Capturing the infectious nature of ABBA music, as we watch an assortment of characters get swept up in the joy and nostalgia of the song, 'Mamma Mia'.
After the global shutdown of the live performing arts business across the majority of 2020-21 due to COVID-19, the industry is coming back strong while navigating the new landscape of audience behaviour.
From a marketing viewpoint, Commercial Theatre is the most complex of entertainment genres to master, so achieving sales success in this sector in a post-pandemic world has become even more challenging.
Therefore, innovation around storytelling to inspire and convert ticket-buying customers was the brief regarding for the return season of the worldwide hit, MAMMA MIA! The Musical.
The musical theatre industry has for decades approached TVCs in the same way – production footage shot on stage.
After initially breaking this mould with the campaign promoting the 2017 Australian Tour of MAMMA MIA! The Musical, renowned theatre producer, Louise Withers was adamant that the campaign for the upcoming production would again be fresh, inventive and leave audiences tapping their feet all the way to the box office.
With one of the most easily recognisable soundtracks of any musical, the TVC captures the infectious nature of ABBA music, as we watch an assortment of characters get swept up in the joy and nostalgia of the song, 'Mamma Mia'.
Louise Withers said: “Our aim with this ad was to sell the emotion of MAMMA MIA! The Musical, reminding audiences of the joy of the music and the experience of attending the theatre.
"The story, and ABBA’s songs, hold such a special place in the heart of so many Australians. With this ad, we wanted to remind people how this iconic soundtrack makes you feel, regardless of your age or background.”
A collaboration between entertainment consultancy Anthem, production company Bullfrog and the client Louise Withers & Associates, the TVC forms the base of a campaign rolling out in support of the premiere Sydney season and will run across broadcast and digital platforms.
Credits
Client: Louise Withers & Associates Pty Ltd for MAMMA MIA! Return Tour P/L
Concept and creative direction: Anthem
Production: Bullfrog
MAMMA MIA! THE MUSICAL AUSTRALIAN PRODUCERS
Michael Coppel, Louise Withers, Linda Bewick
LOUISE WITHERS & ASSOCIATES PTY LTD
DIRECTORS - Louise Withers and Linda Bewick
EXECUTIVE PRODUCER - Philippa Gowen
GENERAL MANAGER - Julia Bendall Cryderman
ACCOUNTANT - Hayley Lieb
ANTHEM
MANAGING PARTNER – Amy Maiden
PARTNER, CREATIVE SERVICES – David Harrison
SENIOR ACCOUNT MANAGER – Mitchell McCafferty
BULLFROG
EXECUTIVE PRODUCER - Mark Taylor
PRODUCER/1st AD - Chris King
DIRECTOR - Caleb Mountjoy
CINEMATOGRAPHER - Joey Knox
1st ASSISTANT CAMERA - Austin Haigh
2nd ASSISTANT CAMERA - Dana Simon
GAFFER - Tommi Hacker
LIGHTING ASSISTANT - Michael Hales
KEY GRIP - Ryan Thompson
GRIP ASSISTANT - Tyron Robinson
SOUND RECORDIST - Hugh Palmer
BOOM SWINGER - Tim Smith
PRODUCTION DESIGNER - Tom Atkinson
ART ASSIST - Haiden Nettle
MAKEUP ARTIST - Jo Fletcher
WARDROBE STYLIST - Sohpie Hayward
BTS PHOTOGRAPHER - Ben Guy
CHILD MINDER - Brett Omara
OFFLINE EDITOR - Caleb Mountjoy
ONLINE EDITOR - Ted Deacey
COLOURIST - Ted Deacey
SOUNDMIX - RAN RUN
