A blog for the New Zealand creative advertising industry, now at www.campaignbrief.com/nz. Email news to: michael@campaignbrief.com

Sunday, March 26, 2006

The punters are quite liking...

Togs...togs...undies for Trumpet from Colenso. Came Tip Top of the dodgy AdMedia/Smile City top 10 in the last issue - number one with a bullet as we researchers used to like to say, so nobody could understand what the fuck we were talking about.

Best Ads on TV like it too. Which means it's probably quite likeable, and that ain't a bad thing in an ad. Thing.

Bet it never went anywhere near a Link-test. Would have rooted it completely.

Never have understood the methodology of this top 10, but they seeme to have changed it ( or they are no longer interviewing at old-folks homes) because we're no longer seeing Telecom Animals and other relics appearing in the top slots. Still, we suspect Smile City's ( Annoying fuckers who pop up on every single web search you do) days are numbered as are those infuriating phone calls at dinner time as new and more interesting tools come on-line and blow them away with Web 2.0 based interactive thingies. Perhaps. Who can predict the future?

nzcreativecircle research dept


Anonymous Anonymous said...

Apparently Togs/Togs/Undies was pre-tested. And when their suspicions that it may be funny and likeable and effective were confirmed...they made it.

No link-testing though. That's responsible for some of the really bad shit you see on telly every night. Number one destroyer on creativity.


Research mole.

8:40 AM NZST

Anonymous Anonymous said...

Togs rocks. I hope either that or the Clems LTSA height ad gets the Grand TV Axis.

5:46 PM NZST

Anonymous Anonymous said...


6:55 PM NZST

Anonymous Anonymous said...

It's good, but it hasn't caused the buzz that RAV4 has. And I bet RAV goes straight to the top of that Smile City poll this month too. Based on the fact that everyone loves RAV - from grannies to nippers - shouldn't RAV be the Grande Axis winner this year? Just as L&P should have been last year (but wasn't)

6:08 AM NZST


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