Publicis Groupe has released its first work for Campbell Arnott’s since picking up the account in March.
The TV campaign, ‘Moments that shape a game’, is a light-hearted promotion of Arnott’s Shapes in the lead up to footy season finals and the Bledisloe Cup.
The spots parody some of the finer points of the game, such as the ‘warm up’, ‘off side’, ‘half time’ and funny take on ‘no substitutes’.
Publicis Groupe picked up the Campbell Arnott’s account from TKT Sydney (creative) and Wavemaker (media) with its ‘Power of One’ agency model that combines resources from agencies across the group.
Publicis Groupe handles all brand communications business across Asia-Pacific, including creative, strategy, media planning and buying, PR and shopper marketing.
“We are excited to release our first major piece of creative work in partnership with the Publicis Groupe. We look forward to getting behind Australia and New Zealand’s fever and passion for football season finals, enhanced by their love of Arnott’s Shapes,” Campbell Arnott’s VP of marketing Asia-Pacific and global brands David McNeil said.
Rebecca Carassco, the deputy ECD working on the campaign, added: “When you have an iconic brand like Arnott’s Shapes getting behind such an iconic moment in our ANZ culture, there’s really only one responsible approach… And that’s to have fun with it.”
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