:19

ossie home loans but for me the whole

36:22

brand wasn't even in brand colors it was

36:24

like this feel good like every other out

36:26

about covered which just sort of as soon

36:29

as you see it now you literally tune out

36:31

like you don't want to see it in terms

36:33

of memory not even there and at the end

36:36

it doesn't really again goes back to

36:37

your point do you know

36:40

why why Ozzy why should I partner with

36:43

you why should I come to you now and the

36:45

interesting thing po sees I just had a

36:47

quick look at home loans the demand for

36:49

homes and interesting home loans right

36:51

now is at a peak we haven't seen ever

36:54

the demand so you should be absolutely

36:57

crushing it now if you have a product or

37:00

service or home loans there is more

37:02

interest in the market because people

37:03

desperately want a better rate people e

37:06

desperately looking to either refinance

37:08

or save money yeah yeah so now this is

37:11

their time when you look at branded

37:13

terms for Ozzie it is as flat as a tack

37:16

if not slight decline so you like these

37:19

artists done absolutely nothing for them

37:21

and I can see a few competitors that are

37:23

literally harvesting all the demand

37:25

that's out there yes

37:27

Ozzy's completely missed the mark on

37:29

this one I don't know their numbers so I

37:30

don't all I can see is from a couple of

37:32

tools but you just go missed opportunity

37:35

having said that you go back to like a

37:38

Vern Harnish scaling up you know his

37:40

view of marketing his own one or two

37:43

words in the consumers mind what are

37:45

those words so you say pizza what do you

37:47

think of hurt Pizza Hut you say Pizza

37:50

Delivery what do you think of well now I

37:52

think of kogane dominoes dominoes so

37:58

that's where Domino's is really clever

38:00

yes Dominic goes we're never gonna own

38:02

pizza we just can't because of

38:04

competition have it what can we own so

38:07

one or two words so they're like you

38:09

know what let's own Pizza Delivery and

38:11

Alex I know everywhere and that's

38:13

everywhere but then you go to the next

38:15

level

38:15

why why Domino's so this is where they

38:19

had an incredibly nice campaign

38:21

delivered hot within 30 minutes or it's

38:24

free you've got a proof point let's test

38:27

it let's go so not only have you got the

38:31

phrase that they want to own or the

38:32

category Pizza Delivery but now it's a

38:35

reason to partner with them and try them

38:38

and embed it so it's interesting that

38:40

you go pizza pizza delivery so you go

38:42

from a strategic perspective what's one

38:44

or two words your brand that you want to

38:46

own in consumers minds so for the Aussie

38:49

home loans what are we thinking so if we

38:51

assume home loans

38:53

anyone's gonna think we're ever their

38:55

initial home loan is from whether it's

38:56

an A&Z bank or whatever it's so what is

38:59

there differentiate what are they

39:00

targeting here do you even know what

39:02

they do me yeah yes they're a broker so

39:06

they're so they're you

39:07

Jimmy between correct so you got Aussie

39:10

home lines you talked to a consultant

39:12

they work out your situation and they go

39:14

his option yay he's option day be he's

39:16

option C so they basically come up with

39:18

all the privates in the market he's what

39:20

they are slated to facilitate which loan

39:22

that the consumer will actually take out

39:24

so how do they lock that why didn't they

39:27

lock that down a I had no clue that's

39:29

what they did but B as you just said

39:31

knowing that this is the time to do that

39:33

knowing that this is what they do the

39:36

hell didn't they just do that say that B

39:40

that I think that it's people are so

39:42

afraid at this time we were talking

39:44

about this last week of and it makes

39:46

sense if you're seen as selling in a

39:50

time of panic or global crisis you're

39:52

seen as being selfish and a lot of

39:54

people might view that negatively so if

39:57

you are selling you've already got to do

39:58

it nice with that said I think

40:01

especially in the Australian market

40:02

we're done it's over I we haven't had a

40:06

new case in two of our states in two

40:08

weeks open it back up again I think

40:11

people are fine with you coming out and

40:13

just saying boom there will be no better

40:15

time than right now to get a cheaper

40:16

home loan and we can get it for you let

40:18

us look at your million competitions

40:20

just come to us now we're gonna save you

40:22

a ton of cash so going back and you

40:25

probably don't recall this going back

40:26

where Ozzy really started becoming quite

40:29

large and really growing quite quickly

40:31

is the founder his name is Ozzie John do

40:35

you know and that's how people recall

40:37

him Ozzie John yeah that's him that's

40:39

their trusted advisor and he was in a

40:42

lot of their creative if there was our

40:43

he was really the spokesperson for for

40:46

Ozzie and he spoke through why they're

40:48

unique selling proposition or the point

40:50

of difference of Y or Z you know for me

40:53

this was home home home home home super

40:55

generic super broad when us a home

40:57

there's so many memories already

40:59

associated to home trying to own that as

41:01

a brand is incredibly hard but as soon

41:03

as you start going on Z home Ozzie

41:06

ozzie home or at least owning two words

41:10

or a phrase that you might be able to

41:12

own in consumers minds that is a

41:14

different play but for me it just needed

41:17

either additional depth but then also

41:18

why come to you right now there's a huge

41:21

amount of demand harvest it now Aussie

41:23

Home Loans do something this is your

41:25

time to really stamp your mark in the

41:28

ground whereas to me this is just a

41:30

watered-down execution lacked brand

41:33

integration it ever it was kind of tell

41:34

the narrative and then hope we can

41:36

connect our in frame with the narrative

41:39

that it lacked everything it's more I

41:41

think about it the more I remember

41:42

there's a kid outside in front of a like

41:45

getting sprayed with a hose in front of

41:46

a brick wall and I'm thinking it goes

41:50

back to that you didn't even hit this

41:51

context right who would be outside on a

41:54

skateboard at this moment without

41:56

getting yelled at by the neighbor saying

41:57

go inside like there is just it didn't

42:00

even hit if you're gonna hit Korona hit

42:02

Korona if you're not don't don't worry

42:04

about it but don't straddle it and like

42:07

use I think I think the big takeaway

42:08

from this you you nailed it is even if

42:12

they just add a Aussie so let's say we

42:14

want to go with home hey you're not

42:15

gonna you're not gonna hijack that

42:17

memory because there's way too many

42:18

associations you can hijack my memory

42:20

for a movie for a song for a date I had

42:25

for an event that happened in the world

42:26

you can't hijack my memory for home

42:29

because it's such a vast schema in my

42:33

brain you ain't getting in there sorry

42:34

it's way too late likes like trying to

42:36

hijack mother you're not gonna do it

42:39

Aussie home

42:41

you can't hijack that because that's

42:42

that's an aspect of my schema that's so

42:45

uniquely it's there but it's not the

42:48

center part so you can piece into that

42:51

small bit if you just keep saying Aussie

42:52

home Aussie home and then gear your

42:54

commercial accordingly what makes an

42:56

Aussie home unique you're not targeting

42:57

people from the state you're not

42:59

targeting the UK nail your market what

43:02

is an Aussie home here's Aussie homes

43:04

here unique we got those spinny things

43:05

in the backyard that you put your damn

43:08

clothes on it it spins around and looks

43:09

like a giant umbrella I don't know what

43:11

they're called never seen that before

43:12

but it's in every Aussie home there's

43:14

your point it's called a clothesline no

43:17

yeah okay it's probably these

43:20

yahzee home and you know I'm not talking

43:22

to everyone now with a hime I'm talking

43:24

to people that really have an affinity

43:25

with Ozzy home do you know and then you

43:28

tell it really connect and build and

43:30

that's where they were trying to go they

43:30

were trying to go high emotion but go

43:32

high emotion with Ozzy home because

43:34

they're a proud home owners Ozzy like if

43:37

you're an Australian it's your right

43:38

you're entitled to own a home that's our

43:40

belief yeah tap into that psyche connect

43:43

your brand to if you have an Aussie home

43:45

we're here to help you you know right

43:47

now we know you might be struggling you

43:49

know Ozzy homes we're here for you you

43:51

know we've got over 600 loans on our

43:53

book we'll find you the best loan will

43:55

help me see out at thousands if not tens

43:57

of thousands off your home loan right

43:58

now do you know and it's also really

44:00

talking to the times where people aren't

44:02

certain about their jobs their futures

44:03

their careers money's really tight

44:05

empathize with that do you know rather

44:07

than trying to get the home memory there

44:09

you're feeling good you're feeling good

44:11

you know me but you're right I think I

44:14

think this all comes back to the pizza

44:16

Pizza Delivery homes Ozzie homes if

44:19

you're having a think what is your

44:21

specific don't sit on that in that

44:23

generic term because somebody else

44:24

either owns it or you're never gonna

44:25

break into it what's your one little

44:27

specific differentiator and there's

44:29

where you tap in yeah love it all right

44:31

final fit today we're going to our blast

44:34

from the past our classic creatives

44:36

where you're going to jump through the

44:38

great Telstra commercial from a couple

44:40

of decades ago and I think it was early

44:42

2000s but let's jump to it right now

44:45

here's Telstra

44:48

[Music]

44:54

[Music]

44:56

dad why did they build the Great Wall of

45:00

China though that was during a time of

45:09

emperor nasi goreng and it was to keep

45:12

the rabbits out too many rabbits in

45:16

China okay now Daniel will do his talk

45:21

on China all right so there we have it

45:28

that is our blast from the past that is

45:30

our classic creative from Telstra and

45:33

iconic anyone that would grow through

45:35

this period or was watching TV

45:36

absolutely knows he said has an affinity

45:39

to it and it's not hard to see why but

45:41

let's look at the science of it let's

45:43

look at why this was great so Jared I

45:47

know you weren't even in the country at

45:48

this time this is the first time you've

45:49

ever seen the ad so you don't have the

45:51

legacy of the history but just on the

45:53

first time you've watched the ad from a

45:56

scientific neuroscience memory

45:58

perspective like give us your insight in

46:00

terms of why this has had such a

46:01

profound effect on Australians if you if

46:04

you have a classic joke you want that

46:08

joke to be repetitive enough that anyone

46:12

can say it anywhere and that just

46:15

everyone knows exactly what you're

46:16

talking about and so the way you do that

46:18

is you have to lock it to a very

46:20

specific context in this case if you

46:22

want an Aussie joke it's got to be done

46:24

in a thick Aussie accent in a very funny

46:27

short way and I just keep thinking of

46:30

like lines from the castle that was my

46:31

first introduction to Australia where

46:34

they just keep saying you know what were

46:36

some of the Aussie now I can't even

46:38

think of him like well throw it in the

46:39

not in the poolroom what are the keys

46:42

what do they call where they put the

46:43

trophies pour and put it in the pool

46:45

room yeah and in just these like little

46:47

quips these little slogans when he comes

46:50

in and says Emperor nause Gaurang just

46:52

like that's it nailed it that little

46:54

thing all you have to do is say that and

46:56

everyone will know exactly what you're

46:57

talking about the accent was spot-on the

46:59

timing was spot-on

47:00

the joke was just subtle enough it

47:03

so stupid that a kid in the back like if

47:06

it was emperor fried rice a kid would be

47:08

like what are you talking about it was

47:09

but it was there's just execution on

47:12

that was brilliant so if you want a

47:14

funny joke if you want a commercial

47:16

that's going to resonate it can't be 30

47:18

seconds of comedy like Jason Mohan was

47:20

stripping himself down that's funny at

47:23

the beginning but it just keeps

47:24

happening and that's cool

47:25

it's a quip it's a line it's a joke that

47:27

catches you off-guard Inigo good now you

47:30

now you have a slogan you have a motto

47:32

that everyone's gonna use around town

47:34

they kept it going in here which and so

47:37

far as I'm concerned it just kept

47:38

getting better and better and better in

47:40

terms of absolute brand I think it was

47:42

for big pond which was for Telstra I was

47:46

a product from Telstra so that was a

47:47

broadband so it was all about internet

47:51

speed yeah yeah which is hilarious so so

47:54

I'm just thinking big pond still doesn't

47:57

doesn't exist now but I could see what

47:59

they also set up a situation which is

48:01

totally recognizable and understandable

48:03

to everyone so this is when internets

48:05

still gonna be kind of new the idea

48:07

still being that you can get all the

48:09

information you need from the internet

48:10

you can get all the answers here we kind

48:12

of know better now but at the same time

48:14

they were the first ones kind of out of

48:15

the gate saying look you're stupid we're

48:18

not have a good time so everything about

48:20

that was kind of brilliant and I think

48:22

what I like most about this commercials

48:24

it runs the through line we've been

48:26

talking about so we were talking about

48:28

how uber eats Jimmy brings Kogan once

48:33

you get a pattern you can go with it go

48:34

with it go with it go with it go with it

48:36

in this instance they got a pattern kid

48:38

asks dad a question dad doesn't know dad

48:40

makes up feeds it back to kid

48:42

you've got yourself a pattern but in

48:45

this instance once you saw that you hit

48:47

it you're never gonna do better than

48:49

that

48:50

you're never going to win over that joke

48:52

in which case even though you've built a

48:55

pattern don't play with it because it's

48:57

only going to diminish it's like making

48:58

diehard part 2 you already did it

49:01

and you did it so well and it wasn't

49:04

generic enough and it wasn't

49:05

middle-of-the-road

49:06

it got people talking let it play let it

49:08

roll out and this is an example of you

49:10

built a pattern but you don't need to

49:11

play it just you you already nailed it

49:13

everyone's gonna talk about it forever

49:14

yeah

49:15

and I think the true beauty of this one

49:17

was also as a parent do you know it's a

49:19

situation that you can you've been in

49:22

you know dozens tens of hundreds of

49:25

times where kids have asked you a

49:26

question

49:27

and you just have no idea and you know

49:29

you really resonate as a parent do you

49:31

know you're like oh wow and I think

49:32

that's where the humors really set up

49:34

because he's like that's genius do you

49:36

know and in the rabbit prove it brings

49:38

it back to us really the fact that he

49:39

made it the rabbit proof fence which we

49:42

have here he's just like oh they must

49:43

have done the same thing over there it

49:44

was it was local it was recognizable

49:46

schooled and it was to keep the rabbits

49:48

out too many rabbits you know but it's

49:50

the other thing as well where this

49:52

becomes really powerful is is when you

49:55

can coin a term a phrase just like the

49:58

castle and this where it becomes part of

50:02

the vernacular of the citizens that are

50:05

in it you know so every time you're

50:06

saying it you're in F since reciting the

50:09

brand because your memory goes from that

50:11

phrase is anchored to the creative which

50:13

is then anchored to the brand if you get

50:15

the thread there that's where it becomes

50:17

really really powerful but how do you

50:19

get the vernacular and I think that's

50:21

like any great especially humor humor

50:24

like Jerry Seinfeld I remember Jerry

50:26

Seinfeld when he's building a new show

50:28

he will literally go to really small

50:31

audiences practice and he invest six to

50:33

nine months just getting the timing the

50:36

tonality the texture of the are just

50:38

right because if you get it wrong the

50:41

add falls on its face that is your

50:43

prediction break that is in essence the

50:45

keys to success when it comes to humor

50:47

is the timing of the thing you might

50:49

have the great content or the concept

50:51

but it's the delivery and same with

50:53

creative if you've got to get the

50:55

delivery right because if you got a

50:56

great script but it's not executed well

50:58

doesn't work so for me this had all the

51:00

elements the vibe of the thing it had a

51:03

scene that you could relate to yeah it

51:06

had humor that was great it had timing

51:09

it was executed well but yeah for me

51:12

it's that's why it is one of the great

51:13

ads it's a classic creative if you're

51:15

gonna use humor - this is a great

51:16

example of using it well it's real

51:19

comedy is difficult because like you

51:22

just said it's it's all based on timing

51:24

so nobody knows why comedy works but we

51:27

think the reason

51:28

the big thing is it's exactly like you

51:31

said it's a prediction break so the

51:32

brain jolts whenever your brain leaves

51:36

in a prediction mode right now you're

51:38

not listening to us speak you're

51:40

imagining what we're about to say and so

51:43

long as we're even remotely close to

51:45

that you just get your prediction that's

51:46

the brain lives in its own little zone

51:48

whenever you break the prediction the

51:50

brain has to zip into the present moment

51:51

and determine what the heck just

51:53

happened

51:53

it's a jarring sensation it's a crazy

51:56

sensation and most people you then you

51:58

you have to deal with it okay do I shut

52:01

it down do I run from it do I breathe

52:04

deeply to get through it or do I laugh

52:06

and that's why in a lot of people even

52:08

at weddings or when something scares

52:10

them they'll just start laughing it's a

52:11

natural reaction to something that

52:13

breaks your prediction comedy works by

52:16

prediction breaking problem is is when

52:18

people know comedy is happening they're

52:20

always looking for that break so when

52:22

you're when I'm at a comedy show I'm

52:24

just seeing as soon as you tell me a

52:26

line I'm thinking okay how is he gonna

52:27

twist it how is this gonna move into a

52:29

different direction how is this I it's

52:31

not what I'm thinking so it's real hard

52:33

to be funny because you still gotta

52:34

break predictions when people are

52:35

waiting for it in commercials I can

52:38

imagine it's even doubly hard in that

52:42

you start a commercial most people have

52:44

a prediction so if you can break it

52:47

with a joke congratulations you win

52:49

problem is people have been doing that

52:51

for 30 years we're always looking for

52:52

the prediction break in commercials

52:55

we're always waiting for it to change to

52:56

tweak to do something unique this one

52:59

did it through language it didn't do

53:01

anything weird there wasn't a car crash

53:02

there wasn't like a weird hat there

53:04

wasn't a silly dance I like the hell

53:05

just happened here and it was such a

53:07

subtle unexpected easy stupidly simple

53:10

joke that no one would have thought of

53:12

before but as soon as you hear you like

53:13

classic that that's funny

53:15

even if you don't laugh out loud that's

53:17

a reaction you go damn smart smart move

53:20

so I just say if you're gonna play with

53:21

comedy it's got to be smart it's gotta

53:24

be subtle it's gotta be quick and know

53:28

that if you miss it you're gonna miss it

53:30

by a long way yeah you don't you know

53:33

just kind of hit it you're either on or

53:35

you're off cuz comedy is really risky

53:36

for me like whenever anyone especially a

53:38

client wants to go down like a comedic

53:41

route I get really nervous and

53:43

especially if it's a big trusted brand

53:45

like for FMCG you know if it's a packet

53:48

of chips or anything like that it's for

53:50

me it really lends itself to to low

53:52

dollar value purchases like that's

53:55

usually where comedy plays do you know

53:57

but playing it's something like a

53:58

Telstra or a bank or something that's a

54:01

big institution that feels like a big

54:03

institution to get that light

54:05

heartedness that makes it really human

54:08

in a way that is actually the stroke of

54:10

genius we've got this big cold

54:12

enterprise that you know potentially has

54:14

some you know ill toward just in

54:16

customer service and all the rest of it

54:17

do you know but to get this real liking

54:19

and sense of affinity with it through

54:21

humor but it's got to be delivered in

54:23

the right way and there is risk

54:26

associated with it but when it's well

54:27

executed it's a high-risk high-reward

54:29

game and I think there's two two points

54:32

have you made one like you just said if

54:33

you're gonna go to comedy route do the

54:35

Jerry Seinfeld route test the out

54:38

of it because if something's funny it's

54:40

gonna be funny to ten people yeah as

54:41

much as so it's easy enough you get a

54:43

group of people down you show them ten

54:45

commercials that aren't yours sneakers

54:47

into the middle see the reaction you'll

54:48

know if it's funny or not yeah don't

54:50

just show them your commercial you got

54:51

to get them in context too right context

54:54

so test it test it test it do not I

54:56

always go back to that dang what was

54:59

that one where the stupid people are

55:00

dancing

55:01

oh it's osku air Tasker I just that was

55:04

man if you'd had just tested that a

55:05

couple of times you'd have you've gotten

55:07

ten percent of people to be like that's

55:09

hilarious and ninety percent to say get

55:12

it walk away from that one and you know

55:14

known cool scrap it go in a different

55:15

direction so test the test to test it

55:17

and for me the context is really

55:21

important because the conversation as

55:23

soon as covert and restrictions came

55:24

down we had a lot of conversations what

55:27

can we do a covert a covert ADCO verdad

55:28

whereas as soon as you turn your TV on

55:30

during covert and lockdown every art is

55:33

a covert ad whereas if you had our hard

55:35

retail message or something else there

55:37

you actually stand out like no tomorrow

55:40

whereas pre covert you have a hard

55:43

retail out or anything else like that

55:44

that is kind of the norm so that's where

55:47

you've really got a test in in tsechow

55:50

in vironment where see how it's gonna

55:53

bodies that is how it's going to be

55:55

consumed not in your bubble of open up

55:58

your email play it in solace and just

56:00

review it in solace how is this gonna

56:02

look in a commercial break how is this

56:05

gonna look in your social feed it needs

56:07

to be in context that consumers are

56:09

going to interact with it and you gotta

56:10

assume most testing yeah would be done

56:12

kind of in-house with your team around a

56:14

computer screen going all right hey that

56:15

was good that was funny yeah I'm which

56:17

you don't know how that's gonna play out

56:18

I'll say this so that's it so the next

56:21

thing about comedy and I think this is

56:23

across a board with ads and maybe this

56:24

becomes something we play with in the

56:25

future most ads are Black Swan events so

56:28

they're post hoc things we can talk

56:30

about why and ads succeeded or why not

56:33

failed you can make a general prediction

56:36

on whether an ad will succeed or not but

56:37

especially with comedy no one knows yeah

56:40

um it's in so you call it a Black Swan

56:42

the entire world is filled with whites

56:44

white swans all of a sudden you see

56:46

you're black you're one black one no one

56:48

could have predicted it coming no one

56:49

saw it happening but there it was and

56:51

all the pundits in the world because all

56:53

they ever saw was white swans never even

56:55

knew that would be a thing but there it

56:57

is so when it comes to comedies but you

57:00

can't tell so the bat that's another

57:02

reason why you have to test the heck out

57:04

of it and see alright is it gonna work

57:05

the thing that makes this ad classic

57:07

nobody saw it coming nobody could tell

57:10

it in hindsight we can talk about it all

57:12

day but it's a Black Swan event it's

57:14

unpredictable it's unknowable and it

57:17

just lucked out is it's the gorilla who

57:19

knew that would have been so good they

57:21

knew it was good they didn't know it was

57:22

that good and you don't know it's that

57:24

good until you put it out but you gotta

57:26

at least make sure it's good if it's

57:28

ever has the opportunity to be big right

57:30

exactly so that's what you're trying to

57:32

say is you can control too good but it's

57:34

gonna become a classic or great that is

57:38

really in the environment or how its

57:39

received on scale

57:41

it's like testing you know you've got a

57:42

certain sample size but it's not until

57:44

you're really open it up to the much

57:45

broader whether it's testing a new

57:47

medical product or anything like that

57:48

you do have your samples but it's when

57:50

you start getting on scale it can behave

57:52

like that you never know it's like it's

57:54

like they're what's gonna make a good

57:56

pop song who the hell knows there are

57:58

much better songs and the ones that hit

58:00

number one on the radio that never make

58:02

it past so we don't know what that last

58:05

ingredient is that pushes something from

58:07

good I sell the X Factor any weekend so

58:10

I think it'd be an interesting thing in

58:11

the future maybe we pick a new ad coming

58:14

out predict it like I think the Kogan

58:16

one we've we've made a pretty solid

58:17

prediction that I think so long as they

58:18

keep running with it we should see an

58:20

uptick but again predictions will almost

58:23

there they're noise and it's the other

58:25

thing though that we don't know from a

58:26

media perspective we don't know how much

58:28

they're investing you know did they just

58:29

put a cheeky 50 grand behind it cross

58:31

their fingers and hope for the best

58:32

or is this now a strategic play that

58:34

they're gonna continue to invest in

58:36

because this is a short-term it's not

58:38

gonna work let's not let's do Hogan

58:40

watch we've made a prediction we rarely

58:42

do we make predictions here I think we

58:44

both see something that if they do X we

58:46

should see growth if they shift and pull

58:49

it back then we'll see something else

58:51

will do Kogan watch don't watch

58:53

stay tuned see Kogan watch 22 line

58:56

updates but table daddy's episode 3

58:58

Thank You dr. Jared always a pleasure

59:00

having you on the show thank you sir

59:02

that's a wrap restrictions are lifting

59:04

and thank you all for tuning in till

59:07

next time

59:08

either wait a second with restrictions

59:09

were lifting what's the first thing

59:10

you're gonna do

59:12

I'm going to bar and buy oh nice okay so

59:15

a little travel a little movement a

59:17

strap what what are you doing gonna get

59:18

a haircut this thing is getting these

59:21

three months of nonsense

59:24

freedom that's where we're going freedom

59:26

thanks for tuning in thanks everyone

59:28

spake son we'll see you

59:31

[Music]

59:43

you