- 4 hours ago
Gruen - Season 18 Episode 6
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00:17G'day, I'm Will Anderson. Welcome to Gruen. Let's begin tonight with the true victims
00:22of the housing crisis. Real estate agents' music, please. Right now, all around Australia,
00:28desperate real estate agents are being priced out of normal advertising, end music, play ad.
00:34234 Station Street in Fairfield, sir. Let's make a subtle entrance.
00:45That's unbelievable. A real estate agent in a suit that fits.
00:51But that house has a skylight now, so I'll buy it. Next agent.
00:58Welcome to your new home.
01:00Oh, why don't you have any pants on? I can see your spacious entryway.
01:05All right. Sold. The house and you.
01:08Buying houses on TV. This must be how Husey feels.
01:13But now I want an agent who can push my buttons.
01:16When I press this button, you're going to see what this home could look like once it's all done.
01:25Oh, you should see what happens when I press that button.
01:34You've convinced me. I'll buy the button. How about a house flushed with celebrities?
01:39This master retreat includes an ensuite and generous walk-in wardrobe.
01:44Richard.
01:45Yeah.
01:46We've talked about this.
01:47I know.
01:49Wow. It comes with a rake.
01:52Sold. But I do want to try my new button.
01:54Richard.
01:56Yeah.
01:58Rest in peace, David Wenham.
02:01But there's one agent who has turned the housing crisis into an identity crisis.
02:06He's a cowboy.
02:07Well, howdy, boys.
02:08Do you want the great Australian dream?
02:10Well, this is Free Frost Road here in Currubon.
02:13Let's go put on a show.
02:16Oh, classic agent. Always rounding up.
02:20He's got problems like Maria.
02:23The hills are alive with endless opportunity.
02:29Wow. Can't wait for the Nazis to show up.
02:32And he knows how to make an entrance.
02:35Hello, darlings. Welcome to the leading lady estate where she loves a long driveway and a dramatic entrance.
02:40You know what they say? The longer the driveway, the louder the applause.
02:44No one has ever said that.
02:47But I'll buy it.
02:48Not the house. I want...
02:52The feathers.
02:56Time to welcome our panel.
03:11Let's kick off with an ad that's not too hot, not too cold, but is just...bearable.
03:18On the banks of an Alaskan river, a mother bear teaches her cub to hunt.
03:24But for only the finest salmon.
03:28Is this the one the mother asks to inspect the catch?
03:44It's what John West rejects that makes John West the best.
03:48John West is a prick.
03:51Thankfully, three seconds later, this happened.
03:59If anyone worried, Mama Bear did survive, which means that suit was made out of Papa Bear.
04:04But I think the cutest bear selling John West is this one.
04:08At IGA, great value is easy to find.
04:11Like John West tuna 95 gram varieties.
04:13Oh, you do not want to see that bear unzipped.
04:17But I'm as shocked as a baby bear.
04:19I think I like an ad.
04:21Russell, is this how you feel all the time?
04:24Yeah.
04:25I do enjoy this ad very much.
04:27But what I enjoy the most is the fact that that end line's been...
04:30Well, it's actually been going for six decades.
04:32Written in Britain.
04:33You know, at the height of great advertising copywriting.
04:37And it's very unusual to have a line last that long.
04:39So, you know, you've got Avis, we try harder, L'Oreal, because I'm worth it.
04:44You've also got, of course, in the Australian context, Vegemite.
04:47We're happy little Vegemites.
04:48But it's really, really rare to have an advertising line as powerful as that to the standard test of time.
04:55And, of course, all you've got to do really, if you're really smart, is just every now and then just
04:59reignite it with a great piece of advertising.
05:01And it's a bit like a nursery rhyme.
05:03It's just stuck.
05:03That line is stuck in all of our brains.
05:05Like, you know, Bar Bar Black Sheep.
05:07There it is.
05:08You know, the John West ad, that John West line.
05:10It is genius, really, if you can find a way to do that.
05:13Must have been fun for your kids as you sat them down at night and went, we're done with Bar
05:17Bar Black Sheep.
05:19Now here are the real classics.
05:22You buy it.
05:22There was a fish and it was rejected by John West.
05:26Exactly.
05:27What rhymes with polyunsaturated?
05:29Well, I think the reason why this line has lasted four, six decades and the reason that they're able to
05:34keep it fresh and alive is because they did transition it for something quite serious.
05:38Like, I can remember advertising from my childhood, which was about guys in fishing boats rejecting, you know, good-looking
05:45salmon, even though, you know, because it was for John West, to the bears where they had that karate chopping
05:49bear.
05:49I think that was the first level of humour that they really used in the ad of stealing the fish
05:54from the bear.
05:54And now this cute, gorgeous baby bear, and who doesn't love a baby animal?
05:59Like, I think the reason why you just get drawn into this immediately is that even though this is computer
06:04-generated, there's a relationship between the baby and the mother and it's just incredibly sweet.
06:08You want to be a part of that story.
06:10Yeah, absolutely agree.
06:12And I love the surprise in the storyline.
06:14The rug pull is genuinely funny.
06:17Like, I am happy to admit that I laughed a lot at it, and it's really powerful as an emotion.
06:23So surprise, when it's paired with joy, can amplify that emotion by 400%.
06:28So when you have a payoff that's joyful after a surprise, your brain actually, basically, it's like super glue for
06:34your memory, and you remember that much more than a rational message.
06:37I love the ad, but it plays no factor in my choice of which tuna to buy.
06:45Like, I don't, I'm not at the counter, and look, I obviously know that sometimes this stuff works unconsciously, so
06:50you just, it's a brand recognition, you like it, therefore, when you're at the counter, you kind of go, oh,
06:55I like it, therefore, I get it, sort of subconsciously.
06:57I don't do that.
06:58To me, it's somewhat of a parody category, and I look at price, and I kind of go, okay, well,
07:04that one, or I'll look at the combinations.
07:06I don't look at brand.
07:08So even though I love the ad, and I really do love the ad, it doesn't sway me down the
07:13funnel to actually choose them.
07:14Instead of someone else.
07:15You're lying.
07:16No!
07:17No, he doesn't!
07:20It's the Todd answers that Russell rejects.
07:31Everybody loves a prequel, and for fans of menopause, there's a new origin story that you've got to see.
07:36It's called Perimenopause.
07:39Which surprised me, because Perimenopause is actually my drag name.
07:48Perimenopause.
07:49Some say it's their Wonder Woman era.
07:51Like, I wonder, what did I come in here for?
07:55Well, you're trying to sleep, but you're rethinking every awkward moment you ever had.
08:00Then your body's on fire.
08:02No warning.
08:03Just spontaneous combustion.
08:06Wondering if this is Perimenopause?
08:07It usually starts in your 40s, but it can be earlier.
08:10For information and support, visit health.gov.au forward slash Perimenopause.
08:14Authorised by the Australian Government, Canberra.
08:16This is shock news, but I've got Perimenopause.
08:20A lot of that ad was relatable, particularly needing my font this large on my phone.
08:25Yes!
08:26But I was expecting to see this.
08:31Ah, McCain, you're going through the change.
08:37Carolyn, is this a hot flash of genius?
08:39You know what?
08:40I actually really love that the government's done a campaign for women like this.
08:44And I think that the way that they've produced this ad without making it too much of a diatribe
08:49about looking after women in this certain age or making it depressing or, you know, making
08:54it something that, you know, is a very serious issue, even though the issue is serious, it's
08:58not repulsive, so it doesn't turn people off.
09:01And this is a serious issue.
09:02Like, it's going through Perimenopause and then menopause can take nearly two decades of
09:07your life if you're very unlucky.
09:08Like, it is a long process and it's going to happen to 50% of the population sooner or later.
09:13So, being able to do it in a humorous way, and I think that the woman in the freezer
09:17is a great example of that, it's not a turn-off for people to be able to listen to the
09:21messages
09:21that are going on.
09:22And I do think that whilst this is aimed at women to help them, you know, really understand
09:27what they might want to talk to their healthcare professional or even employer about, it's
09:31also for the broader society at large saying this is something that women do go through
09:36and it is something that we should be able to talk about and be quite open in conversation
09:40with.
09:40So, I think it's actually a good first step.
09:42This is the first time I recall seeing any menopause advertising on telly and I'm here
09:46for it.
09:46I absolutely agree.
09:47This is normalisation, not catastrophisation.
09:51It's such an important topic because the media traditionally has trivialised what menopause
09:57is and there is so much misinformation and there is so much fake news out there around
10:03menopause which affects 50% of the population.
10:06There are more than 48 symptoms that women go through and suffer through, which a lot
10:12of the time are mental and physical, they're really disparate, they're really subjective.
10:16And I think the more that we get the awareness and the conversations around what are some
10:20of these symptoms, what are your experiences, destigmatising the taboo around this topic, the
10:26problem with marketing right now is they've jumped on this opportunity and it's called
10:31menopause washing and once you notice it once, you will start noticing it everywhere and it's
10:36honestly, it makes me really angry.
10:38You have brands basically pink washing their products, marking them up, vague menopause
10:45claims, no medical credibility behind what they're saying.
10:49It's unregulated and it's a super commercial space.
10:52This is everything from supplements, vitamins, teas, even chocolate being marketed to desperate
10:59women that need answers and resolve and it's not going to give them anything.
11:03So the government is standing up against that right now.
11:06They're driving a conversation around real symptoms, go see your GP and go to one of
11:11these specialised clinics, which is phase two, that the government is going to be injecting
11:15some of those funds into as well.
11:17So there is a lot of action behind just this awareness campaign.
11:20Thank God.
11:21The thing, of course, for us all to watch is whether they're going to spend the money
11:24that they need to spend on actually getting it out there.
11:27So they're saying 12 million over two years, 6 million a year, that is, Will.
11:31So 6 million a year.
11:34I mean, I do say to you before the show, dumb it down for me, but I didn't mean quite
11:38that
11:39far.
11:39Yeah.
11:39So 6 million a year, that's really not a lot.
11:42There's 2 million Australian women in their 40s.
11:45Is that actually going to actually communicate to, you know, all of them?
11:50Because they do, obviously everyone needs to see this advertising.
11:53The good news is I believe that they can get a lot of the media spent, you know, at 3
11:58o'clock
11:58in the morning.
11:59The good thing about 3 o'clock in the morning is it's really cheap.
12:01And people are up at 3 o'clock in the morning, you know.
12:03They can't sleep.
12:04They can't sleep.
12:05And so there's really, there's a lot, there's a really strong opportunity to hyper-target.
12:10Tactically.
12:11Tactically, you get your communication right according to the time and how you might be
12:13feeling at a particular time.
12:15I believe there's also a 3am hub whereby women are able to go and sort of learn more.
12:20So maybe 6 million is enough because you can really hyper-target at particular day parts
12:24and that might be an advantage for this campaign.
12:28I think every single woman in their 40s has had a conversation with another woman, at least
12:32one, if not a group of women, about menopause and menopausal symptoms.
12:37And I also think, I'm hoping what this ad is actually going to do is just normalise it
12:41more broadly.
12:41Like, I often say in meetings, if I just can't bring a name to mind or something, I
12:45call it my menopoment because literally, like, the frustration of not being able to remember
12:50things that were so easy and to hand previously is irritating as hell.
12:55And that's not a GP visit worthy, but it is something that other people in the room need
12:58to be aware of and understand.
13:00I'm not an idiot at this point.
13:02I'm just, my hormones are going a little bit nuts and I can't recall that name right
13:06now.
13:06Yeah, and if you're in a room with me and that happens, I'm probably just a bit high.
13:11Yeah, tonally it's important to make sure that this is not the end of your life, this
13:17is not doom and gloom.
13:18I love in traditional Chinese medicine, the word for menopause actually translates to second
13:25spring.
13:26And so for centuries they have this reframe around, it's not the end, it's not your
13:31decline, you know.
13:32It's this valuable second half of your existence that is just as valuable as the first and there's
13:40a lot to learn about that reframe.
13:42And right now in Australia, we just need to talk about it more.
13:45And it is an interesting use of humour.
13:48So instead of making a joke about perimenopause, which would have been horrible, they make a
13:55kind of insightful observation of what it's like to have it.
13:58So they can make you in the beginning smile a little bit because as soon as you say perimenopause,
14:02people are kind of going, oh, what's this going to be about?
14:05And the joke at the beginning eases the door open to allow you to kind of get into this
14:10and understand it.
14:10Because they very easily could have been a joke about perimenopause, a gag, and they didn't
14:17do that.
14:17So I thought they thread that line quite well.
14:20And I think the most important message in this ad is actually that everyone's going to
14:23experience it individually.
14:25So there is no one thing that you go through.
14:28Like the experience from woman to woman is going to be very unique.
14:31And I think that's only something that you learn through discovery normally.
14:34And you kind of think, well, my mother didn't do that or my sister didn't do that.
14:38Why is this happening to me?
14:39And I turned up to my doctor, and this is maybe too much information, but I've never had
14:44a hot sweat, but I have had absolute bouts of freezing hypothermia for no reason.
14:49They just come out of nowhere when it's not actually cold.
14:51And I'm just like, what the hell is this?
14:52And I ended up Googling it.
14:54My GP had never heard of it, but it's actually quite a common symptom as well.
14:57And so it's these things that you just have to advocate for what you're going through,
15:01and it's not going to be the same experience as the person next to you.
15:04And I now need a blankie to host this show.
15:16Every week I earn a few extra dollars by selling off Todd's Sweaty T-shirts to Australia's
15:22wealthiest perverts.
15:24Now one brand wants to make it even easier.
15:27Hi everyone, welcome to eBay Live.
15:31Look at the texture of this, it is an absolutely beautiful card.
15:36It's in pristine condition.
15:42Wow, an exciting new way to buy things.
15:44I'll call it shopping.
15:47eBay has also teamed up with Australia's favourite twins.
15:50Not B1 and B2, it's V1 and V2.
15:53Are you selling my stuff?
15:55No.
15:57I am.
15:59Two can play at that game.
16:02No.
16:03This is amazing.
16:04Two birds, one listing.
16:06At the end of the day, we love each other.
16:08Even if we don't love each other's stuff.
16:10But that's easy to sort out now that it's free to sell on eBay.
16:14Aw, great ad for Westpac.
16:18Veronica and her sister, the other one, held an eBay auction
16:22with priceless crap like this witch's mirror.
16:27Yeah.
16:28Before they looked in it, there was only one Veronica.
16:30And they over-promised like a real eBay seller.
16:34And if you look into it, it'll tell you your future.
16:36Ooh, who would buy that?
16:39Not us.
16:40I bought the jacket.
16:44Yeah.
16:45Now I'm the third Veronica.
16:48I'm the one you can touch.
16:54Todd, can the Veronicas make eBay last forever?
16:57I think this is a missed opportunity.
16:59I don't think the problem...
17:00eBay's in a tough spot with Depop and Facebook Marketplace.
17:04I don't think the issue is awareness.
17:06I think the issue for a lot of people is effort.
17:09I think that saying free to sell, we know we can sell on eBay.
17:15But they didn't really get to the reason why they should do it using eBay.
17:19They just did the generic.
17:21I think they addressed the sort of rational thing of it's free to sell,
17:25not the emotional thing of this thing is a hassle.
17:27And the choice of the Veronicas, I don't know, is it 2006 or 9?
17:30I don't know whether...
17:32Oh, I love this.
17:33Yeah.
17:35I love the Veronicas.
17:37Court is in session.
17:40I do.
17:40Well, of course, I mean, they've had billions of streams.
17:43I mean, they're legit.
17:44They're a legit pop duo that have had huge success
17:49and they are known to be into vintage clothing.
17:53I mean, that's sort of part of who and what their brand is.
17:55So it does make a fair bit of sense for eBay to get a hold of them
17:59and get them sort of deeply engaged at a...
18:02It's not like...
18:02I'm not really looking at an ad there.
18:04It's just like a video stream.
18:06And I think that's also part of the trick.
18:08So, you know, I think...
18:09I actually think this will work.
18:10And I also think the live...
18:12Have you done the eBay live, Will?
18:14No.
18:14We need to do it.
18:15It is...
18:16We need to do...
18:17What are you talking about?
18:19What do you and I need to do?
18:20We need to have some fun, you know,
18:22selling our old footy cards on eBay live.
18:24But, you know, it's quite interesting.
18:25You and I lead so different lives.
18:28It's quite a...
18:29It's a, you know, Twitch and all that...
18:31You know, so the fact that...
18:33The fact that you now can have a global auction
18:36of something as, you know, banal as a Pokemon card
18:40on eBay live,
18:41I just love the fact that eBay is just making their next strategic moves.
18:45They're making a strategic move with eBay live
18:48so you can have online immediate auctions.
18:50It's just shopping.
18:52But does that make you not want to go to Facebook Marketplace
18:55or Depop or...?
18:57No, because I'm not really in the market.
19:00I'm not in that market.
19:01But I can see those that are in the market
19:04because, of course, a lot of vintage clothing is on trend.
19:07And, you know, and repurposing...
19:10Repurposing clothing, that's on trend.
19:13He looked at you because he knew he couldn't look at me.
19:16He knew that he could not say what was on trend
19:19and look me to really.
19:20So he looked for the nearest person
19:22he could bury his eye contact in
19:24to get that sentence across the line
19:27and it was you.
19:27Don't take it personally.
19:30But, look, this is a big business strategy pivot for eBay.
19:34Like, I actually think the message of it's now free to sell,
19:37even though you don't necessarily find that compelling,
19:39for anyone who used to sell on eBay,
19:41they deliberately made it harder for people to sell,
19:44like casual sellers to sell.
19:45They went out and said we want to be an online marketplace
19:48with stores selling new products,
19:50which is no different to any of the other ones
19:51out in the marketplace like Amazon or whatever else.
19:53But then to come back and say,
19:55actually, we made our money or we can make our money
19:58and have a real point of difference
19:59by doing resale from people's existing products
20:02is big news.
20:03Yeah, I think eBay probably recognises
20:06that with younger generations,
20:07they are perceived probably as the place
20:11that Dad sells his weird electronics.
20:13You know, it's not the cool choice anymore.
20:15I absolutely agree this is a great business benefit
20:19that they're rolling out for casual sellers.
20:21It will work because of that seller fee.
20:24The Veronicas on paper should work,
20:27but there is no cultural magnetism
20:29to that entire performance.
20:32So by them removing whatever that seller fee is,
20:36they're actually pulling away all the barriers.
20:39And I think it's more inventory on their platform.
20:42People are probably smart enough
20:43to list it on multiple platforms,
20:45multiple platforms that don't have seller fees
20:47and see which one gives them the sell.
20:49And for buyers,
20:50there's actually more security on this sort of platform.
20:52Like the Facebook marketplace is just an absolute wild west.
20:56Yeah.
20:56You know, and there's no trust there whatsoever.
20:58And eBay at least does have some level of seller scrutiny.
21:01That's where I think this fell over,
21:03is that the issue is competition.
21:05The issue is that everyone else is eating that pie.
21:08So instead of saying what they do,
21:09which is what this ad does,
21:10they should have said, why us?
21:12And I don't think they got there.
21:13We decided we couldn't bear John West's unhappy ending,
21:15so we canned it and fished for something else.
21:31Here at the ABC,
21:32we have one way to keep our ratings high,
21:34make sure our viewers don't die.
21:36It turns out statistically the best way to keep our audience
21:40from going six feet underground
21:41is to keep them on the ground,
21:43so we asked our agencies to ban ladders for men over 50.
21:47Here's the first pitch.
21:49Age catches up with all of us,
21:51but many older men feel compelled to prove they're still useful.
21:54Now, we can't tell a man what to do,
21:55or that he's too old,
21:57but we can make him consider how his actions
21:59impact the people around him.
22:00Because you're no use to us if you're not around.
22:19Bloody Roger.
22:21Never bloody finished what you started.
22:28Roger.
22:31Six thousand Australians are hospitalised
22:34from ladder force every year.
22:36More than 30 lose their lives,
22:38most of them men.
22:40Don't let a poor decision haunt you forever.
22:43Ban ladders for men over 50.
22:46Well, you've convinced me.
22:48Here's our next pitch.
22:50Let's face it.
22:52Men over 50 are not taking advice
22:54from authority figures who talk down to them.
22:56Tell them what to do,
22:57they'll do the opposite out of principle.
23:00But if they hear the same message
23:02from a friendly face in a familiar setting,
23:04then suddenly it just might cut through.
23:07This long weekend is a perfect time
23:08to knock over those DIY jobs.
23:10Duttering and painting, tree trimming,
23:12we've got to kill a ladder for you.
23:14Blokes over 50,
23:15well, they're my favourite customers.
23:17They're so cute and confident,
23:19they think they can do anything up there on a ladder.
23:21So do I.
23:23This one, solid as.
23:25That's why we've dropped our price.
23:26Last step, step ladder.
23:28Just $49.
23:30So, guys, come on down.
23:32I'll be more than happy to help.
23:35Banning ladders!
23:36Big defs, just the beginning.
23:38If you find a quicker way to die,
23:40we'll beat it by 10%.
23:43Well, you've convinced me.
23:45But what will our panel think, Russell?
23:48Well, I really enjoyed number two,
23:49but I'm going to go with number one
23:51because I don't fancy...
23:52Well, that just resonated with me.
23:54Yeah, that would change my behaviour.
23:56Number one.
23:57I love the Easter eggs, number two.
24:00Caroline?
24:01Number two.
24:02I can't help myself,
24:03even though they could never legally do it.
24:05That's a good ad.
24:07Had time?
24:07It's an easy choice for me, number two.
24:10Wow.
24:13Congratulations to Connecting Clocks.
24:15We'll have you Tokyo ride like this.
24:26This week, the plight of Australian farmers
24:28made the news,
24:29and something caught my attention.
24:30The opposition leader has headed to a farm
24:33in Bungendore near Canberra this morning
24:34as he continues his attack
24:36on what he calls Labor's toxic taxes.
24:39That's how chocolate milk is, mate.
24:42Here's how it's drunk.
24:46Would you like some choccy milk?
25:04It's the real creamy milk
25:06in Norco-flavoured milk
25:08that makes it taste so delicious.
25:16So, I just bought that nana.
25:18One more viewer for the ABC.
25:20The Norco slogan is,
25:22can't get enough of the stuff.
25:23Maybe you can't get enough
25:25because the cap is still on the bottle.
25:28And don't worry about Nan
25:30drinking two litres of choccy milk
25:31I saw in another ad
25:33that she has planned ahead.
25:34So for a simple way to protect the family
25:36from your funeral costs,
25:37call Australian Seniors today
25:39on 139839.
25:41Nata, can you sell milk with a...
25:44Hey!
25:46APPLAUSE
25:51This one's got me so torn.
25:53I personally love the ridiculousness of this ad.
25:58It is spectacular.
25:59It is in a category
26:01that so desperately lacks a point of view
26:04and this one has it.
26:06It feels gutsy and it feels different.
26:08But equally,
26:09it's flirting with undesirability
26:12in a category that really relies on sensory craving.
26:17There is something a bit yuck
26:20about the burps and the gulps.
26:22I think they...
26:23I regret my question.
26:25LAUGHTER
26:26I sort of like the sensory side of it.
26:29Like, I like how she gulped it
26:31because, to me,
26:32they managed to make...
26:34I looked at it and thought it was tasty
26:36just from the sounds.
26:38And the burp at the end,
26:39I thought, is just a recall thing.
26:41But I like the sensory aspect to it.
26:43I mean, they really played to the sound, so...
26:45Well, maybe you are the target audience for this, then,
26:47because I found that absolutely repulsive.
26:50And I...
26:51I really looked at poor grandma
26:53and I went, oh, the digestive health problem.
26:55She's going to be on the toilet for a couple of hours.
26:57It's going to be absolutely horrendous.
26:59I felt physically a bit...
27:01And I'm not lactose intolerant.
27:03But I also think I don't understand really who this ad's for.
27:06Like, I just... I can't pinpoint it.
27:08Is it targeting parents of kids?
27:10But I'm really happy to see some age diversity,
27:12but I just think it was such a poor use of it.
27:15Like, it made grandma gross.
27:16She never did.
27:17That's ageist.
27:18She's allowed to burp.
27:19Nah, it's wrong.
27:21I mean, that's...
27:22And I don't care about the burp.
27:24I don't care about the burp.
27:24I just think that the...
27:25Like, the creative strategy is wrong.
27:28So they've...
27:28OK, we're going to cut through,
27:30cos we're going to have a granny who's actually, you know,
27:31she's a selfish granny.
27:32She's selfish.
27:33She's going to scarl, which she would never do.
27:35She's going to make sure
27:36that the kid doesn't get any chocolate milk,
27:38which the granny would never do.
27:39She's going to burp, which she would never do.
27:41So, therefore, we're going to cut through
27:42and everyone's going to see it
27:43and they're going to go out and buy our milk.
27:45Well, no, they're not going to go and buy the milk.
27:48Unfortunately, when it comes to two litres of chocolate milk,
27:51there are some rules.
27:52There just are some rules.
27:54What are those rules, Russell?
27:55Well, when it comes to actually advertising,
27:57for starters, you know,
27:58you do actually need to see who the user is.
28:00You've got to see who the...
28:01You have to see who the user is.
28:03There are some other rules.
28:04If you are the grand champion of milks, which Norco is,
28:07they win prizes, they're the best.
28:09You should tell people they're the best.
28:11Apparently, the chocolate is real chocolate.
28:13Tell people it's real chocolate.
28:14That's why.
28:15You want to scull it.
28:16It's sort of like...
28:18Don't...
28:20Don't...
28:20You want to spend money making advertising like this
28:22when you know it's not going to work.
28:24I don't know, Russell,
28:24because if they knew it wouldn't work,
28:27they wouldn't spend money.
28:29No, because someone would also have said
28:31all advertising works is just a matter of how much.
28:33Who would say that?
28:35Who would say that?
28:36You would say that.
28:37Who would say that in the room?
28:39Who would order?
28:40You are the person who said that.
28:43Yes, which I would agree with.
28:46I agree with me, says Russell.
28:50You know what it is?
28:51You love nannas.
28:54You absolutely love a nanna.
28:56I do.
28:56And you were like...
28:57The way you were listing those things
28:58that nannas would never do...
28:59They would never do that.
29:00You were so mad on behalf of nannas.
29:03I am mad on behalf of nannas.
29:04Yeah.
29:04Why?
29:05Because nannas don't do that.
29:06But what if they did?
29:07Who cares?
29:08No, they don't even do it in advertising.
29:10They don't do it.
29:11They are the nurturer of the family.
29:15They make sure that everyone else
29:16gets the chocolate milk before they do it.
29:18But that's what they're playing on.
29:20I know that that's what they're playing on.
29:23I know that's what they're doing.
29:25I don't want them to do that.
29:32I can't.
29:33I can't.
29:34I give up.
29:35I give up.
29:37Every week, people write into the show
29:39and ask for my skincare routine.
29:41It's simple.
29:42At the end of every season,
29:43I unzip my skin like a bear
29:45and hang it in the ABC costumes department
29:47until next season.
29:48But if you can't do that, try this.
29:52Looking for a long-lasting glow.
29:56One that lifts.
30:00And refreshes.
30:03From the inside out.
30:07Just 15 minutes of movement
30:09can help brighten your mood.
30:13Because when you move your body,
30:15you move your mind.
30:21Oh, my God.
30:22Let me give it a go.
30:24Ooh, Daddy.
30:25You're glowing.
30:29Harder, Daddy.
30:37Tongue kiss.
30:38Ah!
30:40Oh, now I've got athlete's face.
30:44Carolyn, why run with this?
30:46So, the beauty ad.
30:48With, um, with ASICs doing this,
30:50I think this is an interesting choice
30:51because borrowing from another category
30:53can actually be quite powerful.
30:54So, I mean, I remember working on a Jaguar campaign
30:58and it very heavily borrowed from fashion,
31:00luxury fashion advertising.
31:01And it worked really well to elevate the brand
31:03from being an old man brand
31:04to something trendy that you wanted to kind of be engaged with
31:07more frequently.
31:08But this, I don't think, actually suits ASICs.
31:11So, ASICs is very much in the heartland of serious running.
31:15And so, for them to come into a beauty brand space
31:18and not even talk about 15 minutes of running,
31:20it's 15 minutes of movement.
31:22It's kind of much more in a Pilates,
31:25kind of Lorna Jane, Lululemon sort of space.
31:29It's not a hardcore running space.
31:31And I think that they need to understand what their lane is
31:33and do they want to stay in that
31:35or do they want to become a lifestyle brand?
31:36I really liked it maybe for the reverse reasons.
31:39I find the exercise category is really rigid
31:42with the conventions and the performance wear
31:45and it gets really serious really quickly.
31:47And before this ad, I really didn't know much about ASICs.
31:51And this is a pure brand ad.
31:53You don't see their sneakers
31:54until about 15 seconds into it, right?
31:57And I think it's a really smart move
31:59because a lot of the bigger brands
32:01that invest a lot more huge budgets
32:04into brand distinctiveness,
32:06you kind of know the Nike world, its performance.
32:08They would never go this direction.
32:10Adidas is a bit more culture-led fashion credentials.
32:13It also feels tonally off.
32:15Now I've got some personality for ASICs.
32:18They've kind of got this cheekiness.
32:20They're not taking themselves too seriously.
32:22And I like that they use the word movement.
32:24It opens up the conversation.
32:26They're not pushing sales or product too hard.
32:29And they're actually talking about a truth.
32:32You are more beautiful
32:33when you have a little afterglow of exercise.
32:36And I think it's a nice reframe
32:38and a nice message in a wellness economy.
32:41It's going to land
32:41because they're kind of poking fun at it.
32:43You don't need another product.
32:44You don't need to buy another thing.
32:46Just do 15 minutes of movement
32:48and you'll feel and look all the more radiant.
32:51I don't know if I've drunk the Kool-Aid.
32:53You've definitely...
32:53Yeah.
32:54You have definitely drunk the Kool-Aid.
32:55I drank the Kool-Aid.
32:57I see the strategy.
32:58I mean, it's super, super clear.
33:00So they're saying beauty industry
33:01is about inadequacy
33:03and serums and moisturisers and all this stuff.
33:06And we're about agency.
33:07So you can take control and take back.
33:09You just have to move for 15 minutes.
33:11And that links to their sort of tagline.
33:13But my issue with it
33:14is that sort of contradiction in it.
33:16So they're doing that,
33:18but then choosing these sort of models
33:20that are perfectly polished with no glow.
33:23I mean, I don't look like that after working out.
33:25I mean, I don't look like her anyway,
33:26but, you know, they have chosen...
33:29They have chosen, like,
33:33they're mocking the beauty category
33:35and using the sort of tropes of the category to sell.
33:38And I find that a little bit weird.
33:40Like, if they're going to go in, go all in.
33:42There's a great book written in 1980
33:45by Al Rees and Jack Trout, Will,
33:47called Positioning.
33:49And it's a book that everyone should read
33:50who does, you know, brand media marketing and ads.
33:53And they would talk about,
33:54well, if you're not one or two in the market,
33:57so if you're not Nike or Adidas,
33:58you need to find a ladder that you can jump on.
34:01So a ladder in the mind.
34:03So the ladder in the mind for Nike and Puma and Adidas,
34:07we all know what that looks like in an advertising sense.
34:09So if you're ASICs, if you're four or five,
34:11as in market share four or five, find another ladder.
34:14So they've said, we're going to go and find another ladder.
34:16That is a beauty ladder
34:17and we're going to attach ourselves to that.
34:18I will say this, though, that you are over 50,
34:21so be careful with that ladder.
34:28Personally, I think it's what's on the inside
34:30that makes you beautiful.
34:31And we know the perfect thing to put inside you.
34:35Because when you move your body, you move.
34:43Please, I thank our panel, Russell, Renata, Carolyn and Tom.
34:52You know, seeing the Veronicas make money on eBay
34:55inspired us to raid another place full of unwanted crap.
34:58Now ABC Yours can actually be yours at ABC Bay.
35:03Waste your taxpayer money at ABC Bay with these exciting items.
35:08The Piano from The Piano from The Piano.
35:10The Rake from Rake.
35:13Annabelle's Crabs.
35:14Guy Montgomery's box of live bees.
35:17Louie's shock collar.
35:19Latouf's La Pouf.
35:21The leftover makeup from Jonah from Tonga.
35:23And this abandoned set from a show
35:25even we can't remember.
35:28ABC Bay.
35:29We're finally selling the ABC.
35:31ABC.
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