The recent 'Dads in Briefs' commercial out of Argentina shows a humour and irreverence that used to be the realm of Australian advertising, according to McCann ECD John Mescall.
The TV spot, created by Del Campo Nazca Saatchi & Saatchi, Argentina, for BGH Air Conditioners, shows an “energy” and “irreverence” that Australia was once famous for, and that the industry should strive to achieve again.
Mescall said: “It represents a broader issue for Australian marketers, one I could sum up with the phrase: 'That used to be us.'”
“The work now coming out of South American markets represents the kind of irreverence, energy and uniqueness that Australian advertising was once known for. This particular campaign is just one example of what the South Americans are doing.
“While Australian advertising becomes more and more globally-aligned (in attitude) the Argentinians and Brazilians et al, are happily becoming perhaps even more Latin in their outlook.
“They’re not afraid to be unique, and to express their cultural uniqueness through their work.
“There’s no doubt that the very best Australian advertising still taps into our unique cultural traits, but too much of it feels like it could’ve come from anywhere in the world.
“We used to be the ones with the most unique voice on the world advertising stage. Not any more.
“As the wildly brilliant Carlton Draught campaign proves, when Australian advertising celebrates uniquely Australian traits (and cutting down bullshitters while celebrating the underdog is about as Australian as it gets) it can succeed beyond measure.
“Perhaps we would do well to be more (rather than less) like ourselves.”