AUNZ Work of the Week: SBS and Droga5

I first watched the ‘We Go There’ spot with about 100 other pressing things to do, but simply had no choice but to stare at the wall for a few seconds, digest what I’d just seen, and then hit play again. 

SBS is a cultural giant in the Australian media landscape, and once you get past the full frontal nudity, this is an ad that reflects all of the things that audiences love about the broadcaster. From NITV to shows like ‘Alone Australia’, and leaning into the time-honoured “sex before soccer” joke, it’s a beautifully shot campaign that has a lot of easter eggs.

And of course, it also has a lot of penis shots.

Tara Ford, who led the local campaign as CCO before she left for the UK, where she is now CCO at Droga5 London, told LBB she will “always preface with a nudity warning, but what has been interesting… even with that, people are still surprised by the amount ‘We Go There’. Have to say, ‘I told you!’”

It’s probably not an ad many boardrooms would have greenlit, and it’s probably not an ad that a lot of creative agencies would pitch. The fact both were ballsy (pun-intended) enough feels like a feat worth celebrating.

The (PG rated) teaser spots that accompany the main film also give a beautiful insight into what audiences come to SBS for, and the accompanying outdoor is simple and direct.

Does this spot prove we all still have the humour we had at 12-years-old (I’d love to see the traffic stats to SBS’ site today, the only place you can watch the uncensored 60”)? Yes. Does it do something only SBS could do, which drives home the entire point? Also yes. Killer insight, executed bravely.