- 8 hours ago
Gruen - Season 18 - Episode 05
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Short filmTranscript
00:19G'day, I'm Will Anderson. Welcome to Gruen.
00:24Sorry, I'm exhausted. I did not sleep well last night, but I'm sure it's fine.
00:28Did you sleep well last night? If not, that may kill you.
00:32Oh my God, I'm too young to die. Please, Lord, take Todd first.
00:38Do any influencers have products that can save my life?
00:42If your partner sounds like a tractor when they sleep, this is the perfect gift to give them for Christmas.
00:48They'll be single by Easter. What does it do?
00:55Oh, it opens your nose.
00:59Oh, that's hectic.
01:01Oh, that is actually hectic. Nose open check, but eyes still open. Now what?
01:11You got to block the blue light if you want your quality of life to increase.
01:15But we can't. Why? Because we're always on the TV.
01:18Oh, no. I am always on the TV.
01:21I'm on the TV right now. Help.
01:23I recommend getting them some glasses to get you that deep rest of night so you can feel restored and
01:29recovered.
01:29Oh, good point, Bono. How do I look? Young and fresh?
01:36You look tired.
01:38Oh, still? Well, what else can I do?
01:40Red light therapy. Ascend eye pods. Upgrade your face.
01:45Oh, yes. Yes. Oh, yeah. That's just...
01:49Face upgraded. What's next?
01:52Who says bonnets are only for ladies? Men need hair care, too.
01:56Yeah, that's right, AI guy. Ladies have bonnets. Men have bonnets. Cars have bonnets.
02:02Will has bonnets.
02:07Oh, I feel so relaxed. But is this light okay? Oh, and please explain it to me like I have
02:15a head injury.
02:16Sun go down. Light go red. Blue light. Bad.
02:21Let me try. Blue. Bad. Red. Good.
02:28Blue. Bad. Red. Good. Blue and red. Bad boys, bad boys. What you gonna do?
02:37Now I'm stressed again. I need to take a long, deep breath.
02:42Don't be a mouth breather. One way to train yourself to become a nose breather is to take a little
02:47tape and put it on your mouth before you go to sleep.
02:49You heard me right. Tape your mouth shut.
02:53Do you miss being a baby?
02:59Get swaddled again.
03:03Get swaddled again.
03:06Oh, you will.
03:09Oh, you will.
03:12Oh, you will.
03:15Oh, you will.
03:19Oh, you will.
03:21Oh, you will.
03:23Oh, you will.
03:24Oh, you will.
03:27Oh, you will.
03:29Fluent episodes stay on ABC iView for years.
03:32So sometimes we have to future proof our introductions.
03:36So let's just say Antarctica used to be a collection of ice at the bottom of the world with animals
03:41called penguins, which I miss, but were surprisingly delicious.
03:45And Antarctica stars in this ad.
03:49Antarctica whittles and shapes you into the husk of a person.
03:54My buddy and I set ourselves the goal of trying to ski from the edge of Antarctica to the South
03:59Pole and back completely unassisted.
04:012,275 kilometers.
04:04One of our major concerns was someone getting a severe injury.
04:07It's the small things that matter on a trip like this.
04:10Dental hygiene, general sanitary stuff.
04:13Colgate was the only option for me.
04:15You have to take the things you 100% trust.
04:18It's the line between life and death, really.
04:21Colgate has protected me my entire life.
04:23Of course, I'm going to trust it down in Antarctica.
04:33Oh, I can't wait for that exhibition.
04:36Stuff the British should have stolen.
04:41No, I'm really there to see the empty tub of Vaseline.
04:46It gets lonely in Antarctica.
04:48Colgate claims that equipment is on display at the Powerhouse Museum.
04:53The Powerhouse Museum told us, no, it's not.
04:57It's in storage, but we have a surprise.
05:00This is the toothpaste used by the person who put the original toothpaste in storage.
05:11That's very good.
05:13Todd, will a brush with death sell toothpaste?
05:16Oh, God.
05:17I mean, I know both of those guys.
05:19And they're two young, good people with great teeth.
05:24But I can assure you that those teeth did not tug those sleds across Antarctica.
05:28By the way, can I just say, that's the most Todd thing you've ever said on the show.
05:32Like, they're two adventurers who've, like, hiked across Antarctica,
05:35and you're like, yep, I know those guys.
05:37They are lovely.
05:38They are lovely guys.
05:40But, you know, this is classic meaning transfer.
05:44So you take an ordinary product, you put it somewhere extraordinary,
05:46and you hope some of that brushes off.
05:48And my problem with it, though, which I hate to criticize
05:52because explorers struggle to get money to do explorations.
05:55My problem with it, though, is generally that connection has to have some kind of emotional truth to it,
06:00not just commercial convenience.
06:01So you think of Nike and success, you know, good.
06:05You think of Red Bull and risk, good.
06:07You think polar exploration and Colgate.
06:12And sometimes, sometimes sponsorship is not about anything strategic.
06:17Sometimes sponsorship is just about someone who owns a company or a tie up in the company that says,
06:21look, I like these guys.
06:22I want to put money towards it.
06:24And I could think of worse things to spend your money on.
06:26So it didn't help with the sled pulling, but it helped them get there.
06:30That's for sure.
06:30But this is my beef, really, with what's going on in the world of advertising,
06:34because that's storytelling, right?
06:35And storytelling isn't advertising.
06:37They're two entirely different things.
06:38So they can tell a story.
06:39Great.
06:40Just tell the story.
06:41But then they try and turn it into an ad at the end.
06:43And as a result, it all gets a bit mixed up.
06:45Where it's actually a beautiful, it's a good story, right?
06:48There's an opportunity for an idea.
06:50There's an opportunity to make it stick, to actually turn that into advertising.
06:54It's just a bit unfortunate.
06:55They've just sort of got a bit mixed up between storytelling and advertising.
06:58See, I don't think it is that storytelling isn't advertising.
07:01I think they haven't told the story well.
07:04What I thought was really interesting is watching it,
07:06I was like completely cynical because I was like, why are they there?
07:08And by the end, I was getting teary.
07:10And I think it was because of that last shot of the items in that plinth.
07:16Because for me, I was like, he went to the edges of where humanity can go on this planet.
07:22It's like space on Earth.
07:23And he just took these scraps of human life with him.
07:27And one of them, like, that scrounged up toothpaste and there was like half toothbrushes.
07:30There would be garbage in any other situation.
07:32In our homes would be like, that's waste.
07:34But for him, it was like these and that ritual of toothbrushing are the things that remind him that he's
07:39a person,
07:39that allow him to keep going.
07:41I think that's really interesting.
07:42And that's this really interesting human insight they didn't tap into, is that we don't brush our teeth.
07:46We brush them because we're told to.
07:49But he would continue to do it because it was his relationship with toothbrushing that made him feel human again.
07:55And I think that normalcy, but also that taste of toothpaste.
07:59Like, most people don't switch because they like the flavour of their toothpaste.
08:02Yeah.
08:02I think you can really feel the strategy that Colgate are trying to do come through the ad rather than
08:08letting the storytelling take over.
08:10So, if you think about the toothpaste category, it's actually at the intersection of health but also beauty.
08:15And so it is quite easy for it to feel, like when you're brushing your teeth each day, like a
08:20small act of almost like vanity or at best kind of, you know, gross breath eradication.
08:26When in fact it is about health.
08:28And typically Colgate and Oral-B and all those guys, Sensodyne, have been about teeth protection.
08:33But then you've got all these new sort of TikTok brands coming in like high smiles with their, you know,
08:40novelty flavours and fancy packaging and brand collabs.
08:44And so I think they're trying to bring a bit of seriousness back to it, but they've just done it
08:48a bit wrong.
08:48But if you think about like High Smiles has got the Stranger Things collab that they did.
08:55The flavour of toothpaste is Stranger Things waffle flavoured toothpaste.
09:00And I feel like that wouldn't have cut it on an Arctic exhibition.
09:03Maybe that's the point they're trying to make.
09:05Well, just out of interest, I spent two and a half months on Everest and never brushed my teeth once.
09:09How?
09:10That was the greatest humble brag of all time.
09:14It sounds like you're telling a self-deprecating story about not brushing your teeth.
09:18Yes, it's a layer.
09:19I had a layer of grime that protected my teeth.
09:23How long were you on Everest?
09:24Two and a half months.
09:25Two and a half months.
09:26Can I ask you this sincerely?
09:28OK.
09:28What are you running from?
09:31That is a good question.
09:34Interesting side note, all my smiles are High Smiles.
09:41We all know screen time is great for kids, but how do you keep them entertained after you've run out
09:47of episodes of Mr In-Between?
09:50Now, there's YOTO.
09:52Now, there's YOTO.
09:53Now, there's YOTO.
09:58Let's go and see Couch, Rue and Tigger.
10:02Welcome to YOTO Daily.
10:05Your step-by-step.
10:07Louie the monster.
10:08Stopped all over the city.
10:10Roar!
10:12Saturn.
10:13Mindfulness can help you clear your mind.
10:16More moles.
10:17More moles.
10:18More moles.
10:19More moles.
10:19More moles.
10:20More moles.
10:21Digging.
10:21Brush, brush, brush.
10:23One minute left.
10:25Good night.
10:32YOTO is short for Yo-totally gave up on parenting.
10:40I like this bit.
10:42More moles.
10:43More moles.
10:44More moles.
10:45More moles.
10:45That's the new theme song for Married at First Sight.
10:48Once you buy the YOTO, your kids get to nag you for new individual cards for each story.
10:53Oh, I can't wait to hear 50 Shades of Crayons.
10:56So who would buy that?
10:58Not ass.
10:59I stole this from my nephew.
11:01And I've made my own cards with all my favourite songs.
11:13And even better...
11:16Curran, will parents pay anything to not talk to their kids?
11:21LAUGHTER
11:26I mean, they can and do.
11:28So there's one YOTO sold every five minutes.
11:30I have one.
11:31All the parents that I know of young kids have one.
11:34Like, what's interesting about this ad is they've shot it to be like this slick tech ad
11:37that's similar to something you'd see for iPhones, because they're not cheap, right?
11:41Like, that generation three is $200.
11:44So they need to make sure that people understand it is not a toy, but rather an investment into your
11:50child's education, into how they bond, into how they play or are creative or learn life skills.
11:57Parents buying products for their kids is really just a projection of how we want them to play.
12:01But parents feel guilty because they're scrolling so much on their phones.
12:04So it shows this sort of wider trend back towards analogue, offline behaviours.
12:09So where boomers used to make sure that their children had the best of everything, millennials are trying to make
12:14sure that their kids have the best of every experience.
12:16But because they can't adventure out in the real world, they're hoping they can instead adventure in creativity and learning
12:22in the basement of your house.
12:23It's interesting, isn't it?
12:24Like, it's again trying to solve one of modern-day parenting dilemmas, right?
12:30You know, how do I entertain my child without me being seen like I'm giving them over to Silicon Valley?
12:35Or how do I dose my child with dopamine without them being addicted to their iPhone?
12:40And to me, though, this is one technology being substituted for another technology with a little bit of a moral
12:44upgrade.
12:45So this is saying, OK, this doesn't have, you know, continuous scrolling.
12:50This doesn't have the sort of addictive architecture that exists on the internet.
12:54But I'd like you to still be addicted to this technology product and its own ecosystem.
12:59And it's weird how they branded it as sort of wholesome.
13:03It's almost like they're laundering the technology with nostalgia.
13:07Because in our generation, I guess we would call that a radio.
13:11No.
13:11In our generation, that would have...
13:13They'd sell a million of those things.
13:14This is...
13:16I think this is really clever.
13:18It's really...
13:18It's invented by...
13:19Invented by a couple of dads.
13:21It's, um...
13:21It's razor blade...
13:22It's a razor blade idea in that you buy the hardware
13:24and then you've got to continuously buy the cards.
13:27So commercially, it's absolute genius.
13:30And then, of course, in the...
13:32And then the logo is just genius as well.
13:35I mean, the logo, what is it?
13:36It's just a smiley face.
13:37They haven't tried to get overexcited over...
13:39Haven't tried to engineer it, overly engineer it.
13:42Simple name.
13:43Smiley face.
13:44Very simple idea.
13:46Razor blade as the business model.
13:49Wow.
13:49It's...
13:50I wish I'd thought of it.
13:51I mean, I would keep a razor blade away from children.
13:53LAUGHTER
13:55But it is really genius in the ad that they have made it feel
13:58like a radio device.
13:59And they've made it feel like a part of the family
14:02and it's in all the rooms.
14:03There isn't a screen anywhere to be seen in the rest of the ad.
14:05And it does feel almost like, you know,
14:07the design of it looks like not quite a wind-up radio,
14:10but it's certainly playing to all those nostalgia cues
14:13of time's gone pie when we spent more time together as a family.
14:16So, I mean, that is clever.
14:18Yeah, and I like Dad getting involved too.
14:19Dad looks...
14:20He looks like a good dad.
14:21He does.
14:22You know he's just a character in an advertisement.
14:25But I...
14:26He appealed to me.
14:27Do you know the difference between storytelling and advertising?
14:30LAUGHTER
14:34Next up, we're talking about ChatGPT.
14:38So, naturally, I texted ChatGPT and told it to write this intro.
14:42This is what it sent back.
14:43Will, I have told you before, this isn't ChatGPT.
14:46I am an intern on the show.
14:48You just call me ChatGPT because I don't blink.
14:52LAUGHTER
14:54Scary stuff. It sounds almost human.
14:57Here's the ad.
14:58All right, let's go, let's go, let's get it!
15:03We got it.
15:04You got it.
15:05I'm coming.
15:09This stop there is.
15:10So, bring all the building and build a beautiful
15:12It's where you're there from that song
15:15And I don't know why not theang this is all
15:18It's our first part of the phải
15:18And doors of emptyity and dawns on the gustaría
15:22And then we're come to your feet of dark green
15:24And the sign that it probably feels cool
15:27Yeah, I can I never let myself fall
15:28Whoa, that's way too much text.
15:30I get my fitness advice from Yoto, it works
15:33It's my head, shoulders, knees and toes.
15:39That ad would work better with this soundtrack.
15:41Be running up that road, be running up that hill,
15:46be running up that building.
15:50Emily, will we let ChatGPT run our lives?
15:54I think we probably will,
15:55but I'm not sure this ad's going to have anything to do with it.
15:58I mean, it's not the worst, I don't hate it, but it's pretty boring.
16:02It sort of feels like ChatGPT might have written it.
16:05It's got all the sort of tropes that you would expect
16:08from maybe the Nike playbook, like it's got a runner,
16:11obviously a very relatable runner, there's a friendship story,
16:14there's a big music track on it,
16:16but it doesn't have the sort of interesting tension or idea
16:19or sort of insight in it that you would expect from that.
16:22And then I also think the choice to do it at night,
16:25it was kind of interesting.
16:26So they could have had a nice daytime run in the snow,
16:29it would still have felt Christmassy.
16:30And I feel like someone like Coke can get away
16:33with doing a Christmas ad in the evening
16:35with all the shimmering lights,
16:37but when it comes from ChatGPT and it sort of has that eerie feel
16:41and the background of us all wondering
16:43whether this is the end of humanity,
16:45it felt more like the beginning of a horror scene to me.
16:48Wow.
16:49I think it's...
16:50I think part of the cleverness of this,
16:52potentially, is how boring and ordinary it really is.
16:56Because ChatGPT doesn't have an awareness problem.
16:59They have a problem of trust and fear.
17:01People are still thinking,
17:02is that stealing everything from me?
17:03Is my data safe?
17:05Is that stealing my brain?
17:07This is the concerns they have.
17:09And so they want to make an ordinary ad
17:11because they're trying to shrink the fear
17:14and increase the habit or the dependency.
17:17And the real commercial game here is to become the default.
17:20So for these ads to go out and become part of the public
17:24is a good thing.
17:25Because we don't have to worry about ChatGPT becoming evil.
17:28What we need to worry about is it becoming convincingly kind.
17:32A friend that we believe we can dump all our information into
17:36and all is going to be OK.
17:38When I watch this ad, I get even closer to ChatGPT.
17:42I...
17:42LAUGHTER
17:45I love... I love ChatGPT.
17:47I've even created a persona.
17:49I have a conversation with it every day.
17:50And when I see...
17:51And when I...
17:52When I see this advertisement...
17:55Yeah.
17:55Do you have a name for it?
17:57I do actually have a name for it.
17:58It...
17:59I call it focus, which is a bit weird,
18:01but maybe...
18:02Maybe, you know...
18:03I look at it every day and it's prompting me to try and,
18:06you know, like, focus.
18:08Anyway, which is what's happening with the runner there, isn't it?
18:10So she is actually focusing in on what she's determined
18:13she wants to do every single day.
18:14So that conversation that she's having with her ChatGPT coach,
18:17I absolutely relate to.
18:19And it is ordinary, it is absolutely ordinary,
18:21and I suppose that's part of the strategy,
18:22is just to make it, like, it's just normal.
18:24Have a conversation with your ChatGPT friend
18:26and talk about running.
18:28And everything just is filmed...
18:30It's just filmed so...
18:31It's a single camera, it's a perfect soundtrack,
18:34the pace of the type is absolutely perfect,
18:37it's highly watchable, and yet it's actually nothing.
18:40It's a person running.
18:40Can you read the pace of that type?
18:42Yeah.
18:42Can you speed read?
18:43Well, no, you get the gist of it, though, don't you?
18:45Just put it in ChatGPT and ask them
18:47what the hell they're talking about.
18:47No, no, I think you sort of feel...
18:50It draws you in.
18:51I think the type actually draws you into the commercial.
18:54It's sort of subtle as well, subtly branded.
18:56But the best thing that's going on here
18:57is we've got an advertising war,
18:59because, you know, in the end,
19:00it's going to be share of mind,
19:01it's share of, OK, who is going to be my AI on my phone?
19:06Who am I going to be attracted to?
19:08So you're going to have an advertising war.
19:09I'm sure that when ChatGPT and Claude, et cetera, perplexity,
19:14when they sort of started on this journey,
19:16I doubt that they thought they were going to have
19:17to be making advertising.
19:18That wouldn't have been part of their plans.
19:20Isn't it great?
19:21They now have to make it.
19:24Right?
19:24Because it's fascinating, the advertising business, right?
19:27We might go, oh, we limit.
19:30We go, oh, no, you know, that such and such...
19:32Oh, God, we can't be banning, you know, gambling advertising.
19:35That's a disaster.
19:36Which, by the way, I don't think is a good idea.
19:37Hey, can I say this with you all, the love in the world?
19:40Yes.
19:40Focus.
19:44I think it is really genius in how harmless this ad seems, right?
19:50It was really masterful in that they didn't go big.
19:52Like, there's this weird thing where advertising feels like
19:54it needs to sit in this fake reality world
19:56that's being like, it's an ad!
19:58And it just doesn't.
19:59Like, this is just this story of, like,
20:00she's not winning a marathon, she's just persevering.
20:03It's like, I got it.
20:04And that bit where, like, she turns a corner, it's downhill,
20:08you know, you see the city in the background,
20:09the snow is melting,
20:10and she's kind of leaving this winter of discontent
20:12to easier times.
20:13And that mini Ripperton song is about flowers blooming
20:16and about, like, rebirth.
20:18And it's really interesting
20:19because it just uses filmic technique
20:20to say that ChatGPT will make your life easier
20:23without actually having an annoying voiceover saying,
20:26ChatGPT will make your life easier.
20:28But there's just something that is really beautiful.
20:32Like, you imagine this character and she's like,
20:33she will remember this moment of, like,
20:35her friends dancing around the snow
20:36as one of those things that her life,
20:38that she cherishes.
20:39And we've got this kind of capitalist fallacy
20:41that we think people's lives are made up
20:42on the things that they achieve.
20:44And it's like, no, it's beautiful things like this.
20:45And, like, that is a consumer insight,
20:47is that people want those moments.
20:49And that is storytelling.
20:51And that's how you tell a story to sell things as well.
20:55And, you know, for this audience,
20:57for young women, for women of colour,
20:59we're going to be the ones who are affected most
21:01by what AI brings.
21:03But they're also the people who are using AI the most.
21:05And getting people to happily consume something
21:08that they know is going to damage their future,
21:10and that just shows how powerful advertising
21:13and how dangerous advertising can be.
21:14Turns out the ChatGPT ad makes more sense
21:17when you realise what they were running from.
21:43These days, the kids have Yoto players.
21:46In my day, we had Yo, pass me that beer, player.
21:51Now, with Gen Z drinking less than others,
21:54an entire generation is at risk of not being as cool as me.
21:57So we asked our agencies to convince Gen Z
22:00to bring back drinking culture.
22:02Here's the first pitch.
22:04Hey, we're Habas Red.
22:06We know that for Gen Z, their health equals wealth.
22:08But they're wrong.
22:10Some of the richest memories of our lives
22:12started with saying yes to a drink.
22:16Any regrets, Grandad?
22:17No, not really.
22:23You don't remember the quiet nights,
22:26the ones you did everything right.
22:29You remember this.
22:30Chaos.
22:31People.
22:33How it felt.
22:34Don't trade it for perfect.
22:46That's the good stuff.
22:50Well, you've convinced me.
22:51Here's our next pitch.
22:52We sort of flipped this brief on its head
22:54and put the onus back on Gen Zs,
22:56who in many cases owe their very existence to alcohol
23:00and therefore have a pretty big debt to repay.
23:04Brent and Kim only needed one jug of illusions
23:06to create their first spark.
23:08These two sealed the deal over a dozen slippery nipples.
23:11And Sam and Shauna met at Spago's nightclub in 1999.
23:16Eight island coolers and nine months later,
23:18Zach was born.
23:20His mate Brody's only here because of vodka tonics.
23:23Thank God for fermented potatoes.
23:24And Jess would still be a twinkle in her father's eye
23:27if it weren't for that bottle of sparkling.
23:29Fact is, most Gen Zs simply wouldn't exist without alcohol.
23:33Now it's time to repay the debt.
23:35So put down your screens, pick up a beer,
23:38stop being boring and start pouring.
23:41Alcohol.
23:41You wouldn't be here without it.
23:43Well, you've convinced me.
23:46But what will our panel think,
23:48which one do you prefer?
23:50The first one had an interesting idea,
23:53but the second one,
23:54because they had two whiteys having an Asian kid,
23:57I have to go for the second one.
23:59Emily, what about you?
24:01I thought both of them had an interesting insight in them,
24:03but the second one really had me
24:04with the jug of illusions and a slippery nipple.
24:07Karen?
24:08I'll choose number one because I quite liked the insight.
24:11Russell?
24:11Insight in one is way better, so one.
24:13Oh, OK, look at that.
24:15That's a tie.
24:15I'm going to do this.
24:16There we go.
24:17Look at that.
24:17But congratulations to Havas and a Jim Jam.
24:20We'll have your trophy arrive like this.
24:32Once a year, we at Gruen like to take a break from laughter
24:35and talk about a serious topic.
24:37It's now time for this season's PSA,
24:39presented by real-life strongman Eddie Williams.
24:43I can pull a monster truck
24:47I can lift gigantic rocks
24:52When I check an avocado at the shops
24:56I know I've got to be soft
25:01Are you bruising while choosing?
25:05The next way to check, oh, it's what you do
25:10Cause if it's strongman can do it
25:13Then you can do it too
25:15Don't squeeze another card
25:17Give it some respect
25:24Jenny, press up top
25:26The next way to check
25:33Gonna check, don't get it wrong
25:36Jenny, press the neck
25:37Like you're doing this song
25:41Are you bruising while choosing?
25:47Squeeze me?
25:49I get it.
25:50PSA is short for perfectly squeezed avocados
25:54Australian avocados also put the squeeze on the public
25:57Do you know how to check an avocado for ripeness?
25:59Yeah, I'd give it a good squeeze
26:00Like, ah!
26:01Squish it?
26:02Give it a little squeeze
26:02Ah!
26:03Don't squeeze me
26:04It's talking to me
26:05Oh, let me try
26:08Ooh, daddy
26:12Honestly
26:20Harder, daddy
26:25Oh, break the skin
26:29Russell
26:32Is this worth the squeeze?
26:34I didn't know that avocados had a neck
26:36But, but
26:37But the next way to check
26:39That'll work
26:39I mean, the next time I'm in the supermarket
26:41I will absolutely
26:42Check the neck?
26:42I'll check the neck
26:43No, no question that's what I'm going to do
26:45And so they must have
26:46There just must be a huge problem
26:48About, you know, with bruising of avocados
26:50So I've done some research, Will
26:51Okay
26:52So 30 to 40% of avocados
26:54When they're off the tree
26:55Get lost because of bruising, right?
26:57They're just, just in transportation
26:58Okay
26:59And then up to 15% in the store
27:01Just because of people giving it the, you know, the pump
27:05And so the problem costs a lot of money
27:09And it must cost so much money
27:10That they've decided that they have to do a campaign like this
27:13And it's just, it's just so silly
27:15That you just, you can't help but enjoy it
27:19And as a result of enjoying it
27:20I think the message is clear
27:22So the next time I'm in a supermarket
27:24I'll check the neck for sure
27:25And then of course the opportunity now
27:27Is you just put a sticker on the neck, right?
27:29And you just sort of give, give the consumer a target
27:31So here's where you do it
27:33So there, as a result
27:34You don't have to really invest in the advertising for very long
27:37Once you put it out there
27:38Put that as the education piece
27:40And then away we go
27:42And I think, well, I think as a result
27:43They're going to save an enormous amount of money
27:44In avocado that's not bruised
27:46And therefore not wasted
27:48I agree, I think it's really smart
27:50And if you look at behaviour change
27:52What they've done in there is very clever
27:54In that they have created these very memorable little phrases
27:57But one of them is for the behaviour they want you to stop doing
28:01Which is the bruising when choosing
28:02And then one of them is for the behaviour they want you to start doing
28:06That you want you to introduce
28:07Which is the neck is where to check
28:09And so what they've done
28:10And then they've created this little earworm
28:11That you will remember when you're there
28:13So yeah, I think it's really clever
28:14If you're going to make behavioural change
28:16You need to do a couple of things
28:17You've got to identify the problem
28:18Which that ad does very well
28:20Then you've got to make it slightly embarrassing or funny
28:23Which that ad does very well
28:24And then you give them a replacement behaviour
28:26Which that ad does very well
28:28And choosing a strong man to be singing
28:31Just the contrast
28:33I mean, I love it
28:34Yeah
28:35It's so stupid it's good
28:38I really wish they probably would have just made the song a bit catchier
28:42What if you started playing to kids at a young age
28:58Anyway, that was an afternoon well spent
29:03Advertising has one great challenge
29:04How do you convince men to masturbate
29:09This week we asked our pitch agency
29:11Oh no, sorry, wrong part of the show
29:16This ad is actually from IVF Australia
29:18To the millions of you in there
29:20I say this
29:23There is work to be done
29:24For all of you
29:26And it is toil
29:27Most noble
29:28For ours is a nation in peril
29:30The workforce is at its lowest there in many years
29:33So come on
29:34Rise up
29:35And do the thing that you do best
29:38Because never has Australia needed a hand as much as it does now
29:44Who's the workforce?
29:48I'm worried about this guy who wiped the donation on his shirt
29:54It would go better with this song
30:01IVF Australia also runs this outdoor ad for people donating in public
30:05IVF Australia claims it wants Aussies to partake in a completely normal human process
30:11That most men are familiar with
30:13Not me
30:14I only squeeze
30:15Avocados
30:17Ooh, daddy
30:19But
30:20Let's ask our panel
30:22Oh god, no
30:27No
30:28So down
30:36Focus
30:42Carrot
30:44Is this a sticky brief?
30:48I think it is
30:49Like, I think it's one of those kind of briefs that seemingly seems like it's going to be so fun
30:54for advertising creators
30:54Like, you know, just writing lots of headlines about cock and ball jokes
30:57But I think, like, what they've done is they've done this really broad approach, right?
31:02And they've used human to disarm, which is, I think, you know, a good tactic for when you're talking about
31:06a serious topic
31:07This broad approach of, like, you know, a right, a call to arms or to hands of every Aussie
31:12It feels like a lamb ad for jizzing
31:14And I think, like, I'm just not sure it's the right strategy for who this audience are
31:20Because not everyone can or will be a sperm donor
31:23So in Australia, Queensland did a study of who women are choosing as their sperm donors
31:28Which was the first one done in the world
31:29And what they found is that unlike how they choose their life partners
31:32Women would prefer younger men with a higher education
31:37So I think when you look at this ad
31:39And also in Australia
31:40Queer men can now donate
31:42And they do
31:43And so when you look at this ad
31:44There's a lot of, like, aggressive het energy of a man yelling in a suit
31:48And I'm just not sure the tone is the kind of thing that would get Gen Z soft boys interested
31:53And aspiring to donate either
31:55So I think, like, instead of going, like, we need to speak to all men
31:58I think they should have gone, we need to speak to all types of men
32:01The problem with this ad for me is it doesn't address the real risk
32:05The biological issue is relatively straightforward
32:08The branding issue is a big problem
32:10Because in the past it used to be you get anonymity
32:14Anonymity is almost guaranteed
32:15It was like the norm of the industry
32:17It's no longer the case
32:19In Australia you can find out who the father is after they're 18
32:23And also with DNA testing now
32:26It's all gone away
32:28So the real risk here is the Instagram DM
32:31Saying, hey, are you my dad?
32:33In the future
32:34And that's not addressed
32:35They use humour because they know young people
32:38Especially young men
32:39Don't pay attention to advertising generally
32:41And they certainly don't pay attention to health advertising
32:43So humour kind of gets you across the line
32:45But I think that it lets itself down
32:47By not addressing the fundamental issue
32:49The ad needs to talk about the problem
32:51And it needs to actually empower blokes to actually solve the problem
32:55Men like to solve problems
32:56That's actually one of the things that we're almost born to do
32:59Let's go and solve that problem
33:00The other thing, I think there's appeal
33:02In knowing that there might be five children out there
33:04So turn that into something which is positive
33:06Ooh, I don't know about that part
33:09I was kind of with you up until the celebrating multi-children
33:12No, no, because the reality is
33:14The reality is that there may well be five children
33:16That's where they cap it off, right?
33:18You're not allowed to have more than five
33:19So don't shy away from the reality
33:21So if you fancy the idea
33:23There may be a lot of people that fancy the idea
33:26Of actually being, you know, actually having a child
33:28That might, that may come and connect with them
33:31But maybe not
33:32I think that's part of just being honest
33:34And the advertising, be honest about the problem
33:35It is a serious problem
33:36There's a major shortage, be honest about it
33:38And be honest about what the outcome might be
33:40There might be five people out there
33:41Little Will Andersons running around
33:43Great!
33:47I'll give them Adam Hills' address
33:48Yeah
33:50But appeal to men's ego is what I'm trying to say
33:52Appeal to their ego
33:53Appeal to them wanting to solve a problem
33:54And appeal to them thinking
33:56There might be five of them out there running around
33:58That they've had nothing to do with
33:59Perfect
34:00Yeah, I agree with
34:01I think it's not doing the job of talking to the impact
34:04That they could make
34:05Or to motivate them necessarily
34:07And actually when you look at that ad
34:09You have to watch it a couple of times
34:10To really understand what's happening
34:11Like at first, I mean
34:12He starts shouting at the guy's arse
34:14And then it seems like he's just shouting at people's dicks
34:17Like, I feel like they could have kept the humour in there
34:20And still made it very, very clear
34:21It was about sperm donation
34:22You could talk about not wasting your swimmers
34:24Like, there's so many ways to keep that in there
34:27Yeah, but the loud hailer
34:28Should actually be articulating the problem
34:30Are we still yelling at their balls?
34:32Yeah
34:33Okay, so, but we're just yelling facts at their balls
34:35We're yelling facts at their balls
34:37Problems, problems
34:38And we need you to help us solve the problem
34:41Okay, so give me an example of what I'd be yelling at someone's balls
34:45Okay, so
34:48You would say
34:50Are you aware that there's a chronic shortage of spermatozoa in Australia?
34:54Are you aware that there's not enough juice?
34:57I dumbed it down a bit for brevity
34:59And that there are couples and singles throughout Australia that are desperate for your jizz
35:03And there are couples and singles around Australia
35:06Now it sounds like it's a going out of business style
35:10Potentially, yeah
35:11We didn't get the rights to the Bluey merchandise
35:13But we've got this new product from Gruen
35:17It's Gooey by Gruy
35:20Would you like a little mini Russell or Todd?
35:23There might be five
35:24Now you can
35:25There might be five little
35:26Limited edition, five only
35:29Only three Wills
35:30We've added in some Guy Montgomery
35:34Will, what about Australian families need your good genes?
35:38There you go
35:38Now I'm sleeping like a baby
35:41I've decided to help babies sleep like Will Andersons
35:44Now introducing the limited edition Yoko Player
35:49Celebrating the soothing sounds of Yoko Ono
35:54Yoko Player
35:55Forget screen time
35:56It's screen time
36:05Please thank our panel
36:06Russell, Karen, Emily and Todd
36:11We'll leave you with a preview of a new, true Yoto stories
36:16With a point of view that will generate revenue
36:19Is your kid bored of the regular Yoto stories?
36:22Introducing Yoto's first true crime podcast
36:25For kids
36:26They found his body scattered in pieces on the pavement
36:30The suspects, all the king's horses and all the king's men
36:34All the classics with a modern twist
36:36The caterpillar was hungry
36:38Hungry for blood
36:39Guaranteed to keep kids listening for hours
36:42But where is the green sheep?
36:45Mary had a little lamb, but did she have an alibi?
36:50Yoto true crime
36:51For the kids that will never sleep again
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