Whether it’s a childhood jingle that you can still sing word for word, or a campaign that influences the way you work today, everyone has an ad that has really stuck with them.
Mediaweek has been asking the industry to take a trip down memory lane, to find out all about the ads that made us.
Nicholas Ryan – Associate director, XXVI
The Great Crunchie Train Robbery
“I’ve always had a thing for jingles. It can’t rightly be explained, but mum reckons that as soon as one came on, young me would immediately stop whatever I was doing and start dancing and singing along. Something definitely rubbed off, because jingles inspired my entry into this industry. In my young radio days, I was lucky enough to work alongside and be mentored by Neil Jenkins and Gaz Curtis, two of the finest jinglers of our time.
“But there’s one in particular that has always stuck with me. It was used in The Great Crunchie Train Robbery, an ad that moves quickly from the sublime to the ridiculous as a bunch of outlaws start a free for all fight over a chest of Crunchie Bars. I think it’s one of the longest-running ads in NZ history, getting its first outing back in the ’70s – although, being a child of the 80s, I wouldn’t know anything about that.
“Made on the smell of an oily rag in an old train carriage in Upper Hutt, with some of NZ’s finest acting talent, interspersed with old western and war film footage handed over for next to nothing by Martin Scorsese’s editor (a mate of the producer Tony Williams). All brought together by a knee-slapping score from Murray Grindlay, this is what the kids call an absolute banger.
“It is my firm belief that The Great Crunchie Train Robbery should be required viewing for aspiring marketers everywhere.”
Penny Addison – Senior content manager – trade marketing, News Corp Australia
John Lewis & Partners annual Christmas ads
“John Lewis’ Christmas ads are something of a tradition in the UK. The nation waits in anticipation for its release each year and it’s a signal that the festive season has truly begun. Each year is a different story with a heartfelt message around giving and to leave no one behind on Christmas Day. I associate this with the time of year I get to spend with the ones I love, all my amazing family over in the UK.”
Anthony Badolato – Sound design manager, ARN
The Reading Writing Hotline
“I remember being at home in my parents’ rumpus room and this ad would pop up on TV while I was ‘doing my homework’.
“A perfect example of One Idea – One Execution. There’s no faff explaining how they do it, why they do it, how many awards they’ve won doing it and so on. It’s here’s who we are, here’s what to do.
“It may be a catchy melody, and it may be sung well, but I think all in all it’s the simplicity of this piece that makes it an earworm! Simplicity Sells.”
See Also: The Ads That Made Us: Big ads, Black and white ads, and Initially banned ads
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Top Image: Nicholas Ryan, Penny Addison, Anthony Badolato