- 8 hours ago
Category
📺
TVTranscript
00:20We love to celebrate innovation and American supermodel Tyra Banks has gifted us Australia's
00:26next top product.
00:57I'm talking about hot ice cream, innovation that took me over a year to get right.
01:04Over a year?
01:05Did you try 30 seconds in the microwave?
01:09So this is like an ice cream you can eat?
01:11Ice cream that you can drink.
01:13Drink, right.
01:14Who has the time to eat ice cream anymore?
01:16This is smart.
01:17It's like a latte.
01:19No, I'm not talking about a latte.
01:21No, it's not a latte.
01:22We're so in sync.
01:24We're obviously talking about a hot chocolate that has flavors.
01:27I'm not talking about hot chocolate that has flavors.
01:31Neither am I.
01:32That's what I'm saying.
01:33It's just ice cream.
01:35Hot ice cream.
01:37Yes.
01:39Hot ice cream.
01:40So true.
01:41T, it's hot like you in a swimsuit in the 90s.
01:44And no, I'm not talking about me in a swimsuit in the 90s.
01:47Although, grandma was hot.
01:48Oh my God.
01:49We're practically twins.
01:50Look.
01:53Okay, it's a drinkable ice cream, so it's a milkshake.
01:56So it is a drinkable ice cream, but it's not a milkshake.
02:01Ah!
02:02Okay, fine.
02:03You describe it.
02:04It is a brown butter chocolate chip cookie ice cream that's hot.
02:11Look, let's just call it ice cream.
02:13Hot ice cream.
02:15Yeah, hot ice cream.
02:17It's hot ice cream.
02:18Happy?
02:18Happy?
02:19Everyone's happy.
02:19Except the people who are never happy.
02:21They're ABC.
02:23This?
02:24This isn't frozen.
02:25So can they call it ice cream?
02:27Uh, yeah.
02:29Don't come for it, Casey.
02:31Tyra can call it ice cream.
02:32She did it like 10 times.
02:34Except she can't call it ice cream anymore,
02:36because the treat Nazis at the ABC reported Tyra
02:39to the New South Wales Food Authority,
02:41which forced her to change the name to Hot Smize Cream.
02:46That's worse.
02:49Well, I have my own innovation.
02:52I call it cold, hot ice cream.
02:58Actually, that's too cold.
03:00You know what would be better?
03:02Hot ice cream.
03:04Yes, Tyra.
03:05Time to welcome our panel.
03:07Todd Sampson, Liana Rossi, Renato Yiannoulis, and Russell Halcroft.
03:20When I think of who can handle my delicate package,
03:23only two names come to mind.
03:24Amazon and your mum.
03:25Oh.
03:26Well, now...
03:31Well, now they're working together.
03:34Hey.
03:35I love having my mum stay, but it can cost a lot.
03:38So I'm just gonna spend less on her.
03:39Amazon has low prices on everything I need.
03:41Like nice wine glasses.
03:42So she can't say,
03:43Why don't you have nice wine glasses?
03:45Why don't you have nice wine glasses?
03:46We do!
03:47And iron.
03:48So she thinks I iron.
03:51And fancy hand soap that smells like flowers and stuff.
03:55Gardenia.
03:56Okay.
03:57Thanks.
03:58So spend less on your mum.
03:59With Amazon.
04:00I heard that.
04:03Wow.
04:04What a warm ad for the world's most evil company.
04:08Explains why this shot is so ominous.
04:15Most Mother's Day ads feature gifts for mum.
04:19In this ad you buy yourself wine glasses
04:21because your mum drives you to drink.
04:24Bold to have wine glasses delivered
04:26when usually Amazon deliveries look like this.
04:38My glasses are right.
04:42Liana, how's this delivery?
04:45If Amazon, after 10 years in the market,
04:47decides that they want to have a face,
04:49I think this is probably the face to have.
04:51And Steph is really wonderful talent,
04:53especially considering a lot of the press
04:56that the founder continues to get.
04:58It makes sense for them to want to
04:59put a face to the name.
05:02And they've done that in all of the spots in the campaign.
05:04I think, again, having the repetition of Steph,
05:07her comedy and applying it to different scenarios
05:08works pretty well.
05:10The spend less line wouldn't work
05:14if she was in a mansion.
05:16It wouldn't work if she was in a tiny apartment.
05:19It wouldn't work in a lot of scenarios.
05:21So executionally, it's interesting that they've tried,
05:23as many advertisers do,
05:25to find what the average Australian home might look like.
05:28And I think that kind of millennial green kitchen
05:30seems to be one that a lot of the brands come back to.
05:33I think in terms of alleviating the little treat culture
05:38and making us feel less guilt about not wanting to buy obligatory crap
05:43while still buying crap, you know, it's a way to position it.
05:47It's amazing though, isn't it, Will?
05:49Spend less.
05:50It's a proposition that's going to work for them.
05:53It's going to work brilliantly for them.
05:54And it's going to work brilliantly because of the state of our economy.
05:56I mean, it is an arrow straight into the heart
06:00of where Australia is right now.
06:02You know, both sides of government, both sides of the aisle,
06:05have actually created a situation where our country, get this,
06:08in the OECD, our standard of living is dropping faster than anyone else.
06:12It's just crazy town.
06:14And as a result of that, Amazon, being as clever as they are,
06:18can have a proposition which you put on television,
06:20beautifully written, wonderfully acted,
06:21but ultimately it's about spend less.
06:23So it's going to work because everyone needs to spend less
06:26because of the state of our economy.
06:27I don't think this ad is so much about saving money.
06:30I think it's about making spending seem like saving
06:34because they don't have to change reality if they can change perception.
06:38So Amazon is not trying to win the first transaction.
06:41They're trying to win the first visit
06:44because they know that if you join and get into their ecosystem,
06:47they don't have to be the cheapest.
06:50They just have to be thereabouts and you will continue to spend more.
06:54I mean, they know that once you're in, the less comparing you will actually do.
06:59Oh, geez. It's perfectly pitched, Todd.
07:01It's perfectly pitched.
07:02The casting, the set, the product that they're purchasing as well.
07:06It is because ultimately, you're right, you still want to consume.
07:10You still do want to consume.
07:11And you actually still do want to look after your mum.
07:13You still want to have a good time with your mum.
07:15They're just offering the opportunity to, you know,
07:17do it with a bit of style but spending less.
07:19Yeah, I think they've done a really good job
07:21in using that talent authentically to humanise
07:25this very big box American Jeff Bezos perception
07:28that we all have in Australia.
07:30She's actually been part of that creative process with the agency
07:34and she's done a lot of that writing and ad-libbing on set,
07:38which I think does really carry through.
07:40She's quite magnetic when you're watching her.
07:43You're rooting for her.
07:44You're smiling.
07:44Yes.
07:45It's these really beautiful anecdotal moments
07:47and I think comedy is really important to Australians
07:50and I think when you can get talent to feed in
07:53and it is a different skill set, she's a stand-up comedian
07:56and pairing that with the copywriters and helping that,
07:59it's all the more better for it.
08:01And yes, I hear you on maybe it's not the right brand
08:03that we would all like to be doing this
08:05but they've done a lot of due diligence
08:06in doing the best polishing of a...
08:09Yeah, I don't mind if they're doing it.
08:11They're exploiting the situation.
08:13They're in the business of giving us all, the consumer,
08:15the opportunity to spend less.
08:17They're exploiting that situation.
08:18I know, but the line is deceptive, right?
08:20Because they're not actually asking us to spend less,
08:22they're actually asking us to spend more
08:24and arguably, like, a lot more.
08:27So, I mean, I think she is a great choice as a front person.
08:32Questionable why she would do that, maybe money.
08:35Hopefully heaps.
08:36But I would guess money.
08:38Yeah.
08:39It's just a real passion for Amazon.
08:42I saw Jeff Bezos fire that giant penis into space
08:46and thought, I'm behind this.
08:49Anything that's got me a little bit confused, maybe.
08:51OK, here we go.
08:53Well, it's a very small thing.
08:55Yeah.
08:55But she brings over a pot that's a Le Creuset, doesn't she?
08:59No.
08:59It's a knock-off.
09:00It's a knock-off.
09:01That's what I was wondering.
09:02Is it a knock-off?
09:03You know that.
09:04Yeah.
09:04Why did you judge me as a person who wouldn't have a nice...
09:07I don't know.
09:09A nice Dutch oven.
09:10You can make bread in those things.
09:12Did you just say Dutch oven?
09:13Yeah.
09:14Yeah.
09:15My suspicion was that it is a knock-off, but it was sort of quite an interesting choice.
09:20Thank you, Rick.
09:20Well, it would have been if it had happened.
09:22But it didn't happen.
09:24You just imagined a thing that didn't happen.
09:26I thought, that would be interesting if they did that.
09:29That's not the show, Russell.
09:31You've got to talk about the ads we're actually showing.
09:34You can't just sit on the end and imagine different versions of the ads and go,
09:38Look, imagine.
09:39Like, how about when Hugh Jackman was in it?
09:41He wasn't in it.
09:42Where have you been?
09:44Why did he have his shirt off?
09:45He was holding a pot.
09:46Russell!
09:47That's...
09:48That's you, man.
09:49That's not us.
09:51Remember 9-11?
09:55It changed the world.
09:56Well, now changes are coming to 7-11.
09:587-11 no ojaku-sama-e.
10:01Japan's icons now are local at 7-11.
10:03Like crispy on a hue, fluffy egg salad rolls, succulent sushi, and juicy Dioza.
10:117-11.
10:13Aw, I love those cute cartoon mascots.
10:17I hope they make ones for what people really buy at 7-11.
10:21Cigarettes, caffeine, and condoms.
10:237-11 is also joining the Lububu Revolulu with Contini blind boxes.
10:32Oh, my God, I got the Dioza.
10:35What kind of person would want that?
10:39We would.
10:40Time to see what's in here.
10:42Oh, oh, what is this?
10:44Hot ice cream.
10:48I'll drink it later, Todd.
10:49Will this work?
10:50Well, firstly, it's important to note that 7-11 is a Japanese company.
10:55It was bought by a Japanese giant, and it's incredibly successful in Japan.
11:00And so this is a classic borrowed equity strategy.
11:03They're going, they own it.
11:04They're going to see if we can bring this in.
11:05In Japan, it's very different, though.
11:07In Japan, it's fresh food.
11:09It's high frequency.
11:10It's daily purchase.
11:12It has a kind of community about it.
11:14But it's very different in Australia.
11:16So in Japan, those fluffy egg rolls are legendary.
11:21In Australia, it's more like petrol with a Slurpee.
11:23So for them to think that they're going to change that, they're going to have to change perception.
11:28And to do that, that's going to require a lot of money.
11:31Is it possible? Yes.
11:32Is it likely? No.
11:34Well, they're pushing on an open door, though, aren't they?
11:36Because of just the sheer weight of Australians that have gone to Japan.
11:38It's just incredible.
11:40Now, the only number I know is that Japan got to 10 million visitors faster last year
11:45than any other time in the history of, you know, Japanese tourism.
11:48So a big percentage of those were Australians.
11:50And so over time, they will, I think, change the perception of what 7-11 is.
11:54I think they will be able to do that, especially if they keep that voiceover.
11:57I love the voiceover artist so much in that commercial.
12:01It just reminds us that getting the casting of the voice is right.
12:04It's one of those things that, you know, we all know that music matters.
12:06You know, music is often half the idea.
12:09I think in that particular commercial, the voiceover, the voiceover just cuts through.
12:13I can't really remember it. Can you do the voiceover?
12:15No, I can't.
12:16Well, it's a...
12:17It's a...
12:18That was a trap.
12:21It is a raspy female voice, which I find very, um...
12:31Attractive.
12:34You can't do that at 7-11.
12:36I'm attracted to the voice and therefore I'm attracted to the advertising.
12:39The other thing that happened to me the other day, of course, this range,
12:43this range is on the side of trams.
12:46Yeah, OK.
12:47I mean, if advertising works, goodness me, I saw it on the side of a tram,
12:50I went straight into a 7-11.
12:53Wow, that is sad.
12:56Did you really?
12:57Yeah.
12:58No, I'm serious.
12:59Russell's level of expertise he's bringing to the show now is an ad worked on me.
13:09I think it's really smart of 7-11 because they currently occupy a very narrow,
13:16mental, rational place in people's minds in Australia, as Todd mentioned.
13:21And in Japan it's this really aspirational thing that we're seeing on our TikTok feeds,
13:26and TikTok is really good at making mundane activities pop and trend and feel really trendy.
13:33It used to be this very rational need state to go to a 7-11, petrol, late night snacks,
13:38ciggies, whatever it might be, and now they're trying to push into that desire state,
13:42that emotional affinity that you could have to the brand.
13:44And if you have that even tiny little moment of levity or joy opening a blind box,
13:49you know, you're going to start having a little bit more of an emotional connection to 7-11.
13:53You might, you know, go there as a preference next time.
13:56It's a grouse brand though, isn't it?
13:58I mean, it is...
13:59Which?
14:00The 7-11, the 7-11 brand.
14:01Like, in what way?
14:03Well, the whole...
14:04Did you mispronounce gross?
14:08Grouse.
14:08It's a grouse brand.
14:10I think a really interesting context is that 7-11 hit us at the peak of our Americana hysteria
14:18where everything in the 2000s was so American coded.
14:21If you grew up in Wollongong like me, you wanted to take people to the airport
14:24so you could get Krispy Kremes on the way home, they took them in.
14:27What happened in that time is that every other convenience store,
14:29every other burger chain, people started to really adopt and hammer that American culture.
14:34And now we've moved on.
14:35Coupled with the fact that we are travelling so frequently to Japan,
14:38I think it is now outpaced Bali in where Australians holiday.
14:42And I remember the first time I went, I came home and told my parents
14:45that I ate sushi from a convenience store and they were like,
14:48what?
14:48What?
14:49And I said, everyone does.
14:50But I think that's a really good point and that's why I think they will struggle
14:53because what is the heart and essence of 7-11?
14:57And it had that Americana thing.
14:58It kind of feels like what happened with Starbucks here.
15:00It comes in.
15:01It's American.
15:02It works for a little bit of time.
15:03Then it's sort of gone.
15:04It doesn't really take off.
15:05I worry that 7-11 is sort of scrambling around to find its centre,
15:08its identity.
15:09And I'm not certain that centre is Japan.
15:12I worry about that too.
15:13I'm glad you're worried.
15:21Once upon a time, your mother unzipped herself like a leather handbag for you,
15:25so the least you could do is buy one in return.
15:29And Chanel has just the bag.
15:30商 bathgers
15:37Go, come, come, come in soon and I won't wait to never be young.
15:45Oh, I am born alone.
15:51Shade these arms that were made for 11
15:55And this heart that will be for two
15:58And these hands that were made to touch and feel you
16:09For free you'll come
16:18If that clip looked familiar, you're right.
16:21That is an exact recreation of the dream I have every night.
16:26Chanel is currently packed with more Australians than a Balinese prison.
16:31Jacob Elordi fronts one campaign.
16:33Chanel found Nemo and they even got...
16:37What's her name?
16:38What's my name?
16:40Paul Kit.
16:45Hi, Nicole.
16:47Chanel is so keen on a winning over Aussies
16:50that I've got a surprise for our studio audience.
16:53Check under your seats.
16:55That's right.
16:55We got you a nice empty space
16:58where one day you could put a Chanel bag.
17:04Renata, why did Chanel come into our world?
17:07Yeah, so Chanel is actually trading on collective cultural memory here.
17:12So they're borrowing from that visual language of the Kylie video in a really smart and tactical way.
17:18There's a timelessness that's imbued in that and I think that's a real luxury code that they're pulling through into
17:24the modern era.
17:25The remix is obviously adding Margot's Hollywood power into the mix.
17:30She's got real cultural cachet right now so it's automatically even more aspirational.
17:35But then there's an element of participation.
17:37So if you recognise that reference, you feel in on it and you feel culturally fluent and there's a wink
17:44to the culturally discerning there.
17:45It's also interesting the product itself that they're marketing as well.
17:49So traditionally and historically, Chanel bags had a really boxy kind of rigid design, right?
17:55And they were used for much more formal occasions, nightwear essentially.
18:00This bag is a lot softer.
18:02It's a bit bigger.
18:03It's used from day to night across all these different occasions.
18:06So it has a much more justifiable cost per wear.
18:09So it's kind of nodding to the casualisation of fashion these days.
18:13What's interesting is the Australian effect.
18:16There is a really laid back and authentic sensibility to Australians on the world stage right now.
18:22And they're kind of each having either a renaissance or their own moment in the sun.
18:27And Australians travel really well overseas.
18:30We're kind of like Switzerland.
18:32So we're really, yeah, a safe bet for the rest of the world.
18:35Margot's really ticking millennial boxes.
18:38And then Kylie and Nicole are really ticking that older icon credibility space.
18:43And then Jacob is kind of just a Gen Z magnet.
18:46This piece of content is made to be shared.
18:48And so it's going everywhere online and they haven't spent a cent.
18:51It's getting picked up on morning shows and they haven't spent a cent on necessarily on mainstream advertising,
18:56particularly on television.
18:57And it's easy to forget.
18:58These fashion brands spend up to 30 to 40% of their revenue on marketing
19:04because they want to drive desire, not explaining the products, driving desire.
19:07And celebrities play a major role.
19:09And people look at that and they go, oh, that must be so expensive to get a celebrity.
19:12It's much cheaper than constantly changing your product.
19:14So really good luxury brands know, keep your brand timeless, refresh the faces.
19:19And this is a really smart refresh on behalf of Chanel because they don't have to change everything.
19:25They get it.
19:26And I mean, you can't go wrong with Margot Robbie.
19:29What I think is interesting is that we at the end of the world think about us being Australian all
19:33the time.
19:33I don't know the audiences around the world look at that and go, hey, there's two Australians in it.
19:37I think a lot of people that saw Barbie around the world wouldn't know that Margot Robbie came from Australia,
19:42especially being Hollywood-based.
19:44What I think it's doing is playing with nostalgia and culture in a way that we see everywhere.
19:50They understand earned social.
19:52They understand who the key opinion leaders are and how to get it to their audience.
19:55Because ultimately the person that is buying an $11,000 over-the-shoulder handbag
19:59is not doing it because they watched TV or saw it on Instagram.
20:02With everything Australian becoming high fashion,
20:05we thought we'd take a tip from Tyra and make another Aussie icon hot.
20:09She's sleek.
20:10She is exquisite.
20:12She is shiny.
20:15She is, as you say, un sac.
20:19She is le perfect baguette pillow.
20:22She loves to spin.
20:24You can try and stretch from her nipple.
20:28Goum de Chanel.
20:30Get on the piss.
20:39This week we asked our agencies to inflate our love of inflation
20:42and make us proud to pay more.
20:44Here's the first pitch.
20:46Inflation feels incredibly personal to all Australians right now.
20:49It's hitting everyone in the wallet and the gut.
20:51So we wanted to connect with that feeling
20:53but flip it into something unexpectedly positive.
20:57Inflation actually gives back.
20:58This is Tom.
21:00He was injured in a car crash.
21:05Beth will take six years to pay off her student debt.
21:12James has struggled with isolation.
21:19And Jane's partner passed away unexpectedly.
21:26Do you know what makes this support possible?
21:30Inflation might feel like money leaving your hands
21:33but through higher company profits and bigger government revenues
21:36it's hope reaching someone who needs it.
21:40Inflation isn't a cost.
21:42It's a contribution.
21:43Make it count.
21:44Wow, you've convinced me.
21:46Here's our next pitch.
21:47For this project we identified the insight
21:49that Australians are actually at their best when challenged.
21:52So we thought to ourselves
21:53what if we give the country inflation?
21:56Wouldn't we be able to create some incredible things?
21:59In Australia ingenuity has always come from adversity.
22:03When we had too many flies
22:04we created hats with corks.
22:07When we had too many floods
22:08we created houses on stilts.
22:11When we had no chance of beating the Americans
22:14we created a keel with wings.
22:16It's with great pleasure at Growth Is Good we present...
22:20Inflation.
22:21Inflation.
22:22Inflation.
22:23Inflation.
22:23Inflation.
22:23When you can't take the kids out
22:26encourages creativity.
22:28When all you have is beans
22:30leads to innovations like
22:32being a schnitzel
22:34creates cheaper tech
22:35and helps develop fuel alternatives.
22:40Inflation fuels innovation.
22:42A message from Bethesda School.
22:44Well, you've convinced me
22:45but what will our panel think?
22:46Russell, which one did you prefer?
22:48I found it hard to be convinced.
22:50I'm going to go with number two.
22:51More laughs than number two.
22:52Okay, Renata, what about you?
22:53I like the reframe in number one better.
22:56Liana, what did you think?
22:57It was number two for me.
22:59Okay, Todd, here we go.
23:00What do you reckon?
23:02I'll go with number one.
23:03Number one.
23:04Okay, that means it's a tie, right?
23:05It's a tie.
23:06Did I add it up correctly?
23:07Okay, here we go.
23:08Look at this.
23:09We've got a trophy that splits in half.
23:10Look at that.
23:12ABC, always about balance.
23:13So, congratulations.
23:15Light and Shade Media
23:16and Oblong Creative
23:17will send this to you
23:18when we can afford the postage.
23:26Elias and I,
23:27we learned about an exciting food innovation.
23:30Hot ice cream.
23:33Yes, Tyra, ice cream is hot
23:35but now Zespri has made kiwifruit cool.
23:38Crazy tasty.
23:39We're the sweetest snack for you.
23:42Fully juicy too.
23:43Juicy.
23:43Crazy tasty bros.
23:45Zespri kiwifruit will totally lift your mood.
23:49Crazy tasty.
23:51Zespri.
23:52Hey, kiwifruits,
23:53don't bully our Aussie bananas.
23:55They grew here.
23:56You flew here.
23:59Now,
24:00Zespri has gone to full Tyra
24:02and innovated to show us
24:04it's what's on the inside that counts.
24:06Guys, these are everything.
24:09Ruby red kiwifruits.
24:10Let's a little taste test together.
24:13Oh, my goodness.
24:15Oh, my goodness.
24:16That's the bloodiest kiwi I've seen
24:18since I killed Guy Montgomery.
24:21Oh, my God.
24:25It was just earlier today.
24:27I shouldn't have said it on the telly.
24:29The honor.
24:31Will this make a kiwi flight?
24:34Look, the frankenfruit of it all
24:36made me a little bit afraid
24:38but when I looked into it
24:39I learnt that
24:41people find kiwifruit too tart
24:43and this kiwifruit is sweeter
24:46so I think
24:48maybe it has actually
24:49more of a chance
24:50with the dancing kiwifruits
24:52getting into your head
24:53and while you sleep
24:54convincing you to buy them
24:55than that kind of content.
24:57This is the kind of product
24:58that I guess
24:58once it's in school lunchboxes
25:00and kids start asking for it
25:01it might take off
25:03along with the song
25:04but I'm not sold.
25:06This is a grouse
25:07and marketing can bend nature.
25:10That's a really good one
25:12for marketing.
25:14Oh my God.
25:16Anyway, I'm your biggest defender
25:18but that sounded evil.
25:20Well, because of course
25:22the supermarkets want new news.
25:24You've got to give us new news
25:25and there's no new news
25:26when it comes to kiwifruit.
25:27Well, there would be new news
25:28if you made them red
25:29and you made them sweeter
25:30and so what do the marketers do?
25:32Well, the marketers say
25:32okay, we can do that
25:33and they engineer it.
25:34They find a way
25:35to engineer the fruit
25:36that they think that they can sell
25:38that they can then advertise.
25:39It's pretty hard to advertise
25:40something which has been around
25:41forever for centuries
25:43like a kiwi fruit
25:44so let's re-engineer it
25:46to give us something to promote.
25:47Most advertising
25:48doesn't change your mind.
25:49It just nudges
25:50the sort of shortcuts
25:51you already have in your head
25:52and this one is the novelty effect
25:53and it's used a lot.
25:55Like our brain is attracted
25:56to something that's new.
25:57In fact,
25:58you can change the colour
25:59of many things
26:00and from our brain's perspective
26:01it tricks us into believing
26:02that thing is new
26:03so I know that this seems
26:06quite superficial
26:07that it's red
26:08but what they know
26:10is 30% of the people
26:11that go for this red kiwi
26:12have never tried kiwis before
26:13because it's attracting
26:14this sort of Instagram generation
26:16that don't eat kiwis
26:17so they're drawn to it
26:18and they try it
26:19and the season of this
26:20is much shorter
26:21so they get to do
26:22like a portfolio strategy
26:23so you could have
26:24the red early
26:25and then you have
26:26the gold
26:27and the green kiwis
26:28coming later
26:28and these are
26:29high margin fruits
26:31like they make
26:33quite a bit of money
26:34from this.
26:3418 years in
26:35we've finally heard
26:36the expression
26:36high margin fruits.
26:40We've done it.
26:42I was a sucker for this.
26:44I love these
26:44and I
26:45it's like
26:47a very tried
26:48and tested strategy.
26:49You have limited edition
26:50flavours
26:51across chips,
26:52biscuits,
26:53drinks
26:53and that reappraises audiences.
26:55A lot of the time
26:56it reappraises
26:56or it acquires
26:58younger audiences
26:59specifically
27:00who are more open
27:01to trying new things.
27:02This is interesting
27:03because we had
27:04golden kiwis
27:05a few years ago
27:06come in
27:06and now we're
27:07into this new
27:08red era.
27:09Red is a really
27:11powerful colour
27:12in food culture
27:13so it signifies
27:14sweetness,
27:15it signifies
27:16indulgence,
27:17it's a treat
27:18and I'm all
27:18a sucker for
27:19little treat culture
27:21apparently.
27:22So this fully
27:23worked on me.
27:24Also I think
27:24it's going to work
27:25maybe a little bit
27:26better for kids.
27:26There's an aversion
27:28to green things,
27:29too healthy,
27:30yucky.
27:31That's a really
27:32beautiful and red
27:32is really alluring
27:33to little kids
27:34so I think also
27:35it might be a tick
27:36with mum and dad
27:37and as to your point
27:38I think it's really smart.
27:39You can't just
27:40charge more for commodities
27:41for no reason,
27:42you need to give
27:42people a reason why
27:44and that red,
27:45that differentiation,
27:46that rarity,
27:47that novelty
27:47is only around
27:48for a few weeks.
27:49It's a reason
27:50to mark it up.
27:51What I don't understand
27:52is that if this is
27:54about bringing people
27:55in,
27:55whether it's children
27:56or people who don't
27:57like the flavour profile
27:58or only want to eat
27:58red kiwi fruits,
27:59what happens when it
28:01goes?
28:01Because they are
28:02so different
28:03and so how do you
28:04bring them into
28:04the big kiwi funnel
28:05or are we just
28:06waiting once a year
28:07for them to pop up
28:08and buy more kiwis?
28:09That is what they do.
28:10They get them to go
28:11from red to gold
28:13to green.
28:13Well fruit is supposed
28:14to be seasonal.
28:16It's the iPhone of kiwis.
28:19It's like I feel like
28:21playing God,
28:23whatever God you pray,
28:23I don't want it to be
28:24red,
28:25I don't like it.
28:27I'm looking for it.
28:28What if I told you
28:29I've spent this entire
28:30episode absolutely
28:31bricked under the desk?
28:37Here, I'll show you.
28:39This is a brick
28:41and here's what it does.
29:07Oh, well, good on you
29:09spending four whole
29:10minutes with your
29:10boring baby.
29:14Brick is the hottest
29:15new way to not get
29:17important messages.
29:19Brick is in vogue.
29:20Even singer Lord
29:21apparently once claimed
29:22to be bricked for 43 hours.
29:25Big deal, I know a Lord
29:27that was bricked for three days.
29:29Stay prayed up.
29:31I've come up with a
29:32simpler version of Brick.
29:34Here's how it works.
29:35Yes.
29:38Oh, there we go.
29:39There we go.
29:42Oh, my God, it didn't
29:43break it.
29:43It's so indestructible.
29:45I mean, it actually
29:46did not break it.
29:48That's amazing.
29:49That is excellent
29:50product demonstrations.
29:52I've got to say,
29:53this is not an ad for
29:53this product.
29:54Yeah.
29:56You've got to get more
29:56edge, more edge.
29:58Yeah, a lot of people
29:59have been writing in
30:00and saying that.
30:02But I reckon that
30:039-11 joke earlier
30:04I'll get too much edge.
30:06Yeah, too much edge.
30:07Too much edge.
30:08Oh, what's going on?
30:09Oh, my God, it's amazing.
30:11It's like this isn't
30:12a real brick.
30:16Also works on the baby.
30:18Oh!
30:21Enough edge for you.
30:25Russell.
30:26Yes.
30:27Can you sell self-control?
30:29It's so strangely sad,
30:30isn't it?
30:31Because it doesn't
30:31really do enough about...
30:33It's an amazing product.
30:34You don't even really
30:34see the product.
30:35You barely see
30:36what a brick is.
30:38It doesn't actually
30:38even have an end line.
30:40Surely this ad
30:41ought to have an end line.
30:42It doesn't tell us.
30:43Seriously,
30:44it's just like
30:45it's advertising 101.
30:46Like,
30:47if you want to call it brick,
30:48brick's a good name.
30:49Surely there should be
30:50an end line.
30:51I'm going to write it now.
30:52It should be
30:52Build a Better Life,
30:53something like that.
30:54And you do it,
30:54you know,
30:55because you've got to
30:56use your puns
30:57to help people understand
30:58what this thing is.
31:00It just struck me
31:00as such an opportunity missed.
31:02If you're going to make
31:02advertising,
31:03which of course
31:04is a great thing,
31:05well then make sure...
31:06Of course,
31:07we all agree that.
31:08But day by day,
31:10brick by brick,
31:10Build a Better Life,
31:11all that sort of...
31:12It's such an obvious
31:13proposition that they...
31:15I think for me
31:16it's a mega fail.
31:18The product's clearly great.
31:20Clearly it's on trend.
31:21Clearly it's going
31:22to absolutely continue,
31:23I would imagine,
31:24to ride the wave of
31:25we all need to reduce
31:25our social media
31:26and our notifications.
31:28It's definitely on trend.
31:29It just strikes me
31:30that the ad itself
31:31could have been
31:32a little more powerful.
31:33I mean,
31:33we look at our phones
31:34on average 150 times a day.
31:36So we're looking
31:36at our phones
31:37every 10 minutes,
31:38every day,
31:40week after week,
31:41month after month.
31:42So we're constantly distracted.
31:43So instead of...
31:44So we create a technology
31:45so addictive
31:46that we need technology
31:47to help with the addiction.
31:48So...
31:48And instead of solving
31:50or focused on
31:51the sort of behavior,
31:53their whole thing
31:54is outsourcing it.
31:54Like a bouncer
31:55for your brain.
31:56So someone to say,
31:57no, you shouldn't be...
31:58you shouldn't be on your phone.
31:59And the techniques
32:00they use in the ad
32:01are interesting.
32:02So all this kind of reframing.
32:03So it's not loss of control.
32:05It's empowerment.
32:06And they spin guilt to,
32:08you know,
32:09you kind of can be a part of it.
32:10You can control.
32:10You can go back to your family.
32:12When really,
32:12it's the technology
32:13that it uses
32:15that is there
32:16that is causing the problem.
32:17I'm a big proponent
32:19of do not disturb mode.
32:20Like, I do not have self-control.
32:22I'm an adult baby.
32:24Like, I cannot be trusted.
32:25So I think it's really interesting.
32:26It's not the best ad
32:27I've ever seen,
32:28but I think it's really interesting
32:29the approach that they've had,
32:30especially in the casting.
32:32They haven't gone for
32:33that evangelizing productivity.
32:36They haven't gone for
32:37the masculine person.
32:38They haven't even gone
32:39for the brain-rotted
32:40Gen Z young person
32:41chronically online
32:42needs to get offline.
32:43They've gone for
32:44the very relatable
32:45household decision-maker,
32:47this Joe Bloggs mom
32:49that she's just like you
32:51and she needs a little help
32:52in this area.
32:52And I think that's really smart
32:54in that they're not
32:56pigeonholing themselves
32:56as this niche,
32:58this gimmick,
32:59this frivolous
32:59young person fad.
33:01They're really trying
33:02to mainstream-ify themselves
33:03with that
33:04household decision-maker.
33:06The product itself,
33:07the point of it
33:09is that you put it
33:10far away from you.
33:11So you've got inbuilt
33:12in most phone
33:13operating systems now
33:14that you can say,
33:15don't let me use an app
33:16after one hour
33:17and then you can go
33:18five more minutes,
33:18yeah, give me five more minutes
33:19and you can keep going with it.
33:21So it's that your mental load
33:23in tapping
33:23and making that decision
33:25is what helps people
33:26actually stick with the brick.
33:28But in the ad itself,
33:30that opening,
33:31it starts out pretty strong.
33:32The notifications
33:33swell up that anxiety.
33:34They make you feel like
33:35something really bad
33:36is going to happen.
33:37And then I thought
33:38that it was a countdown timer
33:39not a count-up timer
33:40and she was counting down
33:41the time with her baby
33:43because I didn't know
33:44what the brick did.
33:46I didn't know
33:46if it counted up or down
33:47so I was like,
33:48oh, she can't wait
33:48till this is over.
33:50But I think
33:50that it's probably
33:51a good start
33:52but it is still
33:53a status symbol.
33:54It is not a cheap thing.
33:56I paid for not a brick
33:57but something similar once
33:59for a year
34:00to stop me
34:01from using Instagram
34:02and then just logged in
34:03on my laptop
34:04because it wasn't connected.
34:05So people will find
34:06their ways around it
34:07and we do have some problems
34:09that we probably need to sell.
34:10It's a great product.
34:11It's a great innovation.
34:12Clearly it works.
34:14But they don't really
34:15give us a proposition
34:16and support the proposition.
34:17It's odd for me.
34:18Well, they do though, Russell.
34:19They're playing off guilt.
34:21They're basically saying
34:22you do not spend enough time
34:23with your family
34:23or your kids.
34:24This device will help you do that.
34:26It's implied, really.
34:28You're right.
34:28That's the storyline.
34:29But I do think
34:30in advertising
34:31I do think you need
34:32to lead with your chin.
34:33You need to be very clear
34:34about what this thing's all about.
34:35I think if you were
34:36being kinder
34:36and saying everything else can wait,
34:37nothing's actually that urgent
34:39and your life will continue on
34:41if you don't join it.
34:41I think if you were being kinder
34:42you'd say it's a fucking waste of money.
34:51Brick promises
34:52to cut out unnecessary distractions
34:53and when distractions are removed
34:55you can notice things
34:56you've never seen before
34:57like how in the Brick ad
34:58there's one baby here with Mum
35:00and all of a sudden
35:01a second baby.
35:03And it gets even stranger
35:05we've uncovered
35:06the important messages
35:07that Mum missed
35:07from her other,
35:08other child.
35:10Hey Mum,
35:11where are you?
35:12You said you'd pick me up.
35:14I guess I'll walk home.
35:16I found a dog.
35:17Can we keep it?
35:18If a dog bites you
35:19do you turn into a dog?
35:20How long should dog bites bleed?
35:22I'm out front.
35:23Can you let me in?
35:24Mum?
35:25Mum?
35:26Mum?
35:27Mum?
35:29Mum?
35:35Please take our panel,
35:37Russell, Renata, Liana and Tom.
35:42We'll leave you with another
35:43Mother's Day message
35:45delivered by Amazon.
35:47We treat our staff like family.
35:49So this year,
35:50treat your family
35:51like we treat our staff.
35:53Spend less on Mum
35:54while our monitoring systems
35:56make sure Mum spends less time resting.
35:58Remember how Mum
36:00always made you wear a jumper?
36:01We'll make her wear
36:02an ankle monitor.
36:03And remember how Mum
36:04toilet trained you?
36:06We'll do the same for her.
36:08Back to work, Mum.
36:10Amazon.
36:10Where the woman who delivered you
36:12is now delivering for us.
36:14Oh!
36:15Oh!
36:18behaviour as well.
36:18meant for us.
36:18Do not
Comments