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

Saturday, October 21, 2006


Everyone in the industry seems to be talking about the latest Fresh Up spot created by Colenso BBDO. Is it a 2007 Axis winner already? Levi Slavin and David Govier, the team responsible, are soon to join Saatchi & Saatchi.


Creative Director: Richard Maddocks
Creative Team: Levi Slavin and David Govier
Director: Hamish Rothwell
Production Company: Good Oil Films


Anonymous Anonymous said...

don't want to start this by being negative, but this ad really annoys me.

1:43 am NZDT

Anonymous Anonymous said...

Obviously inspired by starbucks 'glen' tvc but nice.

10:07 am NZDT

Anonymous Anonymous said...

i think it's shit, nearly as bad as that warehouse retail work

6:44 pm NZDT

Anonymous Anonymous said...

Suppose it's quite entertaining. Nice to have some tongue-in-cheek work that strays from the kitsch kiwi guy voiceover.

1:10 pm NZDT

Anonymous Anonymous said...

I like it. It goes on a bit - but the last scene of the next door neighbour makes up for it. Better than the previous two campaigns for fresh up IMHO.

1:58 pm NZDT

Anonymous Anonymous said...

Axis winner?? A joke?

6:16 pm NZDT

Anonymous Anonymous said...

What the hell? That is horrific and down right annoying.

6:36 pm NZDT

Anonymous Anonymous said...

Toilet. Who the hell's raving about it? "Fresh yourself up with a fresh up yeah!" Terrible.

7:04 pm NZDT

Anonymous Anonymous said...

people won't get it. Axis judges might. Lucky we're in this business to please Axis judges, not people.

9:46 pm NZDT

Anonymous Anonymous said...

Glen. Glen, Glen, Glen..

8:48 am NZDT

Anonymous Anonymous said...

no way, people will definitely get that they're taking the piss out of all the fresh up ads that came before this one. it's completely inane but it stands out, it makes the non-ad people I know laugh and it delivers the message. i think it's great.

9:00 am NZDT

Anonymous Anonymous said...

I've witnessed two non-advertising people intentionally change the channel when it came on.
One of them sarcastically turned to me and said "one of yours?"

9:38 am NZDT

Anonymous anonymouse said...

Nah, it's funny. Love it. Don't listen to the whingers.

10:09 am NZDT

Anonymous Anonymous said...

If this wins at Axis I will retire.

Virgo Prosciutto

10:32 am NZDT

Anonymous Anonymous said...

Awesome, love it. One of those ads I wish I had done.

10:40 am NZDT

Anonymous Anonymous said...

It's choice.

11:01 am NZDT

Anonymous Anonymous said...

I'm sure it looked funny on paper but it's really irritating on the telly.

11:40 am NZDT

Anonymous Anonymous said...

"One of those ads I wish I had done". You sir, are a liar.

How this even got past the Creative Director I'll never know. Ditto the fact that non-ad people hate it. I'll bet Paul Holmes' viewership looks positively meteoric when compared with Fresh Up drinkers in 6 months time.

12:02 pm NZDT

Anonymous Anonymous said...

How is this a rip of the Starbucks Glen Ad? Because he takes a drink and music starts? That’s like saying the V and Red Bull ads are the same because they show people (or animals) drinking then gaining extraordinary abilities.

If you take the time to actually watch the glen ad (http://www.youtube.com/watch?v=Mr-OIQ3SLM8) you will notice quite a few differences. The most glaringly obvious one is the music in the Glen ad is in the characters mind; this is why no one else reacts to it – i.e. the people walking down the street, the people on the bus. The music in the fresh up happens in the real world; this is why people DO react to it – i.e. every scene involving another character.

Where I am not the biggest fan of this ad, I’m not convinced there’s a case for it being a Starbucks rip.

12:06 pm NZDT

Anonymous Anonymous said...

It's bloody good. Takes the piss out of drink ads and the punters louve it. Heard a chick singing it to her mate the other day. The last gag of the couple next door could have been stronger but that's being picky. Pretty sad that people on this blog love cutting good stuff down even when it's one of the only decent ads on the telly at the moment. Maybe nobby has a point.

12:25 pm NZDT

Anonymous Anonymous said...

The old 'heard a chick singing it to her mate' argument is a flat one. This is a creative advertising blog and this ad is merely advertising. It's shouty and irritating. We shouldn't confuse recognition with affection.
If we wanted recognition all our clients would just ask for jingles. But then we'd all be out of a job eh?

1:10 pm NZDT

Anonymous Anonymous said...

I'm in advertising and I like it.



4:45 pm NZDT

Anonymous Anonymous said...

"I'll bet Paul Holmes' viewership looks positively meteoric when compared with Fresh Up drinkers in 6 months time."

I'm sure the same people who watch Paul Holmes' show are the same people this ad is aimed at too huh?

5:51 pm NZDT

Anonymous Anonymous said...


9:08 pm NZDT

Anonymous Anonymous said...

The analogy was that not many people watch Paul Holmes any more and i was saying that not many people will drink fresh up anymore.

9:36 pm NZDT

Anonymous Anonymous said...

I really, really despise this ad.
I find it enormously invasive. It shouts. It yells. It annoys. It says nothing of interest and I immediately change channels when it comes on. I pity the ads that follow it. I have also promised myself to never buy this product. Never. That's how much I dislike this ad. How much it annoys me with its repetitive rubbish.
I understand others may like it. I have no idea why. But I have never felt so much resentment towards an ad before. I hope never to again.


10:38 pm NZDT

Anonymous Anonymous said...

Nick, sounds like you need to grow a sense of humour.

8:42 am NZDT

Anonymous Anonymous said...

At least people either love it or hate it, ergo it gets attention. If it was wallpaper would that be better?

4:59 pm NZDT

Anonymous Anonymous said...

I didn't think much of it when I first saw it, so you can imagine my surprise when I went to a party and found my mates had integrated this into their drinking. Ie. Whenever they took a sip they would swing violently to the right, elbow to Allah, head at 90 degrees on the horizontal/45 degrees on the vertical, swigging their beers with unbridled vigour. So yeah, it does appeal to some people. Even if they are munters.

11:37 am NZDT

Anonymous Anonymous said...

i don't get it and even tho i'm dumb that means 90% of joe public won't make the complete connection either

3:29 pm NZDT

Anonymous Anonymous said...

This is one of the world's most annoying ads. I (and everyone I know) intentionally turn over when this ad comes on.

12:43 pm NZDT

Anonymous Anonymous said...

The first time I saw it I was at the movies. It made the whole 'joe public' audience laugh out loud. So really, what's there to get (ref to mr anonymous above)!? - Nothing. It's a piss take and it's funny.


10:27 am NZDT

Anonymous Anonymous said...

It is honestly funny, which most local ads try and fail terribly. It seems like it is intended and crafted to be loud and brass, it works well to me.

4:31 pm NZDT

Anonymous Anonymous said...

Have you seen those creative's drink ads about "nailing a women half your age". (think there are others) They are more likely to win big at axis. funny as fuck

4:34 pm NZDT


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