- 23 minutes ago
Gruen - Season 18 - Episode 03
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00:21Big news, an iconic song has been inducted into the National Film and Sound Archive.
00:27If you have trouble reading, that's something you can fix.
00:321-3-double-0-6-triple-5-0-6.
00:36Oh, congratulations, I just sent a card but I never learned how to write.
00:41But what about the jingles that were snubbed as the Vice President of the Itty Bitty Diddy Committee?
00:46It's my duty to celebrate other classics like this song from the famous pop star Seal.
00:52Oh, and your roof is getting lost between the liker and the moss.
00:56When your mortar isn't where it ought to be
00:59Then give it back, that old appeal
01:01With a visit from Roof Seal
01:031-300-36-7070
01:08Yeah, that doesn't rhyme.
01:11Here's a rhyme.
01:12If your mortar isn't where it ought to be,
01:15your phone number ought to end in number three.
01:18If instead your number ends in O, then your mortar isn't where it ought to go.
01:30If you don't understand that, here's a number you can call.
01:341-3-double-0-6-triple-5-0-6.
01:38And how do you overlook a fishing warehouse with this tasty hook?
01:42I'm coming up for you, Mr Fishy, and your buddy Mr Crab is next.
01:47Catchiest death threat ever.
01:51Roof Seal, don't you go, or you'll have to call triple O.
01:55What about the jingles that challenge expectations,
01:58like the tap doctor, who you would assume only does taps?
02:01The tap doctor does much more than just taps.
02:05Everything plumbing and everything gas.
02:09Technically, those are just different types of taps.
02:12But what about a hard rock jingle?
02:14That's right, I'm talking about a jingle selling hard rocks.
02:31Can everyone else see him?
02:34They say if you have too much crystal, he appears.
02:37And how do you have a Hall of Fame without the groutest song of all time?
02:48And put the new grout in.
02:51We'll fix your leaking shower.
02:53Make it brand new and sparkly.
02:56The grout guy, he's your man.
03:01Grout guy, the grout guy.
03:03That is easily the best grout song I've ever heard.
03:07Better than Twisting Grout, Who Let The Dogs Grout,
03:11and What A Grout Me.
03:14Oh, you know who they should get as their spokesperson?
03:17Grout Grout.
03:19And if you think that ad is good, wait until you hear it live.
03:22In fact, sing it, Jingle Choir.
03:24He'll take the old grout out
03:27And put the new grout in
03:30He'll fix your leaking shower
03:33Make it brand new and sparkly
03:36The grout guy, he's your man
03:41Grout guy, the grout guy, the grout guy, the grout guy
03:53Thank you very much, dear man, the grout guy, the grout guy, the grout guy, the grout guy, the grout
04:00guy, the grout guy.
04:01Has that been a dream about for on the looked at his robe?
04:18They took them off the cars, but I've still got mine.
04:24Now BYD has a new AD.
04:27Sorry, a new ad.
04:45Hey, BYD, close boot.
04:48What's so smooth?
04:50Hey.
04:52They can't do it.
04:53BYD C-Line 6.
04:54Suddenly, everything else feels old-fashioned.
04:58Ah, typical advertising, filled with horse shit.
05:04And BYD cannot make anything a marketing opportunity.
05:08Remember when you guys sold out Stanley because it survived a fire?
05:12But better yet, this car survived a missile strike
05:15and all five passengers survived without critical injuries.
05:19Ooh.
05:19Like to see you try that with a horse.
05:27By caviar, you're dead.
05:29Oh.
05:33Oh.
05:34Pam, have they put the car before the horse?
05:36What a daggy ad.
05:39I just like...
05:40The horse and cart is not helping matters.
05:43For me, it's just so literal.
05:47You know, this idea of, what is it?
05:49Everything else feels old-fashioned and then whack up a horse and cart.
05:53It's like, hello, Captain Obvious.
05:55I found it a little bit painful to watch, actually.
05:58And the reason it troubles me for a brand like BYD is the product is built around innovation.
06:05So, it's got peak tech for a phenomenal price.
06:08That's why it's cracked the market.
06:10You know, it's 640% sales increase.
06:13It's in the top ten within five years.
06:15That's wildly successful.
06:17So, for me, I would really lean into the strength
06:20because any car next to a horse and cart is gonna feel, like, high-tech.
06:27So, I feel like this ad really underplays their strength
06:30and then overshadows it with this really kind of, like, daggy, tired execution.
06:35I actually didn't mind it.
06:37I feel like it's trying to appeal to a more mainstream market and take on Toyota.
06:41And I think it's really interesting when you think about EVs and hybrids.
06:44They're part of this kind of world of being a bit more tech-forward,
06:48a bit more progressive, a bit more futuristic.
06:50But I think it's not altogether appealing either.
06:53Kind of how we envisage the future.
06:55And sort of way back when we had this sort of Jetson-esque utopia
06:58really play for more recently.
06:59The way people are seeing the future is this sort of Wade Runner-esque
07:03dystopia.
07:03Hoverboards aren't the threat to humanity the way the current crop of tech bros are.
07:08And I think what they do in a really interesting way
07:10is just make...disable that threat response to anything about the future.
07:15They place it in the here and now, firmly in today,
07:19juxtaposing it from a very far off yesterday.
07:21I thought it was alright.
07:22I actually thought there were some nice comedy moments.
07:24I understand what they're doing.
07:26They're saying petrol cars are like DVDs in a Netflix world.
07:29I get it.
07:29I just think it's the wrong strategy.
07:31I think their major issue is a perception one.
07:34Basically, made in China, which is code word, or has been in the past,
07:37for cheap and mass manufacturing.
07:41And that's okay for toys, not great for cars.
07:43And we've been making fun of them.
07:45I mean, we've been in the West have been, you know, making fun of criticizing
07:49made in China on phones, iPhones, made in China.
07:52And that's changing.
07:54I think the perception around China and quality is changing.
07:57And the major thing that they have over Tesla is price.
08:02So those cars are packed full of technology.
08:04So it's 80% of a Tesla at 40% of the price.
08:07And that, I think, is an interesting thing for them to attack.
08:10Because Tesla is sort of...when they started out,
08:13EV marketing was about the environment.
08:14And now EV marketing is about technology and for everyone.
08:18They don't...it's moved from this sort of morality to desire.
08:22And I think the best ambassador that BYD has is Elon Musk.
08:26Because...because Elon Musk makes driving Teslas embarrassing,
08:30which is pushing people towards these other alternatives.
08:34Yeah, the issue is...
08:35The issue with this advertising is it's just not good enough.
08:38So...so BYD are flooding the world
08:41with incredible quality product at an amazing price.
08:45So, in a way, they don't actually have to do great advertising.
08:48The issue, of course, is us in advertising,
08:50we just want them to do better advertising, right?
08:53Because the BYD brand needs to be loved.
08:55That's the opportunity they have, right?
08:57So, not just flood the market with great Chinese product at a good price,
09:01actually also flood the market with really good advertising, Will, right?
09:04But...
09:04That's their opportunity.
09:06Yeah, but really good advertising
09:07because it will build that emotional connection.
09:09So, right now, it is actually a super rational purchase
09:12because of the fact that it is a phenomenal buy, right?
09:16So, I know two people recently that have bought BYDs.
09:19They're not excited or proud of the fact.
09:22It's a super rational purchase.
09:23I think that advertising is an opportunity to build that emotional appeal.
09:28For me, it's like go Shanghai chic.
09:30Like, the reality is we know we've got reservations around Chinese product,
09:34particularly when all the data might go back to the creepy Chinese government.
09:37But people have let that go, yeah?
09:39So, there's like...
09:39They let it go because they're getting a deal.
09:41Yeah, exactly.
09:42Funny that.
09:42But, so, my point is like make me love that brand.
09:45Hey, remember...
09:47doing this.
09:51Now it costs money.
10:22Oh, can't wait to keep my face cool while the rest of my body bursts into flames.
10:31BYD, bro, you're dehydrated.
10:36The Dyson Hush Jet Mini Cool is easy to say
10:40and looks like a June-themed fleshlight and retires for $169,
10:46but it doesn't seem necessary.
10:49This is like the most necessary thing.
10:53Oh, okay.
10:54Okay.
10:54So, the fan is quiet, but its fans have one big question.
10:58What do you think it looks like?
11:02I'll answer that.
11:04DYB, Dyson, you made a butthole.
11:11Todd.
11:13Todd?
11:14Todd?
11:15Yes.
11:17Todd?
11:17Yes.
11:18This is my question to you.
11:19Okay.
11:20Will we blow ourselves?
11:21Oh...
11:24Dyson is a fantastic company.
11:26Like, they've spent so much time repositioning themselves
11:29away from being an appliance company
11:31into being this sort of Apple-style, you know, tech brand.
11:34And they've done it brilliantly.
11:36Like, they're not trying to be mass-market.
11:38They're trying to take categories that should be cheap
11:40and make them expensive.
11:42Like, Apple's done with phones, or Stanley's done with drink bottles,
11:45or Avion's done with water.
11:46Now, they've done it with air.
11:48But this product, this product, it's like, oh, God.
11:52I think it looks like a dildo with air-conditioning.
11:56And the weird part is I think people will like it.
12:00And the fact that...
12:03I mean, definitely keep doing that.
12:07I reckon our social clip will be the biggest one ever
12:10if you just keep doing this.
12:13The fact that it's portable is important for them
12:15because they want their products to be in public
12:18so people can see them, right?
12:19So, you don't walk around with your vacuum cleaner.
12:21Although, they do now try to position their vacuum cleaners
12:24as part of the household where it's not in the cupboard, so out.
12:26This is another extension of this brand visibility,
12:29which is you have it with you.
12:31And if you have it with you, then you have it on your counter,
12:33you're carrying it around,
12:34and it's a sort of brand extension for this sort of silly luxury.
12:38And people are willing to pay for it.
12:39Dyson has done this really, really well.
12:42Not the sad, but they've done this really, really well.
12:45They are just going to sell millions of these things.
12:48I can hardly wait to get to the south of France
12:50and have one right in my face.
12:51I just think...
12:54Always rely on you for some good, relatable content.
13:00I assumed your boy would do that for you.
13:04You know, the advertising is just nothing.
13:08It's just, you know, it's sort of Euro trash advertising.
13:11There's nothing good about it at all.
13:12Even that stupid graphic I like, right?
13:14Because it's just making me...
13:16I'm attracted to the product.
13:18Because we've all had that feeling.
13:19We've all had that sensation when we're, you know, in that...
13:21In particular, obviously, it's coming up to the European summer.
13:24That's why they're launching it now.
13:25I just...
13:26They're going to sell twice as many of these
13:28as they've sold with their hair dryers.
13:29Do you not see the dildo?
13:30Yeah.
13:31I don't...
13:32What do you mean, do I not see the dildo?
13:34I mean, if you...
13:35Of course.
13:40The funny thing is, when I first saw this,
13:42I thought I was the only one seeing it,
13:43so I'm glad I'm not the only one.
13:46This is interesting,
13:47because it does come straight out of the Dyson playbook, right?
13:50It might have just needed another round of consumer research, I think.
13:55They're in the habit of sort of really reimagining the design codes
13:58of the categories in which they innovate.
14:00I think the whole wearable tech thing is interesting, but maybe it's a leap too far.
14:05Because, you know, I think as we've all established, when you look at this thing,
14:10you're sort of still working out what kind of a personal device it is.
14:13This, for me, is a little bit, just because you can doesn't mean you should.
14:18So the fact that they are phenomenal at pushing the kind of design on different categories is their strength.
14:26This, when I see this example, I'm like, this feels like it wasn't necessary.
14:31Because who is it for?
14:33I mean, obviously, yes, that ad is horrible, but who would be the demo for this category?
14:38Yeah.
14:39And maybe this is more my realm, but it's like perimenopausal women who are complaining about hot flash.
14:45The only other time I have seen someone in real life turn up with a fan has been in a,
14:51you know,
14:51like an overcrowded, hot sporting stadium scoring their kids' sports.
14:56And she busted, not that, but an electric fan out.
14:59And I remember thinking, that's actually a smart move.
15:02But I cannot imagine, what are they, 20-somethings?
15:05Yeah, I think that's who they're marketing to.
15:08They're marketing it kind of with this iPhone cool to young people who don't want to look shiny on camera
15:13Instagram.
15:14And so this can keep, that's why they're showing the heat map, right?
15:16So their faces will be cool, their makeup will change, they can do whatever they need to do.
15:21I mean, it's total bullshit, but it will sell.
15:23I agree that it's trying to sort of get to a younger demographic.
15:26I think with Dyson, it's sort of always been a little bit austere, sci-fi.
15:31It's like $800,000 price point.
15:33So it's kind of trying to make it a little bit more accessible.
15:36And even with the tone, you know, as much as it's been sort of,
15:39it takes itself really seriously and you can see with the tone of it,
15:42it's trying to sort of lighten up and loosen up.
15:44But when you put it all together, it still feels really stiff for me.
15:47Like, you know, yeah.
15:49That wasn't deliberate.
15:51But I saw the look on your face.
15:53I realised what I just did then.
15:55And it just doesn't...
15:56They kind of don't pull it off in their...
16:00LAUGHTER
16:02Once it's in your head!
16:05It feels so hard.
16:06It feels so hard.
16:07For Dyson.
16:10I just can't say any of the things I want to say.
16:13LAUGHTER
16:14Are you looking for a pet that will grow to resent you?
16:17Then you've got to have a baby.
16:19But...
16:21What do you feed babies?
16:23When you've run out of grout, try this.
16:25As a busy momma of two, I was so excited when I discovered Juka.
16:29They offer a range of small-batch, nutrient-rich meals
16:32packed with healthy fats and ethically-sourced proteins.
16:35Juka is bougie baby food with 12-hour beef broth,
16:39wild-caught salmon and a whisper of chickpea flour.
16:44LAUGHTER
16:48All delicately prepared by a Michelin chef
16:51before being chucked in a blender.
16:53While the Juka website is full of fashionable mums,
16:57even more discerning babies and BYDs,
17:00big yuppie dads.
17:02LAUGHTER
17:03Oh, that's how I met Russell.
17:06LAUGHTER
17:10But who would buy that?
17:12We would, of course.
17:13Of course we would.
17:14That's what we did.
17:15So I'm going to try it.
17:16Yeah, do it.
17:16There's only one that's vegetarian, but...
17:18You can have a cold, it's fine.
17:20Apparently it's quite nice.
17:23Great.
17:24Any good?
17:26Oh.
17:28LAUGHTER
17:33I am a good boy.
17:35LAUGHTER
17:40Still prefer being breastfed.
17:44LAUGHTER
17:46Because then are parents really suckers?
17:49I reckon there might be a certain cohort that are,
17:52like, it's those cashed-up mum-fluencers,
17:54that, you know, buy designer sneakers
17:56that their kids only wear for a month.
17:58I think that's who they're really sort of aiming for.
18:00They talk about these sort of food-forward parents,
18:03and this is all sort of born
18:04of this sort of optimisation trend and mindset
18:06where it's not just fuel, it's vital.
18:09It's about opening up this world
18:11so that you're not doomed to a lifetime
18:13of chicken nuggies and chips, which none of us want.
18:16So whilst it might solve one problem
18:18about sort of opening up their palette,
18:19I think it sort of opens up a whole new world of problems.
18:22I think, you know, one of the main questions
18:24I was asking myself when I was raising my little ears was,
18:27you know, how do I keep this thing alive?
18:28But now I'm asking myself a question of, like,
18:31you know, what do I do when they grow out of these pouches?
18:34Like, are they going to be throwing my chicken schnitzel
18:37in my face in disgust?
18:39What happens to Taco Tuesday night?
18:41Are we actually raising a generation
18:43of sort of tiny gastronomical dictators?
18:47LAUGHTER
18:49Obviously it's got...
18:50Clearly it's got nothing to do with the baby.
18:53This brand, the packaging, the name, the price point.
18:56In the end, this is all about, let's just call it, poses.
19:00It's the Instagram generation.
19:02It's people that see their baby as a fashion item
19:05and they do all they can in order to position themselves,
19:08their child and every single bit of paraphernalia
19:10they have around them, including what the baby eats,
19:13in order to position themselves.
19:15So, at a commercial level, you can see that it's genius
19:19because I'm guessing there is enough of those people to make money.
19:22And then when you look at the price point,
19:24you know, $6.50 for a vegetarian pouch.
19:27So you're not just buying that once.
19:29Maybe you're giving them $6.50 for breakfast, lunch and tea.
19:32So that's, you know, let's call that $20.
19:34We're going to multiply that by $7, $140.
19:36It's getting up there.
19:37So, in a way, it's also commentary on,
19:40let's call it the bifurcation of society.
19:42That's going on as well, right?
19:44There's a lot of people who are struggling with, you know,
19:47making ends meet.
19:47That's clearly true.
19:48But there is also a considerable number,
19:50let's call it, you know, east of the, uh,
19:54east of the goat's cheese line, we might call it.
19:57Who...
19:58You know the goat's cheese line?
20:00No.
20:00The goat's cheese line.
20:01Yeah, yeah, there's the goat's cheese line.
20:03So if you just imagine the map of Sydney, there's...
20:05I'm imagining.
20:06Yeah, so there's a goat's cheese line
20:08where everything west of that line doesn't have goat's cheese, right?
20:11And so...
20:15What?
20:16The other way you can put it is the red rooster line.
20:18Everything east of the red rooster, no one eats red rooster, right?
20:21It's the same, there's...
20:22No, go on.
20:23Inside the goat's cheese line, they go and enjoy this product.
20:26I enjoyed whatever just happened.
20:29I think, on some level, they're not selling baby food,
20:32they're selling, I'm a better parent than you.
20:34And, uh, I think...
20:36Because we have a bias towards premium things.
20:38We believe they're better quality, we believe they're better for you,
20:40they believe they symbolize something about us.
20:43Think Bugaboo.
20:44Instead of buying a $30 stroller, we buy a $3,000 stroller.
20:48I mean, that shouldn't... that shouldn't exist.
20:50And there are parallels between...
20:51I know you joked about it, Will, but there are parallels between
20:53baby food and dog food.
20:55I think this sort of...
20:56This idea that we fear we're not doing enough for our pets,
20:59or we're not doing enough for our baby,
21:01and we're willing to pay almost anything for that out of guilt.
21:03Like, does someone else have something better than us
21:05that we could be giving to our kids for our kids to get ahead?
21:07It's sad, but I think that will work.
21:09Yeah, I think...
21:11Look, they have taken that sort of premiumisation trend
21:13right to the hill, right?
21:15To the most extreme.
21:16And there is something in that they have sort of reframed
21:19convenience as care.
21:21They've wiped away the guilt.
21:22You're not lazy.
21:23You just want better than what you can actually make.
21:25And that all sort of comes together in that 12-hour broth.
21:2810 hours is enough, by the way.
21:2912 hours.
21:30You might get that peak broth.
21:31And I think that there's some...
21:3320 minutes in the microwave, mate.
21:35Get that...
21:35Ding.
21:36Get that broth done.
21:38But basically what they're saying is,
21:39look, you couldn't possibly do that,
21:41and we don't expect you to do that.
21:42Leave it to us.
21:43The funny thing is, you know, your kid could not give a shit.
21:46They would eat the packaging if they had the chance.
21:50So it's really...
21:51It's an interesting sort of model.
21:52I think it's stuff like this that makes people hate advertising.
21:56Hint of...
21:57What was it?
21:57Whisper of chickpea.
21:58What is food-forward parenting?
22:00This one is a combination, it says, of goat cheese and red rooster.
22:05LAUGHTER
22:10By the way, we noticed something in the Juca logo.
22:12A Morse code SOS.
22:17BYD, baby, you're distressed.
22:20Well, we thought we'd create our own pouches for Aussie mums.
22:23Are you a mum on the go struggling to feed yourself?
22:27Introducing Guruka.
22:28While your baby eats the finest artisan ingredients,
22:31you get to eat whatever's left over.
22:34Try all our flavours.
22:36Cold chicken nuggets,
22:37half-chewed soggy sandwich,
22:39and porridge.
22:41Gruul?
22:41What is that?
22:43Oh, God.
22:44Liquid chicken.
22:45Each pouch comes with billions of bad bacteria
22:48from your toddler's disgusting hands.
22:50One day, you'll eat again.
22:52For now, there's Gruulka.
22:55APPLAUSE
23:01This week, we decided to achieve world peace.
23:04How?
23:06BYD.
23:06Bombs.
23:07Yeah, dude.
23:08LAUGHTER
23:09So we asked our agencies to convince us
23:12that every country should have a nuke.
23:13Here's the first pitch.
23:15Given mutually assured destruction,
23:17if everyone has a nuke,
23:19then everyone's going to be too scared to use them.
23:21Which made us think,
23:23what happens when you don't use something for a while?
23:27Sir, we've lost the nuke, sir.
23:29You've lost the...
23:31The nuke, sir.
23:32We can't find it.
23:36Ooh.
23:37I forgot we had one.
23:42Where'd you last see it?
23:43I haven't, sir.
23:44You haven't what?
23:45Seen it.
23:45Seen the nuke?
23:46Yes, sir.
23:49I didn't know we had one.
23:59LAUGHTER
24:10Well, you've convinced me. Here's our next pitch.
24:12We realise no two countries with nukes have been to war with each other.
24:16So, if we want world peace,
24:17perhaps nukes are the best way to bring us all together.
24:20I want to radiate equality
24:23And end all the hostility
24:25Hateful comments and brutality
24:27Can we finally find our humanity?
24:29To radiate equality against destructive foreign policies
24:34When might equals right
24:36We need equal rights to might
24:39Give everyone a nuke, let it be
24:41So I'll fear you and you'll fear me
24:44We'll radiate equality
24:46When we see more new clearly
24:48Finally we will all see
24:51You and me are just a we
24:53Our humanity will be shining
24:56Cause mushroom clouds have silver linings
25:03Thanks
25:04With arms around the world we can radiate equality
25:07The Jane Reaction starts with you.
25:09Sign the pledge today.
25:10Wow.
25:13You've convinced me.
25:15But what will our panel think?
25:17Todd, you first. Which did you prefer?
25:19I really enjoyed both of them actually.
25:21It's a hard pick this time
25:22But I'm going to go with two.
25:24Okay, Christina, what about you?
25:26Yeah, I really like both of them too
25:27And because he picked two
25:28I'm going to go one.
25:29Okay, love it.
25:30Love it.
25:31Love the decision being made on that.
25:32Likewise.
25:32What about you?
25:33No, I loved both.
25:35I think mushroom clouds having silver linings
25:38Nearly got me over the line
25:39But it was the performances in number one.
25:41I loved the dollar.
25:42Alright, Russell, what did you think?
25:43Number two.
25:44Okay, a tie.
25:45That's good.
25:46Good result, I think.
25:47Congratulations to Moonsale and Paper Moose.
25:49We'll have your trophy arrive like this.
25:58While other members of this panel would happily
26:01Stomp a puppy to death on sight
26:05I am an animal lover
26:07Which is why this ad really surprised me.
26:11Hey, Arlo.
26:14No, hello.
26:18What do I have here?
26:21What do I have?
26:22What do I have?
26:22That's your favourite.
26:37Authorised by the State Government, Perth.
26:40Oh.
26:41B-Y-D.
26:43Buddy, you dead.
26:46I don't know.
26:48Yeah.
26:48That's divided our audience.
26:52Gotta love a dog that can psychically sense car accidents.
26:56Can't wait for the ABC series Murder Dogs.
27:00Or Poor Anointed D.O.G.
27:03Or Murder He Sniffed.
27:06Or Hell.
27:07Or Murder He Sniffed.
27:07NYPD Bluey.
27:11Russell, will this work?
27:14It will work a bit, I think.
27:16It's one of those ones where there's a trope there
27:19whereby you create a scenario
27:21and then you create fear off the back of
27:23you know, oh my goodness me, that could happen to me.
27:25So we do know that accidents do happen close to home,
27:28so maybe that you're thinking of home.
27:29That's where 50% of accidents happen.
27:32They've created a piece of advertising which is,
27:35it sort of follows the rule book.
27:37It just doesn't quite make you scared enough.
27:39And in the end, in this sector,
27:42doing advertising to get behaviour change with road,
27:45you've got to really scare people.
27:47That's been proven to be the case.
27:50I think we built an economy on divided attention
27:54and then we expect people to be monks when they get in cars.
27:57I think the problem with this ad for me
28:00is I'm not certain what it's doing,
28:02like what it's addressing.
28:03Is it addressing distraction from phone
28:06or is it distraction or daydreaming?
28:08Or is it daydreaming?
28:09Now, both are a problem,
28:11but the bigger one is the distraction from the phone.
28:14And I think this confuses that
28:15because we do know that when your phone's in the car,
28:18you are four times more likely to get in an accident.
28:20We also know that even playing with your phone
28:23or it lighting up or you being involved with it in any way
28:25brings your brain down to drink driving levels.
28:27That's a major, major problem.
28:29And that's kind of lost for me in this.
28:32With the dog, and I, as a dog lover,
28:34I feel really bad about the dog, but I'm not left,
28:36I'm left with an awareness that maybe daydreaming in the car is bad,
28:42but awareness is not behavioural change.
28:43I feel sad for the dog, but I'm not left going,
28:46OK, I'm going to change my behaviour.
28:47I agree that, you know,
28:49we've got to sort of think about what the role of communications is
28:52in terms of the broader suite of measures that you might do
28:55to elicit that sort of behaviour change,
28:57particularly in the face of the fact that we have this incredible
29:00sort of overconfidence and optimism bias.
29:0374% of us will always think it's the other driver, it's not us.
29:06And I would agree that it's not just,
29:08that you need some hard-hitting facts here.
29:10You know, you're 10 times a lot more likely to have an accident.
29:14To regain focus takes 30 seconds.
29:17That's how long your mind is not on the run when you get distracted.
29:21There is a formula when it comes to road safety ads,
29:24and this starts off when you think, is this a dog food ad?
29:26And I think that's the first moment where you opt in.
29:29We know that when people sense that it's a road safety ad,
29:32they can almost predict its trajectory and they'll tune out.
29:36And I think that's interesting because they avoid all those tropes, right?
29:39Like, they're not accusing him of any sort of reckless behaviour.
29:42It is like this really small momentary lapse,
29:45and it's hard to self-exempt from that
29:47because it's something that we've all done,
29:48where we've just had that cognitive drift.
29:50So I think there's some things that they're doing that are right in this,
29:54I just don't think they quite hit the mark.
29:56Last week we spoke about ice cream.
29:58Hot ice cream.
30:01Yes, hot ice cream.
30:02This week we're talking about sad ice cream.
30:05Yogurt.
30:06Most yogurts are sold in juca pouches and push protein for big babies.
30:11One brand is selling a culture change.
30:43I did love this touching scene
30:45where the sheep was reunited with his mum.
30:51Cam, will we buy Slogut?
30:54I reckon some of us will.
30:56So those people not looking for that healthy hit of protein,
31:00I think will really get on board,
31:02like, the wholesome country feels of this campaign.
31:06So from that beautiful wide establishing shot that it opens on,
31:11and then you've got Hot Farmer, background creaking gate.
31:14He's got the harjacker car keys on,
31:17properly beaten up ute, and a bloody blue healer.
31:21This is like Australiana Corps.
31:23But I think what they do, so they ground you there
31:25and you're, like, you know, in love with Aussie country,
31:29but then it's juxtaposed against that banging track
31:33and the kind of crazy sheep antics.
31:35And I think overall what that does
31:37is actually just build a really gorgeous personality
31:40for the Gippsland dairy
31:41and makes that kind of, like, old-school, charming associations.
31:46What I do like about this is the distinctiveness of it.
31:49Like, I just like how they change the pace.
31:52Like, when you think of yoghurt advertising normally,
31:54it's either wellness, so it's...
31:55I don't know, it's, like, wellness retreats,
31:57mums next to berries, you know, doing yoga,
32:00or it's functional, you know?
32:02It's, like, protein and probiotics.
32:03And this is Judas Priest and crazy sheep.
32:07Like, I like that it's distinct
32:09and I like that they tried something different.
32:10Is it going to work?
32:11Will it work?
32:12You know, when I watched it,
32:13I wasn't certain if I wanted yoghurt
32:14or I moved to New Zealand.
32:18I just can't see how this works.
32:19OK, why?
32:20I mean, all advertising works.
32:23All advertising does work.
32:24So it's just...
32:25It's about how much.
32:26It's just not going to work very much for them.
32:28And I want it to work for them
32:29because they put in such a huge effort, you know,
32:33to actually make this piece of advertising.
32:35It's going to be a few days.
32:37Yeah.
32:37And this is Gippsland yoghurt, right?
32:39And I don't even really get to see
32:41what I'm supposed to be buying.
32:42And they're trying to actually promote a usage occasion.
32:45That in itself is weird, right?
32:46So chocolate's a usage occasion.
32:48So you're trying to find a...
32:49You're trying to carve out a whole new reason
32:51to eat this particular yoghurt.
32:54And, yes, I think sheep is confusing.
32:56Hang on, is this a sheep yoghurt?
32:59You know, and it's not.
33:00So I want them...
33:02I want...
33:04I want to do it for them.
33:05I really do.
33:06It's like...
33:07It's like...
33:08It feels to be a bit of a theme that's emerging.
33:11I know, it's like...
33:12OK, so think about the...
33:13OK, let's think about the outdoor route.
33:14I'm sure I close my eyes.
33:16Close your eyes.
33:17Think about the outdoor route.
33:18I'm going to give you two choices.
33:19You're in charge of Gippsland yoghurt
33:21and you're spending all the money.
33:22So it's your money
33:22and you've got two choices.
33:24There's a poster there.
33:25There's a bloke on the back of a ute
33:27and he's got a tub of yoghurt
33:28and he's eating and there's some sheep
33:30and there's a dog there
33:30and it just...
33:31In the bottom left-hand corner
33:32it's got Gippsland yoghurt.
33:33Right?
33:33That's one...
33:34That's one option.
33:35You've got another option.
33:36It is billboard.
33:37It's outdoor.
33:38Yeah.
33:38You have a massive picture of Gippsland yoghurt.
33:43That's the pack.
33:44That's the pack that we want you to buy
33:46and it says something really obvious
33:48like from Gippsland to you.
33:50On a billboard I think you could just have
33:52old mate in the ute dairy farm.
33:55Like you don't need to see the sheep.
33:57Yeah?
33:57This ad is building feels over long term.
34:01Right?
34:01Like it's not meant to shift units of those tubs.
34:04There is an audience that I think buys into
34:07that it's like that full fat white bread,
34:10you know, lots of butter,
34:12wanting to eat and live with that kind of country style appeal.
34:18No, that's my dad.
34:20He eats that yoghurt by the time.
34:22I think the brand positioning is slow...
34:24I think we were joking about it calling it slow-goop,
34:26but I think their overarching positioning
34:28is about slowing down
34:29and yoghurt is a good product to slow down with.
34:31Just a reminder, stick around after Gruen
34:33for a glimpse of a new show that's coming to the ABC.
34:36It's the perfect program to watch while driving.
34:38He's a grizzled dogtective
34:40with a bowl full of bourbon and a canine millimetre.
34:44He's haunted by premonitions of the future.
34:46He knows exactly how and when his owner's life will end
34:50and how to stop it.
34:52But he can't stop it, cos he's a dog.
34:55He's just a dog.
34:56He can't even text.
34:58Murder dog.
34:59Solving crimes is rough.
35:02And the brand-new follow-up series, Murder Puppies.
35:10We thank our panel, Russell, Kamei, Christina and Todd.
35:19To see us out, please welcome back the Gruen Choir
35:22to lead us in tribute to the grousest guy we know.
35:27He'll call the good ads grouse.
35:31He'll also call the crap ads grouse.
35:34He loves advertising a lot,
35:37almost as much as he loves Todd,
35:40the grouse guy.
35:42He loves ads.
35:44The grouse guy.
35:45The grouse guy.
35:48The grouse guy.
35:51The grouse guy.
35:52Medal'settiooky and gebrachtρίicable run by sleight sleigh unnecessary line.
35:54Ready?
35:54Bye-bye.
35:55Hello-bye.
35:55Hello-bye.
35:56Let's go.
35:57Welcome to the grouse saya.
35:59Bye-bye.
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