- 19 hours ago
Gruen (2008) Season 18 Episode 1
Category
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FunTranscript
00:00Tyra it's Tyra here at the afterglow I've been given a mission by Vaseline to
00:04find eight shimmering singles ready to find their match it's got all the drama
00:09you love we're just chatting and at the end only one couple will be crowned the
00:14glowiest glow my god which couple will be crowned the glowiest wait does
00:20Vaseline have any products that could help in this box there are some tools
00:23to help you raise your girl's heart rate including Vaseline cocoa radiance made
00:27with 100% cocoa butter my heart's beating faster just thinking about it
00:32mine too Tyra
00:36Vaseline has been by glow to YouTube channel for years for reasons I'd prefer not to say
00:42but this series has everything eight singles four body oils and one massive fan me
00:52I'm a glow bro and all these are greased up horn bags have exciting jobs
00:57like content creator playboy heartthrob and situationship survivor
01:06my favorite part is the elimination so to put it a more Vaseline way you are all going to vote
01:11on which
01:11couple is less glowing and more going oh I can't wait to find out which couple is less glowing and
01:18more going who's oiled and who's spoiled who's slopped and who's chopped who's
01:22creaming and who's dreaming who's coated and who's outvoted who's greased and who's
01:28released who's oozing and who's losing who will be lubricated
01:32and who will be eliminated who will be slathered in discharge and who will be
01:36sent home with a cab charge
01:47that was longer than an episode of afterglow
01:50but each one minute episode feels so much longer thanks to slick
01:55Vaseline product placement
01:57before we begin let's have each of you apply some Vaseline body oil to amp up the glow
02:02it's going to get really slick
02:03no see it absorbs really fast it's not greasy
02:08it's a little greasy
02:09but don't worry I'm not going to spoil the finale
02:12okay yes I am
02:13and the glogy goes to
02:15Elky and Elliot and who doesn't want a bedazzled Vaseline bottle
02:21I've got mine
02:24it came with my official afterglow merch let's see what else is in here
02:35oh
02:39well that's it's just loose Vaseline
02:50it's going to seem like
02:5918 years
03:04wow if they make a second season I know who they should cast
03:08glow off kids
03:13time to welcome our panel
03:15Todd Sampson
03:17here in Pete Ford
03:18Doyle
03:19Karen Ferry
03:20and Russell Alcott
03:29hey have you ever noticed that the letter W
03:32sounds like the words W
03:36well for nearly 44 years Westpac didn't but now they have
03:40and they're doubling down
03:41takes a little W
03:44just think of the things
03:46you could do
03:48if instead of just one
03:50you would double you
03:53you'd have double the hands and double the legs
03:56and double the heart and double the heads
03:59oh well we could start and what would you do
04:01if instead of just one
04:04you okay kiddo
04:05we're fine
04:06we're not you
04:07but when it comes to banking
04:09we can be your W
04:11great now they can rip me off twice
04:15and I can't wait until they find out about big W
04:19surprisingly for an ad with so many redheads this campaign has a huge outdoor presence
04:24including this ad that asks if you could W what would you two do
04:29ooh great question what would we two do
04:32this is what we two would do
04:38ooh double will
04:41Westpac
04:42make a deposit
04:52we had some spare Vaseline
04:55Russell
04:58Russell WTF
04:59well you know Will
05:01I like advertising Will
05:02but when I
05:04okay
05:05when I first saw this
05:08I honestly thought this is the most convoluted nonsense I've ever seen
05:13it literally I couldn't believe that they'd had this you know brainwave
05:17you know on a whiteboard to say
05:19oh my goodness you know how your logo looks like this
05:22well that actually is pronounced a W
05:23and therefore we're going to say
05:25your customer is your W
05:27and we are going
05:28you just go
05:29what convoluted nonsense that is
05:33but then I sort of thought about it
05:35and oh god
05:36you're going to come right on this now
05:38yeah
05:39oh wow
05:40and I had a conversation with other Russell
05:44exactly
05:45yeah
05:47and he reminded me you love advertising
05:50and this is advertising
05:51so you must love this advertising
05:53right so why do I now love it
05:55well what's going to happen is
05:58well it's going to work
05:58and why would it work
05:59well the number one hurdle that you have
06:02in all advertising is just is attribution
06:04it's very hard to ensure that your
06:05piece of advertising is attributed to
06:08the brand
06:08so what Westpac's doing is in fact what
06:11ComBank does they have a you know they've got their
06:13you know diamond their yellow diamond
06:15yeah they have a shape
06:16and the NAB they've got a star they've now decided that their star
06:20is their you know their ability to differentiate
06:22their bank versus the other banks
06:24and then Westpac's decided that the W
06:26is the bit that differentiates it
06:27like obvious duh and yet
06:29they haven't done it for 44 years
06:31so it's going to work at that level
06:32the other level where it's going to work is that
06:35the reality is as time goes on
06:36our relationship with the bank will in fact
06:39in effect be like a W in that
06:41it will be AI driven on our
06:43phone and that AI app will know
06:45you will it will know you very well
06:47so I feel like they're on this pathway
06:49where it's going to make sense
06:51for them and then if you start looking at the
06:52at the shorter work that they're doing you can see
06:55that that is where
06:57they're taking this communication
06:58so yeah I've moved on
07:00I actually think it's going to work
07:01I wouldn't call it brilliant
07:02I would still call it convoluted nonsense
07:04but it is going to work
07:05yeah I mean just just putting aside
07:07the play on the W
07:08but how can you
07:10I know I know
07:11so you can imagine how this is going to spin off
07:13right double fees double queues double time
07:16but put that aside
07:18the thing I find cheeky about it
07:20is that you know Westpac is basically
07:24the insight here is saying we're all overwhelmed
07:26we're overwhelmed so much in life
07:28that we need another person
07:29we need another one of us to cope
07:31but their solution to that modern overwhelm
07:34is another you
07:36it's not lower fees
07:38it's not more branches
07:39it's not better service
07:41it's another you
07:42I mean it's it's either hubris
07:45or incredible oversight
07:47well it's a massive over claim
07:49it's definitely an over claim
07:50you know what it's like
07:51it's like going to a mechanic
07:52with an engine problem
07:54and then saying
07:54have you ever thought about getting two cars
07:57no it's not
07:59yes it is
08:00I don't think it is Todd anyway
08:03Karen
08:04it is really confusing right
08:06like their insight
08:07if their insight
08:08is that we are time poor and overwhelmed
08:10why would you demand
08:11to make an ad that audiences
08:14have to use so much mental energy to understand
08:16I think the insights correct
08:18I think the way they executed it was really badly
08:21and also like
08:22we're in this place
08:24where people are really serious about money at the moment
08:27there's cost of living
08:28there's housing crisis
08:29there's also like intergenerational wealth gap
08:31Westpac has a heritage of being the serious brand
08:35you know they went from like helicopters
08:36and Australians helping each other
08:38to this sort of place
08:39it's like they could stand out from the rest of the competitors
08:42and actually talk like two adults in a room
08:44let's talk about your money problems
08:45where instead they've created this Pleasantville
08:47with this like Mumford and Sons kind of soundtrack
08:49and it's all just very nice
08:51and the thing is like
08:52nice is a biscuit
08:54and it's a biscuit that no one wants to eat
08:55it's covered in sugar
08:56it's the boring one that's in the tin
08:58no one wants nice
08:59nice doesn't stand out
09:00nice has no teeth
09:01like nice doesn't
09:02you don't remember nice
09:04well I think this will be remembered though Karen
09:07well first full disclosure
09:09I work on one of the competitions
09:10so I
09:11but I also
09:11I'm very familiar with financial services as a category
09:15and I agree with you the insight is around this you know
09:18financial struggle that everyone's kind of going through
09:20but that's not just for the financial services category
09:22it's across multiple categories
09:23and the risk is when everyone's dealing with the same insight
09:27that they're trying to respond to
09:28you start to sound the same
09:29and back in 2018
09:32NRMA and Westpac were both saying we're helping right
09:36help was their big platform
09:37so I kind of understand where they're coming from
09:39of going we're just going to build something ownable
09:42so when we spend 25% more on our media budgets this year
09:47at least it's not some generic thought
09:49it's something that at least people will go
09:51okay it's that colour
09:53it's our word
09:54it's everything around that
09:55so I understand it from that perspective
09:58and I do also give kudos to the fact that
10:00going after some custom music
10:02the thing that's happening in the world now
10:04in the ad world is this notion of distinctive assets
10:06everyone's obsessed with their distinctive asset
10:08and so they get excited in the boardroom
10:10because they can say
10:11you know what your distinctive asset is
10:12it's your logo
10:13alright
10:14and so
10:15and we're going to put an idea into the logo
10:17the idea being W
10:18and then we're going to double down on W
10:21and you watch what happens
10:22the attribution
10:22the attribution
10:24of this advertising
10:25is going to be out of this world
10:26Russell
10:27I can't believe I'm saying this
10:28but I think you should stick with your gut instinct
10:30that it was convoluted rubbish
10:33I know it's convoluted rubbish
10:35it is convoluted rubbish
10:36stop there then
10:38but this is
10:39but it's
10:39but other Russell's like
10:40come on
10:43we started the show in the afterglow
10:45but if you've been to Woolies lately
10:47you know how it feels
10:48to not use lubrication
10:52Everyday Rewards is Woolies' loyalty program
10:55slash spying system
10:56and its new ad is checking you out at the checkout
10:58I'll get this
11:01sweet
11:02so close to getting $10 off
11:04oh don't forget to scan
11:06let me see scan that
11:08let me see scan that
11:10let me see scan that
11:11let me see you see me scanning that
11:15let me see you see him see you scanning that
11:27let me see you see me see him see us scanning that
11:35The Everyday Rewards ad has almost as many half-off signs
11:39for their loyalty programs as there are security cameras,
11:42making sure you're really loyal.
11:44But I love that tune.
11:46It's actually my second favourite Woolies song
11:48after this one I saw on Rage.
11:51I love stealing from Woolies, I love stealing from Woolies,
11:54I love stealing from Woolies, I do it every day.
11:58Real song.
12:00Real actual song.
12:03Karen, what do you think of that ad?
12:06You know, it's very fun and very un-Woolworths.
12:09I think it's great.
12:10Like, when was the last time you saw anyone having a good time in Woolies?
12:12Because I think the thing is, we know that they're,
12:15along with Coles, are the big bad,
12:17but unfortunately they're a necessary evil
12:19for a lot of people who can't be able to shop anywhere else.
12:22And we're in this really interesting position
12:24where people don't really want an apology for them anymore
12:27because we know that they're still going to do the same things
12:29that they've done before.
12:31So, if they're going to slap me in the face,
12:33we might as well have a good time with it, right?
12:35Like, let's just have some fun.
12:36Like, drop this sort of salt-of-the-earth,
12:39earnest farmer schtick that they have going on
12:41and actually just make ads that are fun and funny.
12:44Like, we know from research that 72% of people
12:47will be more likely to buy from a brand that is funny
12:50than one that is boring.
12:52And I think that's where Woolies are pivoting to
12:54when we see work like this.
12:55Isn't it great that we're now singing the action?
12:58Let me see you scan that.
12:59Let me see you scan that.
13:00Right?
13:01So, usage is everything.
13:03So, advertising designed to get you actually using.
13:06This...
13:06I actually really love this.
13:08I love the soundtrack.
13:10I love the use of, you know, let's call it a jingle,
13:13in that it's, you know, they're driving usage into my brain,
13:15which is always the trick to jingles.
13:17It's very hard to...
13:18You've got to watch it, right?
13:20And I particularly love the older woman
13:22with her fantastic little move.
13:23Yeah.
13:24It's weird to see how, like, these supermarkets
13:27are selling surveillance and data collection
13:29and how they're sort of repositioning
13:31that it's not surveillance, it's helping you.
13:33So, nobody says,
13:35would you like to be in a long-term behavioural monetisation program
13:38that's going to mine your data for their profit
13:40for the next 20 years?
13:42What they say is, would you like $3 off dog food?
13:45And we go, yeah, because they know two simple things.
13:48Immediate rewards are valuable
13:50and with the law of reciprocity,
13:51when they give us something,
13:52we are willing and often give something back to them.
13:56And what I find disturbing about this ad
14:00is that it's almost honest.
14:02Because it is creepy that they're watching us all the time.
14:06And whether they're doing this unwittingly or not,
14:09they're sort of normalising this idea
14:11that collecting our data is kind of funny
14:14and it's OK and it's really great
14:16and we should collect as much as possible
14:18so they can mine it for their benefit.
14:20And the future of that is not just,
14:23oh, when you walk in, you know,
14:24it's going to pop up on your phone saying,
14:26here's your shopping list.
14:27The future of that is going to be what is happening already,
14:29which is surveillance pricing.
14:31So, they're going to know you well enough.
14:33So, the future is not how much does this product cost.
14:36It is how much are you willing to pay.
14:38And that's where it's all going.
14:40That's a potential...
14:40And in some...
14:41That is a potential future.
14:43That is a highly likely future.
14:45Well, no, that is a potential future,
14:47which probably will require legislation to not let this happen.
14:50Yes.
14:50Because that must not be allowed to happen.
14:51But this normalises it.
14:53This kind of makes fun of it.
14:55It's still remarkable how willing we are
14:58to give all our data for an equal reward.
15:01So, the reward is often one point for one dollar.
15:03So, it takes $2,000 of groceries to get one pan on your reward system.
15:09Yeah, it's a great piece of advertising, though, isn't it?
15:14Both Russell's in firm agreement.
15:17I think what they've done that's really interesting
15:19is they've set this ad in a point
15:22where most people find pain in the shopping journey,
15:25which is the price point, right?
15:26It's when you're paying and you're being like,
15:28how much am I going to lose this week?
15:30It's also in the part of the shops
15:32where when we used to go shopping,
15:33you'd go to a cashier, you'd have a chat,
15:36you'd wait in queue, you might talk to the people around you
15:38because you're there for, like, five, ten minutes at the cashiers.
15:41Now, in that cattle call self-service bit,
15:44you're surrounded by human beings
15:45and you have no human contact and you feel very detached.
15:48And so, they've shown us
15:50what we have not realised we miss the most
15:53from things that have changed in the past five years
15:56is human interaction and community.
15:59This is a bunch of strangers cheering each other on for saving money.
16:01Remember feeling happy?
16:03My research team assures me that some people do.
16:06For the rest of us,
16:09McDonald's has a new meal.
16:10Good luck going after our fans.
16:12We have a hundredth meal at McDonald's.
16:15You mean...
16:15Saja Boy's breakfast meal.
16:17Ours has ten chicken McNuggets.
16:19Ours has hash breast.
16:21Hash browns.
16:22Zoe!
16:22It's a battle for the fans.
16:23For our grown-up fans.
16:24Kids will love that, but they can't have it.
16:27According to the fine print,
16:29it cannot be distributed or redeemed
16:31by a child under 15 years.
16:34Why?
16:34Because it has cool adult stuff,
16:36like playing cards and special purple sauce,
16:40which, since it's adults only,
16:42I can reveal is made of grimace jizz.
16:55I can't wait to try it.
16:58It's going to be good.
17:00Oh, wow.
17:01That smells real bad.
17:03Yeah?
17:03Is it really purple?
17:05Yeah.
17:05Do you want to try it?
17:06It's had my finger in it.
17:07It's all right.
17:08It might taste a little like Vaseline.
17:10Exactly.
17:12Wow.
17:13Do you want a stick?
17:14It's actually purple.
17:15It's purple.
17:16Do you want a little...
17:17No, yeah.
17:18Oh, okay.
17:19That is...
17:20You know what I...
17:21You know what I...
17:24Grimace has had asparagus.
17:29Well done.
17:31Oh, God.
17:32That is disgusting.
17:35Oh, God.
17:37Oh, yeah.
17:39Mmm.
17:40I'm loving it.
17:44Kieran, is this just the way to make Happy Meals more expensive?
17:48With McDonald's and Huntrix and the K-pop Demon Hunters, I think there's two parts to it.
17:53There's the part around McDonald's, which used to be known as this fast food chain, right?
17:58And now they're not cheap, so that's a big difference.
18:01Coffee is a lot cheaper at your local cafe rather than going to McDonald's at the end of the day.
18:06And it's also not the fastest option.
18:08So there's those unfunctional things that used to make it the place to go to get that meal that you
18:13wanted,
18:13not necessarily a thing that you're going for anymore.
18:15So they're trying to build these emotional connections.
18:17They're trying to get you connected through passions and partnerships.
18:20This strategy works for a lot of brands.
18:21They've always done this.
18:23For this particularly, why Huntrix?
18:25It has been a huge phenomenon.
18:28Now, in order to really look at if this is going to be effective, you kind of need to look
18:32at the original strategy.
18:33Is this something to really, like, make them land forever and really grow forever?
18:37No, this is probably not their long-term strategy.
18:39They've got the monopolies and those bits and pieces and those partnerships that come in regularly and build that longer
18:44-term growth.
18:45But what they're doing is they're dipping into these cultural insights, these moments in time, right?
18:50So they just did Friends, they did a few other ones, and they've got them changing all the time.
18:54And Netflix capturing something that has an audience that goes from kids to adults, I think it's really smart.
19:01That cultural moment in time, what's everybody else paying attention to?
19:05And I think K-pop Demon Hunters is also so creative.
19:09Like, that's what's let them do really interesting things with us.
19:11I know that that sauce is disgusting, but I think it still let them do really interesting things with what
19:16the actual product in the Happy Meal looks like, even though it's expensive.
19:18Can I ask Todd a question?
19:20Yeah, why not?
19:21Let's do it in a new format.
19:22You don't need me.
19:25I'm just wondering whether that animated fella with his six-pack of hash browns, whether that makes you want a
19:33hash brown.
19:37Your licence to ask questions is remote.
19:46So what's really interesting is instead of trying to compete in price, they're competing on a reason to actually shop
19:52there.
19:52And so what they're selling here is the reason why they can charge more is because they're not selling food.
19:56They're selling a fan experience.
19:58And this is your ticket into entering the world of K-pop Demon Hunters.
20:02So you've got this premium packaging.
20:03It's a bigger box.
20:05But then you also have the unboxing, right?
20:07And then you've got your blind collectibles where everybody wins.
20:10But then also you have an Instagrammable, socially shareable food moment.
20:14So in some previous ones, it's like a crazy shake.
20:16In this one, it is the purple sauce.
20:18Where if you, like me, not a huge fan of K-pop Demon Hunters, but being like, I want to
20:22try the purple sauce.
20:23It's a small upgrade risk to do something that's a little bit fun.
20:26You want to share it on socials.
20:27But also for younger audiences, younger as I mean 15 plus, because that's who this is meant to be aimed
20:33at.
20:34You can do it with your friends.
20:36So you can go in, you can each buy it, see what you get.
20:38Because you're carrying that big giant box, it becomes this like culturally cool thing where you aren't carrying the Macca's
20:44bag that your parents have.
20:45It's like something that you can signal to everyone, I'm really into this thing.
20:50And like, look at me with my K-pop Demon Hunters merch.
20:52With the K-pop Demon Hunters turning the McDonald's arches even more golden, we thought it was time we lit
20:58on our own ABC icon, beloved by kids all around the world.
21:03Hey kids, do you love Bluey?
21:06Well, too bad.
21:07Introducing the Four Corners Adult Happy Meal.
21:10Each box includes a pack of six nuggets of truth, live exported right to you.
21:16And our limited edition anonymous sources, which we will never reveal.
21:22And don't forget your toy, it's a whistle.
21:25Go on, blow it.
21:27The Four Corners Meal.
21:28Because there's nothing to be happy about.
21:38To kick off the new season, we're racing right into the most controversial topic in the world right now.
21:43E-bikes, which I believe are bikes from Israel.
21:49This week, we asked our agencies to make us love e-bike gangs.
21:53Here's the first pitch.
21:54Everyone is focused on the trouble out there, but disruption creates opportunity.
21:59It's just a matter of how you look at it.
22:00The people we celebrate today as heroes didn't often start out that way.
22:04They started out as trouble.
22:21Dance?
22:23My drama's your makeup.
22:25To show us how to play.
22:30Live, love, lead the earth.
22:34Currents rise and the right has begun.
22:38Live, love, lead the earth.
22:46Go!
22:47Wow.
22:49You have convinced me.
22:50Here's our next pitch.
22:51This brief was tough.
22:52Yeah, because we all have pretty special feelings towards e-bikes.
22:56But we did have the insight that we were all kids once too.
23:00And the stuff that we were doing and the people before us were doing
23:03was probably worse than zooming around on an e-bike.
23:07Every generation has their rebels.
23:11Outlaw.
23:14Troublemakers.
23:14This is kind of bad, isn't it? I suppose we're all bad in our own way.
23:18Hippies.
23:19It's also a time of rebellion against the authority of the adult world.
23:23Dropkicks.
23:23I think these are dangerous.
23:25Slackers.
23:26Losers.
23:27Idiots.
23:28Little shits.
23:30Worst nightmare.
23:34It could be worse.
23:38It's a rite of passage.
23:45Wow, you've convinced me.
23:46But what will our panel think, Todd? Which one do you prefer?
23:48I mean, I do agree that it's hard to take criminals with a low-carbon footprint seriously.
23:55So, I'm going for two.
23:57Number two, what about you, Karen?
23:58Yeah, that's a clear number two for me.
24:00Karen?
24:01Number one made me laugh a lot, but I think the insight number two is stronger,
24:05so I'm going number two.
24:06Russell, you're the tie-breaker.
24:13Live, love, live the...
24:16Which one did you like?
24:17Definitely two.
24:18Definitely two.
24:19Okay, well, congratulations to Jack at Nimble.
24:22We will have a helmet-less teenager race this over.
24:29Yeah, if you're watching the ABC right now, chances are you're a godless communist.
24:34Well, have you heard the good news?
24:36There's a new app that promises to get you closer to God, and hello be thy name.
24:40It's our time of year again.
24:42Hey, buddy.
24:43You leading Lent on Hallow this year?
24:44You bet, brother.
24:46Stay prayed up.
24:47Yeah, you know it.
24:48Hey, Father.
24:49You joining Lent again this year?
24:50Of course.
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24:52All right, Father.
24:55Sister, you're joining us again on the app this year, right?
24:57I am, Mark.
24:58I can't wait to join you guys on Pray 40.
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25:02You want to join us on Hallow this year?
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25:17Jesus cross.
25:22How did they get Jesus cross?
25:26Hallow is like Grindr for God.
25:29For just $17 earthly dollars a month, Hallow offers prayer guides,
25:34tracks for your devotion, and if you miss a day,
25:37it'll kill your firstborn son.
25:39Love it.
25:40So far, Hallow has logged over a billion prayers
25:44and is fronted by holier-than-thou celebs like Gwen Stefani,
25:48who told me that she ain't no hello back girl.
25:52But when it comes to God, she has no doubt.
25:58I just hope it can help my friend Mark,
26:00who seems to have a gambling problem.
26:01Let's let the world!
26:08And as our Lord and Saviour Jesus Christ always says,
26:11chances are you're about to lose.
26:15Todd, will we pay to pray?
26:17It's incredible, isn't it?
26:18Like salvation behind a paywall.
26:20I mean, it's just, arguably, it's not surprising,
26:22but arguably God is the most successful brand in the world
26:26and the church has been monetizing him for thousands of years.
26:31I think what's sort of, I guess, depressing is how they're doing it.
26:38So, using an app, using a digital platform to do it.
26:42So, for many people, they're getting anxiety and detachment
26:45and loneliness issues because of technology.
26:49And once again, we're turning to the technology
26:52that makes us feel distracted to help us straighten out.
26:55And that, to me, is what's a bit off about this.
26:58I'm just shocked that since when did religion become mainstream
27:01to talk about in ads?
27:03And so that, for me, is very surprising.
27:05I think we went through a big period of time where you just didn't see it.
27:08Now they're, like, taking Super Bowl ads out
27:10and they're doing big things with this.
27:11But it's clearly this ambition to go,
27:14OK, how do we make young people connect with faith again?
27:17Because that doesn't exist in a younger space.
27:19But I also think the delivery of that ad, the execution of it,
27:23was way too fake for me.
27:25Like, I think Mark Wahlberg was a choice, right?
27:28So, they weren't using celebrity endorsements
27:30before they brought him on.
27:31And I actually read an interview with the CEO and co-founder
27:33where he said it was to attract an audience of lapsed Christians,
27:37but also the non-religious,
27:39so people who might be agnostic or God-curious,
27:41and to get them in.
27:43Because we know that celebrity endorsements,
27:44that people are more likely to buy a product
27:46if it is sold with celebrity.
27:48And what's really interesting
27:49is that audience of people who are unsure,
27:51this helps to reinforce with them,
27:54which all humans have,
27:55is that we're looking for like-minded people
27:57to reinforce our worldviews
27:59so that we can think that it is right.
28:00So, when you're seeing your, like, group of bros
28:03like Chris Pratt and Mark Wahlberg
28:04and a bunch of other religious people
28:06all on there doing it,
28:07you're like,
28:07ah, I've made the right choice
28:09in choosing this religion or doing this every day,
28:12which is really an interesting sort of thing that works.
28:15But also, like, the app,
28:17even though, you know, as you were saying,
28:18it's like using that when people have an app addiction,
28:20it's actually borrowing a lot of behaviour
28:22that people have online and using it.
28:24So, in the Hello app,
28:26you can have, like, Bible sleep stories,
28:31calm meditations,
28:32I think, like, there's calm readings
28:33and things that people are already downloading apps for
28:37and using.
28:37But also, the behaviours of religion
28:39are often time-based and ritual-based
28:41and your phone supports that.
28:42So, you've got calendars,
28:43you've got timers,
28:44you've got notifications,
28:45you can even have, like, audio playing,
28:47so you can listen to the Bible while you're driving.
28:50Interesting, isn't it?
28:50Is the objective of Hello to actually get people into,
28:55you know, to practise religion and go to church
28:58and, you know,
28:58and practise how they go about their life in a different way
29:01or is it because they want to get the subscription?
29:03I think it's a subscription.
29:05Yeah.
29:05This is a replacement of church.
29:07They're not being like,
29:08hey, do some of our 40 days of Lent
29:11and go to church every Sunday.
29:12This is your church.
29:13You've got a father on there,
29:14you've got a nun on there,
29:15you've got everything you need.
29:16They're actually...
29:17It's really interesting because this is privately owned.
29:19It is competing against the church on the basis of religion.
29:23And that's the issue I have with it.
29:24I think in most cases you can get away with your,
29:27you know, who you're using as your celebrity ambassador,
29:30but in this case I think it's not cool of them
29:32not to show that he's an investor in the company.
29:36That's a bit like, come on.
29:37You have equity in the thing that you're selling
29:40on behalf of God that you're going to make money from.
29:43It's a nice logo.
29:45Done.
29:48But the line is terrible.
29:48That was a beautiful pivot by you.
29:51I love that.
29:52Todd got a bit serious and you were like,
29:53logo nice?
29:57How the Russell whispering in your ear,
29:59logo nice, logo nice.
30:01Say the logo's nice.
30:04Surely that line though.
30:06That line, I can't stand that line.
30:08Stay prayed up?
30:08Yeah.
30:09Stay prayed up?
30:10Are you staying prayed up?
30:11They felt so forced.
30:12Stay prayed up?
30:13Yeah.
30:14Hey, stay prayed up!
30:16Yeah.
30:17I know, right?
30:18Yeah.
30:19That's one of those, like, you know when your uncle's
30:20trying to be cool type of thing?
30:21It feels like that.
30:22But again, it's usage, right?
30:23Yeah.
30:24The line's designed and all these platforms.
30:27The key is, you know, reach and then usage.
30:29So you've got to get repeat usage.
30:30So stay prayed up is a usage line.
30:32Don't say amen because that won't get usage going.
30:34No.
30:34Say stay prayed up.
30:35Yeah.
30:38From one resurrection to another, the death of Jeans West hit devoted denim demons
30:44like me so hard that I haven't worn pants since.
30:47Don't look under the desk.
30:50But now Jeans West is back, sorta.
31:04A warm, cosy Australian cafe bath-mosphere with relaxed indie folk vibes.
31:13Why do these two look so alike?
31:16Like, it's not good genes, it's AI,
31:18which is why the song lyrics sound suspiciously like the prompt
31:21that Jeans West put into the AI generator.
31:25A warm, cosy Australian cafe
31:29Atmosphere with relaxed indie folk vibes
31:33The Jeans... Yeah, we spent a lot of this today singing that.
31:38The Jeans West marketing is full of the Jeans' worst slop slogans,
31:42like, Jeans time is here.
31:44And the more straight to the point, buy Jeans!
31:48Personally, I can't wait to dress in all denim
31:51and go for a romantic walk to...
31:54..Opeleroo.
31:56Come on, baby, let's climb it!
32:00Karen, can Jeans West sell a bootleg?
32:02You know, I think this is a great example
32:04of when marketers, or anyone really,
32:06has too much confidence in the output of AI.
32:09Cos I think the discussion isn't whether you use AI,
32:11it's whether it made something worse.
32:13And in this, for example,
32:15a lot of discussion has been about
32:17what is the relationship between these two women, right?
32:20Are they sisters?
32:21Is it a mother-daughter thing?
32:22Is it a twin?
32:23Is this a W situation?
32:25Is it her in the future?
32:27Like, it's not clear because they both have the same hair,
32:30but one's a little bit longer.
32:31And they look similar, but not.
32:33Where if you did this in real life,
32:35you would have gone through a casting process
32:36where you would have had those discussions
32:38of being like, is this clear enough?
32:40Does she look like she's her whatever she's meant to be?
32:43And you would have made sure through styling and propping
32:45and through acting and directing
32:47that that was clear to the viewer,
32:49where this is just confusing.
32:50It also isn't shot like a fashion ad.
32:52Like, the angles that this AI model is at,
32:55some of them are, like, really forward and blocky-looking,
32:57that the clothes make her look like a Gumby,
32:59where, like, some of the angles, like, them seeing like that,
33:01it's like you get a good view up an armhole.
33:03And, like, those aren't things that sell clothes.
33:06But then I think the lyrics at the end just cap off
33:08that they just churned something out,
33:10and this was probably made in China,
33:11where Jeans West is located,
33:12that they didn't do the due diligence
33:14of checking with anyone what those lyrics mean,
33:16because they would be like, this all seems fine,
33:18tick, tick, tick, tick, tick.
33:20Here's the tragedy.
33:21No.
33:22Oh, Russell's choked up.
33:23Yeah.
33:24Here's the tragedy.
33:25Yeah, what's the tragedy?
33:25The tragedy is it doesn't matter.
33:27It doesn't matter.
33:28Because in the end, so Jeans West is a brand that,
33:30you know, there's, it's incredible,
33:31like, all these brands that are in our brain,
33:34and all you've got to do is just set it alight,
33:36and that's really all this advertising is doing.
33:38So there's this notion, you know, in the investment world
33:41that we are on our way to having single-person,
33:44billion-dollar companies.
33:45So you can have a single-person, billion-dollar company making,
33:48like, let's say it's Jeans West,
33:49so there's a brand that you just have to ignite very readily,
33:53very cheaply with AI,
33:55and then you can just sit at a desk and just, you know,
33:57get all the orders and send them out.
33:59Like, it's this incredible, low-cost model
34:01to go about building a business.
34:04I'm not so sure it builds a brand,
34:05but it definitely is going to build a business.
34:07I think it's tragic.
34:08I think it's really tragic.
34:09But that is where we're at.
34:11Like, I get it on paper, right?
34:13So on paper, using AI for advertising makes sense.
34:16It's cheaper, it's highly scalable, and it's faster.
34:20But fashion doesn't just sell fabric.
34:23You know, it sells aspiration,
34:25and it sells lots of other things.
34:26It sells a look, and it sells...
34:28And so when you look at this, and it's so cheap
34:30and obviously, like, stupid,
34:34you don't just question the product,
34:36you question the whole company again.
34:39And I think making a forgettable ad faster
34:43still makes it forgettable.
34:44If it was for a brand name that we'd never heard of before,
34:48then I would agree with you.
34:48But because we've heard of it, it works.
34:50The amount of content being created on channels
34:53that people are consuming these days is ridiculous.
34:55AI swap is real.
34:57This is part of that as well.
34:58And so I can totally understand the ambition of going,
35:01we don't have that much budget.
35:02We want to create something.
35:03But how do we still have that human connection in it?
35:07That is the big challenge.
35:08And I think no one's answered that yet.
35:10Everyone's trying to do it in some way.
35:11But I do think you're going to start alienating audiences.
35:14Fashion is something that's so representative of who you are
35:17and how you put yourself out there
35:18that you can't just, you know, throw AI in
35:21and take over the emotional part of what it should be
35:24at the end of the day.
35:24Hello promises our prayers will be answered,
35:27but only if Mark Wahlberg doesn't hang up first.
35:30Hey, buddy.
35:31Hey, buddy.
35:32I noticed you seem to be hanging up on people in these ads.
35:35Just what...
35:36Yeah, you know it.
35:37Hey, father.
35:38Hey, son, I guess.
35:40I really want to talk to you about
35:42how you're hanging up on people in...
35:43Sister, you're joining us again on the app this year, right?
35:46Girl, it feels like you're not listening to me.
35:49Love it.
35:49Check it out.
35:50Hello, hello today.
35:51Hello?
35:51Hello?
35:52Are you still there?
35:59Please thank our panel, Todd Sampson,
36:01Karen Ferry, Caudela, Karen Ferry and Russell Howcroft.
36:08We were going to leave you tonight with something made by humans,
36:11but then we were prompted to go in a different direction.
36:15Bye-bye.
36:16Bye-bye.
36:16Bye-bye.
36:16Bye-bye.
36:17Bye-bye.
36:17Bye-bye.
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