Filed under: Comment
So as I think alot of you know, I’ve been spending quite a lot of time in Australia recently.
Well, whilst I’ve mentioned there are a number of ‘issues’ going on in the background, I do have something to show you that comes from the work we’ve been doing.
Whilst the spot you are about to see comes from the new core idea, it’s not the core ad … infact it’s role is rather different to what we had originally envisaged.
Initially it’s purpose was to act as a sort-of bridge to the bigger, more pragmatic repositioning … however with so many things now ‘up in the air’, it has been decided that it should be put out while the other issues attempt to be ‘fixed’.
Without doubt this spot will mean much, much more if you’re an Aussie [mainly because the ‘piece’ that is being played has been religiously attached to the brand for over 40 years] … however when I tell you that the people ‘performing’ are the real members of the Melbourne Philharmonic Orchestra … they took a month to learn, practice and rehearse the piece and there are absolutely NO CAMERA or SOUND tricks in the whole film, then maybe the none-Aussies out there will tip their hats in approval.
Please know this is not a piece of communication to shift product … it’s a piece of communication to help shift the brands perception, whilst still being true to the values of its past.
[FYI: The brand has become a sort-of ‘yobs beer’ so I’m sure you’ll agree this is a rather major shift – however it’s still not as big as the one we were proposing!]
Whilst it might not sound it, I really do think its a great spot and I am very proud of everyone who helped contribute to its creation,
Sure I wish I could of shown it to you as part of the overall campaign but I can’t and when you consider we’ve still come up with a really interesting spot that stands on its own two feet and is waaaaaay different to the category norms, then I realise I should shut the fuck up and enjoy the moment. 🙂
With all that in mind, it gives me great, great pleasure to introduce you to a bunch of guys who truly deserve a badge of honour.
[And that includes everyone who worked on the spot!]
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that is fucking magic. fucking magic. im so jealous i didnt do it but im happy for everyone who did. well fucking done, its great.
Comment by andy@cynic October 31, 2007 @ 8:16 amEven if you didn’t know the VB brand, you’d still find this a great piece of work, however I know VB and more importantly, I know how Australians were perceiving the brand so this work tackles the issue head on and I love it.
Comment by Pete October 31, 2007 @ 8:31 amI do hope I get to see the overall campaign that you are obviously so proud of but what I’ve just witnessed already represents a major shift for the brand and unless you are going to change the name of your blog to “Musings Of A Miserable Old Sod” then you should, by your own admission, shut the fuck up.
I take it there’s no endline because the client is still making their mind up on “things” rather than because you’ve all become artsy? 🙂
Comment by Pete October 31, 2007 @ 8:31 amWhat Andy and Pete said. Except for Pete’s last comment which shows he’s a planner 🙂
Comment by Billy Whizz October 31, 2007 @ 8:36 amreally nice. good job boys and girls. and andy, who is responsible for making sure this was going to be a great ad by precautionary not attending during creation, shoot and edit.
Comment by Seb October 31, 2007 @ 8:51 amfuckwit 🙂
Comment by andy@cynic October 31, 2007 @ 8:56 amwoo, you’re getting the silver tongue out.
Comment by Seb October 31, 2007 @ 8:58 amtoo much douche baggery here, going to bed now.
Comment by Seb October 31, 2007 @ 9:00 amsee you tomorrow.
i know your missus is in germany and youre in a foreign country, but can you please stop trying to get in my fucking pants. maybe charles and his hair free arse will be more accomodating 🙂
Comment by andy@cynic October 31, 2007 @ 9:05 amnight herr seb
Comment by andy@cynic October 31, 2007 @ 9:06 amyou’ve basically released a single, while still working on the album…clever strategy…since it buys you time to tinker on the rest while incorporating comments from the audience on theis piece..
Comment by niko October 31, 2007 @ 3:52 pmIf thats the halfway house, I cant wait for the full thing.
Its an interesting looking shift too. Getting away from a yob image without losing the wide appeal of the brand is quite a difficult thing to do.
Excellent.
Comment by Rob Mortimer October 31, 2007 @ 4:02 pmVery clever shift and a nice way you’ve done it.
Comment by bhaskar October 31, 2007 @ 4:05 pmI like this a lot.
Comment by Marcus October 31, 2007 @ 4:13 pmi had a peek at this when i saw your facebook status this morning, but i didn’t have enough time to email you congratulations!! well done mate – turning this lug of a brand around is not easy and you guys have managed to make a good start.
while the track they’re playing still makes me cringe, [thanks to associating it with 40 years of tonka trucks and sweaty blokes with beer bellies] it’s a bloody great ad and i’m so glad you’ve released it now. in fact, even though it’s not your original idea, with cricket season around the corner, it’s actually good really timing.
i’m glad there’s no tagline, because it gives the brand time to settle into change and really determine where they’re going. i know that’s not the real reason they’re stalling, but i still think it’s a good move.
and, can someone tell me why orchestra has suddenly become the communication flavour of the month (between this and fallon’s sony)?
Comment by lauren October 31, 2007 @ 4:33 pmand that would be really good timing, not good really timing.
Comment by lauren October 31, 2007 @ 4:35 pmMorning everybody. As there are quite smart people around here all the time I hope one or 23 of these lovely beings can help me with something. The thing is that I need a new name for my blog because I want to make the move from blogger to the cosy home of wordpress. Unfortunately woweewow is not available (I had it, I deletet it, I can never have it again).
So what should be the name of my wordpress blog?
Suggestions so far:
uberfluffy
seb’s gonzo conglomeration of ideas
schmock
woo wee
hello my name is
think a bit
wakey wakey hands off snakey
I have no idea and won’t move until some more clever person can come up with something good. Shouldn’t be that complicated. And Andy, please don’t heasitate to not even think about firing your little stubby fingers to go for something that is a) gay or b) kraut (unless it’s good). Thanks, much appreciated.
Comment by Seb October 31, 2007 @ 5:03 pmseb.wordpress.com ist immer noch frei du haserl.
Comment by Marcus Brown October 31, 2007 @ 5:08 pmQuality. The best ad I’ve seen you showcase here. Cracks the brief or nails it depending on how hairy your bum is but and and I think this is really important. Its an extraordinarily well directed piece. Well done.
Comment by Charles Frith October 31, 2007 @ 5:15 pmon time and no-where to go
Comment by niko October 31, 2007 @ 5:17 pmWe know Andy will suggest gaykraut.com and it seems to be available! But seb.wordpress is better in terms of one word equity.
Comment by John October 31, 2007 @ 5:43 pmJohn, Marcus…good idea.
Comment by Seb October 31, 2007 @ 6:07 pmUnfortunately it was my first idea as well and
wordpress doesn’t allow anything under 4 letters.
sebs.wordpress.com is already used by some weird
gayguy from spain…come on, do something with it, Andy.
oehmchen.wordpress?
Comment by lauren October 31, 2007 @ 6:11 pmsebsational
Comment by Rob Mortimer October 31, 2007 @ 6:22 pmkrauttakenout
the-anti-marcus
Sebastian.wordpress
SebC.wordpress (assuming your last name begins with C of course)
Comment by John October 31, 2007 @ 6:37 pmone word equity? you working for those fuckers at m&c dodds?
after giving your problem all the attention it deserves seb (.357 of a second) i would like to propose two enchanting and stimulating alternatives
funnykraut.wordpress.com
kraut.wordpress.com
no fucking idea if theyre available and i dont fucking care, all i want to know is where do i send my embarrassing enormous big bill?
Comment by andy@cynic October 31, 2007 @ 6:54 pmfatkraut.wordpress would be future proof!
Comment by John October 31, 2007 @ 7:17 pmsourkraut.wordpress.com
you could be campbells counterpart in misery
Comment by andy@cynic October 31, 2007 @ 7:20 pmKrautthecloset.wordpress.com
Krautsider.wordpress.com
Krautlines.wordpress.com
😉
Comment by Rob Mortimer October 31, 2007 @ 7:24 pmoehmchen.wordpress is nice.
Comment by Seb October 31, 2007 @ 7:32 pmthough not very anglocompatible, isn’t it?
I am not that of an anti-markus. am I?
and given my last name is oehme it would be
sebo.wordpress…maybe sebbie.wordpress?
that’s how some wiedens call me.
kraut.wordpress is gone, I liked that andy, but
no money because it’s useless because not available.
I overheard that fatkraut, John.
…
more ideas, please.
what about you Campbell.
any sparkling, sterling thoughts?
Given your last request, I think Sebthedreamer.wordpress is the answer.
Comment by John October 31, 2007 @ 7:36 pmi like the way this post is ignoring robs great work and just focusing on coming up with a new name for someone elses blog. that gives me a very warm feeling inside, mainly because im jealous i didnt do the spot.
Comment by andy@cynic October 31, 2007 @ 7:37 pmwhat about oehmeandkennedy.wordpress.com?
Comment by andy@cynic October 31, 2007 @ 7:40 pmwith that im fucking off to do some work for paying clients and dont wait for campbell, hes somewhere up in the sky living the fucking dream as pissing usual.
seb, if you’ve got time to fuck around naming your blog, get onto skype for fucks’ sake.
Comment by lauren October 31, 2007 @ 7:49 pmI don’t have skype on my Wieden’s Mac.
Comment by Seb October 31, 2007 @ 7:53 pmSorry, luv. But maybe tonite?
We’re just respecting Rob’s inhernet modesty and anyway the thing won’t play on my computer for some reason.
Comment by John October 31, 2007 @ 7:53 pmRob, that is SUPERB. I love it.
Comment by Angus October 31, 2007 @ 7:54 pmAlso, I vote for sourkraut.wordpress.com – it’s the best one by far Seb.
Lauren, what’s your skype name?
Also mum, don’t forget to buy some laundry detergent today, thanks.
Note to self: check Qantas flight times.
Comment by Angus October 31, 2007 @ 7:57 pmseb: tonight (your time) for sure. angus: lozza_b52. rob: thanks for letting us use your blog as the school playground.
Comment by lauren October 31, 2007 @ 8:09 pmoh, yeah thanks rob.
Comment by Seb October 31, 2007 @ 8:34 pmwhat about sebkraut?
SEB i suggest Schwabo, means german in serbian slang
or else Schimanski (from the legendary tatort krimi’s)…u got a mustache by any chance?
Comment by niko October 31, 2007 @ 8:47 pmI’ve set up a “help seb” ressource. Please use this and stop spamming this blog.
http://whatthefuckshouldsebcallhisnewblog.wordpress.com/
Comment by The Kaiser October 31, 2007 @ 8:56 pmI like that Schimanski thing, Niko.
Comment by Seb October 31, 2007 @ 9:03 pmOr maybe Derrick…
markusbrownappreciationsociety.wordpress.com ?
Comment by Seb October 31, 2007 @ 9:03 pmsorry for misspelling your name, mate.
Comment by Seb October 31, 2007 @ 9:04 pmi got it seb:
alfredbiolekismyhomeboy.wordpress.com
u could translate a recepy every other week, get a theme thing going
Comment by niko October 31, 2007 @ 9:15 pmThat’s a great ad, though I kept slapping my speakers about at the start, because I thought I should be hearing footsteps.
Comment by Dave Mortimer October 31, 2007 @ 9:37 pmWhat a surprise, Andy takes this post and completely screws it up in an act of petchalent immaturity.
God I love working with that man, ha! 🙂
And for your information Boucher, I was not ‘living the life’ … well, not as much as I have on other trips, ha!
So Seb, just what did you go with?
Comment by Rob November 1, 2007 @ 8:14 amI think the word you’re looking for, Rob, is petulant.
Comment by oxford dictionary November 1, 2007 @ 8:18 amtheandyboucherappreciationsociety.wordpress.com
don’t ask…well at least not me as since yesterday I can afford a personal assistant who was a swedish underwear model before. thank you andy, I love you.
Comment by Seb November 1, 2007 @ 6:53 pmI am afraid, I am very, very afraid.
I’m also jealous. Very, very jealous. 🙂
I will investigate what the fuck Andy has been upto when he wakes from his drunken stupor … which seems like it’ll be next week judging from what I’ve heard.
Going home now, see you all tomorrow bright and early.
Comment by Rob November 1, 2007 @ 7:00 pmLadies and Gentlemen, it’s official.
Comment by Seb November 1, 2007 @ 7:09 pmTABAS (The Andy Bouche Appreciation Society) has a new home on the web: http://theandyboucherappreciationsociety.wordpress.com/
So Seb you’re saying that Bjorn was an underwear model?
Comment by John November 1, 2007 @ 7:49 pmYes, Marcus, I have completely lost my mind:
http://theringofmarcusbrownadorers.wordpress.com
Comment by Seb November 1, 2007 @ 7:59 pmWHAT
Comment by Rob November 2, 2007 @ 7:13 amTHE
HELL???
you are freaking the fuck out of me your kraut stalker? what the fuck am i supposed to have agreed to? you know it doesnt count if youre pissed when you agree to it. that probably wont was with you will it, it didnt with the divorce lawyer of mistake #2. 🙂
Comment by andy@cynic November 2, 2007 @ 8:17 am