The Science of Advertising Show
The Science of Advertising Show
#5 Thirst Crusher
Industry Super Fund | BCF vs BBQ Galore | Solo
Today we'll take a look at a new campaign from Industry Super Fund featuring Greg Combet. BCF and BBQ Galore face off in our Compare the Pair and we throwback to yet another Aussie Classic Creative with 'Solo Man'.
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The Science of Advertising Show
Welcome to The Science of Advertising Show. The show where Jonathan Rolley and Dr. Jared Cooney Horvath review the latest ads and the science behind why they influence and persuade human behaviour.
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***
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00:00
welcome to episode 5 of the science of
00:02
advertising show
00:03
the show where we review the latest ads
00:05
and the science behind why they
00:07
influence and persuade human behavior on
00:09
today's panel we've got dr
00:10
jared cooney horvath the pre-eminent
00:12
expert in the field of educational
00:14
neuroscience with a focus on learning
00:16
memory and attention and your host
00:18
jonathan rowley
00:19
[Music]
00:27
all right on today's show we are kicking
00:30
off with
00:31
a new ad from industry super
00:35
we're working on something bigger than
00:36
we've ever done before
00:39
it's bigger than this
00:42
and this
00:44
[Music]
00:45
and even this we're creating over 200
00:50
000 jobs by investing in australia
00:53
that'll help get our super
00:54
and the economy growing again and if
00:57
you're with one of these
00:59
you're a big part of it
01:01
[Music]
01:04
and i'll jump straight into this one i
01:06
simply love
01:08
this creative for several reasons it has
01:10
a really relatively low production value
01:13
um and it's it's on point when it comes
01:15
to reminding and refreshing this brand's
01:17
long-term branded assets they know what
01:19
they're doing they know what their brand
01:20
is
01:21
and they continually invest in these
01:23
assets
01:24
even from the opening scene you can set
01:26
it see it's a different
01:28
setup to what many different ads are
01:30
currently running
01:31
on today's screen so as a result it gets
01:34
your attention
01:35
now i'll loop back with you dr jarrod on
01:38
this but the important thing to note
01:39
about attention
01:40
is once you have it even once you've got
01:42
it a little bit
01:43
you can form memories on the back end of
01:45
it you don't need more and more
01:46
attention
01:47
because more attention doesn't
01:48
necessarily correlate
01:50
with deeper memories so jared just even
01:53
there can you jump
01:54
in there and just share your thoughts on
01:55
that yeah we talk about that
01:57
kind of stuff all the time where there's
01:59
this mistaken belief that
02:01
engagement or attention equals learning
02:04
and the two are very much not synonymous
02:06
um
02:07
disengagement means no learning so if
02:09
you have no attention you ain't going to
02:11
learn a thing
02:12
but once attention even just moderately
02:15
ticks over
02:16
then you have the same potential to
02:18
learn to form a memory
02:20
as anyone else so if you got me at a say
02:23
a scale of zero to ten
02:25
of attention it's zero one i ain't gonna
02:27
learn a thing
02:28
but anything two to ten so long as you
02:30
play the game right
02:31
once you've got my attention if you do
02:34
the right steps boom i'm going to
02:35
remember
02:36
what you're doing well i think that's
02:38
such a valid point because there's so
02:39
many
02:40
ads today that are focusing majority of
02:43
the energy
02:44
just trying to get attention and they're
02:46
really forgetting the essence of
02:48
what memories are you trying to form or
02:50
what are you really trying to
02:51
influence and persuade the consumer so
02:53
again like this is why i love this ad it
02:55
hasn't tried
02:56
to go out and get a huge amount of
02:57
attention it's really focusing on its
02:59
its core value proposition and it's also
03:01
got a nice little intrigue statement
03:03
that
03:04
also pulls you in it leverages a trusted
03:06
advisor strategy
03:08
greg combat i hope that's how you say
03:10
his name greg is the chairman of
03:12
industry
03:13
super he comes across really genuine
03:15
he's trustworthy
03:17
he's relatable you know i was gonna say
03:19
that was a good move on their part that
03:21
bringing it's very clear he's not an
03:23
actor it's very clear he wasn't
03:25
hired for his acting skills but because
03:28
he was just a normal dude talking to
03:30
camera and you're like all right if
03:31
you're giving me the message
03:32
this is good stuff and lo and behold you
03:34
like the guy at the end of that
03:36
100 and for me that's the mammalian
03:38
brain like that's a hurt animal going do
03:40
i trust these sorts of information
03:41
does it feel real and genuine and that's
03:44
a massive tick for me like i
03:46
really love that choice and agree with
03:47
you um and it runs a subtle
03:50
promised proof sorry jared you go no but
03:52
i'm thinking too if you
03:53
bring it back i think the timing of it
03:56
that was one of the
03:57
best parts of this ad is you bring this
04:00
guy out in the middle of a normal day
04:02
and chances are people are going to go
04:04
oh who cares it's silly who knows but
04:06
during this coveted period when we're
04:08
really really sensitive to relationships
04:11
and
04:11
am i being lied to am i being and we're
04:14
really um
04:16
i don't want to say uncertain and i
04:17
don't want to say cynical
04:19
but news coming at us we're not taking
04:21
it as seriously anymore we have our
04:23
walls up
04:23
and for this guy to then come out during
04:25
this time
04:26
break through those walls that was just
04:28
like a perfect bit of timing on their
04:30
part you couldn't have reached
04:32
australians at a better moment to say
04:34
hey we're normal
04:35
we're natural you can believe in us you
04:37
can trust us boom
04:39
oh good point i remember it was probably
04:42
about three or four years ago
04:44
and we're running we had this drtv
04:46
creative and we had this particular
04:47
actor and he was brilliant
04:49
we're getting great results he was
04:50
talking through the entire brand and
04:52
product and solution
04:53
and it was working for us um but the
04:56
brand actually forgot to renew his
04:57
contract or forward out
04:59
and another brand had hijacked him and
05:01
stolen him so we had to find a new
05:03
talent
05:04
in a really short amount of time and we
05:06
weren't driving the project the brand
05:07
was at the time they got this other guy
05:09
that they felt could do a similar job
05:11
we ran exactly the same script same
05:15
everything in essence
05:16
different guy results dropped
05:19
by 70 percent just because
05:22
it was a different talent that didn't
05:24
feel genuine to the brand like again
05:26
this is the
05:27
million the hurt animal was just no i
05:30
don't trust it it doesn't feel authentic
05:32
hence i can't connect so and you've got
05:34
a loyalty
05:35
issue too is remember when the um
05:38
trivago girl when they changed her out
05:40
is whoever they brought in i don't even
05:42
know if they brought in anyone but
05:44
people got mad because it was it became
05:47
a loyalty thing it was like no no
05:48
i put my faith in that woman when i
05:50
think of your commercials i think of her
05:52
if you take her out
05:54
i don't know what you're doing anymore
05:55
i'm out too so you when you use a
05:57
trusted advisor you it's a
05:59
nice edge once you got a good one you
06:01
got to stick with that
06:02
totally and yeah i think greg is
06:04
absolutely brilliant in this
06:06
role um the other thing just before i
06:07
cut to you jared is it runs a really
06:10
subtle but nice promise proof structure
06:12
like it's
06:13
promising you know 200 000 jobs
06:16
you know and it's demonstrating all the
06:18
jobs that it's previously been and it
06:19
just builds and builds and builds
06:21
and as a result like during the ad
06:24
you've the brand it feels
06:25
big it feels safe it feels good for
06:28
australians
06:29
good for your super like it's got mass
06:32
appeal
06:32
and and even the tagline you know we're
06:35
all in it together
06:36
you know it just really brings it all
06:38
all together in that
06:40
essence and um yeah and just to
06:43
reiterate the the thing that i
06:44
completely love about this is they know
06:47
their long-term branded assets and they
06:49
continue to invest them
06:50
just like mcdonald's doesn't change its
06:52
golden arches nike doesn't change
06:54
it's tick they know their branded assets
06:57
they continue to remind and refresh them
06:59
look it's simple it's effective and it
07:01
didn't break the bank
07:03
what are your thoughts dr jared to
07:05
totally agree 100
07:06
and if you just take a pure learning
07:08
aspect from this
07:10
this is another so we were talking about
07:11
how perfectly timed it was
07:14
for them to bring in this spokes guide
07:15
during corona boom
07:17
nailed that one perfectly sweet they
07:19
actually made an
07:20
another move and i don't know if they
07:21
intended to do this which was again
07:24
perfectly timed their whole ads up until
07:27
now for
07:27
at least what i can remember are people
07:30
in jobs
07:31
showing you this the symbol and that's
07:34
cool but you yeah their little hand
07:36
thing
07:38
and that's cool but you really quickly
07:40
forget that the purpose
07:41
of especially superannuation is to
07:45
invest in large projects the jobs are
07:47
definitely a part of it
07:48
but it's the projects themselves that
07:50
give back to all of us
07:51
so i'm not the one in need of a job but
07:53
this project you're building
07:55
is actually giving back to me a in my
07:57
super
07:58
b in the fact that now i have a social
08:00
place to interact with other people
08:03
that message has gotten really kind of
08:04
lost in the last couple years and that's
08:06
largely because people
08:07
understand what superannuation is so
08:09
they don't have to keep telling you what
08:10
it is
08:11
but every once in a while you need to
08:13
remind people look at what we're
08:15
actually doing we're building new
08:16
runways at your airport so you can
08:18
travel
08:19
easier we're building new railways in
08:21
perth so you can
08:23
have a more luxury cruise wherever the
08:24
heck you're going
08:26
it was this perfect reminder of super
08:28
isn't just
08:29
cute people with jobs having a good time
08:31
laughing with some music behind them
08:33
these are real projects these are real
08:35
things that are making australia big and
08:37
these are real things that we're
08:37
investing
08:38
your money in so be a part of it and i
08:41
just thought
08:42
now the reason i call it perfectly timed
08:43
is
08:45
if you don't know what super is if you
08:47
didn't have a background in it
08:48
you'd see this ad and you'd still have
08:50
no idea what superannuation is it didn't
08:52
teach you what it was it didn't take you
08:54
back to the basics so it requires enough
08:57
prior knowledge in your viewers to be
08:59
able to draw the link to say oh yeah i
09:01
remember that's what superannuation is
09:03
it's not just that song
09:04
about being in this together and i just
09:07
so if they
09:08
would have done this when the
09:10
superannuation was brand new or if they
09:11
were a new company
09:12
probably wouldn't have worked the fact
09:14
that they've had in that last couple
09:15
years
09:16
sowing the seeds we all know the facts
09:18
we all know the details now when you
09:19
change
09:20
gears we have enough knowledge coming in
09:22
that we can link it together
09:23
form our new memory and say now i get
09:25
what you're trying to do and i just
09:26
thought that was honest to god as
09:28
an outsider who never thinks about super
09:30
and turns those commercials off
09:31
this was the first time i watched a
09:32
commercial and said damn
09:34
that's important thank you for showing
09:36
me what my money is actually
09:38
doing not just making silly commercials
09:40
and it was so timely and necessary
09:43
look i think in terms of the layering of
09:46
you know when you're launching a brand
09:47
and you're thinking about
09:49
what are our long-term branded assets
09:50
going to be
09:52
and what the timeline looks like this
09:54
wouldn't have been a great ad if they
09:55
were launching it
09:56
but the fact that they've got the music
09:58
bed the fact that they've got
10:00
the jingle we're all on together they've
10:02
got the icon and the hand symbol
10:04
that they continue to remind and refresh
10:07
you don't need to go into that anymore
10:08
because
10:09
you're just looping back on the memories
10:11
that have already been formed
10:13
you know so it's a continuation of the
10:15
narrative it's not establishing the
10:17
foundation
10:18
to to leverage from so i think that is
10:20
going to be
10:21
an interesting point which i'm i'm
10:24
actually really keen to pick up on the
10:25
next
10:25
little section but yeah i think a really
10:27
valid point
10:29
and what you said i know what's what's
10:31
coming up next
10:32
so you were talking earlier too about
10:35
how do you use attention to build memory
10:37
i think that that is essentially the
10:39
basis of our compare the pair this week
10:42
at least that's what i got from it
10:44
looking at those two that's all i was
10:45
thinking about
10:46
was great you go out you got attention
10:48
what the hell are you gonna do with it
10:50
now
10:50
and only one of the pair does something
10:52
with it but i'm not gonna
10:54
i'm just gonna put that out there as a
10:55
teaser look
10:57
look let's jump straight into it because
10:59
there's there's compare the pair at the
11:00
moment which is interesting because
11:01
we're just jumping straight off
11:03
industry super and um not necessarily
11:05
their tagline but
11:06
compare the pair we've got bcf and we've
11:09
got
11:10
bbq's galore first let's cut to
11:14
bcf
11:20
nothing beats a bit of boat and on a
11:24
glassy
11:24
lake unless of course your boat is 36
11:28
years out of date
11:30
and nothing beats a hammock strung up in
11:32
a shady place
11:34
unless you shake a possum down that
11:36
bites you on your face
11:38
nothing beats a weekend fishing with
11:40
your family
11:42
unless instead of fish you catch some
11:44
guy on a tin ski
11:47
[Music]
11:54
so if you're heading outdoors and don't
11:56
know what to do
11:58
our vcf and experts can make you an
12:01
expert too
12:02
because voting captain fishing should be
12:04
b c
12:05
f n e
12:10
[Music]
12:23
this is it ray the company barbie jane
12:26
will give you that promotion if you give
12:28
her this perfectly cooked steak
12:30
don't be too quick on the drawer mate
12:32
you've got this ray
12:33
use your barbecue's galore skills i'm
12:36
ready
12:36
yeah get over there ombre and become the
12:39
deputy vice assistant regional manager
12:41
you were born to be
12:44
i'm vegan oh that's okay right
12:47
more epic steak for you legend
12:49
barbecue's galore
12:51
now you're cooking love
12:54
this compare the pair because you
12:56
couldn't get two of the exact same like
12:58
they're
12:59
the same commercial it's just
13:02
so let's let's coming in it's a pure
13:04
attention grabber that's what these
13:06
commercials are meant to do they're
13:07
meant to grab your attention they're
13:08
meant to surprise you they're meant to
13:09
tickle your fancy how we're having a
13:11
good old time whoopty do
13:13
only one of these commercials then says
13:15
now that i got your attention
13:17
i'd better build something real with
13:19
that memory
13:20
and i'm guessing everyone out there can
13:22
figure out which one it is
13:24
bcf is the only one that actually built
13:27
a memory of something
13:29
that concerned their brand whereas the
13:32
bbq's galore i
13:33
kid you not i've watched that thing
13:34
about four times now
13:36
i can't find a barbecue in the whole
13:38
damn thing i see a steak
13:40
i see a dude i see some really weird
13:43
coloring
13:44
and the only time you ever see the
13:46
barbecue by the way
13:48
it is because of the the color palette
13:50
they used for the ad like that 60s kind
13:53
of weird vibe
13:54
stuff the barbecue blends in
13:57
way too well with every other thing
13:59
around it because they're all stark
14:00
colors that you don't even see the damn
14:02
thing
14:03
if you're gonna grab my attention good
14:05
if you're gonna be silly
14:06
fine be silly but be silly
14:09
with your brand bcf said their name
14:13
i think something like 12 12 times i
14:15
counted in the first
14:16
version of that that that ad they also
14:19
said the word that doesn't include how
14:20
many times they said the word fishing
14:23
boats and camping so that's in addition
14:26
to
14:26
all of this every joke was about
14:30
their brand every comedy moment was one
14:33
step closer to what they actually do
14:35
the comedy the attention was funneling
14:38
me right
14:39
into their brand what they wanted me to
14:41
remember
14:42
and so i will i will remember their
14:44
theme song which
14:46
has their name in it that's like having
14:49
i can't imagine how many
14:50
places have theme songs that i can
14:52
remember but that don't have the name of
14:54
the story in it so who cares it's just
14:55
like remembering a pop song it's useless
14:58
they got their name in it all the comedy
15:00
makes me go hey that's a camping joke
15:02
that's a fishing joke yay
15:04
whereas the barbecues galore one the
15:06
joke was about a guy getting a job the
15:08
joke wasn't even about
15:09
a barbecue the barbecue was a secondary
15:13
that was like a bit
15:14
player in the joke why would you waste
15:17
your time
15:18
and money on this i can't like i that's
15:21
one of those rare commercials that i
15:22
watch
15:23
and i just go well i guess maybe they're
15:24
getting less and less rare but i just go
15:26
how the hell did that ever make it past
15:28
the table without somebody saying wait
15:29
what are we here to do are we here to
15:31
make somebody giggle are we here to
15:34
promote a company a business to drum up
15:37
customers if the former great you did
15:39
great
15:40
but i can't believe no one stood up and
15:41
said that's not what we're here to do so
15:43
on to the next idea please look i think
15:47
fascinating because
15:48
i was 100 with you um i'll dig into a
15:50
bit more detail and and flesh out
15:52
because
15:53
there's a bit of a structure to there
15:55
that i thought was interesting as well
15:56
again
15:57
bcf absolutely crushed that and for me
15:59
this very much forms in brand
16:01
but then both of them are retailers so
16:03
with retail they'll also have
16:05
sales promotion that they'll want to
16:08
discount and have
16:08
promotional messaging moving forward so
16:11
you need to build that base
16:13
so for me both of these creators were
16:15
trying to build that base and then they
16:17
could leverage moving forward
16:19
so beefy bcf want to break it down
16:21
you've got acoustic encoding
16:23
so that's the song that's all the way
16:25
through again
16:27
boating camping fishing the visuals
16:30
it's a mixture of storytelling and
16:32
prediction break humor
16:34
and the one thing i loved about the
16:35
execution was it's very relatable
16:37
as in like as a dad now myself like it
16:40
feels like we've all got a little bit of
16:42
that character inside of us
16:44
so again we can connect with it so it
16:47
feels somewhat native to us you know as
16:49
much as we don't want to admit it
16:50
we've got a little bit of that goofy
16:52
character especially with our kids and
16:53
sons
16:54
and camping so the the entire creative
16:56
was designed to do one thing
16:59
it was to set up the problem in an
17:02
entertaining way
17:02
and embed the jingle so and more so the
17:06
tagline
17:07
into our memories so it was setting up
17:09
the problem the jingle and the tagline
17:11
so the problem is solved right at the
17:13
end you know and this is where the host
17:16
of the long-term branded assets come
17:17
into
17:18
play and that feels like a bit of a
17:19
theme at the moment the long-term
17:21
branded assets
17:22
so the tagline is genius it's bcf and
17:25
fun
17:26
you know you can play around with that
17:27
all day long and again it's a little bit
17:30
cheeky it plays to the branding exactly
17:32
what they're trying to elicit
17:33
and and the storyline they've just gone
17:35
but if you look at the timing when they
17:37
drop
17:37
bcf in fun it's right at the hero shot
17:41
of this fabulous blue and orange retail
17:44
with big logo and that's their location
17:46
and they're continuing on with the humor
17:48
with a slight prediction break with the
17:49
wheel falling off the 1984
17:51
um ford falcon mustang that's a mustard
17:55
color
17:55
you know so like right where it really
17:58
matters they've got several things going
18:00
on with deep memory formation so that's
18:02
kind of what you want
18:03
they're the pillars that we're going to
18:04
be leveraging moving forward that we're
18:06
going to remind and refresh
18:07
so look the brand ad you know if you
18:10
want to call it that
18:12
it sets up a very likable uh situation
18:15
it sets up the problem
18:16
and this problem can then be sold for
18:19
hard hitting retail sales promotional
18:21
messaging moving forward
18:23
you know so for me they've done it
18:24
brilliantly i love the quirky characters
18:27
you know the retail imagery is brilliant
18:29
they've got this really nice looking
18:31
sort of presentable um bcf
18:34
staff member you know they've just
18:36
rolled in from this horrible camping
18:38
trip
18:38
which is going to solve all of their
18:39
problems so it's a safe place like a
18:42
really lovely brand piece but
18:43
really really powerful flip to
18:45
barbecue's galore
18:48
the ads seem far less relatable you know
18:51
my mammalian brain goes i can't connect
18:53
these
18:54
on any level and i'm not sure if it was
18:55
just the horrible shirts or the sort of
18:57
the 60s tire
18:59
what's interesting if you break it down
19:01
no do it literally everything you just
19:03
said about
19:04
the bcf commercial you could throw on to
19:07
here it had
19:08
a narrative there was a story building
19:11
up there was a hero shot there was the
19:13
moment when it all resolved
19:15
it was the exact same commercial but
19:17
exactly as you were saying
19:18
from the get-go it was just like what
19:20
are we doing here
19:24
look you totally agree you know so
19:26
you've got the characters that are less
19:27
relatable so the execution was slightly
19:29
off
19:29
so it felt like they had this idea you
19:32
know this is a situation that could be
19:34
relatable
19:35
you know trying to be funny they've got
19:36
a bit of a vegan joke in there
19:38
like you know they've definitely tried
19:40
to go down a very similar path
19:42
but then from a brand and like they
19:45
don't have acoustic encoding so you
19:47
can't use that moving forward
19:48
like my real question to them is what
19:50
are the long-term branded assets
19:52
that you're going to be leveraging
19:53
moving forward when you are looking to
19:55
have
19:56
a retail a promotion a sale something
19:59
that's that's going to be harder hitting
20:01
like what are you going to try and carry
20:02
over
20:03
the only thing i could think of is
20:04
potentially the character but the
20:06
character for me
20:07
is more repulsive than he is bringing
20:08
you in like
20:10
again they've they've really missed the
20:12
boat on this
20:13
um and the only thing they've got is
20:15
sort of the logo that's slapped at the
20:17
end which is more of an afterthought
20:19
rather than a strategic way of how do we
20:21
seed our brand
20:22
all the way through um so yeah look
20:25
unlike bcf uh that has a great and very
20:28
memorable tagline and music bed that
20:30
they can leverage moving forward
20:32
these guys simply don't there's there's
20:34
nothing unique about this ad
20:35
and what do you really remember after it
20:37
and it's certainly not the brand
20:39
so and i think if a good point of call
20:42
is is if you're gonna have the luckless
20:44
loser in one of your ads
20:45
so both of these featured the idiot
20:49
the idiot has to be likable and this is
20:52
the the point is it has to somehow take
20:55
the piss
20:55
of the viewer so just like you said you
20:57
can recognize it in yourself
20:59
but you're rooting for the guy because
21:01
you're rooting for yourself
21:02
yes i've been an idiot but uh once you
21:05
start rooting for the character
21:07
then and i will go a little neurological
21:09
you get your flow of what's called
21:11
oxytocin which makes you oxytocin is
21:14
essentially we'll just call it to be
21:15
simple
21:16
the bonding chemical so it typically is
21:18
released
21:19
when you're breastfeeding when you're
21:21
making love
21:22
when you're involved in a very good
21:24
story or when you're in a very deep
21:26
relationship
21:27
it comes out in these fast moments too
21:29
when i start rooting for this
21:30
idiot i genuinely want him to win it is
21:34
a chemical reaction in my body for this
21:36
guy to do
21:37
well if i don't like the idiot
21:41
a not only will i not get my oxytocin no
21:43
bonding
21:44
but b i'm actively gonna start rooting
21:46
against him i'm gonna say
21:47
dude that guy doesn't deserve to win if
21:50
you don't even know
21:51
what your boss eats you don't deserve a
21:54
job you're a loser
21:56
now that i've just called this guy a
21:58
loser and the last thing i see is going
22:00
to be your brand
22:01
is that really the the final connection
22:03
you want me to have
22:04
so i i it's a very i want to say
22:07
current like 21st century to use idiots
22:10
in ads i think we've always had the
22:12
comedy
22:13
but it seems to be more prevalent now to
22:15
say we're not cool we're silly we're
22:17
but it's such a dangerous road because
22:19
if you make a character that's just not
22:21
relatable or likable
22:23
there's no turning back you've made a
22:25
huge mistake
22:26
look it goes back to the the other thing
22:27
that we've got which is casting you know
22:29
getting the right cast
22:30
is vital to success you can have great
22:32
idea great script but if you don't cast
22:34
it well
22:35
you know it can fall on its face pretty
22:36
quick i think um there's all those
22:39
saturday night live did those things
22:40
where they had different characters
22:42
or different actors auditioning for
22:44
characters from like star wars and
22:46
and uh back to the future and things
22:48
like that and that just shows you how
22:49
important
22:50
even if you're just having a different
22:52
actor even as if it's a good actor
22:54
reading a line that they shouldn't be
22:56
reading we know it's wrong it feels
22:58
wrong and that's kind of
22:59
the joke that they're pulling on you you
23:00
need to be perfect
23:02
in how you're making these people and
23:04
talk of
23:05
uh acting and talent will move to
23:09
the classic creative which is the one
23:12
the only
23:13
solo man
23:22
[Music]
23:25
when you're training hard for the
23:26
triathlon you work up a real
23:28
solo thirst extra tangy lemon solo
23:33
crushes a man-sized thirst
23:37
and in this tough competition the only
23:39
place for a solo man to be
23:41
is first
23:44
[Music]
23:46
solo lemon it's light on fizz for when
23:49
you're long on first
23:50
so crack a solo and be a solo man
24:13
extra tiny women's solo light on the
24:16
fizz
24:16
so you can slam it down fast
24:20
solo lemon the first crusher
24:23
so dr jared you probably are very
24:25
familiar with these creatives
24:27
would that be these were before my time
24:29
here before
24:31
let me get your take so you grew up with
24:32
these so yeah i was
24:34
i was just a wee lad when these were
24:37
kicking around no
24:38
i was in my you know nearly early teens
24:40
for the for the latter end of this
24:42
so you know i understand my it was
24:44
really in my brother and
24:46
dad's so look again quite very familiar
24:48
and i remember
24:50
like when i was digging through these i
24:51
really remember seeing these ads on tv
24:53
like as soon as i'm like i know exactly
24:55
what this is
24:56
so solo man just to give you a bit of uh
24:58
history solomon was created in the 80s
25:00
and early 90s and that was
25:02
this character so if we're looking at a
25:04
memorable character
25:05
that's what they were trying to do and
25:07
they were really trying to tap into the
25:08
subculture
25:09
and the identity at the time which is
25:11
really strong
25:12
was this sort of iconic australian
25:15
masculine
25:16
character you know it was also the time
25:19
of you know crocodile dundee
25:21
so this flavor like vb if you're looking
25:23
another brand that tapped into it
25:25
incredibly well
25:26
vb you know they owned this identity
25:29
from a
25:30
beer perspective with masculine aussies
25:32
and solomon was really trying to do
25:34
exactly the same thing but for the soft
25:36
drink market
25:37
so if you're looking at it like solo's
25:39
trying to make a soft drink
25:41
hard for tough aussie males so you can
25:44
slam it down fast so it's it's
25:45
interesting but it worked and it worked
25:47
incredibly well
25:48
i loved it as a newcomer to this
25:52
what i i think from an ad perspective
25:54
the thing that makes this so good
25:56
is they know exactly who they're
25:57
targeting and and that's i think
26:00
the good protocol is if you're
26:02
advertising for
26:03
everyone you're advertising for no one
26:05
you have to
26:06
have a crew and so they took a shot they
26:09
said you know what
26:10
we're gonna go just for that hard bloke
26:12
we're gonna take a drink that they
26:14
probably shouldn't drink and we're gonna
26:15
try and hit him with it
26:16
and let's let's see if it works and
26:18
women
26:19
be damned soft blokes be damned this is
26:22
for this
26:22
but the joke is is by making it so
26:24
specific to them
26:26
everyone knows what you're doing so no
26:29
one feels put out by it there's not
26:30
going to be a woman who's like well i
26:31
guess that's not my drink
26:33
or a soft blow because i guess not for
26:35
me no we're all going to be a part of it
26:37
you've just made it clear that this is
26:38
kind of your identity this is what you
26:40
want to do
26:40
go to town well this is interesting
26:43
because there's also
26:44
several case studies on this exact same
26:46
strategy you know there's
26:48
a chocolate bar in the uk that was aimed
26:51
at
26:51
you know the hard truck driving males
26:54
but if you're looking at who's actually
26:55
buying this product it drastically over
26:57
index for females
26:58
and i can remember at like family
27:01
lunches with big gatherings where
27:02
there's 50 60 years
27:04
i remember like my aunties and and
27:06
females were
27:07
drinking more solo than not the males
27:10
were like so for me it's very
27:11
interesting they knew their cohort and
27:13
they owned them
27:14
and they connected with them but they
27:15
also spoke to the wider the
27:17
the wider group as well like but yeah in
27:20
terms of the the execution
27:22
like really basic stuff but just getting
27:24
it right
27:25
like yellow is definitely the hero theme
27:27
but the yellow and the kayak the yellow
27:29
paddles the yellow bird
27:31
and then if you're looking at product
27:32
preference like they've got this hero
27:34
shot with this beautiful fresh looking
27:37
can that's dripping with
27:38
ice cold condensation and like you're
27:40
mildly thirsty like your saliva glands
27:43
are getting going as a result of
27:44
watching it and you've got this
27:46
crisp like like is it cans opening like
27:49
it's it's absolutely sensational
27:51
like and i'll be honest with you i've
27:53
been here for 10 years
27:54
i know of solo never had one after
27:57
watching that i wanted one it was like
27:59
the first time i felt like now i know
28:00
what you do okay let's give it a whirl
28:03
come on give me a shot i don't know if
28:04
i'll like it but at least now i have a
28:05
reason to say i'm trying it for this
28:07
reason let's go
28:09
and the underlying promise within that
28:11
which is consistent throughout
28:13
this solo man execution and this is
28:15
everyone from like nearly an ironman and
28:17
a singlet
28:18
through to the guy that's diving off the
28:20
cliff in his kayak
28:21
but the promise of the brand you know
28:23
why why what's so great about solo
28:25
they just reinforce it light on fizz so
28:28
you can slam it down fast
28:30
again they're just reminding and that's
28:31
what it is and that's he's literally
28:33
scaling a can of soft
28:34
drink which is virtually impossible to
28:36
do with with many other brands
28:38
so look again brilliant creative great
28:40
execution
28:41
build it build a very large brand in
28:43
this country as a result
28:45
and a memorable character you know the
28:47
solo main identity like it's it's there
28:49
i think i want to go down i think this
28:51
real quick just want to hit on this
28:52
because i'm thinking about this now why
28:54
would it be that if you target
28:55
the hard aussie bloke you get more
28:57
female drinkers what what the heck just
28:59
happened and
28:59
what i'm thinking is is in order for us
29:02
to form a memory for something we have
29:04
to have a place to anchor it so all of
29:06
the memories all of our understanding in
29:08
our brain
29:08
comes in um it comes in clean but then
29:13
we have to tie to what we call schemata
29:15
so if you have a free-floating fact in
29:17
your brain
29:18
it's unrecallable it's useless it's dead
29:21
only when that fact gets
29:22
locked down into a larger schematic and
29:24
goes oh this is where this
29:26
belongs that's when it becomes usable
29:28
knowledge for you
29:29
so if an advertisement is generic and
29:32
just say this is good this is great
29:34
i got literally nowhere to put it it
29:36
just floats in my head and i'm like
29:38
is it what is it is it this product is
29:40
it an up product is it down
29:42
is it round is it i don't know what's
29:43
going on but once you target
29:46
somebody then at least even if it's not
29:49
me
29:50
i have a schemata to put it in i can say
29:51
okay the heart aussie bloke i
29:54
know that guy drinking a soda okay cool
29:57
boom now i i have a spot for that memory
30:00
and now even that i'm a woman now i can
30:02
make the judgments
30:03
by myself i don't have to be part of
30:06
that schemata to understand it but now
30:08
that i have it categorized i can say
30:10
yeah
30:10
i support that let's go or no i don't
30:12
like that or hey i find those people
30:14
kind of funny let's give it a whirl over
30:16
here
30:16
the ability to tie it down is what
30:18
allows me to use it in whatever way i
30:20
want to use it but if you just leave it
30:22
vacuous if you leave it ethereal then no
30:26
one can do anything with it it's just
30:27
noise such an interesting point because
30:30
you'd also
30:31
go that when this brand was growing it
30:34
owned
30:35
a certain psychographic demographic
30:38
someone that
30:38
that's my identity and i want that
30:40
identity so i'm going to use that
30:41
product
30:42
yeah so you've got males call it
30:44
masculine aussies using this product but
30:46
then you've also got
30:47
wives daughters sons watching
30:50
masculine dad drink this product and now
30:53
they're like
30:54
oh i've got social proof it's validated
30:57
this should be a product
30:58
i'm going to sample some wow this is a
31:00
great product i'm going to start buying
31:01
it
31:02
so you've got initial traction from the
31:04
ad campaign
31:05
you've got an audience that then start
31:08
to use the product
31:10
then you've got the social validation
31:12
people see people using
31:14
really interesting i'll just go there
31:15
real quick a car brand there's
31:18
a really smart guy used to work with and
31:19
he knew the auto industry better than
31:21
anyone
31:22
he knew that you needed a minimum 500
31:26
cars on the road in a certain city so
31:29
you'd have social proof
31:31
that other people were driving this
31:32
vehicle so literally as soon as he got a
31:34
new product in
31:35
he just wanted him on the road so
31:37
everyone could see them on the road
31:39
so they then go oh wow i'm seeing that
31:41
everywhere so that becomes the social
31:43
proof that
31:44
wow i trust this brand i need to sample
31:46
it i'm going to try it so
31:47
again it's understanding the role of
31:49
this piece of communication
31:51
in the wider sales journey of all the
31:54
throwbacks
31:55
we've done so far soloman is the one
31:57
that i think could come back now
31:59
and actually help the brand because as a
32:02
newcomer to australia
32:03
i know it exists i don't know what it
32:05
does i've never tried it i have no
32:07
interest in it it's not a big brand it's
32:09
it's around but who cares this is
32:11
something that
32:12
it's an it's cool enough that you could
32:14
bring it back almost ironically
32:16
and it would work uh i wouldn't look at
32:18
it and be like oh that's like
32:20
we looked at the aussie man in the um
32:22
what was the ad we saw last week where
32:24
the guy opened the
32:25
bottle with a the beak of a bird oh pure
32:28
pure blonde pure blom like i i think
32:30
that was a little too far that you
32:32
couldn't bring it back now without some
32:33
clash
32:34
this is just on that edge where if you
32:36
bring it back people know you're being
32:38
ironic
32:38
it would be funny people would remember
32:40
it new people like me would say all
32:42
right i got you i'm with you
32:44
and it would work so i i think of all
32:46
the throwbacks this is the one that if
32:47
they decided we're bringing back solo
32:49
man
32:50
i wouldn't be surprised if it was
32:51
successful do you think the challenge
32:53
would be though
32:54
that the masculine aussie the identity
32:57
of that is nowhere near as
32:59
strong now no but that's what makes it
33:01
so wonderfully
33:02
ironic is they if they come at it like
33:04
true we're like now instead of a dude
33:06
surfing down
33:07
a half a half pipe with a python if they
33:11
try and make it real where it's like
33:13
what's a new aussie block what do we do
33:15
now like i don't know play
33:17
football i don't know if they try and
33:19
make it now
33:20
it probably wouldn't work but if they
33:21
keep it as gross and silly and campy as
33:24
they did in the 80s with a clear set
33:26
and like some dude doing something you
33:28
shouldn't be doing like i'm gonna kayak
33:30
off this bridge sweet
33:32
chances are we'll be like i remember
33:33
that cute nostalgia kicks in people like
33:36
me will go that's pretty funny
33:37
so long as we know you're kind of taking
33:39
the piss i think it would still work
33:42
yeah interesting love it hopefully we do
33:44
get to see the solo man back because i
33:46
do love the solo man there's a lot of
33:48
people who got a
33:49
fond memory of the solo man so hopefully
33:52
well if you watch footy all the players
33:53
are bringing the mullet back it's
33:54
becoming
33:55
it's not like we know it's not real we
33:57
know you're being ironic but because of
33:59
that
33:59
i'm on your side nice mullet so if you
34:02
bring back solo man with like that sweet
34:04
mo
34:04
and the singlet that no one's worn for
34:06
20 years
34:07
i have a feeling we're all going to be
34:09
on your side and be like i remember the
34:10
good old days that's cute that's funny
34:12
let's go
34:12
nearly do that an execution of either
34:14
afl or nra
34:16
footballers get them in got the mallets
34:18
they've got you know the the
34:20
80s look going you don't even have to
34:22
change a thing
34:23
they're new solo men the new version of
34:25
the solo man
34:26
this is exactly the same as the old
34:28
version love it love it well that's a
34:30
wrap for episode five dr jared thank you
34:32
so much
34:33
just to reiterate understand and know
34:36
what your long-term branded assets are
34:38
and continue to remind and refresh those
34:41
memory structures in consumer's mind
34:43
because that is your power over and out
34:45
for now until next episode
34:47
speak soon see you guys
35:10
you