- 19 hours ago
Gruen (2008) Season 18 Episode 3
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00:00That's something you can fix.
00:02One, three, double, oh, six, triple, five, oh, six.
00:07Oh, congratulations. I just sent a card, but I never learned how to write.
00:11But what about the jingles that were snubbed as the vice president of the itty-bitty ditty committee?
00:17It's my duty to celebrate other classics like this song from the famous pop star Seal.
00:23Oh, and your roof is getting lost between the lichen and the moss.
00:27When your mortar isn't where it ought to be.
00:30Then give it back, that old appeal, with a visit from Roof Seal.
00:331-300-36-7070.
00:38Yeah, that doesn't rhyme.
00:41Here's a rhyme.
00:43If your mortar isn't where it ought to be, your phone number ought to end in number three.
00:49If instead your number ends in O, then your mortar isn't where it ought to go.
01:01If you don't understand that, here's a number you can call.
01:041-3-double-oh-6-triple-five, oh, six.
01:08And how do you overlook a fishing warehouse with this tasty hook?
01:12I'm coming after you, Mr. Fishy.
01:15And your buddy, Mr. Crab, is next.
01:17The catchiest death threat ever.
01:20LAUGHTER
01:21Roof Seal, don't you go, or you'll have to call triple-O.
01:25What about the jingles that challenge expectations, like the tap doctor, who you would assume only does taps?
01:32The tap doctor does much more than just taps.
01:35Everything plumbing and everything gas.
01:39Technically, those are just different types of taps.
01:43But what about a hard rock jingle?
01:45That's right, I'm talking about a jingle selling hard rocks.
01:48Grand Thee Geo, Grand Thee Geo, Grand Thee Geo, Grand Thee Geo, Grand Thee Geo.
01:53Happy Crystal Cates!
01:55In Everton.
01:57Oh, my God!
01:58Oh, my God!
02:00What?
02:02Can everyone else see him?
02:04They say if you have too much crystal, he appears.
02:07In Everton.
02:10And how do you have a Hall of Fame without the groutest song of all time?
02:14We'll take the old grout out
02:17And put the new grout in
02:20We'll fix your leaking shower
02:23Make it brand new and sparkly
02:26The grout guy, he's your man
02:30The grout guy, the grout guy
02:33That is easily the best grout song I've ever heard.
02:37Better than Twisting Grout
02:39Who Let The Dogs Grout
02:41And What A Grout Me
02:45Oh, you know who they should get as their spokesperson
02:47Grout Grout
02:50And if you think that ad is good
02:52Wait until you hear it live
02:53In fact, sing it, Jingle Choir
02:54He'll take the old grout out
02:57And put the new grout in
03:00He'll fix your leaking shower
03:04Make it brand new and sparkly
03:06The grout guy, he's your man
03:11The grout guy, the grout guy
03:13The grout guy, the grout guy
03:26I'm the one from our panel
03:28Claude Samson, Christina Aventi, Kamaoki
03:31And Russell Housel
03:37Tonight, we're talking BYD
03:41Yeah, you know me
03:42BYD is the world's largest manufacturer of EV cars
03:46With tramp stamps so cringe
03:48They took them off the cars
03:50But I've still got mine
03:54Now BYD has a new AD
03:57Sorry, a new ad
04:16Hey, BYD, close boot
04:23BYD C-LINE 6
04:24Suddenly, everything else feels old-fashioned
04:27Ah, typical advertising
04:29Filled with horse shit
04:34And BYD cannot make anything a marketing opportunity
04:38Remember when you guys sold out Stanley
04:40Because it survived a fire?
04:42But better yet, this car survived a missile strike
04:45And all five passengers survived without critical injuries
04:48Ooh, like to see you try that with a horse
04:57By caviar, you're dead
05:04Damn, have they put the car before the horse?
05:07What a daggy ad
05:09I just like, the horse and cart is not helping matters
05:13For me, it's just so literal
05:17You know, this idea of, what is it?
05:19Everything else feels old-fashioned
05:21And then whack up a horse and cart
05:24It's like, hello, Captain, obvious
05:26I found it a little bit painful to watch, actually
05:28And the reason it troubles me for a brand like BYD
05:32Is the product is built around innovation
05:35So it's got peak tech for a phenomenal price
05:38That's why it's cracked the market
05:40You know, it's 640% sales increase
05:43It's in the top 10 within five years
05:45That's wildly successful
05:47So for me, I would really lean into the strength
05:50Because any car next to a horse and cart
05:54Is going to feel like high tech
05:56So I feel like this ad really underplays their strength
06:00And then overshadows it with this really kind of like
06:03Daggy, tired execution
06:05I actually didn't mind it
06:07I feel like it's trying to appeal to a more mainstream market
06:10And take on Toyota
06:11And I think it's really interesting
06:12When you think about EVs and hybrids
06:14They're part of this kind of world
06:16Being a bit more tech forward
06:18A bit more progressive
06:19A bit more futuristic
06:21But I think it's not altogether appealing either
06:23Kind of how we envisage the future
06:25And sort of way back when
06:26We had this sort of Jetson-esque utopia
06:28Really playful more recently
06:29The way people are seeing the future
06:31Is this sort of Wade Runner-esque dystopia
06:34Hoverboards aren't the threat to humanity
06:36The way the current crop of tech bros are
06:38And I think what they do in a really interesting way
06:40Is just disable that threat response
06:44To anything about the future
06:45They place it in the here and now
06:47Firmly in today
06:49Juxtaposing it from a very far off yesterday
06:51I thought it was alright
06:52I actually thought there were some nice comedy moments
06:54I understand what they're doing
06:56They're saying petrol cars are like DVDs in a Netflix world
06:59I get it
06:59I just think it's the wrong strategy
07:01I think their major issue is a perception one
07:04Basically made in China
07:05Which is code word
07:06Or has been in the past
07:07For cheap and mass manufacturing
07:11And that's okay for toys
07:12Not great for cars
07:13And we've been making fun of
07:15I mean we've been in the West
07:16Have been you know
07:17Making fun of criticizing
07:19Made in China on phones
07:21iPhones
07:22Made in China
07:22And that's changing
07:24I think the perception around China
07:26And quality is changing
07:27And the major thing that they have
07:29Over Tesla
07:31Is price
07:32So those cars are packed full of technology
07:34So it's 80% of a Tesla
07:36At 40% of the price
07:37And that I think is an interesting thing
07:39For them to attack
07:40Because Tesla is sort of
07:42When they started out
07:43EV marketing was about the environment
07:45And now EV marketing is about technology
07:48And for everyone
07:48They don't
07:49It's moved from this sort of morality
07:50To desire
07:52And I think the best ambassador
07:53That BYD has
07:55Is Elon Musk
07:56Because
07:57Because
07:57Elon Musk makes
07:59Driving Teslas embarrassing
08:00Which is pushing people
08:02Towards these other
08:03Alternatives
08:04The issue is
08:05The issue with this advertising
08:07Is it's just not good enough
08:08So
08:08BYD
08:10Are flooding the world
08:11With
08:11Incredible
08:12Quality
08:13Product
08:14At an amazing price
08:15So in a way
08:17They don't actually
08:17Have to do great advertising
08:18The issue of course
08:20Is us in advertising
08:21We just want them to do
08:22Better advertising
08:22Right
08:23Because
08:23The BYD brand
08:24Needs to be loved
08:26That's the opportunity
08:27They have
08:27Right
08:27So
08:28Not just
08:28Flood the market
08:29With great Chinese product
08:30At a good price
08:31Actually also flood the market
08:32With really good advertising
08:34Will
08:34Right
08:34That's their opportunity
08:36Yeah but really good advertising
08:38Because it will build
08:39That emotional connection
08:40So right now
08:41It is actually
08:41A super rational purchase
08:43Because of
08:44The fact that it is
08:45A phenomenal buy
08:46Right
08:46So I know two people
08:47Recently that have bought BYDs
08:49They're not excited
08:51Or proud of the fact
08:52It's a super rational purchase
08:53I think that advertising
08:55Is an opportunity
08:56To build that emotional appeal
08:58For me it's like
08:59Go Shanghai chic
09:00Like the reality is
09:01We know
09:02We've got reservations
09:03Around Chinese product
09:04Particularly when all the data
09:05Might go back to the creepy
09:06Chinese government
09:07But people have let that go
09:08Yeah
09:09So there's like
09:09They let it go
09:10Because they're getting a deal
09:11Yeah exactly
09:12Funny that
09:12But so my point is
09:13Like make me love that brand
09:14I remember
09:17Doing this
09:21Now it costs money
09:23Like make me love that brand
09:23Like make me love that brand
09:29Like make me love that brand
09:34Like make me love that brand
09:34Like make me love that brand
09:37Like make me love that brand
09:37Like make me love that brand
09:39Like make me love that brand
09:40Like make me love that brand
09:40Like make me love that brand
09:40Like make me love that brand
09:46Like make me love that brand
09:53Oh, can't wait to keep my face cool
09:55while the rest of my body bursts into flames.
10:01BYD, bro, you're dehydrated.
10:07The Dyson Hush Jet Mini Cool is easy to say
10:10and looks like a June-themed fleshlight
10:13and retails for $169, but it doesn't seem necessary.
10:20This is, like, the most necessary thing.
10:23Oh, OK.
10:25So the fan is quiet, but its fans have one big question.
10:28What do you think it looks like?
10:32I'll answer that.
10:35DYB, Dyson, you made a butthole.
10:41Todd.
10:43Todd? Todd?
10:45Yes.
10:47Todd?
10:48Yes.
10:48This is my question to you.
10:50OK.
10:50Will we blow ourselves?
10:51Oh.
10:55Dyson is a fantastic company.
10:57Like, they've spent so much time repositioning themselves
11:00away from being an appliance company
11:01into being this sort of Apple-style, you know, tech brand.
11:05And they've done it brilliantly.
11:06Like, they're not trying to be mass market.
11:08They're trying to take categories that should be cheap
11:11and make them expensive.
11:12Like, Apple's done with phones,
11:14or Stanley's done with drink bottles,
11:16or Avion's done with water.
11:17Now they've done it with air.
11:18But this product, this product, it's like, oh, God.
11:23I think it looks like a dildo with air conditioning.
11:26And the weird part is I think people will like it.
11:30And the fact that, the fact...
11:33I mean, definitely, definitely keep doing that.
11:38I reckon our social clip will be the biggest one ever
11:40if you just keep doing this.
11:43The fact that it's portable is important for them
11:45because they want their products to be in public
11:48so people can see them, right?
11:49So you don't walk around with your vacuum cleaner,
11:51although they do now try to position their vacuum cleaners
11:54as part of the household where it's not in the cupboard.
11:56So out.
11:56This is another extension of this brand visibility,
11:59which is you have it with you.
12:01And if you have it with you,
12:02then you have it on your counter,
12:03you're carrying it around,
12:04and it's a sort of brand extension
12:06for this sort of silly luxury.
12:08And people are willing to pay for it.
12:10Dyson has done this really, really well.
12:12Not the sad, but they've done this really, really well.
12:15They're just going to sell millions of these things.
12:19I can hardly wait to get to the south of France
12:20and have one right in my face.
12:22I just think...
12:23LAUGHTER
12:25..always rely on you for some good, relatable content.
12:28LAUGHTER
12:30I assumed your boy would do that for you.
12:34LAUGHTER
12:34I don't see.
12:35I mean, you know, the advertising is just nothing.
12:38It's just, you know, it's sort of Euro trash advertising.
12:41There's nothing good about it at all.
12:42Even that stupid graphic I like, right,
12:44because it's just making me...
12:46I'm attracted to the product
12:48because we've all had that feeling,
12:49we've all had that sensation when we're, you know, in that...
12:51..in particular, obviously, it's coming up to the European summer.
12:54That's why they're launching it now.
12:56I just...
12:56They're going to sell twice as many of these
12:58as they've sold with their hair dryers.
12:59Do you not see the dildo?
13:01Yeah.
13:01I don't...
13:03What do you mean, do I not see the dildo?
13:05I mean, if you...
13:06Of course.
13:08LAUGHTER
13:10The funny thing is, when I first saw this,
13:12I thought I was the only one seeing it,
13:14so I'm glad I'm not the only one.
13:16This is interesting
13:17because it does come straight out of the Dyson playbook, right?
13:21It might have just needed another round of consumer research, I think.
13:25They're in the habit of sort of really reimagining the design codes
13:29of the categories in which they innovate.
13:31I think the whole wearable tech thing is interesting,
13:33but maybe it's a leap too far
13:35because, you know, I think as we've all established,
13:39when you look at this thing,
13:40you're sort of still working out what kind of a personal device it is.
13:44This, for me, is a little bit...
13:45..just cos you can doesn't mean you should.
13:48So the fact that they are phenomenal
13:50at pushing the kind of design on different categories is their strength.
13:57This, when I see this example, I'm like,
13:59this feels like it wasn't necessary.
14:01Cos who is it for?
14:03I mean, obviously, yes, that ad is horrible,
14:05but who would be the demo for this category?
14:09Yeah.
14:09And maybe this is more my realm,
14:11but it's like perimenopausal women...
14:13..who are complaining about hot flash.
14:15The only other time I have seen someone in real life turn up with a fan
14:19has been in a, you know, like an overcrowded, hot sporting stadium
14:24scoring their kids' sports.
14:26And she busted not that, but an electric fan out.
14:30And I remember thinking, that's actually a smart move,
14:32but I cannot imagine...
14:34What are they?
14:3520-something?
14:36Yeah, I think that's who they're marketing to.
14:38They're marketing...
14:38They're marketing it kind of with this iPhone cool
14:41to young people who don't want to look shiny on camera Instagram,
14:44and so this can keep...
14:45That's why they're showing the heat map, right?
14:47So their faces will be cool, their makeup won't change,
14:49they can do whatever they need to do.
14:51I mean, it's total bullshit, but it will sell.
14:53I agree that it's trying to sort of get to a younger demographic.
14:56I think with Dyson,
14:58it's sort of always been a little bit austere, sci-fi.
15:01It's like $800,000 price point,
15:03so it's kind of trying to make it a little bit more accessible.
15:06And even with the tone, you know, as much as it's been sort of...
15:10It takes itself really seriously, and you can see with the tone of it,
15:12it's trying to sort of lighten up and loosen up.
15:15But when you put it all together, it still feels really stiff for me.
15:18Like, you know, yeah.
15:19Yeah. That wasn't deliberate.
15:22But I saw the look on your face.
15:24I realised what I just did then.
15:25And it just doesn't...
15:27They kind of don't pull it off in that...
15:33Once it's in your head.
15:35It feels so hard.
15:37For Dyson.
15:40I just can't say any of the things I want to say.
15:45Are you looking for a pet that will grow to resent you?
15:47Then you've got to have a baby.
15:50But what do you feed babies when you've run out of grout?
15:54Try this.
15:56As a busy mumma of two, I was so excited when I discovered Jika.
15:59They offer a range of small batch, nutrient-rich meals
16:02packed with healthy fats and ethically sourced proteins.
16:05Jika is bougie baby food with 12-hour beef broth,
16:10wild-caught salmon and a whisper of chickpea flour.
16:14LAUGHTER
16:18Oh, delicately prepared by a Michelin chef
16:22before being chucked in a blender.
16:24While the Jika website is full of fashionable mums,
16:27even more discerning babies,
16:29and BYDs, big yuppie dads.
16:32LAUGHTER
16:34Oh, that's how I met Russell.
16:36LAUGHTER
16:41But who would buy that?
16:42We would, of course.
16:43Of course we would.
16:44That's what we did.
16:45So I'm going to try it.
16:46There's only one that's vegetarian.
16:48But you can have a cold.
16:49It's fine.
16:50Apparently it's quite nice.
16:53Great.
16:54Any good?
16:57OK.
16:58LAUGHTER
17:03I am a good boy.
17:05LAUGHTER
17:10Still prefer being breastfed.
17:14LAUGHTER
17:16Because they know parents are really suckers.
17:19I reckon there might be a certain cohort that are,
17:23like it says, cashed-up mum fluences,
17:25you know, by designer sneakers
17:26that their kids only wear for a month.
17:28I think that's who they're really sort of aiming for.
17:30They talk about these sort of food-forward parents,
17:33and this is all sort of born
17:34of this sort of optimisation trend and mindset
17:37where it's not just fuel, it's vital.
17:39It's about opening up this world
17:41so that you're not doomed to a lifetime
17:43of chicken nuggies and chips,
17:44which none of us want.
17:46So whilst it might solve one problem
17:48about sort of opening up their palate,
17:50I think it sort of opens up
17:51a whole new world of problems.
17:53I think, you know, one of the main questions
17:54I was asking myself when I was raising my...
17:57how do I keep this thing alive?
17:59But now I'm asking myself a question of, like,
18:01what do I do when they grow out of these pouches?
18:04Like, are they going to be throwing
18:07my chicken schnitzel in my face in disgust?
18:09What happens to Taco Tuesday night?
18:12Are we actually raising a generation
18:13of sort of tiny gastronomical dictators?
18:19LAUGHTER
18:19But obviously it's got...
18:20Clearly it's got nothing to do with the baby.
18:23This brand, the packaging,
18:25the name, the price point,
18:27in the end, this is all about,
18:29let's just call it poses.
18:30It's the Instagram generation.
18:32It's people that see their baby as a fashion item
18:35and they do all they can in order to position
18:38themselves, their child,
18:39and every single bit of paraphernalia
18:41they have around them,
18:42including what the baby eats,
18:44in order to position themselves.
18:45So, at a commercial level,
18:48you can see that it's genius
18:49because I'm guessing there is enough
18:51of those people to make money.
18:52And then when you look at the price point,
18:54you know, $6.50 for a vegetarian pouch.
18:57So you're not just buying that once.
18:59Maybe you're giving them $6.50
19:01for breakfast, lunch and tea.
19:02So that's, you know,
19:03let's call that $20.
19:05We're going to multiply that by $7,
19:06$140.
19:07It's getting up there.
19:08So, in a way, it's also a commentary on,
19:10let's call it the bifurcation of society.
19:12That's going on as well, right?
19:14There's a lot of people who are struggling
19:16with, you know, making ends meet.
19:18That's clearly true.
19:18But there's also a considerable number,
19:21let's call it, you know,
19:23east of the, uh,
19:25east of the goat's cheese line,
19:26we might call it.
19:28Who, you know, the goat's cheese line.
19:30The goat's cheese line.
19:31Yeah, yeah, there's the goat's cheese line.
19:33So if you just imagine the map of Sydney,
19:34there's a...
19:35I'm imagining.
19:36Yeah, so there's a goat's cheese line
19:38where everything west of that line
19:40doesn't have goat's cheese, right?
19:41And so...
19:42LAUGHTER
19:46What?
19:46The other way you can put it
19:47is the red rooster line.
19:49Everything east of the red rooster,
19:50no one eats a red rooster, right?
19:51It's the same as...
19:52No, go on.
19:54Inside the goat's cheese line,
19:55they go home and enjoy this product.
19:56I enjoyed whatever just happened.
19:58LAUGHTER
19:59I think on some level
20:00they're not selling baby food,
20:02they're selling,
20:03I'm a better parent than you.
20:04Uh-huh.
20:04And, uh, and think...
20:06Cos we have a bias towards premium things.
20:09We believe they're better quality,
20:10we believe they're better for you,
20:11they believe they symbolise something about us.
20:13Think Bugaboo.
20:14Instead of buying a $30 stroller,
20:16we buy a $3,000 stroller.
20:18I mean, that shouldn't...
20:19That shouldn't exist.
20:20And there are parallels between...
20:22I know you joked about it, Will,
20:23but there are parallels between baby food and dog food.
20:25I think this sort of...
20:26This idea that we fear
20:28we're not doing enough for our pets
20:29or we're not doing enough for our baby
20:31and we're willing to pay almost anything for that
20:33out of guilt,
20:34like, does someone else have something better than us
20:35that we could be giving to our kids
20:37for our kids to get ahead?
20:38It's sad, but I think that'll work.
20:40Yeah, I think, look,
20:41they have taken that sort of premiumisation trend
20:44right to the hill, right?
20:45To the most extreme.
20:46And there is something in that
20:48they have sort of reframed convenience as care.
20:51They've wiped away the guilt.
20:52You're not lazy.
20:53You just want better than what you can actually make.
20:55And that all sort of comes together
20:57in that 12-hour broth.
20:5810 hours is enough, by the way.
21:0012 hours, though.
21:00You might get that peak broth.
21:02And I think that there's some...
21:0320 minutes in the microwave, mate.
21:05Get that...
21:05Ding.
21:06Get that broth done.
21:08But basically what they're saying is,
21:10look, you couldn't possibly do that,
21:11and we don't expect you to do that.
21:13Leave it to us.
21:14The funny thing is, you know,
21:15your kid could not give a shit.
21:17They would eat the packaging
21:18if they had the chance.
21:20So it's really...
21:21It's an interesting sort of model.
21:23I think it's stuff like this
21:24that makes people hate advertising.
21:26Hint of...
21:27What was it?
21:27Whisper of chickpea.
21:29What is food-forward parenting?
21:31This one is a combination, it says,
21:33of goat cheese and red rooster.
21:34Yeah.
21:40By the way, we noticed something
21:41in the Juca logo.
21:43A Morse code SOS.
21:48BYD, baby, you're distressed.
21:50Well, we thought we'd create
21:52our own pouches for Aussie mums.
21:54Are you a mum on the go
21:55struggling to feed yourself?
21:57Introducing Guruka.
21:58While your baby eats
22:00the finest artisan ingredients,
22:01you get to eat
22:03whatever's left over.
22:04Try all our flavours.
22:06Cold chicken nuggets,
22:08half-chewed soggy sandwich
22:09and porridge.
22:11Gruul?
22:12What is that?
22:13Oh, God.
22:14Liquid chicken.
22:16Each pouch comes with
22:17billions of bad bacteria
22:18from your toddler's
22:19disgusting hands.
22:21One day, you'll eat again.
22:22For now, there's Guruka.
22:31This week, we decided
22:33to achieve world peace.
22:35How?
22:36BYD.
22:37Bombs.
22:37Yeah, dude.
22:39So we asked our agencies
22:41to convince us
22:42that every country
22:43should have a nuke.
22:44Here's the first pitch.
22:45Given mutually assured destruction,
22:47if everyone has a nuke,
22:49then everyone's going to be
22:50too scared to use them.
22:51Which made us think,
22:53what happens when you
22:54don't use something
22:54for a while?
22:57Sir, we've lost the nuke, sir.
23:00You've lost the...
23:01The nuke, sir.
23:02We can't find it.
23:06Ooh.
23:08I forgot we had one.
23:13Where'd you last see it?
23:14I haven't, sir.
23:15You haven't what?
23:15Seen it.
23:16Seen the nuke?
23:17Yes, sir.
23:19I didn't know
23:20we had one.
23:40Well, you've convinced me.
23:41Here's our next pitch.
23:43We realise no two countries
23:44with nukes have been
23:45to war with each other.
23:46So, if we want world peace,
23:48perhaps nukes are the best way
23:49to bring us all together.
23:50I want to radiate equality
23:53And end all the hostility
23:55Hateful comments and brutality
23:57Can we finally find our humanity?
24:00To radiate equality
24:02Against destructive foreign policies
24:05When might equals right
24:07We need equal rights to might
24:09Give everyone a nuke, let it be
24:12So I'll fear you and you'll fear me
24:14We will radiate equality
24:16When we see more new clearly
24:19Finally we will all see
24:21You and me are just a we
24:23Our humanity will be shining
24:26Cause mushroom clouds
24:28Have silver linings
24:34With arms around the world
24:36We can radiate equality
24:37The chain reaction starts with you
24:39Sign the pledge today
24:41Wow
24:41Thank you, Vince, mate
24:46But what will our panel think?
24:48Todd, you first
24:48Which did you prefer?
24:50I really enjoyed both of them, actually
24:51It's a hard pick this time
24:52But I'm going to go with two
24:54Okay, Christina, what about you?
24:56Yeah, I really like both of them, too
24:57And because he picked two
24:59I'm going to go one
24:59Okay, love it
25:00Love it
25:01Love the decision being made
25:02Likewise
25:02What about you?
25:03No, I loved both
25:05I think mushroom clouds
25:07Having silver linings
25:08Nearly got me over the line
25:09But it was the performances
25:10In number one
25:11I loved the
25:12All right, Russell
25:13What did you think?
25:14Number two
25:14Okay, a tie
25:15That's good
25:16Good result, I think
25:17Congratulations to Moonsale
25:18And Paper Moose
25:19We'll have your trophy arrive
25:20Like this
25:29While other members of this panel
25:31Would happily stomp a puppy to death on sight
25:35I am an animal lover
25:37Which is why this ad really surprised me
25:41Hey, Arlo
25:44No, hello
25:49What do I have here?
25:51What do I have?
25:52That's your favourite
26:07Authorised by the State Government, Perth
26:10Oh
26:12BYD
26:13Buddy, you dead
26:18That's divided our audience
26:20Gotta love a dog that can psychically sense car accidents
26:26Can't wait for the ABC series Murder Dogs
26:30Or Poor Anoiter DOG
26:32Or Murder He Sniffed
26:35Or hell
26:37NYPD Bluey
26:40Russell
26:42Will this work?
26:44It will work a bit, I think
26:46You know
26:46It's one of those ones where
26:48There's a trope there
26:49Whereby, you know
26:50You create a scenario
26:51And then you create fear
26:53Off the back of
26:53You know
26:54Oh my goodness me
26:54That could happen to me
26:55So we do know that
26:57Accidents do happen close to home
26:58So maybe that you're thinking of home
27:00That's where
27:0050% of accidents happen
27:02They've created a piece of advertising
27:04Which is
27:05It sort of follows the rule book
27:06It just doesn't quite make you scared enough
27:09And in the end
27:11In this sector
27:12Doing advertising
27:13To get behaviour change with road
27:15You've got to really scare people
27:17That's been proven to be the case
27:19I think we built an economy
27:22On divided attention
27:24And then we expect people to be monks
27:26When they get in cars
27:27I think the problem with this ad for me
27:30Is I'm not certain what it's doing
27:32Like what it's addressing
27:33Is it addressing distraction from phone
27:36Or is it distraction or daydreaming
27:38Or is it daydreaming
27:39Now both are a problem
27:41But the bigger one
27:42Is the distraction from the phone
27:44And I think this confuses that
27:46Because we do know that
27:47When your phone's in the car
27:48You are four times more likely
27:49To get in an accident
27:50We also know that
27:51Even playing with your phone
27:53Or it lighting up
27:54Or you being involved with it
27:54In any way
27:55Brings your brain down
27:56To drink driving levels
27:57That's a major, major problem
27:59And that's kind of lost
28:01For me in this
28:02With the dog
28:03And as a dog lover
28:04I feel really bad about the dog
28:06But I'm not left
28:07I'm left with an awareness
28:08That maybe daydreaming in the car is bad
28:12But awareness is not behavioural change
28:14I feel sad for the dog
28:15But I'm not left going
28:16Okay, I'm going to change my behaviour
28:17I agree that, you know
28:19We've got to sort of think about
28:20What the role of communications is
28:22In terms of the broader suite of measures
28:24That you might do to elicit
28:26That sort of behaviour change
28:27Particularly in the face of the fact
28:29That we have this incredible
28:30Sort of overconfidence
28:31And optimism bias
28:3374% of us will always think
28:34It's the other driver
28:35It's not us
28:36And I would agree
28:37That it's not just
28:38That you need some hard-hitting fact here
28:40You know, you're 10 times a lot more likely
28:42To have an accident
28:44That you
28:45To regain focus
28:46Takes 30 seconds
28:48That's how long
28:49Your mind is not on the run
28:50When you get distracted
28:51There is a formula
28:52When it comes to road safety ads
28:54And this starts off
28:55When you think
28:55Is this a dog food ad?
28:56And I think that's the first moment
28:58Where you opt in
28:59We know that when people sense
29:01That it's a road safety ad
29:02They can almost predict its trajectory
29:05And they'll tune out
29:06And I think that's interesting
29:07Because they avoid all those tropes, right?
29:10Like, they're not accusing him
29:11Of any sort of reckless behaviour
29:12It is like this really small momentary lapse
29:15And it's hard to self-exempt from that
29:17Because it's something that we've all done
29:19Where we've just had that cognitive drift
29:21So I think there's some things
29:22That they're doing
29:23That are right in this
29:24I just don't think they quite hit the mark
29:26Last week, we spoke about ice cream
29:28Hot ice cream
29:31Yes, hot ice cream
29:32This week, we're talking about sad ice cream
29:35Yoghurt
29:36Most yoghurts are sold in juca pouches
29:39And push protein for big babies
29:41One brand is selling a culture change
30:09All righto
30:10Round'em up
30:11Gippsland Dairy
30:12Let the world wait
30:13I did love this touching scene
30:15Where the sheep was reunited with his mum
30:22Cam, will we buy Slogut?
30:24I reckon some of us will
30:26So those people not looking for that healthy hit of protein
30:30I think will really get on board
30:32Like the wholesome country feels of this campaign
30:36So from that beautiful wide establishing shot
30:40That it opens on
30:41And then you've got Hot Farmer
30:43Background creaking gate
30:45He's got the harjacker car keys on
30:47Properly beaten up ute
30:49And a bloody blue healer
30:51This is like Australiana core
30:53But I think what they do
30:55So they ground you there
30:56And you're like, you know
30:57In love with Aussie country
30:59But then it's juxtaposed
31:01Against that banging track
31:03And the kind of crazy sheep antics
31:05And I think overall
31:06What that does
31:07Is actually just build
31:08A really gorgeous personality
31:10For the Gippsland Dairy
31:11And makes that kind of like
31:13Old school, charming associations
31:16What I do like about this
31:18Is the distinctiveness of it
31:19Like I just like how they change the pace
31:22Like when you think of yogurt advertising normal
31:24It's either wellness
31:25So it's, I don't know
31:26It's like wellness retreats
31:28Mums next to Barry's
31:29You know, doing yoga
31:30Or it's functional
31:31You know, it's like protein and probiotics
31:34And this is Judas Priest and crazy sheep
31:37Like I like that it's distinct
31:39And I like that they tried something different
31:40Is it going to work?
31:42Will it work?
31:42You know when I watched it
31:43I wasn't certain if I wanted yogurt
31:45Or I moved to New Zealand
31:48I just can't say
31:49I can't say how this works
31:49Okay, why?
31:50I mean all advertising works
31:52All advertising does work
31:54Sort of, it's just
31:55It's about how much
31:56It's just not going to work
31:57Very much for them
31:58And I want, I want it to work for them
32:00Because they put in such a huge effort
32:02You know, to actually make
32:04This piece of advertising
32:05It's going to be a few days
32:07Yeah
32:07And this is Gippsland yogurt, right?
32:09And I don't even really get to see
32:11What I'm supposed to be buying
32:12And they're trying to actually
32:14Promote a usage occasion
32:15That in itself is weird, right?
32:16So chocolate's a usage occasion
32:18So you're trying to find a
32:19You're trying to carve out a whole new reason
32:21To eat this particular yogurt
32:23And yes, I think sheep is confusing
32:26Hang on, is this a sheep?
32:27Is this a sheep yogurt?
32:29And it's not
32:30So I want them
32:32I want
32:33I want to do it for them
32:36I really do
32:36It's like
32:37It's like
32:39It feels to be a bit of a theme
32:40That's emerging
32:42Okay, so think about the
32:43Okay, let's think about the outdoor route
32:45I'm sure I close my eyes
32:46Close your eyes
32:47Think about the outdoor route
32:48I'm going to give you two choices
32:49You're in charge of Gippsland yogurt
32:51And you're spending all the money
32:52So it's your money
32:53Yeah
32:53And you've got two choices
32:54There's a poster there
32:55There's a bloke on the back of a ute
32:57And he's got a tub of yogurt
32:59And he's eating
32:59And there's some sheep
33:00And there's a dog there
33:01And it's just in the bottom left-hand corner
33:02It's got Gippsland yogurt
33:03Alright?
33:04That's one option
33:05You've got another option
33:06It is billboard
33:08It's outdoor
33:08You have a massive picture of Gippsland yogurt
33:13That's the pack
33:14That's the pack that we want you to buy
33:17And it says something really obvious like
33:19From Gippsland to you
33:20On a billboard
33:21I think you could just have
33:23Old mate in the ute
33:24Dairy farm
33:25Like you don't need to see the sheep
33:27Yeah?
33:28This ad is building feels
33:30Over long term, right?
33:31Like it's not meant to shift units of those tubs
33:34There is an audience that I think
33:36Buys into
33:37It's like that full fat white bread
33:40You know, lots of butter
33:43Wanting to eat and live
33:44With that kind of country style
33:47Appeal?
33:48No?
33:49That's my dad
33:50He eats that yogurt by the time
33:52I think the brand positioning is slow
33:54I think we were joking about it
33:55Calling it slow yogurt
33:56But I think their overarching positioning
33:58Is about slowing down
33:59And yogurt is a good product to slow down with
34:01Just a reminder
34:02Stick around after Gruen
34:03For a glimpse of a new show
34:05That's coming to the ABC
34:06It's the perfect program to watch while driving
34:08He's a grizzled dogtective
34:11With a bowl full of bourbon
34:12And a canine millimetre
34:14He's haunted by premonitions of the future
34:16He knows exactly how and when
34:19His owner's life will end
34:20And how to stop it
34:22But he can't stop it
34:23Because he's a dog
34:25He's just a dog
34:26He can't even text
34:28Murder dog
34:30Solving crimes is rough
34:32And the brand new follow up series
34:34Murder puppies
34:41Please thank our panel
34:42Russell, Kamei, Christina and Todd
34:49To see us out
34:51Please welcome back
34:52The Gruen Choir
34:53To lead us in tribute
34:54To the grousest guy we know
34:58He'll call the good ads
35:00The Admiral
35:00Let's
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