#5 Thirst Crusher

Industry Super Fund | BCF vs BBQ Galore | Solo 

Today we'll take a look at a new campaign from Industry Super Fund featuring Greg Combet. BCF and BBQ Galore face off in our Compare the Pair and we throwback to yet another Aussie Classic Creative with 'Solo Man'.

***

The Science of Advertising Show

Welcome to The Science of Advertising Show. The show where Jonathan Rolley and Dr. Jared Cooney Horvath review the latest ads and the science behind why they influence and persuade human behaviour.

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***

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Transcript

00:00

welcome to episode 5 of the science of

00:02

advertising show

00:03

the show where we review the latest ads

00:05

and the science behind why they

00:07

influence and persuade human behavior on

00:09

today's panel we've got dr

00:10

jared cooney horvath the pre-eminent

00:12

expert in the field of educational

00:14

neuroscience with a focus on learning

00:16

memory and attention and your host

00:18

jonathan rowley

00:19

[Music]

00:27

all right on today's show we are kicking

00:30

off with

00:31

a new ad from industry super

00:35

we're working on something bigger than

00:36

we've ever done before

00:39

it's bigger than this

00:42

and this

00:44

[Music]

00:45

and even this we're creating over 200

00:50

000 jobs by investing in australia

00:53

that'll help get our super

00:54

and the economy growing again and if

00:57

you're with one of these

00:59

you're a big part of it

01:01

[Music]

01:04

and i'll jump straight into this one i

01:06

simply love

01:08

this creative for several reasons it has

01:10

a really relatively low production value

01:13

um and it's it's on point when it comes

01:15

to reminding and refreshing this brand's

01:17

long-term branded assets they know what

01:19

they're doing they know what their brand

01:20

is

01:21

and they continually invest in these

01:23

assets

01:24

even from the opening scene you can set

01:26

it see it's a different

01:28

setup to what many different ads are

01:30

currently running

01:31

on today's screen so as a result it gets

01:34

your attention

01:35

now i'll loop back with you dr jarrod on

01:38

this but the important thing to note

01:39

about attention

01:40

is once you have it even once you've got

01:42

it a little bit

01:43

you can form memories on the back end of

01:45

it you don't need more and more

01:46

attention

01:47

because more attention doesn't

01:48

necessarily correlate

01:50

with deeper memories so jared just even

01:53

there can you jump

01:54

in there and just share your thoughts on

01:55

that yeah we talk about that

01:57

kind of stuff all the time where there's

01:59

this mistaken belief that

02:01

engagement or attention equals learning

02:04

and the two are very much not synonymous

02:06

um

02:07

disengagement means no learning so if

02:09

you have no attention you ain't going to

02:11

learn a thing

02:12

but once attention even just moderately

02:15

ticks over

02:16

then you have the same potential to

02:18

learn to form a memory

02:20

as anyone else so if you got me at a say

02:23

a scale of zero to ten

02:25

of attention it's zero one i ain't gonna

02:27

learn a thing

02:28

but anything two to ten so long as you

02:30

play the game right

02:31

once you've got my attention if you do

02:34

the right steps boom i'm going to

02:35

remember

02:36

what you're doing well i think that's

02:38

such a valid point because there's so

02:39

many

02:40

ads today that are focusing majority of

02:43

the energy

02:44

just trying to get attention and they're

02:46

really forgetting the essence of

02:48

what memories are you trying to form or

02:50

what are you really trying to

02:51

influence and persuade the consumer so

02:53

again like this is why i love this ad it

02:55

hasn't tried

02:56

to go out and get a huge amount of

02:57

attention it's really focusing on its

02:59

its core value proposition and it's also

03:01

got a nice little intrigue statement

03:03

that

03:04

also pulls you in it leverages a trusted

03:06

advisor strategy

03:08

greg combat i hope that's how you say

03:10

his name greg is the chairman of

03:12

industry

03:13

super he comes across really genuine

03:15

he's trustworthy

03:17

he's relatable you know i was gonna say

03:19

that was a good move on their part that

03:21

bringing it's very clear he's not an

03:23

actor it's very clear he wasn't

03:25

hired for his acting skills but because

03:28

he was just a normal dude talking to

03:30

camera and you're like all right if

03:31

you're giving me the message

03:32

this is good stuff and lo and behold you

03:34

like the guy at the end of that

03:36

100 and for me that's the mammalian

03:38

brain like that's a hurt animal going do

03:40

i trust these sorts of information

03:41

does it feel real and genuine and that's

03:44

a massive tick for me like i

03:46

really love that choice and agree with

03:47

you um and it runs a subtle

03:50

promised proof sorry jared you go no but

03:52

i'm thinking too if you

03:53

bring it back i think the timing of it

03:56

that was one of the

03:57

best parts of this ad is you bring this

04:00

guy out in the middle of a normal day

04:02

and chances are people are going to go

04:04

oh who cares it's silly who knows but

04:06

during this coveted period when we're

04:08

really really sensitive to relationships

04:11

and

04:11

am i being lied to am i being and we're

04:14

really um

04:16

i don't want to say uncertain and i

04:17

don't want to say cynical

04:19

but news coming at us we're not taking

04:21

it as seriously anymore we have our

04:23

walls up

04:23

and for this guy to then come out during

04:25

this time

04:26

break through those walls that was just

04:28

like a perfect bit of timing on their

04:30

part you couldn't have reached

04:32

australians at a better moment to say

04:34

hey we're normal

04:35

we're natural you can believe in us you

04:37

can trust us boom

04:39

oh good point i remember it was probably

04:42

about three or four years ago

04:44

and we're running we had this drtv

04:46

creative and we had this particular

04:47

actor and he was brilliant

04:49

we're getting great results he was

04:50

talking through the entire brand and

04:52

product and solution

04:53

and it was working for us um but the

04:56

brand actually forgot to renew his

04:57

contract or forward out

04:59

and another brand had hijacked him and

05:01

stolen him so we had to find a new

05:03

talent

05:04

in a really short amount of time and we

05:06

weren't driving the project the brand

05:07

was at the time they got this other guy

05:09

that they felt could do a similar job

05:11

we ran exactly the same script same

05:15

everything in essence

05:16

different guy results dropped

05:19

by 70 percent just because

05:22

it was a different talent that didn't

05:24

feel genuine to the brand like again

05:26

this is the

05:27

million the hurt animal was just no i

05:30

don't trust it it doesn't feel authentic

05:32

hence i can't connect so and you've got

05:34

a loyalty

05:35

issue too is remember when the um

05:38

trivago girl when they changed her out

05:40

is whoever they brought in i don't even

05:42

know if they brought in anyone but

05:44

people got mad because it was it became

05:47

a loyalty thing it was like no no

05:48

i put my faith in that woman when i

05:50

think of your commercials i think of her

05:52

if you take her out

05:54

i don't know what you're doing anymore

05:55

i'm out too so you when you use a

05:57

trusted advisor you it's a

05:59

nice edge once you got a good one you

06:01

got to stick with that

06:02

totally and yeah i think greg is

06:04

absolutely brilliant in this

06:06

role um the other thing just before i

06:07

cut to you jared is it runs a really

06:10

subtle but nice promise proof structure

06:12

like it's

06:13

promising you know 200 000 jobs

06:16

you know and it's demonstrating all the

06:18

jobs that it's previously been and it

06:19

just builds and builds and builds

06:21

and as a result like during the ad

06:24

you've the brand it feels

06:25

big it feels safe it feels good for

06:28

australians

06:29

good for your super like it's got mass

06:32

appeal

06:32

and and even the tagline you know we're

06:35

all in it together

06:36

you know it just really brings it all

06:38

all together in that

06:40

essence and um yeah and just to

06:43

reiterate the the thing that i

06:44

completely love about this is they know

06:47

their long-term branded assets and they

06:49

continue to invest them

06:50

just like mcdonald's doesn't change its

06:52

golden arches nike doesn't change

06:54

it's tick they know their branded assets

06:57

they continue to remind and refresh them

06:59

look it's simple it's effective and it

07:01

didn't break the bank

07:03

what are your thoughts dr jared to

07:05

totally agree 100

07:06

and if you just take a pure learning

07:08

aspect from this

07:10

this is another so we were talking about

07:11

how perfectly timed it was

07:14

for them to bring in this spokes guide

07:15

during corona boom

07:17

nailed that one perfectly sweet they

07:19

actually made an

07:20

another move and i don't know if they

07:21

intended to do this which was again

07:24

perfectly timed their whole ads up until

07:27

now for

07:27

at least what i can remember are people

07:30

in jobs

07:31

showing you this the symbol and that's

07:34

cool but you yeah their little hand

07:36

thing

07:38

and that's cool but you really quickly

07:40

forget that the purpose

07:41

of especially superannuation is to

07:45

invest in large projects the jobs are

07:47

definitely a part of it

07:48

but it's the projects themselves that

07:50

give back to all of us

07:51

so i'm not the one in need of a job but

07:53

this project you're building

07:55

is actually giving back to me a in my

07:57

super

07:58

b in the fact that now i have a social

08:00

place to interact with other people

08:03

that message has gotten really kind of

08:04

lost in the last couple years and that's

08:06

largely because people

08:07

understand what superannuation is so

08:09

they don't have to keep telling you what

08:10

it is

08:11

but every once in a while you need to

08:13

remind people look at what we're

08:15

actually doing we're building new

08:16

runways at your airport so you can

08:18

travel

08:19

easier we're building new railways in

08:21

perth so you can

08:23

have a more luxury cruise wherever the

08:24

heck you're going

08:26

it was this perfect reminder of super

08:28

isn't just

08:29

cute people with jobs having a good time

08:31

laughing with some music behind them

08:33

these are real projects these are real

08:35

things that are making australia big and

08:37

these are real things that we're

08:37

investing

08:38

your money in so be a part of it and i

08:41

just thought

08:42

now the reason i call it perfectly timed

08:43

is

08:45

if you don't know what super is if you

08:47

didn't have a background in it

08:48

you'd see this ad and you'd still have

08:50

no idea what superannuation is it didn't

08:52

teach you what it was it didn't take you

08:54

back to the basics so it requires enough

08:57

prior knowledge in your viewers to be

08:59

able to draw the link to say oh yeah i

09:01

remember that's what superannuation is

09:03

it's not just that song

09:04

about being in this together and i just

09:07

so if they

09:08

would have done this when the

09:10

superannuation was brand new or if they

09:11

were a new company

09:12

probably wouldn't have worked the fact

09:14

that they've had in that last couple

09:15

years

09:16

sowing the seeds we all know the facts

09:18

we all know the details now when you

09:19

change

09:20

gears we have enough knowledge coming in

09:22

that we can link it together

09:23

form our new memory and say now i get

09:25

what you're trying to do and i just

09:26

thought that was honest to god as

09:28

an outsider who never thinks about super

09:30

and turns those commercials off

09:31

this was the first time i watched a

09:32

commercial and said damn

09:34

that's important thank you for showing

09:36

me what my money is actually

09:38

doing not just making silly commercials

09:40

and it was so timely and necessary

09:43

look i think in terms of the layering of

09:46

you know when you're launching a brand

09:47

and you're thinking about

09:49

what are our long-term branded assets

09:50

going to be

09:52

and what the timeline looks like this

09:54

wouldn't have been a great ad if they

09:55

were launching it

09:56

but the fact that they've got the music

09:58

bed the fact that they've got

10:00

the jingle we're all on together they've

10:02

got the icon and the hand symbol

10:04

that they continue to remind and refresh

10:07

you don't need to go into that anymore

10:08

because

10:09

you're just looping back on the memories

10:11

that have already been formed

10:13

you know so it's a continuation of the

10:15

narrative it's not establishing the

10:17

foundation

10:18

to to leverage from so i think that is

10:20

going to be

10:21

an interesting point which i'm i'm

10:24

actually really keen to pick up on the

10:25

next

10:25

little section but yeah i think a really

10:27

valid point

10:29

and what you said i know what's what's

10:31

coming up next

10:32

so you were talking earlier too about

10:35

how do you use attention to build memory

10:37

i think that that is essentially the

10:39

basis of our compare the pair this week

10:42

at least that's what i got from it

10:44

looking at those two that's all i was

10:45

thinking about

10:46

was great you go out you got attention

10:48

what the hell are you gonna do with it

10:50

now

10:50

and only one of the pair does something

10:52

with it but i'm not gonna

10:54

i'm just gonna put that out there as a

10:55

teaser look

10:57

look let's jump straight into it because

10:59

there's there's compare the pair at the

11:00

moment which is interesting because

11:01

we're just jumping straight off

11:03

industry super and um not necessarily

11:05

their tagline but

11:06

compare the pair we've got bcf and we've

11:09

got

11:10

bbq's galore first let's cut to

11:14

bcf

11:20

nothing beats a bit of boat and on a

11:24

glassy

11:24

lake unless of course your boat is 36

11:28

years out of date

11:30

and nothing beats a hammock strung up in

11:32

a shady place

11:34

unless you shake a possum down that

11:36

bites you on your face

11:38

nothing beats a weekend fishing with

11:40

your family

11:42

unless instead of fish you catch some

11:44

guy on a tin ski

11:47

[Music]

11:54

so if you're heading outdoors and don't

11:56

know what to do

11:58

our vcf and experts can make you an

12:01

expert too

12:02

because voting captain fishing should be

12:04

b c

12:05

f n e

12:10

[Music]

12:23

this is it ray the company barbie jane

12:26

will give you that promotion if you give

12:28

her this perfectly cooked steak

12:30

don't be too quick on the drawer mate

12:32

you've got this ray

12:33

use your barbecue's galore skills i'm

12:36

ready

12:36

yeah get over there ombre and become the

12:39

deputy vice assistant regional manager

12:41

you were born to be

12:44

i'm vegan oh that's okay right

12:47

more epic steak for you legend

12:49

barbecue's galore

12:51

now you're cooking love

12:54

this compare the pair because you

12:56

couldn't get two of the exact same like

12:58

they're

12:59

the same commercial it's just

13:02

so let's let's coming in it's a pure

13:04

attention grabber that's what these

13:06

commercials are meant to do they're

13:07

meant to grab your attention they're

13:08

meant to surprise you they're meant to

13:09

tickle your fancy how we're having a

13:11

good old time whoopty do

13:13

only one of these commercials then says

13:15

now that i got your attention

13:17

i'd better build something real with

13:19

that memory

13:20

and i'm guessing everyone out there can

13:22

figure out which one it is

13:24

bcf is the only one that actually built

13:27

a memory of something

13:29

that concerned their brand whereas the

13:32

bbq's galore i

13:33

kid you not i've watched that thing

13:34

about four times now

13:36

i can't find a barbecue in the whole

13:38

damn thing i see a steak

13:40

i see a dude i see some really weird

13:43

coloring

13:44

and the only time you ever see the

13:46

barbecue by the way

13:48

it is because of the the color palette

13:50

they used for the ad like that 60s kind

13:53

of weird vibe

13:54

stuff the barbecue blends in

13:57

way too well with every other thing

13:59

around it because they're all stark

14:00

colors that you don't even see the damn

14:02

thing

14:03

if you're gonna grab my attention good

14:05

if you're gonna be silly

14:06

fine be silly but be silly

14:09

with your brand bcf said their name

14:13

i think something like 12 12 times i

14:15

counted in the first

14:16

version of that that that ad they also

14:19

said the word that doesn't include how

14:20

many times they said the word fishing

14:23

boats and camping so that's in addition

14:26

to

14:26

all of this every joke was about

14:30

their brand every comedy moment was one

14:33

step closer to what they actually do

14:35

the comedy the attention was funneling

14:38

me right

14:39

into their brand what they wanted me to

14:41

remember

14:42

and so i will i will remember their

14:44

theme song which

14:46

has their name in it that's like having

14:49

i can't imagine how many

14:50

places have theme songs that i can

14:52

remember but that don't have the name of

14:54

the story in it so who cares it's just

14:55

like remembering a pop song it's useless

14:58

they got their name in it all the comedy

15:00

makes me go hey that's a camping joke

15:02

that's a fishing joke yay

15:04

whereas the barbecues galore one the

15:06

joke was about a guy getting a job the

15:08

joke wasn't even about

15:09

a barbecue the barbecue was a secondary

15:13

that was like a bit

15:14

player in the joke why would you waste

15:17

your time

15:18

and money on this i can't like i that's

15:21

one of those rare commercials that i

15:22

watch

15:23

and i just go well i guess maybe they're

15:24

getting less and less rare but i just go

15:26

how the hell did that ever make it past

15:28

the table without somebody saying wait

15:29

what are we here to do are we here to

15:31

make somebody giggle are we here to

15:34

promote a company a business to drum up

15:37

customers if the former great you did

15:39

great

15:40

but i can't believe no one stood up and

15:41

said that's not what we're here to do so

15:43

on to the next idea please look i think

15:47

fascinating because

15:48

i was 100 with you um i'll dig into a

15:50

bit more detail and and flesh out

15:52

because

15:53

there's a bit of a structure to there

15:55

that i thought was interesting as well

15:56

again

15:57

bcf absolutely crushed that and for me

15:59

this very much forms in brand

16:01

but then both of them are retailers so

16:03

with retail they'll also have

16:05

sales promotion that they'll want to

16:08

discount and have

16:08

promotional messaging moving forward so

16:11

you need to build that base

16:13

so for me both of these creators were

16:15

trying to build that base and then they

16:17

could leverage moving forward

16:19

so beefy bcf want to break it down

16:21

you've got acoustic encoding

16:23

so that's the song that's all the way

16:25

through again

16:27

boating camping fishing the visuals

16:30

it's a mixture of storytelling and

16:32

prediction break humor

16:34

and the one thing i loved about the

16:35

execution was it's very relatable

16:37

as in like as a dad now myself like it

16:40

feels like we've all got a little bit of

16:42

that character inside of us

16:44

so again we can connect with it so it

16:47

feels somewhat native to us you know as

16:49

much as we don't want to admit it

16:50

we've got a little bit of that goofy

16:52

character especially with our kids and

16:53

sons

16:54

and camping so the the entire creative

16:56

was designed to do one thing

16:59

it was to set up the problem in an

17:02

entertaining way

17:02

and embed the jingle so and more so the

17:06

tagline

17:07

into our memories so it was setting up

17:09

the problem the jingle and the tagline

17:11

so the problem is solved right at the

17:13

end you know and this is where the host

17:16

of the long-term branded assets come

17:17

into

17:18

play and that feels like a bit of a

17:19

theme at the moment the long-term

17:21

branded assets

17:22

so the tagline is genius it's bcf and

17:25

fun

17:26

you know you can play around with that

17:27

all day long and again it's a little bit

17:30

cheeky it plays to the branding exactly

17:32

what they're trying to elicit

17:33

and and the storyline they've just gone

17:35

but if you look at the timing when they

17:37

drop

17:37

bcf in fun it's right at the hero shot

17:41

of this fabulous blue and orange retail

17:44

with big logo and that's their location

17:46

and they're continuing on with the humor

17:48

with a slight prediction break with the

17:49

wheel falling off the 1984

17:51

um ford falcon mustang that's a mustard

17:55

color

17:55

you know so like right where it really

17:58

matters they've got several things going

18:00

on with deep memory formation so that's

18:02

kind of what you want

18:03

they're the pillars that we're going to

18:04

be leveraging moving forward that we're

18:06

going to remind and refresh

18:07

so look the brand ad you know if you

18:10

want to call it that

18:12

it sets up a very likable uh situation

18:15

it sets up the problem

18:16

and this problem can then be sold for

18:19

hard hitting retail sales promotional

18:21

messaging moving forward

18:23

you know so for me they've done it

18:24

brilliantly i love the quirky characters

18:27

you know the retail imagery is brilliant

18:29

they've got this really nice looking

18:31

sort of presentable um bcf

18:34

staff member you know they've just

18:36

rolled in from this horrible camping

18:38

trip

18:38

which is going to solve all of their

18:39

problems so it's a safe place like a

18:42

really lovely brand piece but

18:43

really really powerful flip to

18:45

barbecue's galore

18:48

the ads seem far less relatable you know

18:51

my mammalian brain goes i can't connect

18:53

these

18:54

on any level and i'm not sure if it was

18:55

just the horrible shirts or the sort of

18:57

the 60s tire

18:59

what's interesting if you break it down

19:01

no do it literally everything you just

19:03

said about

19:04

the bcf commercial you could throw on to

19:07

here it had

19:08

a narrative there was a story building

19:11

up there was a hero shot there was the

19:13

moment when it all resolved

19:15

it was the exact same commercial but

19:17

exactly as you were saying

19:18

from the get-go it was just like what

19:20

are we doing here

19:24

look you totally agree you know so

19:26

you've got the characters that are less

19:27

relatable so the execution was slightly

19:29

off

19:29

so it felt like they had this idea you

19:32

know this is a situation that could be

19:34

relatable

19:35

you know trying to be funny they've got

19:36

a bit of a vegan joke in there

19:38

like you know they've definitely tried

19:40

to go down a very similar path

19:42

but then from a brand and like they

19:45

don't have acoustic encoding so you

19:47

can't use that moving forward

19:48

like my real question to them is what

19:50

are the long-term branded assets

19:52

that you're going to be leveraging

19:53

moving forward when you are looking to

19:55

have

19:56

a retail a promotion a sale something

19:59

that's that's going to be harder hitting

20:01

like what are you going to try and carry

20:02

over

20:03

the only thing i could think of is

20:04

potentially the character but the

20:06

character for me

20:07

is more repulsive than he is bringing

20:08

you in like

20:10

again they've they've really missed the

20:12

boat on this

20:13

um and the only thing they've got is

20:15

sort of the logo that's slapped at the

20:17

end which is more of an afterthought

20:19

rather than a strategic way of how do we

20:21

seed our brand

20:22

all the way through um so yeah look

20:25

unlike bcf uh that has a great and very

20:28

memorable tagline and music bed that

20:30

they can leverage moving forward

20:32

these guys simply don't there's there's

20:34

nothing unique about this ad

20:35

and what do you really remember after it

20:37

and it's certainly not the brand

20:39

so and i think if a good point of call

20:42

is is if you're gonna have the luckless

20:44

loser in one of your ads

20:45

so both of these featured the idiot

20:49

the idiot has to be likable and this is

20:52

the the point is it has to somehow take

20:55

the piss

20:55

of the viewer so just like you said you

20:57

can recognize it in yourself

20:59

but you're rooting for the guy because

21:01

you're rooting for yourself

21:02

yes i've been an idiot but uh once you

21:05

start rooting for the character

21:07

then and i will go a little neurological

21:09

you get your flow of what's called

21:11

oxytocin which makes you oxytocin is

21:14

essentially we'll just call it to be

21:15

simple

21:16

the bonding chemical so it typically is

21:18

released

21:19

when you're breastfeeding when you're

21:21

making love

21:22

when you're involved in a very good

21:24

story or when you're in a very deep

21:26

relationship

21:27

it comes out in these fast moments too

21:29

when i start rooting for this

21:30

idiot i genuinely want him to win it is

21:34

a chemical reaction in my body for this

21:36

guy to do

21:37

well if i don't like the idiot

21:41

a not only will i not get my oxytocin no

21:43

bonding

21:44

but b i'm actively gonna start rooting

21:46

against him i'm gonna say

21:47

dude that guy doesn't deserve to win if

21:50

you don't even know

21:51

what your boss eats you don't deserve a

21:54

job you're a loser

21:56

now that i've just called this guy a

21:58

loser and the last thing i see is going

22:00

to be your brand

22:01

is that really the the final connection

22:03

you want me to have

22:04

so i i it's a very i want to say

22:07

current like 21st century to use idiots

22:10

in ads i think we've always had the

22:12

comedy

22:13

but it seems to be more prevalent now to

22:15

say we're not cool we're silly we're

22:17

but it's such a dangerous road because

22:19

if you make a character that's just not

22:21

relatable or likable

22:23

there's no turning back you've made a

22:25

huge mistake

22:26

look it goes back to the the other thing

22:27

that we've got which is casting you know

22:29

getting the right cast

22:30

is vital to success you can have great

22:32

idea great script but if you don't cast

22:34

it well

22:35

you know it can fall on its face pretty

22:36

quick i think um there's all those

22:39

saturday night live did those things

22:40

where they had different characters

22:42

or different actors auditioning for

22:44

characters from like star wars and

22:46

and uh back to the future and things

22:48

like that and that just shows you how

22:49

important

22:50

even if you're just having a different

22:52

actor even as if it's a good actor

22:54

reading a line that they shouldn't be

22:56

reading we know it's wrong it feels

22:58

wrong and that's kind of

22:59

the joke that they're pulling on you you

23:00

need to be perfect

23:02

in how you're making these people and

23:04

talk of

23:05

uh acting and talent will move to

23:09

the classic creative which is the one

23:12

the only

23:13

solo man

23:22

[Music]

23:25

when you're training hard for the

23:26

triathlon you work up a real

23:28

solo thirst extra tangy lemon solo

23:33

crushes a man-sized thirst

23:37

and in this tough competition the only

23:39

place for a solo man to be

23:41

is first

23:44

[Music]

23:46

solo lemon it's light on fizz for when

23:49

you're long on first

23:50

so crack a solo and be a solo man

24:13

extra tiny women's solo light on the

24:16

fizz

24:16

so you can slam it down fast

24:20

solo lemon the first crusher

24:23

so dr jared you probably are very

24:25

familiar with these creatives

24:27

would that be these were before my time

24:29

here before

24:31

let me get your take so you grew up with

24:32

these so yeah i was

24:34

i was just a wee lad when these were

24:37

kicking around no

24:38

i was in my you know nearly early teens

24:40

for the for the latter end of this

24:42

so you know i understand my it was

24:44

really in my brother and

24:46

dad's so look again quite very familiar

24:48

and i remember

24:50

like when i was digging through these i

24:51

really remember seeing these ads on tv

24:53

like as soon as i'm like i know exactly

24:55

what this is

24:56

so solo man just to give you a bit of uh

24:58

history solomon was created in the 80s

25:00

and early 90s and that was

25:02

this character so if we're looking at a

25:04

memorable character

25:05

that's what they were trying to do and

25:07

they were really trying to tap into the

25:08

subculture

25:09

and the identity at the time which is

25:11

really strong

25:12

was this sort of iconic australian

25:15

masculine

25:16

character you know it was also the time

25:19

of you know crocodile dundee

25:21

so this flavor like vb if you're looking

25:23

another brand that tapped into it

25:25

incredibly well

25:26

vb you know they owned this identity

25:29

from a

25:30

beer perspective with masculine aussies

25:32

and solomon was really trying to do

25:34

exactly the same thing but for the soft

25:36

drink market

25:37

so if you're looking at it like solo's

25:39

trying to make a soft drink

25:41

hard for tough aussie males so you can

25:44

slam it down fast so it's it's

25:45

interesting but it worked and it worked

25:47

incredibly well

25:48

i loved it as a newcomer to this

25:52

what i i think from an ad perspective

25:54

the thing that makes this so good

25:56

is they know exactly who they're

25:57

targeting and and that's i think

26:00

the good protocol is if you're

26:02

advertising for

26:03

everyone you're advertising for no one

26:05

you have to

26:06

have a crew and so they took a shot they

26:09

said you know what

26:10

we're gonna go just for that hard bloke

26:12

we're gonna take a drink that they

26:14

probably shouldn't drink and we're gonna

26:15

try and hit him with it

26:16

and let's let's see if it works and

26:18

women

26:19

be damned soft blokes be damned this is

26:22

for this

26:22

but the joke is is by making it so

26:24

specific to them

26:26

everyone knows what you're doing so no

26:29

one feels put out by it there's not

26:30

going to be a woman who's like well i

26:31

guess that's not my drink

26:33

or a soft blow because i guess not for

26:35

me no we're all going to be a part of it

26:37

you've just made it clear that this is

26:38

kind of your identity this is what you

26:40

want to do

26:40

go to town well this is interesting

26:43

because there's also

26:44

several case studies on this exact same

26:46

strategy you know there's

26:48

a chocolate bar in the uk that was aimed

26:51

at

26:51

you know the hard truck driving males

26:54

but if you're looking at who's actually

26:55

buying this product it drastically over

26:57

index for females

26:58

and i can remember at like family

27:01

lunches with big gatherings where

27:02

there's 50 60 years

27:04

i remember like my aunties and and

27:06

females were

27:07

drinking more solo than not the males

27:10

were like so for me it's very

27:11

interesting they knew their cohort and

27:13

they owned them

27:14

and they connected with them but they

27:15

also spoke to the wider the

27:17

the wider group as well like but yeah in

27:20

terms of the the execution

27:22

like really basic stuff but just getting

27:24

it right

27:25

like yellow is definitely the hero theme

27:27

but the yellow and the kayak the yellow

27:29

paddles the yellow bird

27:31

and then if you're looking at product

27:32

preference like they've got this hero

27:34

shot with this beautiful fresh looking

27:37

can that's dripping with

27:38

ice cold condensation and like you're

27:40

mildly thirsty like your saliva glands

27:43

are getting going as a result of

27:44

watching it and you've got this

27:46

crisp like like is it cans opening like

27:49

it's it's absolutely sensational

27:51

like and i'll be honest with you i've

27:53

been here for 10 years

27:54

i know of solo never had one after

27:57

watching that i wanted one it was like

27:59

the first time i felt like now i know

28:00

what you do okay let's give it a whirl

28:03

come on give me a shot i don't know if

28:04

i'll like it but at least now i have a

28:05

reason to say i'm trying it for this

28:07

reason let's go

28:09

and the underlying promise within that

28:11

which is consistent throughout

28:13

this solo man execution and this is

28:15

everyone from like nearly an ironman and

28:17

a singlet

28:18

through to the guy that's diving off the

28:20

cliff in his kayak

28:21

but the promise of the brand you know

28:23

why why what's so great about solo

28:25

they just reinforce it light on fizz so

28:28

you can slam it down fast

28:30

again they're just reminding and that's

28:31

what it is and that's he's literally

28:33

scaling a can of soft

28:34

drink which is virtually impossible to

28:36

do with with many other brands

28:38

so look again brilliant creative great

28:40

execution

28:41

build it build a very large brand in

28:43

this country as a result

28:45

and a memorable character you know the

28:47

solo main identity like it's it's there

28:49

i think i want to go down i think this

28:51

real quick just want to hit on this

28:52

because i'm thinking about this now why

28:54

would it be that if you target

28:55

the hard aussie bloke you get more

28:57

female drinkers what what the heck just

28:59

happened and

28:59

what i'm thinking is is in order for us

29:02

to form a memory for something we have

29:04

to have a place to anchor it so all of

29:06

the memories all of our understanding in

29:08

our brain

29:08

comes in um it comes in clean but then

29:13

we have to tie to what we call schemata

29:15

so if you have a free-floating fact in

29:17

your brain

29:18

it's unrecallable it's useless it's dead

29:21

only when that fact gets

29:22

locked down into a larger schematic and

29:24

goes oh this is where this

29:26

belongs that's when it becomes usable

29:28

knowledge for you

29:29

so if an advertisement is generic and

29:32

just say this is good this is great

29:34

i got literally nowhere to put it it

29:36

just floats in my head and i'm like

29:38

is it what is it is it this product is

29:40

it an up product is it down

29:42

is it round is it i don't know what's

29:43

going on but once you target

29:46

somebody then at least even if it's not

29:49

me

29:50

i have a schemata to put it in i can say

29:51

okay the heart aussie bloke i

29:54

know that guy drinking a soda okay cool

29:57

boom now i i have a spot for that memory

30:00

and now even that i'm a woman now i can

30:02

make the judgments

30:03

by myself i don't have to be part of

30:06

that schemata to understand it but now

30:08

that i have it categorized i can say

30:10

yeah

30:10

i support that let's go or no i don't

30:12

like that or hey i find those people

30:14

kind of funny let's give it a whirl over

30:16

here

30:16

the ability to tie it down is what

30:18

allows me to use it in whatever way i

30:20

want to use it but if you just leave it

30:22

vacuous if you leave it ethereal then no

30:26

one can do anything with it it's just

30:27

noise such an interesting point because

30:30

you'd also

30:31

go that when this brand was growing it

30:34

owned

30:35

a certain psychographic demographic

30:38

someone that

30:38

that's my identity and i want that

30:40

identity so i'm going to use that

30:41

product

30:42

yeah so you've got males call it

30:44

masculine aussies using this product but

30:46

then you've also got

30:47

wives daughters sons watching

30:50

masculine dad drink this product and now

30:53

they're like

30:54

oh i've got social proof it's validated

30:57

this should be a product

30:58

i'm going to sample some wow this is a

31:00

great product i'm going to start buying

31:01

it

31:02

so you've got initial traction from the

31:04

ad campaign

31:05

you've got an audience that then start

31:08

to use the product

31:10

then you've got the social validation

31:12

people see people using

31:14

really interesting i'll just go there

31:15

real quick a car brand there's

31:18

a really smart guy used to work with and

31:19

he knew the auto industry better than

31:21

anyone

31:22

he knew that you needed a minimum 500

31:26

cars on the road in a certain city so

31:29

you'd have social proof

31:31

that other people were driving this

31:32

vehicle so literally as soon as he got a

31:34

new product in

31:35

he just wanted him on the road so

31:37

everyone could see them on the road

31:39

so they then go oh wow i'm seeing that

31:41

everywhere so that becomes the social

31:43

proof that

31:44

wow i trust this brand i need to sample

31:46

it i'm going to try it so

31:47

again it's understanding the role of

31:49

this piece of communication

31:51

in the wider sales journey of all the

31:54

throwbacks

31:55

we've done so far soloman is the one

31:57

that i think could come back now

31:59

and actually help the brand because as a

32:02

newcomer to australia

32:03

i know it exists i don't know what it

32:05

does i've never tried it i have no

32:07

interest in it it's not a big brand it's

32:09

it's around but who cares this is

32:11

something that

32:12

it's an it's cool enough that you could

32:14

bring it back almost ironically

32:16

and it would work uh i wouldn't look at

32:18

it and be like oh that's like

32:20

we looked at the aussie man in the um

32:22

what was the ad we saw last week where

32:24

the guy opened the

32:25

bottle with a the beak of a bird oh pure

32:28

pure blonde pure blom like i i think

32:30

that was a little too far that you

32:32

couldn't bring it back now without some

32:33

clash

32:34

this is just on that edge where if you

32:36

bring it back people know you're being

32:38

ironic

32:38

it would be funny people would remember

32:40

it new people like me would say all

32:42

right i got you i'm with you

32:44

and it would work so i i think of all

32:46

the throwbacks this is the one that if

32:47

they decided we're bringing back solo

32:49

man

32:50

i wouldn't be surprised if it was

32:51

successful do you think the challenge

32:53

would be though

32:54

that the masculine aussie the identity

32:57

of that is nowhere near as

32:59

strong now no but that's what makes it

33:01

so wonderfully

33:02

ironic is they if they come at it like

33:04

true we're like now instead of a dude

33:06

surfing down

33:07

a half a half pipe with a python if they

33:11

try and make it real where it's like

33:13

what's a new aussie block what do we do

33:15

now like i don't know play

33:17

football i don't know if they try and

33:19

make it now

33:20

it probably wouldn't work but if they

33:21

keep it as gross and silly and campy as

33:24

they did in the 80s with a clear set

33:26

and like some dude doing something you

33:28

shouldn't be doing like i'm gonna kayak

33:30

off this bridge sweet

33:32

chances are we'll be like i remember

33:33

that cute nostalgia kicks in people like

33:36

me will go that's pretty funny

33:37

so long as we know you're kind of taking

33:39

the piss i think it would still work

33:42

yeah interesting love it hopefully we do

33:44

get to see the solo man back because i

33:46

do love the solo man there's a lot of

33:48

people who got a

33:49

fond memory of the solo man so hopefully

33:52

well if you watch footy all the players

33:53

are bringing the mullet back it's

33:54

becoming

33:55

it's not like we know it's not real we

33:57

know you're being ironic but because of

33:59

that

33:59

i'm on your side nice mullet so if you

34:02

bring back solo man with like that sweet

34:04

mo

34:04

and the singlet that no one's worn for

34:06

20 years

34:07

i have a feeling we're all going to be

34:09

on your side and be like i remember the

34:10

good old days that's cute that's funny

34:12

let's go

34:12

nearly do that an execution of either

34:14

afl or nra

34:16

footballers get them in got the mallets

34:18

they've got you know the the

34:20

80s look going you don't even have to

34:22

change a thing

34:23

they're new solo men the new version of

34:25

the solo man

34:26

this is exactly the same as the old

34:28

version love it love it well that's a

34:30

wrap for episode five dr jared thank you

34:32

so much

34:33

just to reiterate understand and know

34:36

what your long-term branded assets are

34:38

and continue to remind and refresh those

34:41

memory structures in consumer's mind

34:43

because that is your power over and out

34:45

for now until next episode

34:47

speak soon see you guys

35:10

you