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(generated from captions) This is the final question.
PANELLISTS: Ooh. This could determine
who wins the game. Ooohh! Your final question. According to the movie
Street Fighter, who is Australia's
premier Asian actress? (Ding!)
TOM: Oh! Uh... Merrick,
I believe it's young Kylie Minogue. Absolutely correct! (Cheering, applause) I don't think it's gonna
make any difference. You've got the final point. But at the end
of the Quickfire round, the final scores for the game are Dave's team on 11,
Monty's team on 12! (Cheering, applause)
Congratulations. Way to go! Alright! We're at the end of the game. I would like to thank our guests -
Max Walker, Tom Ballard... (Cheering, applause) ..Claire Hooper and Ed Kavalee. And my little mates,
my little team captains, Monty Dimond and Dave O'Neil.
(Cheering, applause) I've been Merrick Watts
and that has been Technology. Thank you very much for watching.

Captions by CSI Australia -
Amy Idziak


This Program is Captioned Live.

Good evening, Craig Allen with an ABC news update. Investigators are blaming the Defence Department for the largest fire still burning in the largest fire still burning in New South Wales. They say the blaze near Lithgow was caused by explosive devices on a defence range. Tonight firefighters are waiting for a cool change expected tomorrow after new fires broke out near Newcastle this afternoon, closing the M1 motorway. The Commonwealth's moved to block Australia's first same-sex marriage laws. The ACT's legislation narrowly passed yesterday and today the Federal Government took action in Federal Government took action in the High Court to overturn them. The Prime Minister Tony Abbott has urged gay couples to hold off getting married in the ACT, until the laws are clarified. The Government's budget deficit has blown out by another $9 billion. The Treasurer's decided to pay an urgent one-off grant to cushion the Reserve Bank against future shocks and every dollar will have to be borrowed. The man accused of murdering an Australian-Pakistani family says he killed them so he could inherit killed them so he could inherit their property. The former Melbourne property. The former Melbourne family of five were found, strangled, in Islamabad last week. A relative has been arrested over the murders, telling reporters he killed them telling reporters he killed them with the help of six other men.

This Program Is Captioned Live.

THEME MUSIC APPLAUSE G'day, I'm Wil Anderson. This is Gruen Planet, a show about advertisers, the people whose job is getting inside our heads and redesigning our brains. We'll meet our panel in a moment, but first it's Pinktober. In Iceland - a country which has the sixth highest global rate of breast cancer - supporters have found a new way to grab public attention.

(Jaunty music)

Screw you AC/DC, that's the highway to help. They must be raising awareness of testicular cancer outside my house 'cause someone's drawn a cock and bull outside my street! In America, you can buy cancer awareness pepper spray. Presumably to fight off killers coming at you with their cancer awareness kitchen knives. The pepper spray also comes in a handily-disguised lipstick model. Yeah, nothing can go wrong there. But at least it will match your cancer awareness Taser. And I swear, we're not making any of this up. Your cancer awareness semisummit. Closer to home, Pinktober has brought us controversial bill boards for a bra campaign. Bonds a gold partner of the National Breast Cancer Foundation wants us to know it's "for boobs". I wasn't aware anyone was against them. If social media is any indication, many Australians are now at least thinking of Bonds differently. Must be the same people from my street! But if some of us are a bit uncomfortable talking about breasts we can be certain of one thing, the French aren't and never will be. Here's an ad from earlier this year that proves it. (Boat horn sounds) Aww, do you know what that boat was? The Tit-anic. Gruen Planet, educating our future leaders.

APPLAUSE Time to meet the panel. From Leo Burnett, Todd Sampson and from Network Ten, Russel Howcroft. They're joined by Pulse marketing MD Lauren Freed and self-described marketing bloke and occasional propagandist Toby Ralph. Welcome. Tonight, a subject close to my heart and my liver - beer. SONG: # Hello, is it me you're looking for? # Now that's stuck in your head for the rest of your night. We'll get to Lionel in a minute, but background stats. Beer consumption in Australia is currently at a 66-year low.
(Sings) # Hello? # Hello? A 66-year low, according to... strap yourself in. According to IBIS consumption has fallen during the past decade by 15%. For the industry, that's a below. (Sings) # Hello # Not yet Lionel. Premium sider are eating into the profits of the big beers, into their cash flow. First, we've got to go back to the future. When I was 16, dad gave me a first paddock, rather than a push bike he just said "If you want to do this, it's about time you had a crack. " And 30-odd years later, being one of just three grain farmers around Australia chosen to grow barley for Crown Lager is exciting. When you look at a silo and go "A lot of people will enjoy that" , there's nothing more unique. When I was 16 my dad gave me a paddock instead of a push bike and I've been drinking heavily since that month. What is that dad? Like a Jack Daniels ad? We make it by hand, and making it by hand takes time. How will that make us thirsty? It's broken into segments and targeted to different markets like independents, status, mateship and those are chosen based on trends. Alcohol is one of the most interesting trended occasions. Namely because when the trend shifts with drinking, the entire market shifts which is quite interesting and in this case the shift and what they're capturing is to premium. It's less about quantity drunk and more about quality drunk. We drink less, but we pay more. Good beer advertising has always done ingredients. You go back 50 years ago there'll be ingredient ads about a Hieneken or Stella Artois. Occasionally the ad market gets excited about another direction, but it will get back to the ingredients, because ingredients give the product integrity and the brewers know if they don't reinforce this is a quality drink, that over time they will erode their sales. So it's one of the important ingredients to good beer marketing. Let's say, every seven years we'll reinforce the storyline and reinforce the storyline around our hops, our yeast, our barley, our water so people go "Oh my God, it's worth every cent. " Now we're overlaying it with the farmer which is what Woolworths and McDonald's have done for the last 5 or so years where they've gone this is the origin of the strings. In this instance they're trying to give personality to the brand by introducing the farmer and that's not really going to pull the heart strings of a beer drinker. The other thing this is doing, of course, we've got two big brewers who produce 90% of the beer in Australia. Beer's losing share so they're losing money. They've got to make more money, have more expensive brands. That's what this is all about. So the blokes in the stadium might be drinking VB, but the corporate bogans are skulling Crownies. This is an awesome product for that reason. Ever since the Big Ad, beer commercials have been big-budget over the top fantasies, hymns to Aussie mateship. Remember the tongue? Flash beer? The street party? The beer chase? The one they never talked about was the product itself. Russel, why? Well, because there is a reality to like the ad, like the brand, buy the brand and um, this notion if you like you drink the advertising and you drink the best joke. That's still true it's just off-trend at the moment. It'll come back. It'll come back because someone out there in the beer world will create something that's brilliant. We all remember when we first saw the Big Ad. I relate to the Big Ad too, most people remember where they were when Princess Diana was in that car accident, right? I remember where I was when I first saw that beer ad. Oh my God. I have a vision of you being on your death bed and the only things flashing past your eyes is that ad. A colleague of mine sent me a note "I give up" , that ad is a brilliant commercial. This is tribalism. The truth is with the lower end brands blokes drink to get pissed. They'll drink and drink, because they think they can sing, they think it automatically makes them attractive to women. They can cuddle each other. They'll believe kebabs are a genuine food group. That's what they're all about. But that trend is waning now. Something's changed lately. Here's the new ad for Hahn Superdry. Takes superdry. And it's also superwet. But it's also superwet. How do they do it? Good question. Right back at the brewing stage, we brew Hahn Superdry that bit longer giving it the trademark taste. As for the superwetness? It's a beer. Makes sense. Wow, that ad is supershit. Not long ago, Hahn was making prank ads about comical cruelty to beautiful woman. Now it lectures us about brewing techniques. There are more than 100 local craft beers. Genuine appreciation of beer is growing. Lauren, is Hahn trying to cash in on that trend? Yeah, they're not a craft beer and they recognise they're not a craft beer so really what they've done in this ad is they've been consistent to show men as being unintelligent creatures throughout their creative, but they've taken the time message one of craft beer and wrapped it in the standard traditional beer advertising which is guys in a pub hanging out. Is it a militia-mash Russel? Someone will try and own the brewery or try and own the process of making beer and that's what Hahn tried to do here. It's like the latest Cadbury stuff. We're in the chocolate factory and trying to put joy, we're producing joy. So it's again not a new idea to try and own the place where this product is built. It's just got a different style of doing it. It's not just craft beer, wine the closing the gap, too. According to the Bureau of Statistics we drink 304 glasses of wine. They advertise, but not anything like the scale of beer. Toby, how scared would beer be of wine getting its act together? I don't think they are. Beer is losing share of mouth, but gaining share of wallet. It's making more money for shrinking volume. Wine has the opposite problem, and they also are different occasion drinks. The wine has got 26%, beer's got 37%, but you can't imagine a brickie with a hard-earned thirst having a crisp cab blanc. One of the biggest trends is home consumption. 70% of alcohol is consumed at home and this is where wine works really well and the second thing it taps into, the two words that singlehandedly have taken down the beer industry is " beer gut". Wine doesn't have that. It's a big health issue and you can see the run to lighter beers and there's no wine gut or spirits gut, it's beer gut. Have you just made that up?As Russel sits back!Meanwhile, Crown and Hahn are not the only ones looking backwards. There's two things that define a man, his left hand and his right. Take a look at yours. They look familiar, don't they? What have they done lately? Where are the clues? Every scar is a memory, each callous a job done, because when it's hand-made, it's made well. Hand-cut, hand-polished and then handed down. You can lend one, give one, raise one, be hands-on, get 'em dirty. Yep, you can tell a lot about a man by his hands. My hands are very soft. It's only a few years ago they were doing the high concept grand parade. Now, the theme tune is back. The hard-earned thirst is back. The smell of working bloke is back. Russ, you used to have the VB account, why are they back in the 1970s? Well, because they finally worked out that they had to get back to the 1970s. Importantly, VB changed its alcohol level from 4.9 to 4.6, it went back to 4.9 and launched with this campaign. VB advertising is like an AC/DC album, so every year AC/DC comes out with an album using the same three cords in a different order and every single song has the word 'rock' in it. It doesn't matter if they come out with a different album that's awesome music and it doesn't use the formula - no-one will buy it. VB has gone back to the formula. They know this was going to work for them and it has worked extremely well for them. Growth for the first time in years. You have to go back in a dream landscape as a marketer and advertiser you need to find brand assets that stand the test of time. That voice-over, the music, the imagery they use is so VB. I love that advertising, I think it's fantastic and it's not targeting me. Or me. I sit at home going "Oh, I could pay someone to do those things. " The traditional great strength of VB was drunk in first-class, business class and economy, and -But all by Boony. They'll know they're really successful when they get back to that, and I think it's possible by actually this reward for effort is ultimately what it's all about. Whether you're in first-class, business class or economy, you will reward yourself for the effort that you put in during that day. VB is owned by Foster's, owned by SAB Miller. All these iconic beers are actually South African. Now these ones are observe owned by Lion, owned by Kirin, technically Japanese. As premium foreign beers you'd think they'd sell better. Six Lion beers have joined together on one project. Lionel, your moment has arrived. (Sings) # 'Cause you know just what to say # And you know just what to do # And I want to tell you so much # I love you # Hey honey, did you leave this Lionel Richie in the fridge? I think he's gone off. I love this idea. Your own fridge keg. Lauren, what's that about? It's extraordinarily clever. Firstly with using lunl Lionel has got extreme cut-through and I love Lionel. And secondly, what they're doing is taking this premium experience of being in the pub and having a beer in a glass versus what happens at home where it's out of a bottle. They're being very clever in taking a premium product and replacing it at home with a premium product. This is just fantastic, though. The ad itself is brilliant. They could easily have had someone opens up the fridge, honey what's that in the fridge now? "Oh, it's my new tap king. " Lionel Richie is in the fridge singing 'Hello' -I reckon they were about six kegs into the meeting. Absolutely, for the client to say "That's an awesome idea, let's get him, make that advertising and create advertising that we all enjoy. " Good luck to them, I hope it smashes it. This is actually perfect advertising, because it's targeting those babyboomers who liked Lionel Richie back then and are now drinking at home. The creative in this ad has softened the market. If you say to your wife "I'm going to bring a keg of beer home" , she's likely going to say "I don't think you're going to. " This has softened it in, Lionel Richie, a beautiful ad. The wife is educated on it, you bring the keg home, sure. The breent brewing trend is popstar blends. Madness launched Gladness lager. I feel like they're high on their own sublime. Hanson have released a brand called MmmHops. I think Coles is missing an opportunity to bring us Ni-ale, the beer that goes in one direction. Down, down. But of course if beer companies really want to know how to make a splash they need to ask only one question - "what would Kim Jong-Un do?"what would North Korea's resident jailer do to get the public's attention? Do what he did in July and hold a parade to celebrate the 60th anniversary of winning the Korean war. Even though that was at best a draw, the parade included horse riding, cookie marching, tanks, missiles and my favourite - giant golden statues of his father and grandfather. Yeah, that's not a big ad, this is a big ad. Gruen Planet, be curious. Now the pitch where we challenge ad agencies to convince us to do something we're never gonna to do. Anyone who lives in urban Australia knows we're a nation of coffee snobs and addicts, people who can't walk into the office without a take-away in one hand, spend more on home coffee machines than fridges and tellies. We've asked two agencies to convince us to banish the bean. Can they do it? Cos Lucetti, how did you do this one? We wanted to appeal to a sporting sense of pride. ADVERTISEMENT: Australians love our sport and we also love our coffee. Has our love of coffee come at a cost? Our cricketers spend more time drinking cappuccinos than in the middle. Coffee gives me the runs. The only runs you're getting. Wallabies can score a flat white, but not a bloody try. Our swimmers stay up all night drinking double expressos, but sound asleep in the water. But the British love their tea and they're sipping the sweet taste of success. Coffee drinking has stained our sporting culture and we've become a joke. Get serious Australia, it's tea time. Winning. It's in the bag. Alright, Anya, did you have to put the kettle on? We took a really serious approach to this one after we found out what actually went into making just one cup of coffee. Let's have a look. ADVERTISEMENT: Water is our most precious resource. Millions live in slums where the water is unsafe for drinking, cooking or cleaning. They suffer illness and death from unsanitary water. Many are without an adequate water supply for even their most basic needs. Yet it takes 140 litres of water to produce just one cup of coffee. So, is coffee still your cup of tea? APPLAUSE

Alright, panel. Russel, which of those two executions did you prefer? I did love the end line " it's in the bag" , but No.2, terrific. No.2 is where I would put my vote. It would make me change my behaviour. Toby? I liked the end line in No.1, but No.2 wins. From someone who's never tasted a coffee, I'm going with No.2. Congratulations to you both , No.2 it is. That's how our panel saw it. You can have your say on Twitter and Facebook or cut your caffeine intake and realise you don't have to tell everyone everything in your life. So sorry I'm grumpy - haven't had a coffee in an hour. is Spinis
Innovation that excites. This is Spinis Cycle where we count down favourite recent attempts at publicity grabbing. Redfoo for taking cross-promotion to a whole new level of cheese. The famous Hair Bear Bunch member - goog 'It Started with a Kiss' - released 'Let's Get Ridiculous'. He snuck this plug in early. Nice one, Redfoo. Subtle. During the manufactured tension of the interminable judging, he squeezed in another. I've got to go with my gut, my crazy gut, my ridiculous...I could tell you who won, but I don't care. Ridiculous . At No.2, Beardvertising, a US Web agency that pays beardie men up to $5 a day to wear tiny bill boards in their chin growth. Finally, a way to tap into the lucrative Am ish market. At No.1, a New York real estate company Rapid Realty for offering 15% pay rises to employees who agree to get a tattoo of the company logo. There are no size or location restrictions. Brook got her's behind the ear. I'm ahead a pay cheque coming in. It was nice. Oh it was nice, what's that on your neck, mummy? "Oo, that's your college education". The company pays for the ink and more than 40 employees have gone under the needle, apparently adding thousands to their income, all this got me was an itchy rash and hepatitis A, B and C.


We've talked about beer already. Let's switch to a more sobering topic. Six months ago more than 1100 Bangladeshi workers lost their lives when the Rana Plaza factory collapsed. Emergency crews are working to pull out survives from under the rubble of the 8-storey building. Staff had complained of the cracks in the building triggering a temporary evacuation yesterday before workers were forced back to the production line by their managers. Building collapses are common in Bangladesh where developers often flout the official construction code. Many Australian brands sell clothing made in Bangladesh and many trumpet their low prices. Among others, Target does it... Get more, pay less at Target. So does Big W. Australia's lowest prices. Here's the recent K-mart campaign. Going around like boom, boom, boom. Fresh brands look amazing. Don't endless ads about low prices alert us to consequences? The Australian consumer, we've been trained since birth to buy on price, so when we're in the car we drive past a petrol station, and the petrol station advertises the price right there on the corner day in and out. Every week, a catalogue in our letterbox asking us to buy on price and then, of course, we've got the globalisation trend and the idea that actually countries get a niche. So we've got a country here in Bangladesh that's getting a niche around manufacturing of clothing. That's how they get their GDP to a point that hopefully they can get people into maybe the middle class. And you have us here in our middle-class glory happily buying on price. The thing about sweat shops is they say a lot about corporate greed and the need for profit, but they say a lot about us. It's also a very good mirror on our consumption, because we want it all. We want it fast, high quality and cheap and it's easy to disassociate that and say it's completely a corporate issue. It's not the case. It mirrors our consumption. Consumers wanting cheaper prices is as new as herpes. The advertising doesn't create that need, it reflects it. It's like blaming advertising for doing that is like blaming the mirror for you being fat. It is hard to swallow for anyone, for the manufacturers or for consumers that saving $5 on that T-shirt could be taking 10 years off someone's life in another part of the world because of horrific working conditions. It's interesting, we are in this sort of world now where it is all about price, it's price, price, price, which is, of course, has to be driven down continuously. So if the price has got to the point where it's $5 for a T-shirt it's got to be made for a whole lot less than 5 bucks in order for us to buy it. We don't make that equation in our heads when we get to the store. We go "Oh my God, it's 5 bucks. " In the 48 hours after the Rana Plaza collapse, only two of the 40 bans admitted it. Joe Fresh and Primark. Benetton initially claimed no involvement and may have genuinely believed that, but its clothes turned up in the rubble. Serious but ugly hypothetical. Todd, for a brand is it more dangerous to risk the lives of third world workers or lie about it? The more damaging thing for the brand IT is to lie about, because it moves from corporate greed to some kind of evil intent and so I think it's never a good strategy from a PR perspective for any company to lie. A lie is knowingly lie, you don't knowingly think you're about to cause harm to some people working in Bangladesh. Then the companies have an obligation to force companies to have better working conditions. But Primark, for example, who are Irish retail ers were having products manufactured in the Rana Plaza. They were picketed at their flagship store, but two months afterwards, because they had a new $4 bikini, sales were up 22%. People care more about prices than they do about dead workers. Bangladesh is the second biggest clothes exporter in the world mind China. A few weeks after the Rana Plaza collapse, a 'Four Corners' report called Cotton On named Australian companies manufacturing in that country. All refused to be interviewed for the program. Now Lauren, would those companies have talked to each other when 'Four Corners' came ringing? This is such a disturbing story of such a great magnitude. None of these businesses would have had to deal with something like this before. None of them are going to put their hands up. They're not going to come forward as a whole industry either and say "Yeah, we've got it wrong" , simply not going to happen. There's fierce competitors, no chance they're cluing on strategy. You could imagine some of them sitting back hoping someone does come forward, because it makes it easier for the industry if there's one punching bag and someone could make that mistake. The other thing is it's extremely difficult to explain the argument, explain the process and there may well be a really sound argument, because it's really unlikely you're going to leave the conversation with the media, because the media wants something simple and quick and they want to either kill or be killed. It's also finding out who's to blame. Is it the Bangladesh Government for not putting higher wages, the brands, or us because we fought it, or faces like Miranda Kerr earning millions a year when these workers are earning $36 a month? Hypocrisy begins at home. This is from China, my jeans are from probably Sri Lanka, my boots stitched in Turkey, my iPhone in China . I've got a hip pocket hypocrisy. I'm quite happy to wear it. Going back to the issue before -You said that like you were really happy about that. My clothes are from ABC wardrobe. Maybe what we should do is we should tag clothes that are made overseas and we know they're made overseas with the UR L and allow people to go on-line and have 24-hour surveillance of the factory to know where it was made. To know I choose to buy this rug made by a 7-year-old in Cairo and make a decision as a consumer that I'm OK. Since Rana, Oxfam has forced a code of minimum building standards for contractors. Those who've signed up include K-mart, Target, Big W, Cotton on and Forever New. Of those who haven't it's Rivers that stood out. It didn't respond to 'Four Corners', it doesn't have a head office number or a social media presence. K-mart went on the PR front sending out MD Guy Russo to stress the company was helping to lift workers in the third world out of poverty. Here he is on ABC breakfast. What are the minimum standards put in place?Most importantly , they've got to pay minimum wage and make sure - Is it just the minimum wage that's paid?Minimum wage, working conditions, fire exits are easy to find and move to. The minimum wage in Bangladesh is $38 a month?Yes. If the people making your clothing are being paid $38 a month and that's acceptable to you, then I think you have a perspective problem. Clearly that was not much fun for him. Lauren, would you ever send a CEO out to be a whipping boy of the press to get his lumps? It's not ideal and you try to avoid it. In this instance it's a highly emoitive topic. You really need to think outside of what is a normal issues management. I think that what they addressed by talking is that K-mart showed that they were trying to create some change. I think he chose the wrong media outlet. There are some lazy journalists that front news shows and you can get away with controlling your message with them, because they won't push you very hard. Virginia's not one of those and clearly she had a non- autocue moment where she got to flex her journalistic muscles and she did her homework and Guy Russo is a good person and he stayed cool under pressure, but don't go public unless you have the answer to those questions. I really admire Guy Russo for doing this. It's a ballsy move and the way CEOs ought to behave. He's experimenting with truth and standing up for what he's done and what he believes and I applaud him for it. He's facing Virginia Trioli and there's Sarah Ferguson at 'Four Corners' and two rules for dealing with those two. The first thing is take a change of undies and the second is don't smile. He fronted up and that was a tough impressive thing to do. Gruen Planet, one spray, 101 uses.

That's all we have time for tonight. Thank our panel - Russel, Lauren, Toby and Todd. We'll leave you with the latest contender for worst celebrity endorsement of all time. (Sings) # Hello # The winner will get one week of not having to hand over lunch money in the playground and the smug satisfaction of owning TB's only credible award the Brown Logie. (Sings) # Hello Tonight, we visit Japan, a place where thanks to language and cultural differences, you can make ads with the safety of knowing they'll never be used anywhere else. Our favourite holidaying star is Nicolas Cage, who has channelled his personal madness into a series of parlour ads each one more overacted than the last. To be fair, they probably belong in the best celebrity endorsements of all time, they're so terrible.

I love all of Japan. I love sushi and Mount Fuji. Closed Captions by CSI Australia

# Theme music

# Prima donna girl # Fill the void up with celluloid # Take a picture
I'm with the boys # Get what I want
'cause I ask for it # Not because
I'm really that deserving of it # Prima donna girl. # WOMAN: I'll never forget my time
here as a Hillford girl. It's so wonderful to be back. Thank you. (Applause)

As school captain of Hillford, I'd like to thank Mrs Dorothy Watson
and Mrs Iris McKenna for coming to talk to us today as
part of our Centenary Celebrations. Wow, Iris. To meet the oldest surviving
Hillford girl is a privilege. I'd now like to introduce
to the stage my Year 12 prefects wearing the uniforms of
the last 100 years of Hillford.