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.
Seb Rennie – chief commercial officer, SCA
Nike – Parklife
“This was part of an outstanding run of Nike football ads (Nike, Good vs. Evil and Nike, Brazil Airport are worth a look too) that were released around the time of two of my favourite football tournaments – Euro ’96 and France ’98.”
Sophie Stone – strategy director, This is Flow
Mitre10: You’re Dreaming – Aussies, No Surprises There
“Call me biased but I’ve always believed that New Zealand produces some of the best TV ads, with that distinct Kiwi banter and playful nod to our local culture in an inside joke kind of way.
“One of my most memorable examples is Mitre 10’s 2008 sandpit ad, which took a light-hearted dig at our Aussie neighbours, while also embracing our Kiwi ingenuity pride – both ingredients were a sure-fire way to become world famous in NZ. The ad featured three kids discussing their ‘Pretty big job’ renovations, and when they asked Aussie mate Jonesey for a hand, he responded in the way only an Aussie would – launching the adorable catchphrase ‘Nah mate, ya dreaming’.
“The ad became so loved it was crowned NZ’s favourite in the annual Fair Go ad awards of 2009 (yes, we take immense pride in our ads, even voting for the best and worst in the annual TV competition), and it was even recreated 12 years later with the grown-up kids for a news segment.
“Even after 15 years, phrases like ‘Hey Jonesey’, ‘Nah mate ya dreaming’, and ‘She’s a pretty big job’ are still used among friends and family. But if someone dares to suggest that our iconic catchphrase was actually inspired by the Aussie film The Castle, we’ll simply respond with a knowing smile and say, ‘Aussies, no surprises there.'”
Dom Megna – executive creative director, Spinach
Speeding: No one thinks big of you.
“I began my career working on TAC and learned quickly behavioural change is hard. Even harder when it’s aimed at young guys. Then I saw this idea. It was the holy grail and still is for me. A magnificently brutal takedown of boy racers that hits them exactly where it hurts. I love that it’s this brilliant blend of psychology, strategy and creative. My only issue with it is that it was short-term and didn’t extend beyond NSW. It should be national and still going today.”
See Also: The Ads That Made Us: Koalas, cars, and congratulations all around
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Top Image: Seb Rennie, Sophie Stone, Dom Megna