aDOI/MediaBanc New TVC Debut - Aug/Sept 2002 Brand: DiGi Prepaid Plus Title: Launch Duration: 60 sees Client: DiGi Telecommunication Sdn Bhd Agency: Naga DDB Sdn Bhd Creative Director: Ted Lim Art Director: Mun Tuck Wai Copywriter: Tan Hui Choon Language: English/BM/Mandarin Summary: In this wonderfully-animated TVC, you will see how DiGi puts you in the center and connecting you wher ever you are, with various products cater to your needs.
Brand: Sarsi Title: Parking Duration: 30 sees Client: F&N Coca-Cola (M) Sdn Bhd Agency: McCann-Erickson (M) Sdn Bhd Creative Director: Beresford Mitchell Art Director: Marvin Chan Copywriter: Roni Johann Language: N/A Summary: Your brand newVW Beetle got hit from behind, door slammed away bya lorry, elephant stomped on the bonnet. But it's okay, because you got a Sarsi in hand.
Brand: Samsung Mobile Phones Title: Hands-Free Noodles Duration: 15sees Client: First Mobile Group Agency: Foote, Cone & Belding Sdn Bhd Creative Director: PH Yap Art Director: Chen Wei Choon Copywriter: Woei Hern Language: English Summary: Beware of what you wish to get for free, and enjoy the peace of mind, plus discounts, with Samsung FMG Privilege Card.
Brand: Milo Title: Titans Duration: 40 sees Client: Nestle Products Sdn Bhd Agency: Ogilvy & Mather Malaysia Creative Director: Sonal Dabral, Brenda Boler Art Director: Lydia Lim Copywriter: Eddie Azadi Language: English/BM/Mandarin Summary: Another inspiring thematic TVC from Milo, with the tagline "We are not children. We are champions". Indeed, they are.
Brand: Mamee Premium Title: Bus Duration: 30 sees Client: Pacific Food Products Sdn Bhd Agency: Dentsu Young
6- Rubicam Sdn Bhd
Creative Director: Cary Rueda Art Director: Cheok Boon Keng Copywriter: Alvin Lee Language: English Summary: The new Mamee Premium tastes so good, you will dream of it all the time. Just behave when you are in the public.
Brand: Kancil Awards 2001/2002 Title: Guinness Spoof Duration: 90 sees Client: Association of Accredited Advertising Agents Malaysia Agency: Bozell Worldwide Sdn Bhd Creative Director: Dharma Somasundram Art Director: Wong Shu Kor, Sit Yoke Mun Copywriter: Ronald Ng Language: English Summary: A glimpse of a typical client/agency meeting. Goodness comes to those who stick togreat ideas.
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fTledioBonc For more information please call Izza Ismail of MediaBanc at 03 7983 6668
26 aDOl MARKETINGCOMMUNICATIONS
WHILE most advertisers will go to almost any lengths to avoid ruffling consumers' feathers, there's always a fearless few that set out to cause a flap. They employee fox-in-the-hen-house tactics to stir-up notice or notoriety in line with the old "no such thing as bad publicity" adage, while flying in the face of the proverbial wisdom that warns, "Rooster one day, feather duster the next." The latest outfit in Australia to have a flutter with fate in this way is Nando's, a fast-food chain specialising in Portuguese-style flame grilled chicken. Nando's, who also has outlets in Malaysia, has evoked squawks of outrage with a radio campaign that, at least to some peoples' ears, ridicules suspected illegal immigrants who protested their incar ceration by staging a hunger strike and sewing-up their own and their children's mouths. "We now cross live to the Woomera Detention Centre," crows one 15-second spot. "It seems here that the asylum seekers have decided to un-sew their lips after hearing the news that with every Nando's quarter-chicken combo, Nando's is giving away an extra quar ter chicken free." Just how tasteless is this? According to the Sydney Morning Herald, the Chairman of the Advertising Federation of Australia called the com mercial "Appalling and nothing more than a cheap shot." On the other hand, the Nando's national marketing manager was quoted as saying, "We do not wish to offend anyone, and least of all the detainees. But we challenge the public to debate the issue." As foul and downright offal as some consider it, or fair comment as the client maintains, the Nando's spot is certainly provoking debate. Not so much of Australia's mistreatment of suspected illegal immi grants, an issue hotly contended in the media long before Nando's stuck its beak in, but of advertising etiquette, ethics and effectiveness. Nor is such controversy anything new. After all, Benetton built its global awareness largely through the shock images of Oliviero Toscani, who in a recent TV documentary stated that his aim had been "to enhance the Benetton brand by encouraging vigorous debate." For 18 years, the debate worked hugely in Benetton's favour. Featur ing everything from copulating horses to penises, condoms, HIV-posi tive models and the bloodstained, bullet-holed clothing of a dead Croat ian soldier, Toscani's campaigns helped drive the brand to astonishing worldwide success. But in 1999 the picture turned ugly. To support its expansion into the Sears chain, a deal worth an estimated US$100 mil lion, Benetton ran a series of Toscani pictures of US death-row inmates. Donata and Emery Nelson of Louisville, Kentucky, outraged to see that one of the featured criminals was the man convicted of murdering their son, organised a protest that led to Sears' removal of Benetton mer chandise from every one of its 2000 stores. There's no sign yet that Nando's in-your-face efforts will provoke such a massive and costly backlash. But the Benetton example should at least serve as a caution not to push one's luck. It's great to have adver tising with pluck, but if enough consumers say "Yuk," you can wind-up looking like a cluck. Dean Johns is a partner in the regional creative hotshop CreAsia and strategic consultancy StrADegy. Email stradegy@optushome.com.au