Arnott’s Shapes get ‘in your face’ in a new television campaign via DDB Sydney
Popular Aussie snack, Arnott’s Shapes, is celebrating its bold flavour and fun loving character with the launch of a new television campaign via DDB Sydney.
The “In Your Face Flavour” campaign looks to reflect the renowned Shapes taste by highlighting the imaginative lengths Shape-lovers will go to for a hit of their favourite snack. The first TVC in the series, on-air now, looks to a group of inspired teens to capture this on a scale worthy of the Aussie favourite – big, bold and fun.
Says Jen Speirs, creative director, DDB Sydney: “Shapes is certainly not the first snack to claim it’s full of flavour, but there’s definitely something about its flavour that is not like the rest. It’s this unique flavour hit that we focussed on. By creating a TVC with Shapes being hurled into the air for a teenage boy to catch, we’re really underlining exactly what Shapes is – bold, fun, in-your-face flavour like no other.”
The TVC looks to the ingenuity of often the most spirited of Shapes fans – teenage boys – to hero the campaign.
Says Amy Hiscock, marketing manager, Arnott’s: “Teenage boys often lead the charge when it comes to ‘out doing’ one another so we looked to appeal to their fun nature, capturing this spirit to help communicate what Shapes is famous for, great flavour.”
An additional TVC is to follow the 15″ and 30″ TVCs currently on-air and will roll out in the coming weeks.
Says Hiscock: “We really enjoyed working with DDB Sydney on this campaign. Getting back to what is really at the heart of Shapes and underlining why it continues to be an Aussie favourite has been a great experience.”
Campbell Arnott’s
Vice President Marketing, Asia Pacific: David J McNeil
Marketing Manager: Amy Hiscock
Brand Manager: Niall Daly-Lennon
Consumer Insights Manager: Carina Georgoulas
DDB:
ECD: Dylan Harrison
Creative Director: Jen Speirs
Art Director: Richard Gray
Copywriter: Jeff Galbraith
Managing Director Strategy and Innovation: Leif Stromnes
Managing Partner: Kate Sheppard
Senior Account Director: Alex Ball
Account Executive: Emily Frost
TV Production:
Head of Onscreen Production: Brenden Johnson
Senior Producer: Claire Seffrin
Media: MEC
Group Business Director: Tony Newby
Communications Director: Rebecca Twist
Digital Director: Thomas Lyngsfeldt
Associate Manager: Jeremy Pope
Production Co: Exit Films
Director: Adam Gunser
Executive Producer: Declan Cahill
DOP: Andy Commis
Editor: Sam Brunette
Post Production: Toybox
Music Supervision: Karl Richter, Level Two Music
28 Comments
Rad ! Poochie dog !
Not funny, not clever, but worst of all, not appetising. Says Shapes have to be force-fed, and getting them in your mouth is a matter of luck, not desire. What a fascinating failure of the process of agency internal creative review and the irresponsibility of hard-selling a client into approving work that just discredits the industry. Imagine the cumulative salaries squandered on this drivel. “Oh, it’s for teens so let’s just do something crayzeeee and not worry about any of the principles of selling and brand-building”. Sometimes whacky can be fabulous, but it’s crap like this that makes genuinely innovative creative work so much harder to sell; when it bombs and the marketing people, still smarting from the awful tongue-lashing delivered by the boss become decidedly timid when the next ‘out-there’ campaign is put before them (in their next hurriedy-acquired job) . Apart from those minor concerns, I think it’s brilliant.
Rich!
What’s with the bearded guy? What’s with the machine. Would have been vaguely interesting if they had kept it simple and graphic and dispensed with the very laboured ‘story-telling’. Oh, sorry, I forgot, we’re all ‘story tellers’ now. Definetly a story I won’t be recounting.
Would be a good lesson in use of fairly extreme humour linked to product promise!
This must have looked hilarious on paper. Or not. I try to be positive about the work that get’s put up here, but this is REALLY farking bad.
Hey mate,
You’re normally pretty accurate. If not a little jaded and bitter, with a dash of ranty sauce, but we all know that happens when we get old. Especially when we think that old age is synonymous with wisdom. And I like your ranty, aged sauce. It’s endearing.
While we’d all agree this could have been executed a little better, to me it’s a bit of fun. Without fun, we’d probably all vote for Abbott and cow-tow to have the chance to perform our little jester jokes to the new Knights and Dames of the realm. But fun remains a very valid selling point in advertising, and it’s a nice break form literal, overly mundane, reality based drivel.
There’s a time and a place, and a time to move on. Best to do it with dignity.
Kids are going to like this. Some of the agency trolls on this site who don’t see that may not be in the business for too much longer.
@9:43
The “a bit of fun” defense you gleefully envoke is vey different from explaining to us why you think the spot is actually fun. “A bit of fun” is what AM talkback hosts call on to defend something that they think is “harmless” and is usually paired with other clichés like “the fun police”.
In reality it’s just a tacit admission of guilt in search of a pardon.
Choosing to criticise someone’s character instead of actually stating your case is the wrong way to go as well. Feels cheap unless you do it just right. First rule of writing a seemingly glib response to a reasoned argument is to check your spelling, otherwise no one takes you seriously. #kowtow
Thank you @ Zizek for explaining the bit about ‘a bit of fun’ to @9.43. I thought I was making the exact same point.
#dontcheatthecheeto
Arnott’s has stolen!
https://www.youtube.com/watch?v=mdAaJr0rXFg
I disagree with absolutely everything 9:43 has written, beginning with the statement “You’re normally pretty accurate.”
I find Old CD Guy often pretty ordinary*, particularly his judgement on activations and other trends of the period. But he’s got it damn right in this case.
I expect we’ll be seeing this oversized hair dryer machine at some music festival or sporting event, and Bingo! it will be claimed as a 360° campaign.
But what it really is is lazy, ill-conceived and ineffective. It doesn’t even look like fun.
And yes, every bad piece of “wacky” work that runs makes it that much harder for the decent work to get out.
Nice one, OCDG.
*It is, of course, difficult to know whether everything posted under this name is actually from the same person.
Well, I think it’s the usual bollocks we see on Australian free to air.
You know, the shit we all have to do but don’t admit to as it makes up for 97% of Australia’s output. The rest being Coca Cola vending machines and stuff we pay for ourselves.
So it’s real work.
So it has to be judged as real work.
But it doesn’t work as real work.
Shapes is about flavour. It’s been their DNA since day one – and this isn’t about flavour. It’s about doing a ‘yoof’ ad that the kids’ll like.
So why should I buy Shapes then?
What’s the proposition? Stuff ’em in? Ok. So what, Shapes are best eaten by the fucking fistful? Lovely.
There’s no reason to buy them other than kids buy them – that seems to be the idea.
And that’s not an idea, it’s what a marketing manager and Millward Brown think kids’ll love.
So yeah, another winner from the 97% shit pile that, come on, we all have to do.
But hey, vending machines picked up.
@ Zizek. Evoke or invoke? And you know one of those is wrong don’t you. You lot sound about as smart as the Melbourne Housewives.
Ah, but see?
Encouraging people to consume the shapes this way means that you’d sell way more, ’cause people would only actually get to eat one biscuit per box.
Efficient?
I wasn’t expecting much, but fuck me. That was complete shit. Nothing fun about it.
And it looks like they might have nicked it too.
http://www.news.com.au/finance/business/spot-the-similarities-arnotts-accused-of-plagiarising-shapes-television-commercial/story-fnkgdftz-1226877968496
I’m sick of slow mo!
Not great to begin with. It reminds me of the Tango ‘hit of the real fruit’ stuff but just much lazier in it’s execution. (Over stylised-hyper reality crap. ‘You know, cos we don’t want people to think that they’d really do it.’
You have to be really clever when you write ads for wholesome clients like these. Particularly if they get researched.
This is breathtakingly SHITE
Let’s face it,you really can’t get any worse than this.
Face it Ddb and arnotts, it’s stolen. Give the guys $20,000 for the idea.
I JUST WANT TO KNOW WHAT SONG THEY WERE USING IN IT IDC ABOUT ANYTHING ELSE WHATS THE FKN SONG
WHATS THE SONG PLEASE!!
Like Sarah and elke I want to know what’s the song used in the ad?
WHAT SONG IS THIS???????????????????? Plllzzz someone answer!!
Yeah, about the song, never mind what the title of the song is, what the hell are they saying in that song ? I can’t understand a single word of that song.
The song is Jive Babe – Mikhael Paskalev