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

Monday, November 13, 2006


Client: Fonterra
Product: Primo
Agency: Saatchi & Saatchi New Zealand
ECD: Mike O'Sullivan
CD: Toby Talbot
Creatives: Andy DiLallo, Jay Benjamin and Cameron Harris
Agency Producer: Fiona Champtaloup
Production Company: Robber's Dog
Director: Adam Stephens
Producer: Mark Foster


Anonymous Anonymous said...

Awesome work, best from Saatchi in ages.

9:51 am NZDT

Anonymous zac said...

Well before the bitching starts, my honest opinion is that there is nothing wrong with these. Infact it even made me giggle. They are so silly they reach giggle status. Don't know if they're great. But good to see someone managing to get half decent ad out. I take my hat off to ya.

10:01 am NZDT

Anonymous Anonymous said...

That's great. I love 'oddvertising' when it's done well and I've never seen a NZ ad that's done it successfully. Congrats.

11:04 am NZDT

Anonymous Anonymous said...

To be honest they seem to miss a trick for me. Beautifully done. Not that funny.

12:06 pm NZDT

Anonymous Anonymous said...

I like the second one - reminds me of the TUI ad. First one, not so much.

12:25 pm NZDT

Anonymous Anonymous said...

Not funny. But i don't think they were spose to be. Right?

Remind's me a bit of MTV ads.

Not sure really what to say about them.

1:17 pm NZDT

Anonymous Anonymous said...

Who cares? Lost the business now, should have done some good work when it was hard to get through.

4:01 pm NZDT

Anonymous Anonymous said...

Hmmm, must have been a fun shoot with all that bouncing. Think they try a bit hard to be 'out there' and down with 'the kids'. Don't like the line much either.

5:40 pm NZDT

Anonymous Anonymous said...

Maddocks/FreshUp 1
O'Sullivan/Primo 0

7:28 pm NZDT

Anonymous Anonymous said...

I'll go ahead and say it...


It amuses me to see people seeming to hate just for the sake of it. When was the last time you did something worthy of everyones jealousy?

9:47 pm NZDT

Anonymous Anonymous said...

Okay, I'm a little drunk, but I just saw an ad with two toothbrushes talking to eachother. After that, I saw an ad where metal puzzle pieces were falling from the sky with the end thought 'you're the missing piece'.

These are pretty fucking good.

10:54 pm NZDT

Anonymous Anonymous said...


5:52 pm NZDT

Anonymous Anonymous said...

compared to the undies ad from colenso this spot has no idea.

can someone in simple terms tell me the idea?

to me it goes like this.

geck from supermarket finds hot porn girls on balls. they fall off and he gives them a drink of milk (not his own). they carry on the balls. is that it? fuck me. what shit.

Specking for fonterra i can see why you kicked these muppets in to touch and went to BBDO.

9:17 pm NZDT

Anonymous Anonymous said...

Fuck me.

Are you seriously that desperate to work out the idea?

Here it is in simple terms for you:

Tits and violence.

Entertaining and I'm sure boys will be drinking Primo in their sleep.

Speaking for men everywhere, stop listening to Wham and pull your head in. You're letting your side down.

That's assuming you're a bloke of course. If not, let me know and I'll whip something else up in reply.

1:18 am NZDT

Anonymous Anonymous said...

9:17 you are embarrassing yourself.

7:57 am NZDT

Anonymous Anonymous said...

It's a nice campaign in my opinion.

It's also a massive step up from the original Primo campaign out of Scratchies Welly that had a CGI man and dog in a car.

I think all the ad students writing drivel should really go back to their mailers and have a nice cool glass of 'back the fuck off'.

2:33 pm NZDT

Anonymous Anonymous said...

9:17 I hope you aren't employed anywhere because you aren't that fucking bright. The announcer even tells you the idea. And lighten up for fucks sake, it's entertainment.

7:40 pm NZDT

Anonymous Anonymous said...

9:17 It's simple

Undies = ice cream

Tits and Ass = milk

what's so hard to work out here?

11:46 am NZDT

Anonymous Anonymous said...

I think 1.18 answered 9.17 question.

Tits and violence is not an idea. Not in my eyes anyway.

But since you all think its so great thats cool.

12:37 pm NZDT

Anonymous girly art director said...

My 2c worth: interesting that the fundamental problem of ads like these never seems to get a comment - i.e. that you alientate 50% of a potential market by assuming everyone is sucked in by robotic models in bikinis.

Seriously witty advertising attracts more than a 30 second rise in hormones, it generates a real interest and affection for a brand.

As a female this ad (the second one mainly) is plain out cliched and boring, and lowers my opinion of Primo itself. A job well done!

7:15 pm NZDT

Anonymous girly director said...

Totally agree with girly art director.

4:21 pm NZDT

Anonymous Anonymous said...

Unless of course you saw the research which says Primo has a massive male skew and that Wave (competitor brand) is almost solely drunk by males. Spotty teenage males seem to like their flavoured milk - and so tits and ass is a perfect fit I would've thought. I agree with girly art director in general but when the brand is so obviously meant to be in that area - it'd be very shortsighted not to go there. Thoughts?

12:00 pm NZDT

Anonymous Anonymous said...

Thoughts, 12.00 PM? Right...Then aren't Primo preaching to the converted? If spotty teenage males like flavoured milk - whether it's Primo or Wave - why not grow the market across to females? We get thirsty too & from a healthy-bones perspective, need the stuff more than spotty boys anyway. Zig while the others are zagging, I say... which reminds me - whatever happened to Zap - probably the first flavoured milk ever in a carton? And Mooove?

5:37 pm NZDT

Anonymous Anonymous said...

Not to point out the obvious here but there are TWO ads. One obviously whole heartedly attracts young lads...and of course lesbians. The other is a little more universal. So there you go, bases covered.

I think the ads also alienate Chinese people.

7:28 pm NZDT

Anonymous Anonymous said...

Hmmm - although I agree on your zig when others zag I disagree with your rationale here. Using the same sort of thoughts we could say that Jags should really be targeted towards the low socio-economic families with 3 or more kids because they've already dominated the rich-fucker market. Likewise, Levis should really target the elderly because they already have a great presence with the youth and middle aged market. In short, I think it is extremely naive to talk to a group of people that is completely mutually exclusive to the flavoured milk drinking market. True, female teenagers drink flavoured milk but so infrequently it really doesn't warrant a blip on the sales markets. The reason: because flavoured milk isn't a coming of age or an early twenties drink that females care to associate themselves with. When was the last time you saw at Uni a girl pull a bottle of wave out of her bag in a lecture and drink it? It has and will always be a pump bottle or some deriative. Milk just isn't sexy to a female and when you're in the 15-25 year age group they're just not going to be tempted by it. hence a waste of advertising effort and time. Why zig when a secondary market doesn't care to come with you on your journey. God you're beautiful, I can smell your perfume in the evening air.

10:07 pm NZDT

Anonymous Anonymous said...

10.07PM, what a deliciously eloquent answer. Point taken. And how perceptive of you also...I am wearing the 'Beautiful' perfume by Ralph Lauren.

9:46 am NZDT

Anonymous Anonymous said...

Thanks. I guess that really sums it up. Ralph Lauren and Moooo (chocolate) don't really go together. Do they? Nice chatting about it though with someone as open as yourself. I'm sure in another life we'll come back as maple-oaks, side by side, and talk more about this subject (circa 4327 AD).

8:49 pm NZDT


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