Yellow Brick Road gives Australia a ‘Super Slap’ in new campaign via dcb advertising and 12:20
Wealth management company, Yellow Brick Road, commissioned dcb advertising to create an integrated launch campaign for its new super fund, RetireRight.
Already prevalent in the home loans space, this latest extension of the Yellow Brick Road suite of products further enhances the brand’s wealth management offering. Yellow Brick Road’s Super product, RetireRight, is designed to give all Australians the chance to take control of their superannuation and build a considered strategy for their future. Consumers can access the fund via Yellow Brick Road’s network of 150+ licensees across Australia, as well as online at www.ybr.com.au/super.
Says Darren Crichton-Browne, managing director of dcb: “The brief from Mark Bouris and the team at Yellow Brick Road was very clear. They wanted a campaign that snapped Australians out of their apathy towards Super.
“We engaged independent creative business 12:20 to write and develop the campaign, and the whole team is very pleased with the work. We’re confident it will achieve great cut-through on TV and deliver a successful launch for Yellow Brick Road Super.”
dcb and 12:20 have now completed a number of strong campaigns for Yellow Brick Road including their Empower Home Loans launch last November.
The TVC shows a mother attending to her cute little baby, before it gives her a huge slap across the face. A graphic fades up and reads, ‘Give someone a Super Slap’. Bouris then voices that Australia need a wake up call and needs to take an interest in their Superannuation if they want to enjoy a comfortable retirement. The campaign leverages the eye-opening fact that the average Australian couple requires around a million dollars to enjoy a comfortable retirement.
The campaign launches this Sunday nationally on the Nine Network and will be followed up with Press, Print, digital, social and in-store marketing.
Client Yellow Brick Road
Agency dcb advertising
Creative 12:20
Producer David Steindl
Production Company Infinity Squared
Director Daniel Reisinger
Audio Sandcastle
11 Comments
I find this ad inappropriate and condoning violence, it should be removed
I think this ad shows that hitting is fun – How many times do we have to have the conversation to keep your hands to yourself! It annoys me and turns me off
Really!!! It’s just an ad! You best not watch any tv if this is offensive!
Nothing against agency, client, or the idea, but I’d love CAD to explain why they think ‘slap’ was suitable for approval. Can I take it that CAD will approve man slaps woman, kid slaps mum, kid slaps dad, father slaps daughter, father slaps son etc.?
Really inappropriate
This is one of the worst and most inappropriate ads I have ever seen. It condones domestic violence, indicates its OK to slap a person around to get them to wake up to themselves ie do what the abuser wants. It’s terrible. I saw it this morning and thought to myself yeah that’s why I left my relationship. I would rather be poor and have no super than live in a way that suggest to my children I condone domestic violence, financial and emotional abuse.
This ad really bothers me. The idea of normalising violence to sell a message of planning for retirement is just bizarre.
Shocked this is permissable on prime time T.V. This is classed as domestic violence and personal violence.
A large proportion of serious violent offenders (over 70%) have either been child victims of Domestic Violence and/or are current perpetrators of Domestic Violence with current Domestic Violence Orders listing them as Respondents.
There are a million other ideas for snappy ‘wake up Australia’ style advertising campaigns. 12:20 should be dumped for being socially irresponsible and normalising personal violence. Aren’t advertsing agencies supposed to be creative and in touch with communities?
Was shocked when I saw this advert on TV. I also have no gripes with Yellow Brick Road – but Domestic Violence – even in fun – is just not on. What were the advertising guru’s thinking.
The advertisement is just wrong. Why use an act of violence and why have a child and the elderly perpetrate it. In this age of awareness into child protection and domestic violence it is in huge bad taste.
The negative impact and comments of others surely is lesson enough to pull the ad
Retirement is a dream not a nightmare
Totally inappropriate ad.Mr Bouris. You’re fired!