Funny is on the money for cinema advertising. All three top finalists at the Val Morgan ACES awards yesterday were laugh out loud; the kind of ads you want to see at the cinema. Six out of the ten finalists played for laughs.
The winner was about a tractor, a parody on car adverts. A big hand to Redhanded Creative for putting Kubota on the map with Sheer Tractoring Pleasure.
Finch's Coincidence for Carlton United Brewers, where to the chagrin of their partners a bunch of blokes find themselves all in the same holiday resort purely by coincidence, and Tap King – The search, guest starring Lionel Ritchie and a fridge for Lion by BMF, made up the podium.
Val Morgan CEO said the Kubota ad clinched it because it “took a fresh approach to the category”. Jury chair Rob Belgiovane of BMF said it was so fresh “it makes me want to drive the tractor through Mosman.”
"Tractor advertising is usually riddled with clichés and budget constraints but not this one,” said Belgiovane. “Kubota has produced work that Maserati would proud of but with a firm tongue in cheek. It was undoubtedly the freshest work entered this round against some stiff but definitely more predictable competition.”
The ad was created for cinema to deliver a message to regional audiences, said Jim Gall managing partner at Redhanded. He said that it had helped Kubota achieve a big uplift in tractor sales.
“This is a tremendous surprise for a specialist agency in Melbourne which prides itself on its creative strategy and delivers respectful messages to regional audiences,” said Gall.
“This ad was built for cinema; it’s a 60 second ad and was sold in because we thought it was a highly engaging cut-through medium. The whole Agency, production crew, creative team and their creative director have a passion for regional Australia and believe just because it's rural advertising, doesn't mean it has to be boring advertising. We've seen a big uplift in tractor sales through this campaign. Don't be too concerned if you start to see a Kubota at the next school pick-up.”
The agency walked away with a $25,000 ad schedule.
Keogh said that about half of the 51 entries had aired on the big screen as well as TV. He took the opportunity to tout Val Morgan's ability, along with Adstream, to easily convert TV ads to cinema format, meaning there was “no excuse” not to put cinema on the schedule.
See Sheer Tractoring Pleasure and the other finalists below.
Tap King - The Search
Like You've Never Experienced
Barossa. Be Consumed.
Devondale Spreads - Stepdad Steve
It's Possible to Love a Bank
Soyafter Taste Face - Sunshine Bubble
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