You never know where you’ll end up this Sunday night with Holeproof Explorers
This Sunday night, Clemenger BBDO Melbourne will launch a new campaign for Holeproof Explorer.
WriterRichard Williams and Art Director Ant Phillips created an idea based onthe premise that when you wear Holeproof Explorer socks you just neverknow where you may end up. The resulting campaign follows the journeyof an Aussie bloke, wearing only a loincloth and a pair of ExplorerSocks, hanging out with a tribe of Kalahari Bushmen. When he takes off his Explorer Socks at the end of the day, he suddenly ‘awakens’ and finds himself in deepest Africa.
Originally, the ad was going to be shot in Victoria but after getting permission from the client to film a more authentic campaign, the team found themselves living the tagline: ‘Holeproof Explorer. Get ready to go anywhere’ and boarding a plane to Johannesburg. Shot just outside the South African city, the ad features genuine tribesmen flown in from the Kalahari, who speak in their native tongue in the commercial.
Holeproof Explorer Socks have a long history of taking people anywhere they want to go. The new Explorer Extreme sock is engineered for maximum comfort and durability with a unique dual layer technology, extra cushioning to resist impact and arch support.
General Manager of Strategy for Pacific Brands Underwear and Hosiery Group, Jeff Swan says the ad highlights the benefits of Explorer Socks in an engaging and entertaining way and really brings to life the advertising idea of ‘All you need are your Explorer socks and an adventurous spirit’.
Agency: Clemenger BBDO, Melbourne
Executive Creative Director: Ant Keogh
Creative Director: Damian Royce
Art Director: Anthony Phillips
Copywriter: Richard Williams
Group Account Director: Tom Ward
Director: Steve Ayson
Producer: Larisa Tiffin
Production Company: Sweet Shop
Agency Producer: Karolina Bozajkovska
Media: Mediacom
Client: Jeff Swan, General Manager of Strategy forPacific Brands Underwear & Hosiery Group Kellie Warwick, HoleproofGroup Marketing Manager
30 Comments
A week is a long time in advertising.
Unfortunately boys this little narrative doesn’t fit in 30secs. Nice try though.
Can’t beat a good loin cloth.
Weirdly constructed ad. Not funny or entertaining or anything really
I was expecting to a Coke bottle cameo. Disappointing.
alright eh. kinda funny. these guys are doing some good work and the jealous bloggers working on the fridge wobblers don’t like it.
No wonder they’re pitching the business, pity Pac Brands don’t make beer.
Nice idea fellas. Well done.
Sorry, haters, I reckon this is great.
Haha, nice touch with the arse shot. Clever way to advertise Explorers. Thumbs up!
keep em comin’ guys
I used to work on pac brands and they were a bloody tough client. You have done well gents.
Ant- in the background in that hunting shot… Is that a giraffe?
Awesome stuff, boys- big couple of weeks, you’ve smashed it.
IT’S KINDA GOOD, KINDA.
I must say that ‘Get ready to go anywhere’ is a great line with a great execution and a great ‘not from here’ location. Thumbs up.
fucking funny
Nice work for a tough client. Will work too.
Not great. But good.
Agreed 1.09, a subtlety placed coke bottle would of been a nice tribute to The Gods Must Be Crazy.
Not great, but kinda funny.
I’ve got an earring and should be on a horse.
Advertising wank. Get a real job all of you.
i thought a bottle was gonna come out from the sky…..
I agree. Advertising wank. Not really funny.
LIke it. Good idea. Good gag. Tops, guys.
@ 2:32
For what it’s worth: working on a fridge wobbler, which serves its practical purpose within a wider campaign, is actually less pretentious, less wasteful, and far more dignified than these constant attempts at random humour – attempts that are now missing the mark on a regular basis.
I’m working on a medium with real dignity – a flying billboard on a bee’s dick. Boy, it’s hard whittling the elements down to something readable…
I think the explorer spot is great. onya, guys.
but i reckon 1:15pm’s comment is funnier.
1:15’s comment simply reinforces my point about poor attempts at humour.
11:41 – don’t get me wrong, you’re funny too!
very very nicely done guys. You deserved the trip to SAFFA land. Where to next? This is the ultimate creative idea. Just dream up where you haven’t been in the world and write it. Perfect.
I know North Korea.
A guy stomping (with his holeproof explorers of course) on a newspaper that has accidently caught a light with the dear leader’s portrait on the front cover. Cut to him in jail eating grass.
“Hey..I think I’m in North Korea”
Agree with 2:18pm. Looks like a great platform for the brand to continue with.