Y&R GIVES INTEGRATED PUSH FOR NEW ZEALAND SPORT
SPARC (Sport & Recreation New Zealand) has launched an integrated campaign to get 18-24 year olds more active - not an easy task. So to make exercise more like fun and less like hard work, Y&R created a competition to invent new sports with the help of comedy duo, Bill and Ben.
Client: SPARC (Sport & Recreation New Zealand)
Agency: Y&R, New Zealand
Creative Director: Chrissie Lahood
Creatives: Marianne Harvey, Anton Hart, Jeremy Southern, Katrina Jarratt, Bridget Bussell
Account Team: Jason Wells, Rachael Schnurbusch, Fran Mill
Interactive Creative Director: Maya McNicoll
Production Company: Shonky Productions
Directors: Jamie Linehan and Ben Boyce
Photographer: Meek
Retoucher: Chris Clifton
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Fun ads but I'm just not sold on the strategy.If you're trying to talk to 18-24 year-olds, is JACK-ASS style stuff the way to go? Doubtful.Whether it's just a 20 minute walk each weekend or regular sessions at the gym, if you exercise regularly, you'll eventually look fitter/better and consequently get laid more.A 'more exercise = more sex' strategy would resonate with most 18-24 year olds because when you're 18-24, basically all you want to do is get laid.The client may think it's engaging and up with the play because people can txt in, and there's a website etc but a good strategy and idea shits on bells and whistles any day of the week.
This was done for Fox Sports in the US a few years back and won Gold at Cannes. Everyone's seen it!
My name really is Anonymous. And I don't like this stuff either.Bill Anonymous
I like the ads. They're funny, and the audience will never have seen the Budweiser ads that did the same idea (but not execution) 20 years ago - and years BEFORE the Fox ads.(If you want originality guys, don't look at advertising. Or movies. Or TV. Hell, just don't look.)