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Political Advertising

July 28, 2018

It’s politics season for Australia. I think. I’m not really what you’d call plugged into the Australian political scene — US politics sucks up so much air sometimes that it’s hard to remember that we actually live on the other side of the world. Australian politics has been trying its best to compete with the All-American show, though. You’ve got to give Parliament credit. Nevermind the weird dual citizenship stoush. John Fraser resigning? A known raw onion-eater deciding to seize the reins of power again? Random backstabbing? Rampant prioritising of profit and fossil fuel interests over the environment? Gang fearmongering along racial lines? We’ve even got a homegrown migrant-kids-in-cages situation, just that they’re being “processed” offshore.

Know what’s a notable difference between our politics and American politics? No, not the thing about who has or has not maybe declared war over Twitter. It’s the quality and saturation of our ads. Wait! Before you roll your eyes and click away from this article, we’re serious. It’s important. Not as important as whether or not someone should be able to decide global foreign trade policy via Twitter, but the fact remains that despite (or perhaps because of) the proliferation of social media and the digital age, political ads still matter.

We’ve mentioned this earlier in our blog — not so long ago, 28-year-old Alexandria Ocasio-Cortez won the Democratic primary for the 14th district in New York, unseating the 4th most powerful Democrat in the country. A year ago she was a waitress, and she’d never held political office before. She didn’t just win — she smoked her opponent in a landslide upset. And she did that through hard work, turning out voters who didn’t normally vote in a primary, and through a masterful ad that she wrote and which went viral:

She also had some great branding, which we note that a certain Canberra Australian Labor Party politician has copied:

political advertising

Hey, Aussie political parties! We know political branding tends to get short shrift in your budgeting when it really shouldn’t. Great branding matters. Especially personal branding. We’re happy to talk if you need some help. No need to rip off American brands. Unless you’re a certain raw onion-eater. Branding can’t help you there.

The Good

No discussion about political advertising in Australia is complete without a nod to the Labor Party’s 1972 ad, “It’s Time”:

Featuring Barry Crocker, Bert Newton, Graham Kennedy and many more well-known Australians, it set a standard for Aussie political advertising, starting a trend where everyone wanted a jingle. Labor went on to win the election.

Political advertising has, naturally, evolved since the ’70s. In 2009 the Obama for America campaign became the first political campaign to win a Grand Prix at Cannes. The campaign won two, in fact — an Integrated, and one Titanium for the Great Schlep (feat. Sarah Silverman, by Droga5):

“[The campaign’s leaders] were curators as much as creators,” Mr. Droga said. “They created the framework and allowed others to contribute.”

That framework included a digital focus on tools such as Twitter, Facebook and text-messaging. U.S. juror Rich Silverstein, of Goodby Silverstein & Partners, said, “There will never be a political campaign that doesn’t use what they started.” –Adage

Nowadays it’s not just about a beautiful, tightly-shot ad with a great narrative. Campaigns have to be fully integrated, covering multiple points including social media, online, offline, voter events, door-to-door and other aspects. Further, things that go viral, that convey a message, and (preferably) bring you some positive attention also help. This great Aussie Greens MP video, for example, went viral on Facebook and on YouTube, when he set fire to a river to protest fracking:

As at this point in time, it’s racked up over 10 million views on Facebook alone, and started a sadly brief conversation about fracking. Stunts like Jeremy Buckingham’s, the MP in question, cut through the noise because they’re heartfelt and shocking.

The Bad

Wow, there’s so much that’s bad. We don’t know where to start. Maybe with this most recent effect by Nick Xenophon:

Um. So bad that it’s good? Or just bad? Of his performance, Mr. Xenophon reportedly said: “That was a traumatic experience for me but I’m glad someone’s enjoyed it.” Yeah, it wasn’t just traumatic for him, we think. It’s possible to do a low-cost ad well. This… probably wasn’t it. Was it as unsettling as the sight of Clive Palmer twerking in the name of political stunts? Not sure.

The Weird

Content warning ahead: explicit language. The Juice Media is a satirical site that creates “Honest Government Ads”, such as the following Visit the Northern Territory:

How does this have any bearing on political advertising in general? Humour often cuts through the noise. Barack Obama demonstrated an understanding of this through his 8 years of office, not just within his White House Correspondent Dinner jokes (Anger Translator, anyone?)–

–but also to push signature programs like signing up for Obamacare, by appearing on Between Two Ferns:

Humour also has a tendency to reach traditionally less-interested younger voters, particularly if it’s humour of the no-BS sort. Gaining a reputation for straight-shooting can be a good thing to have in politics. However, it’s a tricky thing to incorporate into a strategy, as it can backfire *cough* twerking *cough*. As with all campaigns, political or not, the incorporation of any feature into your campaign requires a strategy.

Quick tips:

  • Keep things honest. In today’s world, it’s much, much easier to be caught out on BS, which can make your campaign backfire on you.
  • Stick to your core message and keep it simple. Descending into policy wonkiness might work for newspapers, but it won’t work well in an ad.
  • Keep things personal. The best modern political ads are deeply personal, introducing you for who you are and hopefully getting more people to know and support you.
  • Have a strategy and a goal.

Want to chat about any of these points? Get in touch.

Nathan Fillon and Uncharted

July 27, 2018

Nathan Fillon, the fan-favourite to play Nathan Drake in Uncharted, has appeared in a short fanmade film for the game along with Stephen Lang as Sully. Via the Verge:

Uncharted fans have been clamoring to see Drake in a Hollywood-caliber production for nearly a decade. (They’ve also been clamoring to see Fillion play the character for about the same amount of time.) In 2010, Columbia Pictures confirmed that a movie was in development, but it’s been stalled for the last eight years over multiple rewrites, directors and producers attaching then flitting in and out, and conflicts with Neil Druckmann, creative director of Naughty Dog and the writer of three of the Uncharted games. The latest developments in the Uncharted movie saga so far say that Shawn Levy (Stranger Things) will be directing, with Joe Carnahan (Smokin’ Aces) writing the script, and starring Tom Holland (Spider-Man: Homecoming) as a young Nathan Drake.

It seems to be going well. “The Uncharted movie, yeah, we’ve had some conversations with Shawn Levy. And he’s really passionate, gets it, and I think he understands where we’re at,” Druckmann said last year. “[Shawn Levy] wanting to tell a different story than the main four adventures—with potentially a young Nathan Drake, that fills in the gaps—I think is a lot more interesting than trying to retell Uncharted 1, 2, 3, and 4.”

Designing Safer Streets

July 26, 2018

Vox Explainers considers how we could design safer streets… by getting rid of street signs? Hmm, we’ll have to be convinced about this. The Guardian ran a longer op ed about the “shared space” concept earlier:

Research has shown that removing white lines induces uncertainty and thus cuts vehicle speeds by 13%. This has been the case on London’s A22, A23 and A100. Pilot schemes are also in place in Wiltshire, Derby, and round the Queen’s house at Sandringham (don’t ask).

Behind this demarking lies the concept of “shared space” and “naked streets”, developed in the 1990s by the late Dutch engineer, Hans Monderman. He held that traffic was safest when road users were “self-policing” and streets were cleared of controlling clutter. His innovations, now adopted in some 400 towns across Europe, have led to dramatic falls in accidents. Yet for some reason Monderman’s ideas remain starkly uninfluential in the world of “big” health and safety, especially in Britain.

Monderman’s principle is that freedom to assess risk for ourselves is what makes us safer. Rules, controls, signs, traffic lights all reduce our awareness of our surroundings and thus our sense of danger. On roads, he said: “When you don’t exactly know who has right of way, you tend to seek eye contact with other road users. You automatically reduce your speed … and take greater care.”

Monderman’s British apostle, John Adams of University College London, once suggested I drove on to a motorway, got up to the speed limit and removed my seatbelt. What did I do next? He was right. I slammed on the brake. I swiftly adjusted my threshold of acceptable risk. Adams has figures to prove that countries – indeed US states – that do not require motorbike helmets have fewer biking accidents than those that do.

The most dangerous place on a road is at traffic lights. Almost half the accidents in most cities occur at lights. This is due not just to war between “amber gamblers” and reckless cyclists. A crossing is where everyone should be watching everyone else, but everyone is watching the lights. They are awaiting orders. When given them, they assume all is safe and crash on.

The 2018 Macbook Pro

July 25, 2018

Mashable got their hands on the 2018 Macbook Pro for this review. TLDR? A powerful machine, but there are ongoing design problems. Via Mashable:

Using the 2018 MacBook Pro has been a roller-coaster experience. Ultimately you can’t help but respect such a powerful machine, but Apple didn’t do itself any favors by sticking with the existing design. As such, the new Pro has an uphill climb in convincing buyers it’s a worthy upgrade.

And I really wanted to be convinced. For the past year and a half, I, like many Apple customers, have been waiting for a major refresh of its most recent MacBook Pro design, which first debuted about 20 months ago.

That refresh ended up having several issues. For starters, the Touch Bar — the horizontal touchscreen that replaces the function row of keys — is of questionable utility, and feels like an inadequate compromise that Apple created because of its refusal to make a touchscreen Mac.

Then there are the four USB-C ports, which are the machine’s only connectors (apart from the headphone jack). USB-C promised to take us to the promised land of simplification, but instead we’ve ended up in dongle hell since connecting to any legacy gear (like, I don’t know, the cables that come with every single iPhone?) requires an adapter of some kind.

And then there’s that keyboard. The butterfly-switch keyboard design, first seen in the 2015 MacBook, lets Apple make its already-thin laptops even thinner. But, reliability issues aside, to those who got used to the chiclet keys on previous designs, it doesn’t feel like an upgrade. And if you do end up having a maintenance problem, it’s a rage-emoji-inducing hassle to fix.

If there were just one of these issues, it would be pretty easy to dismiss. But all three? That was enough to give me pause, and I’ve been holding out, hoping Apple will do something to address them, and possibly even reverse course in some way.

Prince Harry and Invictus

July 24, 2018

Prince Harry and Invictus Games athletes recite lines from the poem Invictus in this moving spot for the upcoming 2018 Invictus Games. Via Adnews:

Advertising agency Edge has helped bring to life the poem Invictus to promote the 2018 Invictus Games in Sydney.

The moving spot features generations of the Invictus Games community reciting a single line of the poem each.

The final two lines of the poem, ‘I am the master of my fate, I am the captain of my soul’, represent the unconquerable spirit of the current and former service men and women who compete in the Invictus Games.

Invictus Games founder Prince Harry makes a cameo in the spot but it is Invictus Games athletes whole steal the show, stirring passion and an unconquerable spirit.

The film includes Invictus Games Sydney 2018 competitor Jamie Tanner in action at wheelchair rugby training and widow Gwen Cherne and her daughter in an emotional moment of reflection.

Produced in collaboration with 2 Feet Films, the film was introduced by Invictus Games Sydney 2018 ambassador and former politician, Brendan Nelson at the Australian War Memorial, where he has been the director since 2012.

The film will be supported by behind-the-scenes content on digital.

The Invictus Games were founded in 2014 by Price Harry to positively change the lives of wounded, injured and ill former and current defence personnel.

The Man Who Killed Don Quixote

July 16, 2018

After 30 years, Terry Gilliam’s The Man Who Killed Don Quixote will finally be out in theatres. It’s showing at MIFF 2018. There were so many production issues that the issues themselves produced their own film, Lost in La Mancha. Via Study Break:

Terry Gilliam’s film “The Man Who Killed Don Quixote” was finally finished after almost 30 years of mishaps, including chaotic weather and the declining health of Jean Rochefort, the Don Quixote for Gilliam’s original movie attempt.

There was even a whole making-of documentary called “Lost in La Mancha” in 2002 about that disastrous first attempt if you would like to watch the misfortunes up close. More recently, former producer Paulo Branco filed a lawsuit against Gilliam because Gilliam sold him the rights to the script back in 2016 and proceeded without Branco’s permission.

Despite the pending lawsuit, the 2018 Cannes Film Festival went ahead with their original plan to air the film at the end of their festival, and the film received a 10-minute standing ovation. But Amazon, who was going to distribute the movie to American audiences, backed out after Branco’s lawsuit, and a French court ruled that Gilliam will have to pay $11,600 in reparations to Branco.

Is Gilliam’s film, which is loosely based off Miguel de Cervantes’s “El Ingenioso Hidalgo Don Quixote de La Mancha,” worth 30 years of hassle, including now the pain of finding an American company to distribute the movie?

World Cup Finals and Marketing

July 14, 2018

The World Cup Finals are coming, and you probably know the date — unless you live in one of the few countries in the world where football isn’t a religion. The World Cup (yes, the one involving ‘soccer’, which by the way really should be just called football) is unofficially the world’s most popular sporting event, not that you would know that living in Australia or USA. Billions of people tune in to the contest every four years. Not exactly for the quality of the football — if you’re looking for soccer played at the highest level, that’s club soccer, which has $$$ and isn’t constrained by passports — but for the drama. And the nationalism. And the weirdness. This year’s been no different. There have been big upsets, on pitch drama (Neymar and his infamous Oscar-worthy roll), off-pitch drama (a suicide in India, the father of Nigeria’s captain being kidnapped hours before the Nigeria-Argentina game), pre-game drama (Spain firing its coach 2 days before the tournament anyone?), rivalries (the endlessly litigated Messi-Ronaldo rivalry), technological drama (Video Assistance Refereeing is being used for the first time, with chaos) and just general drama (Don’t cry for Argentina…). Some people only tune in to football during the World Cup. If you love chaos and drama, it’s just so much more entertaining.

If you’ve been watching the games, you’re probably by now operating on low sleep, snacks, puzzlement (did Germany really crash out at the group stages? is Croatia seriously in the final?) and, possibly, a dawning realization that the logo mark, while well-intended, reminds you uncomfortably of things sold in certain kinds of dark-curtained shops. You might already have lost money on a bet. You might’ve been one of those lucky people who put a fun bet on South Korea against Germany and won scads of money, only to probably lose it again in the future. (Moral of the story: Don’t gamble.) You might have bought a jersey. You would most definitely have been bombarded by advertising in some countries, especially those with more lax advertising controls. You may or may not be surprised to find that there are actually strict rules with regards to advertising and marketing in the World Cup. So before you slap on some FIFA branding onto your last minute marketing tie-in… read this article.

Marketing During the World Cup

The Rights To Stuff™ is a hotly contested potato for FIFA. If you’re in Australia, you’ve probably noticed the SBS-Optus-World Cup stoush. Basically, different broadcasters often compete to acquire the rights to broadcast the World Cup games. FIFA negotiates the rights separately for each country. In Australia, SBS used to broadcast games on free to air TV. This year, Optus snagged the rights, with SBS gaining limited broadcast rights. However, Optus being what it is, the streaming was unstable during an Argentina game, and only got worse. When the Prime Minister feels obligated to give your CEO a personal call, you know that (1) you’ve probably messed up and (2) he’s about to do something unpopular (ICU Liberal Party budget) and needs a soft target. SBS is now broadcasting all the games for free again, and Optus refunded everyone who paid $15 for the rights to watch the World Cup. Frankly, we’re not entirely surprised by this development. A couple of us have Optus phone plans, and the reception cuts out all the time–on the way to East Richmond Station, the moment you go somewhat underground, in concert halls, in basement restaurants… so we’re not above feeling a bit of schadenfreude about this development.

FIFA also has sponsors in three tiers: FIFA Partners, World Cup sponsors, and National Supporters (which are all Brazilian companies):

“The six FIFA Partners have the highest level of association with FIFA and all FIFA events as well as playing a wider role in supporting the development of football all around the world, from grassroots right up to the top level at the FIFA World Cup. This allows FIFA and its Partners to form true partnerships, adding great value to the engagement for both sides. FIFA World Cup Sponsors have rights to the FIFA Confederations Cup and the FIFA World Cup on a global basis. The main rights for a sponsor in this tier are brand association, the use of selected marketing assets and media exposure, as well as ticketing and hospitality offers for the events.

FIFA World Cup Sponsors have rights to the FIFA Confederations Cup and the FIFA World Cup on a global basis. The main rights for a sponsor in this tier are brand association, the use of selected marketing assets and media exposure, as well as ticketing and hospitality offers for the events.

The National Supporter level is the final level of FIFA’s sponsorship structure, allowing companies with roots in the host country of each FIFA event to promote an association in the domestic market.”

Basically, FIFA wants its sponsors to get their money’s worth. Only sponsors can use any official imagery and descriptions of the World Cup. Everyone else can only use official branding if the content produced isn’t advertising, and if the content doesn’t imply an official partnership with FIFA or the World Cup.

There’s a whole new set of rules for social media, which we presume nobody has bothered to read, but basically:

  • Don’t use the official logos, photos, marks.
  • Don’t embed clips from your TV — FIFA has been busy issuing takedown notices.
  • If you use the official hashtag (#WorldCup) you can be sure that your post will be found and scrutinised. For advertising content, we wouldn’t recommend using the official hashtag. There are lots of unofficial ones to run with instead — for example, the finals game will probably have #FRACRO, #CROFRA, and adjacent hashtags.

Sweden’s Football Association actually got sanctioned by FIFA for the unsanctioned use of unauthorised commercial branding on playing equipment items. So yes, it’s possible to get into trouble with FIFA even if you’re an official associated body. So have Uruguay and England. FIFA is not joking around.

Guerilla Marketing Is Still Alive

Even with the above restrictions, it’s possible to run a creative, impactful campaign without official sanction. JWT London created this incredible domestic violence PSA ahead of the England-Croatia semifinal that went viral online:

Similarly, while it’s illegal to display the rainbow flag in Russia (there’s a law that bans the spread of “gay propaganda” there) 6 activists found a way to fly the Pride flag in Russia — by wearing different jerseys in their “Hidden Flag” campaign:

The activists are Marta Márquez from Spain, Eric Houter from the Netherlands, Eloi Pierozan Junior from Brazil, Guillermo León from Mexico, Vanesa Paola Ferrario from Colombia and Mateo Fernández Gómez from Argentina.

They visited iconic places like the Red Square and the Russian Orthodox cathedral in Moscow, and also travelled on the underground and stood next to police officers.

Marta told Newsbeat: “Once we landed in Russia our first steps felt very scary, but little by little we realised that nobody knew what we were doing, so I started to relax, although I stayed alert.

“Over our five day visit there was no sense of real danger, nobody threatened us.

“Most people were very kind to us, especially the tourists who saw us as equals. However, if they had known what we were doing it probably would have been different.”

Is there an event coming up that you want a tie-in campaign for? Schedule in prep early. Want to learn more? We’re always happy to chat.

Intermarche and Taste of Colours

July 13, 2018

French supermarket Intermarche has a new ad campaign called the Taste of Colours, highlighting how artificial colouring messes with our minds. Via Adweek:

French law forbids marketers to explicitly say that additives might be harmful, so Paris-based agency Romance devised the taste test to make its point in a subtle, compelling way that would meet the nation’s broadcast standards.

Romance designed the test with food science expert Muriel Jacquot, but the team still wasn’t sure how it would all play out.

“For the experience to go well, it was important our subjects not know its purpose, so we just told them it was a simple consumer test for Intermarché,” says agency senior copywriter Philippe Pinel. “To be honest, the very first subject got it right when he tasted the first yogurt, so we held our breath. But after that, everything went bad—just as intended.”

Toward the end of the ad, Intermarché notes that if food coloring can so completely fool our brains, it’s probably best avoided, along with other additives.

“What we didn’t expect was that some of our subjects would be smarter than us,” Pinel recalls. “After realizing we were tricking them with colors, a group of subjects decided to continue the experience with their eyes shut. Well done, girls!”

Dawn and the International Bird Rescue

July 12, 2018

https://www.youtube.com/watch?v=WpXx1C-0X0w

Dawn celebrates 40 years of collaboration with the International Bird Rescue with this heartwarming video involving cute ducklings. A 2010 article by NPR described why Dawn is the bird cleaner of choice for oil spills:

At a warehouse turned bird bathhouse in Venice, La., dozens of bottles of Dawn stand like soldiers behind a row of deep sinks. It takes three people as much as an hour to get the gooey oil off each pelican. They start by rubbing the bird with cooking oil; veterinarian Heather Nevill says that loosens the sticky petroleum. Then one of the crew sprays it with dish liquid.

“She’s scrubbing very vigorously, getting her fingertips under the feathers to really agitate the feathers in the water,” Nevill says. “It’s that action of getting the detergent into the feathers that really removes the oil.”

The bird is covered with a lot of suds.

“We’re using very heavy concentrations of Dawn because this crude oil has become very weathered, and it’s very difficult to remove,” Nevill adds.

When asked whether they have to use Dawn, Nevill replies, “Dawn definitely works the best. It very effectively removes grease but does not cause harm to the skin of the birds.”

Nevill and the rest of the workers at the International Bird Rescue Research Center sound like walking commercials for Dawn. And that’s not new.

NPR’s Daniel Zwerdling discovered this when he interviewed the group’s founder, Alice Berkner, during the 1989 Exxon Valdez disaster in Alaska.

Zwerdling joked, “You’re going to get letters from Ivory and the other companies.”

“I hate to sound like an advertisement,” Berkner said, “but I won’t allow any substitutes for Dawn.”

England and the World Cup Semifinals

July 11, 2018

England’s in the semifinals for the World Cup, a source of mass celebration in the UK for its fans. ICYMI: their excellent squad announcement video highlighting diversity and shot on location at Wembley, with kids from various walks of life calling out the names of the squad. Perhaps unsurprisingly, this unusual way of announcing the squad sparked off a lot of rage online. Wonder why. In any case, if you’re staying up to watch the semis, good luck, and may the best team win!

One of our fav articles so far on the English team, or in particular, their coach Gareth Southgate, now the focus of many memes including #GarethSouthgateWould, is by The Ringer:

The past 150 years of soccer history has been the tale of the game slipping away from the country that invented it. Soccer is one of England’s most successful exports, but the farther away it traveled, the less its inventors were able to control and dominate it. Until the 1940s, England largely stayed home, playing and usually beating competition from Scotland, Wales, and Ireland. It wasn’t until 1949 that England lost at home to foreign competition. A year later, they appeared in their first World Cup, a group-stage defeat that included a 1-0 loss to the United States—to this day one of the greatest upsets in World Cup history. In 1953, England took its first home loss to continental competition: a 6-3 thrashing at Wembley at the hands of Hungary’s Mighty Magyars.

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