New pigeon spot for Australian Marriage Equality via TBWA\Melb pecks away at Australian apathy
Australian Marriage Equality, supported by TBWA\Melbourne, has released an ad to encourage the remainder of the country’s eligible voting population to ensure they send in their postal vote before it closes.
The extended ad portrays the reality of leaving the vote to chance by showing a flock of pigeons picking randomly from piles of breadcrumbs labelled ‘for’ and ‘against’.
A running commentary in David Attenborough-esque style narrates the random behaviour of the birds as they peck away in ignorance.
As of Wednesday, around 67.5% Australians had voted in the plebiscite, accounting for nearly 11 million out of a possible 16 million eligible voters. But with five million votes still at large, Australian Marriage Equality wants everyone to know we cannot leave this vote to chance.
Says Kirk Marcolina, advertising director, Australian Marriage Equality: “The ad aims to remind Australia just how risky apathy can be.
“Don’t leave it to chance. Make sure you’ve posted your YES by October 27. It’s also vital you ensure your friends and family members have mailed their form back.
“We cannot be complacent – we must do everything we can to make sure all Australians are treated fairly and equally under the law.”
The spot will be distributed via social channels and will rely on its good humour and compelling message to take flight.
Client: Australian Marriage Equality
Creative Agency: TBWA\Melbourne
TBWA\Melbourne:
Chief Creative Officer: Paul Reardon
Creative Director: Matt Stoddart
Creatives: Mark Jones, Rob Hibbert
Content Director: Harrison Webster
Content Producer: Steph Leddin
Editor: Brian Patto
Planner: Paul Arena
Client Partner: Claire Tenzer
Eleven PR:
Managing Director Melbourne: Fee Townshend
8 Comments
I doubt anyone will get to the end of that… which is just as well because it makes no sense.
You just made me ashamed
That this has come from the same agency as GayTMs astounds me.
I don’t get it?
I hope that was pro bono or something. If any money was spent (apart form the $5 for the bread and a sharpie) it was a hideous waste. Who possibly thought that would be a good idea? It’s not informative or engaging, evokes absolutely zero emotions and waste of time for both viewer and all involved. Even worse than that 60second rice spot from a month or so. You should all go home and get a stern talking to from your parents.
The agency who produced Gay ATM’s was called WHYBIN tbwa, the agency who produced this waste of space, is called TBWA, something’s missing, you do the math. Tragic.
At the risk of being unpopular I actually quite liked this piece.
It’s a cute little piece that communicates pretty well. I watched it through and while the end could have been a little tidier it’s still a good bit of content. Copy and V.O are strong and it got (and held) my attention.
I quite liked it.
Though I rather suspect that those intending to vote either way don’t need a reminder.
And it doesn’t provide any reason, compelling or otherwise, to vote yes