TAB sports ignites a furious debate...plus 5 more campaigns that place themselves in the centre of a sparky conversation.
A snapshot look at a trending campaign with a curated pick of past campaigns that use a similar creative approach in some way.
We all know Australians are a nation of sports lovers but strangely they don’t seem to actually have a ‘national sport’. From this culturally rich observation, The Monkeys have ignited a heated debate on behalf of TAB, one of Australia’s best-known bookmakers.
To light the match, FINCH director Nick Ball has produced a 3-minute commercial that gets Australians from all walks of life fired up adding their two cents, until, finally, the matter is settled.
Here are five more:
Council Of Franks | Oscar Mayer | Johannes Leonardo | 2023
Oscar Mayer has launched its 'Council of Franks' campaign, featuring TV commercials, OTT, OLV, and social media promotions. In this campaign, designed to raise awareness of its new 100% Beef Franks recipe. a fictional group of experts known as 'The Franks' gather to debate brand critical issues such as whether grilled or boiled is better. We also hear sizzling as a form of testimony from some hot dogs on a portable grill. The result of the debate is a unanimous verdict that declares Oscar Mayer's 100% Beef Franks as the most delicious. Additionally, the brand introduces a playlist featuring songs by musicians named 'Frank.' This campaign aligns with Oscar Mayer's 'Keep It Oscar' brand platform, which aims to bring joy and remind people to not take life too seriously. Created by Johannes Leonardo, the campaign will be supported by a comprehensive marketing plan across various channels.
LVII Means 57 | Heinz | Rethink | 2023
Roman numerals are ancient history, but nobody seemed to tell The Super Bowl who continues to use them despite many taking to social media to voice their frustration. But one brand heard. Ahead of the 57thedition of the Super Bowl, HEINZ is battling for common sense to prevail. A call to arms that couldn’t be more relevant to Heinz, given the year and its iconic 57 logo.
To help passionate fans have their voices heard, HEINZ provides a website where people can vote on whether it's time to end this Roman numerals nonsense once and for all. There's a special edition bottle for a few lucky fans too.
Pecan Debate | American Pecans | Weber Shandwick
In the holiday season, American Pecans launched The Super Safe Pecan Debate to settle the age-old debate of how to pronounce the word "pecan." Pecan lovers from across the country were invited to visit PecanDebate.com to cast their vote for "PEA-can" or "puh-CON" and share their pronunciation on social media using #pecandebate. Those who participated in the virtual pecan polls were entered for a chance to win one of 300 limited-edition pecan snacking blankets that featured both pronunciations on opposite sides.
The campaign highlighted that despite the divided opinions on pronunciation, pecans are a staple on the holiday table and make everything more delicious. The Super Safe Pecan Debate provided a fun and safe way for people to passionately argue their pronunciation without risking their invitation to next year's family gathering
Laundry Night | Procter & Gamble | Saatchi & Saatchi
Saatchi & Saatchi New York launched a campaign, led by Peyton Manning, that proposed changing America's laundry night from Sunday to Tuesday, and declared Sundays to be "not for laundry" but for NFL football. The campaign began during pro football's season kickoff and featured a spot with various celebrities, including Gwen Stefani and Kenan Thompson, airing their grievances about doing laundry on nights other than Sundays. The campaign included a series of ads highlighting the benefits of Tuesday as laundry night, such as more time for relaxation and entertainment on Sundays. The goal of the campaign was to promote the idea that Tuesday is a better day for laundry and to encourage Americans to rethink their laundry habits.
Have A Bite | Kit Kat | Wunderman Thompson
KitKat launched the 'What a Difference a Break Makes' campaign to ensure their product remained relevant. They noticed that people had different ways of eating the chocolate bar, and the question of whether it was acceptable to just have a bite became a topic of debate on social media. The brand finally acknowledged the controversy and launched a campaign that put the brand in the middle of a national conversation. TikTok creators showed how they had a bite, and the brand added fuel to the fire with a special director's cut of the brand film. The brand continued to test the pulse of the nation with polls, an updated pack design, and public conversations with other brands and celebs. In the first 48 hours, the campaign gained national press, had 4.3 million views on TikTok and Instagram, and caught the attention of passionate KitKat fans with over 70,000 votes in a heated Twitter debate.
