Celebrating 2023 by Celebrating Each Other: Part Two

Advertising creatives find inspiration from everywhere. Their everyday lives, the people they see on the street, the books they read, the movies they watch and probably the most important of all… the ads they consume. 

In an effort to pay homage to those who inspire the industry, LBB has taken it upon themselves to ask the question - “What campaigns inspired you most this year?” The one restriction being, it cannot be a campaign they’ve been creatively involved in. 

We know we are at our best when we encourage each other. So to continue to spread love during the end of the year. Below are some more examples of campaigns that have inspired our clever creatives, time and time again. 

Jeremy Willmott, creative director -  Paper Moose   

You know an ad is going to be good when you get called over to someone else’s desk to watch it. And then someone else joins ten seconds in, and you have to start over. And someone else says you gotta play the two minute version… in full screen… with the sound cranked up.

That ad is, of course, ‘This is Footy Country’ for Telstra by The Monkeys.

There’s so much to love about this ad but the thing that hooked me was the story. Funny that. It’s a road movie told in two minutes as a local footy team finds itself facing a forfeit after its A team breaks down on their way to a game. It’s a delightfully simple premise delivered by some ace comedic performances. Kudos to the casting agency (Citizen Jane) for finding the talent and Mark Molloy at Exit Films for their stellar direction.

What carries the whole thing through is the music. A bluegrass version of Darude’s Sandstorm that creeps up on you as you begin to realise what you’re listening to. As the music builds to its hectic resolution you feel the energy and passion of this rag tag team and are 100% rooting for them to get to the match and destroy the other team. Spoiler. They don’t. But it’s okay.

This ad is utter joy with shades of all my favourite Australian comedies from the 80s and 90s. Good on ya Telstra for backing the creative team on this idea. More of this bravery please.

Matt Chandler, executive creative director, DDB Group Australia

Well, I wanted to pick something from Australia. And while there has been lots of lovely work this year, and a noticeable lift in the scale, ambition and quality – “This is Footy Country” by the Monkeys was clearly one of the highlights of the year. 

Yes, it’s a fresh strategy and a great script, but my admiration for it is a more selfish kinda one. 

The commitment, belief and obvious investment in truly great craft and production was just a thrill to see. The casting, direction, the music, the look of the thing – they all manage to be both world class and uniquely Australian at the same time.

Seeing great stories in the hands of great storytellers just doesn’t happen a lot right now. It should happen more. And when people nail it like The Monkeys and Molloy did on this one, it helps everyone make a better case to swing, equally, for the fences.

Dalton Henshaw, founder - Bullfrog

Hands down, The Monkeys, This is Country Footy campaign is the most beautiful synergy between authenticity and meaningful connection. It was pretty nostalgic for me after coming out of COVID and pulling the boots on for the Ardmonda Bush Cats' first win in 6 years. Boy, did the recruitment spree from Coach, past Hawthorn Champion Shane Crawford feel very similar to this; we even had a dirty bus.

The spot has meticulous execution, a beautiful line, "This Is Footy Country" and human Aussie stories we all love littered throughout, and it is genuinely a piece of work you just want to watch again and again. I'm hoping they are bringing out the doco on all our favourites featured along with the match report.

Probably no surprise but thought I would make it slightly more personal than some of the write ups flying around about it, look at my living version of the ad, even has Olympian Champion pole-vaulter, Steve Hooker.

 

Katrina Alvarez-Jarratt, executive creative director - TBWA 

“I was having a conversation recently about what makes something tasteful. And the conclusion we came to was taste is the combination of consideration and perspective.

A piece of work I think is a beautiful demonstration of taste is the latest NRMA Insurance work from Bear Meets Eagle on Fire, the next iteration under their ‘Until Then’ campaign.

It’s a very simple thought executed beautifully, which is seemingly becoming rarer and rarer in our industry. 

I love the restraint in the work, the consideration of what has been included, but more importantly what has been left out.

The tight framing of the social and OOH components with powerfully short, beautifully typeset headlines has just enough to grab you and hold your attention while communicating clearly. 

The other thing that’s interesting, is the tone, which brings us to the ‘perspective’ part of the taste equation. Despite the heavy topic of natural disasters and car accidents - the film has a light-heartedness and charm that pulls you in with deft storytelling, world class VFX and a jaunty little score. Warmth and wit give the work a unique point of view that helps it stand out. Tastefully done BMEoF.”

Tommy Cehak, group creative director - Leo Burnett Australia  

Maybe it’s the ‘IKEA Lamp-level’ personification? A soft spot for de-badged Daihatsu Miras? Or perhaps it’s recounting my own quest(s) for cover mid-hailstorm? But it’s probably just the incredibly restrained, charming visual storytelling in this spot that I love. As we’ve come to expect from the fruitful partnership of Bear Meets Eagle On Fire and Steve Rogers, they’ve sweated the little things - the little car, an even littler parking spot and one of those little ugly-but-loveable dogs thrown in for good measure. Lovely.

Toby Talbot, chief creative officer - Ogilvy Network ANZ 

First I want to applaud LBB by getting advertising creatives to think positively about a rival creative’s work. I think there’s way too much negativity in advertising. The job’s hard enough without someone ‘anonymously’ killing your baby.

I also love the idea of focusing on the craft. There really isn’t enough craft to go round any more. To quote Hegarty, “An idea is only great if it looks great.” Too many great ideas become ‘meh’ when executed poorly.

So when I saw the latest iteration of NRMA, I was blown away by the craft. From the casting of the car itself. A cute wee blue thing, standing out as the weather God’s turn angry. The way the car seeks shelter from the impending hail storm. The edit. The framing of each shot that gives the car so much personality. And of course, the composition of bassoon and strings that’s redolent of Peter and the Wolf and adds even more personality. It’s craft-astic (unlike that word).

Another Hegarty quote: “Don’t hire famous directors; hire directors and make them famous”. Looking at the oeuvre of work that Micah and Steve have done over the years, it’s one of advertising’s great and enduring partnerships. Long may it continue. 

Worth noting this isn’t just a rival creatives work (although I think right now, he’s pretty unrivalled). It’s also a rival client of ours at Ogilvy. I look at NRMA and I just know we have to beat it. Think that’s a healthy emotion though, don’t you.