TV Commercials

Television General Television Topics
321

Nine unveils first ads for State of Originality

Australia’s most iconic rugby league contest will see the most creative minds in advertising go head-to-head, with Nine unveiling a selection of entries in its State of Originality competition ahead of tonight’s 2022 State of Origin opener.

With the iconic three-game series between NSW and Queensland fast turning into a blockbuster clash of creativity for adland, the State of Originality competition will see KFC, Menulog, Sportsbet, McDonalds, Isuzu, UPI and Stan among the major brands battling it out for the highly anticipated prize.

The winner will take home the biggest prize in Australian advertising, with more than $1 million in inventory up for grabs across Nine’s television, radio, digital and print assets.
The competition was won by McDonalds, DDB and OMD last year.

The campaigns entered so far are: a new commercial by Menulog featuring global pop sensation Katy Perry entered by McCann / UM; a new Sportsbet commercial that is a parody of the Top Gun movie entered by PMG; and KFC ‘Fried Night Footy Feast’ entered by Ogilvy Australia / MediaCom.

In each of the three State of Origin games, Nine will unveil new entries for the competition, which will be then be judged by a panel consisting of leading advertising communicators: globally acclaimed disruptor and former CEO of BBH, founder of MakeLoveNotPorn and all-round advertising legend, Cindy Gallop; dynamic duo Josh Whiteman and Paul Chappell, Co-Founders of Brand+Story and creators of this year’s acclaimed story of optimism, Fly Away from Qantas; Australia’s most awarded creative*, Tara Ford, CCO of The Monkeys; former adman, Gruen panellist and 3AW Breakfast co-host Russel Howcroft; and Liana Dubois, Director, Powered by Nine.

“There’s no bigger platform to showcase Australian adland’s creativity than the State of Origin,” said Liana Dubois Nine’s Director of Powered. “These first three ads highlight the creativity that will ensure millions of viewers love the off-field action as much as the game itself.

“We have devised the State of Originality to push the industry to find entertaining and creative ways to engage viewers during the biggest and best sporting contest on television, with our ambition to see the State of Origin ultimately become Australia’s Super Bowl.”

Entries remain open until Round 3 of the State of Origin go to stateoforiginality.com.au for more information.

*bestadsontv.com

1 Like
322

Interesting ad during Origin tonight from Menulog “apologising” for so many ads in the first game, but then they show clips of Wendell Sailor brushing his teeth, or reading or sleeping.

And the Katy Perry Menulog one got a good airing too. But I prefer her to Snoop Dog.

2 Likes
323

The music in the Woolworths Fix-Ems ad is laughable. It seems like they couldn’t secure the rights to the original recording of 2 Unlimited’s “Get Ready For This” so they instead used a crude soundalike cover.

324
1 Like
325

Menulog wins Nine’s State of Originality million

image
image1024×576 42.6 KB

Menulog together with its agencies Thinkerbell and UM, is the 2022 winner of the biggest prize in Australian advertising taking home $1 million worth of inventory across Nine in the State of Originality.

Determined by an all-star judging panel, Nine’s State of Originality challenged brands and agencies to take the State of Origin platform to create unmissable ads capturing the attention of the millions of viewers watching each round of the series.

Menulog’s winning ad, “Wendell Sailor Brushing His Teeth”, was a humorous rapid fire response during Game 2 that put the brand into viewer conversation surrounding Menulog’s Katy Perry ad in Game 1. Ads were created using Wendell Sailor doing nothing more exciting or elaborate than engaging in his daily routine; brushing his teeth, reading and having a snooze as an antidote to the costume-filled, big musical score of their Game 1 ad.

“My sincere congratulations go to Menulog and their agencies, Thinkerbell and UM,” said Michael Stephenson, Nine’s Chief Sales Officer. “They took up both the challenge and opportunity in State of Originality, and reacted quickly to a real-world event during Game 1, owning the narrative and executing fresh creative to win over fans in Game 2.”

“I also want to thank our world class judges who have helped us to establish the State of Originality, which as the name suggests, is a call to arms for brands and agencies who want to be recognised for original, well-crafted work.”

Simon Cheng, Chief Marketing Officer of Menulog, said: “We’re thrilled to have won Nine’s State of Originality. Menulog is all about delivering joy to Aussies and this ad was about listening to our audience in real time and putting a smile on footy fans’ faces with a playful response. Big thank you to our partners, Thinkerbell, UM and Nine for working with us in such a creative and agile manner.”

In total, eight brands entered the competition: KFC, Sportsbet, Kia, Ampol, McDonald’s, Stan, The Arnott’s Group, and Menulog.

The competition was judged by a panel of leaders in advertising: international legend, Cindy Gallop; co-founders of Brand+Story, Josh Whiteman and Paul Chappell, the creators of last year’s brilliant campaign for Qantas, Fly Away; Australia’s living creative legend Tara Ford, CCO of The Monkeys; Gruen panellist and 3AW Breakfast co-host Russel Howcroft; and Nine’s CMO Liana Dubois.

Individual comments from the State of Originality jury supported the simple creativity and agility shown by the winning Menulog campaign, with the judges commenting that the work was highly responsive to consumer sentiment during the series and complimenting Menulog at the speed of how they responded.

327

It’s hard to hear this version after only knowing the menu log version, everything about that one just sounds better.

3 Likes
328

It gets worse - there’s even a version for their Canadian arm, Skip the Dishes.

4 Likes
329

Canadian guy doesn’t have a helmet lol

Comparison

2 Likes
330

This one’s different to the other two almost entirely though.

332

That is actually good, she is one of the few genuinely good musicians of the new generation (post-2005).

333

That Menulog ad might be the most annoying ad I’ve ever seen.

334

Well, this is interesting.

During an ad break for Seven News at around 6:35pm tonight, Seven Sydney ran an ad for Freedom, which featured an Albury store location! :open_mouth:

Also, during an ad break for The Project a week or two back, Ten Sydney ran an ad for Victoria’s Department of Health.

3 Likes
335

I think I saw that the other day too, but early afternoon on 7 Sydney, had “Albury Homemaker Centre” as the only store location, can’t remember if it was Freedom or not, but I’d say it’s the same one you saw given it’s the same channel.

So it’s been on more than once, i know they’ve only recently taken over and rebranded Prime7, where its origins incidentally also began in Albury as “The Prime Network (RVN/AMV)” , but I didn’t think they were doing full playout of 7 regionals in NSW/VIC just yet however. So how that ad got into their system is a mystery to me.

336

Well, SCA’s TV stations are being played out of NPC like Seven & Nine are, so maybe the Freedom ad was meant to be aired on SCA 10 Albury.

2 Likes
338

There was a tyre ad featuring Indian cricketer Virat Kohli during Nine’s T20 cricket coverage tonight, I suspect that was on the host broadcast feed but somehow slipped through on Nine?

1 Like
339

Maybe this one?

MRF Tyres is a major sponsor of ICC tournaments, and its range is also available through smaller distributors in Australia (you can’t find it in Bob Jane T-Marts for example).

2 Likes
340

Yes that one i think

2 Likes
341

It’s embedded in the world feed.

2 Likes
343
1 Like
344

hi all, hoping someone can help me find a really specific toyota australia ad - it was on youtube here (now deleted) as “2018 Toyota C-HR Commercial Australia”

might be in the ad break of an old news bulletin or something? idk

1 Like