Being asked what campaigns in Australian advertising are ’hot’ at
the moment and not being allowed to select any work from the Campaign
Palace makes this exercise extremely difficult. However, I have found a
couple of campaigns that I really wish the Campaign Palace had done.
The first ad is the latest in a long-running and extremely powerful and
effective campaign by the Transport Accident Commission from Grey in
Melbourne. This particular ad deals with speeding and demonstrates how a
car travelling 10kph too fast can mean the difference between life and
death for a pedestrian crossing the road.
We witness a person being hit by a car and killed as he crosses the
There are no cutaways so we observe it as if we were on the other side
of the road watching the whole thing. We are then told in extreme detail
what happens to the body as this horrendous spectacle takes place. After
this we see the same scene with the car travelling 10kph slower. The
driver breaks in time to avoid the pedestrian and the carnage. You might
think that this sounds shockingly gory and not much of an idea, but it
is extremely powerful in its simplicity in getting the message over. I
have seen many ads that were meant to shock the viewer into becoming
aware, but this is one of the most powerful that I have seen.
That’s enough death and destruction, now for something a little bit
It’s a campaign by the Conference of Australian Milk Authorities
(Clemenger, Melbourne) and it turns the milkman into a bit of a legend,
suggesting that for years the cheeky chappy has been delivering a bit
more than milk to the neighbourhood housewives.
The ad pictured here shows an oldish, fit-looking guy going from one
house to another being asked in by amorous elderly women. The title then
comes up: ’Roger Daly. Age 67. Retired milkman. Still doing the rounds.’
It’s a charming little spot and the whole campaign of about four ads has
done wonders for milk sales.
The next campaign from VCD, Sydney, is for Imax, a cinema with a giant
screen in the middle of Sydney, which was showing a documentary about
climbing Mount Everest and the hardships the climbers experienced on the
way. The ads really involve the audience with some terrific headlines,
but sadly I think the art direction is a bit tricky, so you can’t read
the copy as easily as you should.
Ron Mather is the executive creative director of Campaign Palace,