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The Gruen Transfer -

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(generated from captions) Cherry Pie, Warrant. Love In An Elevator... so I have to let you guess. Sorry. This side buzzed in, Uh...no. I was gonna say Unskinny Bop. Oh! It was Cherry Pie by Warrant.

LAUGHTER Why didn't I listen to him? do you pluck, hammer... When playing a dudelsack, Actually, how would I know? BUZZER SOUNDS LAUGHTER APPLAUSE The rest of the question - do you pluck, hammer or blow? when playing a dudelsack, MYF: Oh, please. BUZZER SOUNDS Um...look... Yes?

Yes, you do? Good. Yes. ..I imagine that you would blow.

Of course it is. It's a German bagpipe by the way. (LAUGHS) And your final question - the musical Fiddler On The Roof. complete this lyric from BUZZER SOUNDS "If I were a rich man..." # Dada deedle deedle dum. # # La da di da... # what I was looking for. That's exactly APPLAUSE the final scores were So, at the end of the show, ended up on nine points. Myf, Phil, Ross 11 points. Alan, Felicity, Hannah won the day, APPLAUSE all our guests for tonight - Could you please thank Phil Jamieson and Ross Noble. Felicity Urquhart, Hannah Gadsby, APPLAUSE our two team captains, And, of course, Alan Brough and Myf Warhurst. APPLAUSE we mentioned a collaboration Now, earlier in the show and glam rockers Kiss, between Lou Reed so we'd like to end the show tonight paying tribute to them both. with Kisstroyer

And Specks. My name's Adam Hills. Thanks for watching Spicks APPLAUSE Goodnight, Australia. WALK ON THE WILD SIDE PLAYS

# Doo do doo do doo do do doo # Doo. # HEAVY ROCK MUSIC # Oooh, yeah # Doo do doo do doo do do doo do doo # Doo do doo do doo do do doo # I was made for loving you, baby # You were made for loving me # I can't get enough of you, baby # Can you get enough of me? # Ohhh, I was made # You were made # Can't get enough # No, I can't get enough

APPLAUSE Closed Captions by CSI

THEME MUSIC APPLAUSE G'day, I'm Wil Anderson. where we fast-forward Welcome to The Gruen Transfer, to get to the ad breaks. though the irritating programs morsels from the advertising buffet. Before we meet the panel, some tasty a few weeks ago, After winning Best Ad In The World and following up with a newie, online boundaries Old Spice is now pushing recording personalised responses with ad star Isaiah Mustafa YouTube comments about the campaign. to dozens of Twitter, Facebook and

Like this one to "anonymous". Hello, anonymous. of you are liking I'm glad some of most my new Old Spice commercial. And that means a lot. Random crown. Because you're important to me. Large book. And I want to make you proud. Jewel-encrusted sceptre. So I always try my best. Freshwater fish. Because you deserve the best. Delicious cake. what I give you. Thank you, friends. A fish again. So that's

LAUGHTER AND APPLAUSE You're my everything. So that's fine. to the brunette in the AAMI ad, Yet when I wrote an email all I got was a restraining order! Random plunger! LAUGHTER AND APPLAUSE Tom Dickson, CEO of Blendtec, Long-term Gruen fans will remember

company's blenders to destroy things a man who does his own ads, using the on YouTube. Earlier this year he blended an iPad. He's still at it, folks. final, yes, you guessed it. And in the week of the World Cup the vuvuzela button. I'm going to push BLENDER WHIRRS APPLAUSE that make really annoying noises. Tom likes to blend things LAUGHTER Next week - Justin Bieber. Time to welcome back our panel. Russel Howcroft. As always, from George Patterson Y&R, And from Leo Burnett, Todd Sampson. APPLAUSE by freelance creative Jane Caro And they're joined Matt Eastwood. Welcome. and DDB executive creative director

to make sense of the past This is Time Tunnel, where we try about the present. because we're in denial Do not adjust your set, the black-and-white world of 1970. we're going back to I'm making a pass to Ted Whitten. Hi, kids, it's footy time and Hi, Norman. STADIUM CROWD ROARS your Jonco football shorts, Hi, Ted. I see you're wearing the shorts worn by the champions. shorts are the best you can play in, Norman, I've proved that Jonco footy and comfy around the waist. plenty of leg room stitched from fleecy-lined drill. That's right, Jonco shorts are trip Man, Jonco's tough. in your Jonco shorts, Ted. But show us how you can kick football shorts. Worn by champions. Ha, ha! Kids, ask for Jonco I didn't see his shorts. LAUGHTER I did see his ball bag! that is a hero of mine. If you don't know, Ted Whitten, That was Footscray legend from The Tarax Show. along with Uncle Norman Wh-what are our thoughts on this? Ted insisted on the close-up? I just want to know whether Mr Football, what is going on? in the '70s, didn't they? I mean? But everyone had their pants off There's two things that are weird. The the weird part is... the shorts, which is really... He's not actually wearing himself uncomfortably on the side! And the other thing is, he's itching

they just turned up at the shoot Well, I just wonder whether and they only had one pair. to put one on the display stand. And they said, we have Ted, jocks. seen enough, the final kick! And then the final...if you haven't It's like, look! in the mood for a button mushroom I don't want to buy shorts, but I am for some reason! He actually says, of the commercial, at the beginning

Jonco shorts," doesn't he? he says, "Ted is wearing Are they invisible shorts? I was very confused about that. Cos he's not wearing them. The shorts are there on the stand! Well Matt, talk us through the creative process here. What was the point of Ted not wearing the shorts? The weird, the weird thing is, I think there's an idea in there, and if this is what it is, then it's it's quite a good idea. I think they're trying to say, the shorts are so comfortable, it'll be like you're not wearing shorts at all. Ahhhh. I think! LAUGHTER and APPLAUSE And that's actually not a bad promise. TODD: I like it, that was good. Jane, Jane, would you get away with an ad now that was aimed at kids and featured close-ups of a football star in his undies, fiddling around with his groin? I don't think you could do it now, I really don't, but... Course you couldn't. Can you imagine that with Warnie? No! Where's the phone? I don't think you could. But I, but I wish.. He's been doing that ad in private. But I wish we could do that. I wish we...not everything was sort of sexual all the time. There's an innocence about it that I find appealing. You've got a hankering for the days of shortless men, haven't you? I have to say, he's a very good-looking man! The Gruen Transfer. It's not clean unless it's Gruen clean. Tonight, how do you sell non-drinking? An enormous challenge in a country where teetotallers are viewed as a national threat on par with asylum seekers and blokes who don't follow the footy. In recent years, the advertising focus has been on teenage binge drinking, as more than 40% of teenagers who drink, do so at dangerous levels. Ooh! Shut up, Timmy. I'm sick of you. People, watch out, watch out. CAR HORN BLARES (LAUGHS) CRASH SHOUTING That's a federally funded campaign aimed at under-age drinkers. Matt, for teenage guys, that'd work as an ad for alcohol, wouldn't it? Oh look, I think that's... it actually might, that's part of the problem with a lot of public service advertising

in this space - a lot of them think it's enough to show the problem and people will go ooh, you know, and it's just not. I mean, what that does is actually show what teenagers pretty much know is going on anyway. And it doesn't go that step further and offer any kind of solutions, any kind of behaviours that they might adopt to avoid those kind of situations in the first place. The issue is that it's so much part of our culture now, so all of those those kind of drinking stories, are all part of, ah, fitting in, you know. They're all part of the rites and rituals, people making fools of themselves, going out and having a big night. In some ways that may affirm that behaviour rather than discourage it. But the issue I have with this ad is how it's shot. So, it's shot from the first person, and that's trying to get around the government paternalistic thing, so you're in it, you know, you're watching it happen. But the problem is, I think it takes away from the storytelling. Because when the guy gets hit by a car, there's no emotion. You're so distant from it, it's a bit confusing what you're seeing. The boys looked around and went, "Thank God that creepy old man with the camera who's been following us has been..." LAUGHTER It's very... it's fair, it is, I mean all government communication, but in particular in social behaviour, it's very, very difficult to do. I mean, because it tends to come across as parent to child. I mean that is a... that is the great difficulty, and because the Government is almost in a rhythm of being the parent and the view of the child, it is extremely hard to get it right.

And somehow you've gotta try and find a way to do adult to adult. It is, it's a really tough, tough category. There's a sister version which shows a drunk girl being photographed while having sex. Those pics will be on the Internet in seconds. Jane, why the different approaches for boys and girls? Unfortunately I think it's the old double standard again. I really like the thinking behind this. The worst thing that can happen to a young man if gets drunk, is he'll get by hit by a car - serious consequences. But girls, getting hit by a car's nothing! You might have sex! That's the really worst thing you can do. I loathe that attitude which says, women you know have to remain sober so that they can police their sexuality and everybody else's too. When I look at this...these ads, ah, I actually think what's interesting about them, they're almost, yes, they are targeted at teenagers, but actually maybe the real audience is the parents. Because we, as parents we've been there, and therefore, if you like, it reminds us and perhaps it helps us educate, you know, our children. And if you actually spin it like that, that's the role. The role of these ads is in order to help the parent with educating children, then I'm actually pretty happy with what they're trying to do. The weird thing is, there is a whole societal need actually regardless to be continually advertising this kind of message, because actually we just need to know that it's being said. Is this a category where, ah, you know, you won't see immediate results, it's hard to measure the immediate result? It is, and compare it to something like smoking, you know. Anti-smoking advertising has probably... is ten years ahead of where anti-drinking advertising is. And I think that's had an effect. For 20 years now, ads aimed at young drinkers have mostly trotted out the same themes - violence and regret. Here's a recent Queensland ad that tried another tactic. Hey, Ange, you want another drink? Ah, nah. Hey, thank you, thank you. (GAPS) HORN BLARES ZAP! COMMENTATOR: What's this? Here comes Angie! She touches and she has done it! Yes! Give it up for this year's winner - Angie! (ECHOES) Angie! Yes! Ay-ya! Wow. That felt good. Clearly she doesn't need a drink because her drugs just kicked in! LAUGHTER AND APPLAUSE If I deny myself one drink, I will instantly become a Zen master,

TV star, superhero, champion athlete, mountain climber and ninja warrior. Russel, is that promising more than it can deliver? Well, you know what, I showed this to some teenagers and they they don't mind it, some teenage girls. And I think they don't mind it, because it it's celebrating the idea that you can say no. And yes, there's a whole lot of fantasy wrapped up around that, but that's what advertising does. I, I actually don't mind this one. It's too...it's so transparent.

You can see the strat... It's almost like the strategy is being read out to you, and I feel, to be honest, I feel like teenagers are gonna just smell bullshit and go, look... Yeah. There's nothing wrong with advertising telling a teenager that there is a word no. And.. True. And say it a lot, every day, and they might say no once, they're not going to say no ten times. It's just poorly, this is poorly done. It is poorly done, yeah. The notion of affirmation, is a good one, that you are in control, it's a good one. But that is just horrifically done. You look at it and think it's staying, stop alcohol, start heroin. Yeah. The Victorians think they might have the answer. I'm telling you you don't even know where Papua New Guinea is. You've never even been. You got the answer wrong. (MAKES SILLY NOISES) (BELCHES) I'm trying to figure it out, why you look so stupid.

Your whole face looks like... Quiet down, mate. Yeah. You have to excuse my friend. He doesn't know when you shut up. 'It takes a champion to keep mates out of trouble. Have you got the moves?' If only you guys had done that to me at the Logies, I wouldn't have got in trouble! We did do that at the Logies! That one at least acknowledges that many people enjoy getting drunk. Matt, can you make, ah, being responsible look cool? The clever thing about that is, it gives you a behaviour that I can imagine in a pub, your mate's saying something really stupid, you can do that. People have seen it in the commercial and that's fine, that actually stops the behaviour. I think it does it in a fun way. So yeah. This is meant to work on two levels - it's meant to break the peer pressure thing, because peer pressure will always override advertising influence, for sure, on the day. So it breaks that peer pressure by giving your mate the right to come up and interrupt you, so he doesn't look like a dork. On the other side, it's meant to make that guy look like a moron, but the person watching it is probably not thinking that. They're probably thinking he's quite entertaining. Yeah well... I must, I must admit, I love the Papua New Guinea! Oh, I've been there!

Let's look at an offshore solution, this one from the UK. Would you mind just helping me out? We're doing a bit of filming. No, no. Sure? You don't want to song some offensive songs at girls? Ole, ole, ole, ole! Do you want to sit in that trolley And then I'll throw you at a wall? You love it! There you are. What is that? It's, it's vomit. Oh. Just pour it. No.

And then sort of...like that. Could you punch him? Get him with a bottle. Or the bin? Aaaaaaaaaaaah! SHATTERING GLASS APPLAUSE That ad tries to hook you in by laughter. Jane, do you like it? I do, I actually really like that. It is hooking you in by laughter. It is entertaining, and so in a way laughter always disarms you. It actually reduces your resistance to the message, that's a good thing to do, but it does more. It's actually operating on humiliation, but in a way that you can distance yourself from it a little bit, without feeling I have to turn away. No, I can watch this, and it just reminds you, yeah, actually some of the things I've done drunk, I would not do when I was sober. Wrong line though. Yeah. The line should be, if you wouldn't do it sober, end of story. I think it's an entertaining piece of film that wouldn't work. SAMPSON: Ah because I think the people watching this that would go to that level of extreme behaviour, would be watching that thinking that was hilarious. They'd be sitting there laughing going that was you!

LAUGHTER Getting a pen and writing down ideas for next time. Bin through a window, never thought of that, that is good! I remember we did research once for ice, for meth amphetamines, and we did a technique called ethnography, where you hang out with ice users over a period of time. We learned lots of interesting things. But one thing that did shock us was that they had, they had the ads, the government ads, up in their garage.

Remember where they're picking skin? They thought those ads were cool! They had pulled them down and put them up in their homes. I think what this ad does, it shows just how difficult this category is, because the client and the agency would be desperate to do something different. So they have done something different, and it is, it's actually entertaining. That's not the point. Yeah? You're not supposed to do that with this sort of work. But it depends on who you're trying to talk to. Are you trying to talk to the people who really go to the extremes? Or are you actually trying to talk to people who are already controlling their drinking and reinforcing what they're doing? Because not all young people... But then that will trigger... I think that will trigger defensive behaviour. people will defensively process it. I think what they'll do, is those So they'll go, that's not me, I don't do that, which will reaffirm the behaviour they currently do when they drink. People rarely see themselves in the advertising as it's portrayed.

Everyone's got that out of it, that's not me, I never get that drunk and if you do you never remember yourself anyway. Humour's an interesting thing to talk about, because the government is really, really hesitant to use humour, because they'll be criticised. The research is clear, humour works with the younger market. So the question you have for the Government is, would you rather be criticised, or the work be effective? No, ah you've just gotta do facts. You've just gotta.... Oh, Russel, I think facts will, as part of campaign facts work. Most people will go, I don't give a shit, I'm not one of those statistics. Absolutely not. You...when you see a wipe off five fact for example, you can see if I take off five kilometres, then I'll save 15 kays when I brake. Makes sense, therefore I'm happy to change my behaviour. Russel, most people just ignored that and kept going. That's absolutely not true and you know that that's not true. I think you can't address irrational behaviour

using rational processing. I just think at that extreme level, binge drinking, and telling them, "If you do that and you do this," they don't care. The problem, the problem is that this this space, the government parent-to-child space, it's so difficult to break out of. I'd love them to break out of it. So you try and find another way. So you try humour. That's not gonna work. So you actually have to... It could work, Russel, if people like it, if people like it and share it, it could work.

But in this case I don't think it does. Let's do one. Righto. I will just do a very fact based, to arm people with argument. And you do something funny. Are we gonna do it for free? LAUGHTER (LAUGHS) Not working for free. He just offered my services, to the government.

What I love the most though is, of... (LAUGHS) My favourite thing about that was when you went, "For free?" Finally something you both agree on - not working for free! LAUGHTER AND APPLAUSE Oh man! It's not like the alcohol industry is in denial about societal havoc wrought by drink. Beer ads all have those huge "Drink Responsibly" logos at the end of them. And then there's DrinkWise, an industry funded body which made this ad encouraging us to do just that. Hey, how'd you blokes finish up the other night? Michael. Go and get your old man a beer, would you? Michael, are those snags ready yet? In a minute, love. How'd you blokes finish up after the other night, eh? Oh, Jake, go and get your old man another beer, would you? 'Kids form their attitude to alcohol long before they ever have a drink themselves from their most important role model - you.' That's the first time I've seen why it might be handy to have a kid. LAUGHTER Have a couple so they can go and get me some chips. In the US, tobacco companies have been criticised for making supposedly anti-smoking ads that show people smoking and looking cool. Matt, when I look at that DrinkWise ad, what I see is people drinking and having a good time. Ah yeah, look, I think it's a bit esoteric to be honest, and the thing I find really weird about this whole DrinkWise idea is that advertising is done by the very same agency that does the Carlton Draught and Pure Blonde advertising. TITTERS Is that true? Yeah. Yeah. And I find that...And I wonder if that is the reason why it's so soft. You know like that is... I completely dis... This to me is the best of the lot. Really? This is the best of the lot by a long way. I'm gonna get under the table! LAUGHTER Oh it's...it is, it's on! And I tell you what, I believe it is the best of the lot because it's taking into account that it's about a culture of drinking, yeah? And it's about saying, you know what? This is, this is a long-term thing that we're dealing with here. And we're not, we like to drink. Australians like to drink. We did it day one. First fleet arrived and everyone got pissed. JANE: Rum call. We love drinking. So this isn't saying, don't drink. But it is saying, this is our culture, and perhaps there is some things that we can do in order to shape it a little bit better. I genuinely believe this is the best. The interesting thing about all this is, is there really a problem? But we've assumed that there is an issue. The whole show's assumed that there's an issue. Perhaps we should've set that up first. With teen drinking? Have you not read a newspaper? Again I don't feel like it... I think the strategy is interesting. I don't feel like it achieves the goal, because it actually doesn't... I don't think... It's too slick. It's, I feel like I'm... Ah, I don't. I hate to say I agree a bit with Russel on this one. Only a bit? I do, but, look, it's not my favourite ad. But I look at it and I think that the stat, what, 70% of kids under 12 have tried alcohol, and a lot of it's with parents. Addressing parents is a critical part of the strategy. That'd also be the case in Italy. I haven't even finished speaking yet. I could go that way, that way, you're disagreeing with me before I even say anything! As a rule. He's actually said a lot! Ah but what I think, does work about it was when it ran it got outrage, because people said, how dare you say that I'm teaching my kids that habit, with getting your kid to do that. there's nothing wrong That's right. It reflected real life to them. cos people that look at it, That made people go, I see is people having a good time, if you look at it and think, all the target market. well then you're not is the language is right, yeah? Look, the other thing about it It's just drink wise, yeah? It's adult-to-adult language.

So there's nothing preachy about it. It's not parent to child. and extremely well thought out, It's very, very clever it's done by the alcohol industry and it's not surprising that those sorts of ads. who know how to do then, Russel. Well, let me ask you this you would make for alcohol Are these anti-alcohol ads the ads under the regulations? if you were allowed to That's what they normally look like! Yeah, yeah... you know, aarrghh! Any of those ads could just, Get lucky! Drink Bacardi Breezer! Yeah! APPLAUSE Obey your thirst. The Gruen Transfer. two advertising agencies Now The Pitch, where we challenge that logic says we'd never buy. to sell us something this Gruen Trophy, The winner takes home of Mel Gibson's career. made from the remnants LAUGHTER the level of difficulty. Tonight, we've stepped up As the nation greys goes into the red, and our superannuation burden to make Australians see the value we've asked for a campaign for the over 80s. of compulsory euthanasia APPALLED TITTERS Let's find out. How did our agencies go? Please welcome back two old friends, in season one of Gruen. agencies who pitched From The Works, Kevin MacMillan. APPLAUSE Colin Watts. And from Jack Watts Currie, APPLAUSE Yeah, you could say that. Kevin, not the easiest of tasks? of compulsory euthanasia Ah, the proposition is pretty absurd, I think.

We thought so. pretty compelling and simple, It would take something for you to consider it. in terms of a reason Let's have a look. So, but luckily we found one. cost this country Every year, the elderly millions in health care and welfare. that in 20 years' time Economists predict to fund the basic needs there won't be enough public money of every Australian, young and old. to the limit, With resources stretched and the elderly living longer, have to make some tough decisions. the time is fast approaching when we Perhaps that time is now. Absolutely amazing. Absolutely amazing. Loved it. Took everybody's breath away! how did you approach it? All right, Colin, to sell death before. Ah, well, I've never been asked you can sell death, And and I don't think advantage of knowing when you go, but you can probably sell the that you suffer from is regret, and I think a lot of things of things you wish you did. to sell a bit of certainty So really we're trying All right, let's have a look. in an uncertain world. because she lived very far away. I never met my granny I'd pick up the phone and I'd say, "Sorry. I miss my dad." I would have made more time somehow.

And now they've died with her. She always had these stories. I wanted to celebrate his life. When my bapu, grandpa, died, enough about him. Then I realised I didn't know for lost time, 'We can't help you make up time was almost up, but if you knew your loved one's would it help you find time?' So we make every minute count. Let's all go by 80.

All right, well, there they both are! Good job both of you. what do you think, my friend? Russel Howcroft, Honestly they're both brilliant. when I like both. But you don't like it So, Kevin, The Works. No. All right, Matt?

for finding the fun in it. I've gotta applaud Colin in terms of achieving the goal, Um, so well done, but I think that nailed it for me. I think the- Kevin from The Works, where it was about you want the time Jane? No, I loved, I loved the one you need to say. to be able to say the things that's what people are left with, And so often people die suddenly and I didn't get to say. the only possible positive, And I thought you found and that's, that's amazing. I...I...wow. All right. Todd? I thought they were both fantastic, They're two of the best we've had, than the other. but I think one is smarter of you'll at least have time Ah, and I think the insight to say to your loved ones to say the things you want is smarter, so I go with that one. LAUGHTER Oh! Can you cut it in half? I think that means it's a tie.

on the show any more. Unfortunately there is no ties I have the producer's envelope Ah, luckily this year, where they have the tie-breaker. Let's have a look. Who will it be? from The Works, Kevin MacMillan. And the winner is, APPLAUSE Well done, Kevin. Thank you. There's your trophy. the seven signs of ageing. Gruen - helps fight

of cliched hero shots. Advertising is full the sensuous, swirling chocolate, The luscious, steamy hamburger, oozing its melty cheese at us. and the sexy pizza slice, seductively Tonight, the cheese pull. online campaign As shown in this recent from the US arm of Domino's pizza. in my day. I've done many cheese pulls It requires great concentration. a lot of the gear You're looking at a tabletop shoot. that goes into making like 20 lights, 50 C-stands, You typically need the have from across the stage, and when you look at it it's this glowing other world. They use tweezers, they use Q-tips. Food stylists are amazing. to crisp the edges. They got little torches back there to make them look right. Cutting peperonis to the board, to the pizza board. They'll nail it down my pizza stays. So that when I pull it, Cut! 150 people to get down 30 seconds of camera time. I don't even know what this guy does. Blowtorches. Screwdrivers. Electric saws. Dental and medical equipment. 20 lights, 150 people. All for that for some soft cheese porn. Matt, what would that cost per second? It actually costs about $3,000 a second. Um, and which sounds like a lot, but you have to think about this and I'll give you an example. You have to think about it in terms of return on investment. I work on McDonalds, we launched the Angus Burger for McDonalds last year. We spent $3,000 a second on the food. Um, and that food took about three days to film. Um, but the product itself added a massive amount to the bottom-line of McDonalds. So, yeah, it sounds like a lot of money. But you know in terms of what what were you getting back in the end, it's actually not that much when you consider the return on investment. Domino's is big on presenting the truth. Todd, the ad industry spends millions of dollars making things appear better than they really are. Don't we prefer glossy unreality? Yeah, this is a very clever piece of work here. So, this is basically the Dove Natural Beauty of pizza. So they've used, they've used, if you think about what they've done, so they've used a fake documentary to sell honesty and transparency. So instead of, so instead of saying, we actually do prefer the pizzas that look really appetising, they've lowered our expectations and said, the one you're really gonna see is gonna be crap, we're not gonna improve it to make it to the one you want, we're gonna lower your expectations till you'll accept the crap one. But cleverly, at the same time... That's not right. ..what they've done is they've actually shown us all the beautiful food porn as well. JANE: Yes. So we're actually seeing all the fantastic food that... that cheese pull's made me, I'm gonna pick up pizza on the way home! It actually... Now, so so what they've done, it's a really interesting use of honesty, right? So they were, they were honest. Interesting use of honesty! But Russel, but Russel... So they were honest, they were honest that the food was crap, therefore they improved it. They were honest that they make the food look better in the advertising, and therefore let us know that that's what they do. What they're not honest about is the reason they're telling us this. They're telling us this because we will like them more, and buy more of the product, and so they don't necessarily have to change the way it looks. But we know that's why they're telling us that. Do we? having a crack at the opposition? Are they also, Russel, are they also Are they also like suddenly saying, and it looks so great. when you see our opposition's ad This is how they're doing it? Look for the screws. cos I think the... No, I don't know about that, to see that the product, I think the consumer isn't surprised or some other product, no matter whether it's a pizza is beautified in advertising. I don't think that's a thing. there's more like screws and bolts I'm surprised to learn that in a pizza ad. than there is in a Bunning's ad textbook marketing. This is, this is old-fashioned This is about all new and improved, with like a modern twist. and it's just it's done the Dove, yeah? The honesty. The modern twist being, if you like, This is all new and improved. The bit we're missing is... which actually invites people There is more to the campaign and compare it to that and say... to photograph their pizza at home But who does that? to buy the pizza to compare Which is even better, you have it's genius! how bad it is to the other one, doing with this whole ad That's because what they're

when we tell you things. is they're saying, believe us to see how we do this, We are letting you in something, you're gonna say, so the next time we tell you that tell us how they do things. oh, they're the pizza place a little bit more likely to believe So when they tell me something, I'm than some of the others. what they say that their claims can be believed. It's really about convincing you But like how honest can you be? It's also known as advertising. Domino's, our pizza's shit, You can't be like, LAUGHTER but you're stoned and it's cheap. APPLAUSE That's where they're going. been going for a while. The honesty strategy's Domino's is running campaigns saying In both America and Australia, its pizzas were crap so many people complained that it's changed the recipes. Pizza. Where's the love? cheese. Fresh ingredients. How hard is it? Bread, sauce, much love in Dominos' pizza. Doesn't feel like there's Yeah, it's hard to watch. Is this hard to watch? problems at the start of the year. Toyota apologised after its recall for getting its flavour wrong. Mother Energy Drink apologised in advertising work? Matt, does humility work when it's appropriately placed. Um, look, I think it definitely does I work for actually had a quote It's the founder of the company gains a large acceptance", which was "a small admission if you let people under the skin which is actually, of the human foibles of your brand, then they will accept more from you. if you give them a bit of truth, was saying, I think that's what Jane is they've said look at us, what they've done, so you accept more from them. we're honest with you now, But the problem is, you actually... that route, you have to back it up. if you're going to take what you're saying. You actually have to deliver we're sorry our pizzas were crap You can't go, oh look, the same pizzas. and then keep serving to go through a massive change You actually have the brand to consumers. in the way you deliver if it's not true. And you can't do it can go the humility route, Like I don't think BP because nobody believes it. one of the things they've done I notice with this campaign, on the new recipe, is let people comment all the comments. and they've published it's much better now, Like the people who say well, it still tastes like crap. but people are saying, to their claim of authenticity, That is living up this is who we are - warts and all. and I agree with you, Matt, I think it's smart, you've gotta do it 100%. if you're gonna do it, and pretend that you're doing it. People'll smell bullshit if you try authentic, it doesn't work. You can't be inauthentically They become a better place to work. whole lot better, so then they will. So the staff enjoy working there a what's going on. I think is very, very genuine genuine, but it's very, very clever. Yeah, it's I don't know about you're basically saying I like, so what and that triggers another thing? is one thing triggers another thing Like dominoes! APPLAUSE snack and that's about it. The Gruen Transfer. A delicious thank our panellists - Before we go, please Russel, Matt, Jane and Todd. with another contender We'll leave you for the WORST AD OF ALL TIME. from one of our greatest ever admen, This 1980s gem not only comes ever admen - John Singleton. it stars one of our greatest you could recognise as a script. It's poorly acted and has nothing to this day. Yet somehow the product survives Gruen Polished Turd? Will it earn the legendary Plate the turd! APPLAUSE See you next week. Vote at our website. APPLAUSE Mate. The end is here. There's a new beer in town. And it's as Aussie as meat pies. at all, you'll love West End. If you've got any taste left