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

Thursday, March 22, 2007


A fireworks display made out of animated Tic Tacs was created to launch a larger pack size for the iconic product, via agency Belgiovane Williams Mackay, Sydney.
Directed by Luke Savage from Flying Fish in New Zealand, the campaign is a celebration of more Tic Tacs, showing Tic Tacs bursting out of the packets and exploding into even more Tic Tacs.
“The BWM creative team chose stop-frame animation for this campaign as a tribute to the cool, iconic Tic Tac brand,” said Rob Belgiovane, BWM Executive Creative Director. “The result is a testament to the patience of a creative team committed to a perfect outcome.”
The commercial was all created in-camera over a three-day shoot, in a studio in Auckland.
“We wanted it to look like the kind of commercial that could have been made in the 70s, all created in camera and with an authentic feel,” Savage said. “The whole creative team was of the same strong view in this regard.”
The authenticity of the campaign was also achieved by using everything real – from the Tic Tacs to the mint and pieces of orange and peel, said BWM creative Jon Burden. “Painstaking hours were spent pushing Tic Tacs, mint and orange around on a piece of black felt. Luke’s collaborative nature meant we got the best out of the three-day shoot and it kept things fun.”
Savage said: “The highlight for me is the quadruple explosion at the end. That was the longest shot, it took 4.5 hours. At the end each new frame was taking 10 minutes, with about 100 Tic Tacs that each had to be moved 3mm at a time. We had to go through it meticulously to make sure every Tic Tac had been moved – if we left even one out, we’d have to do it again.”
Savage’s animation experience has always taken varied approaches. He has tried everything from the children’s toy Magnadoodles to a photocopier, as well as techniques like claymation and hi-res digital photography.
Agency producer Abby Hunt said finding a director who specialises in such a niche field as stop motion animation was a bit of a journey. “We spoke to a director in the US who ball-parked the production budget at US$500,000. Then a magazine called C2 landed on my desk with an article on Luke, who had just done a stop frame animation job for Wieden & Kennedy Portland. We knew from the first time we chatted to him that he was the man for the job.”
Producer Anna Stuart from Flying Fish sums it up: “I hate to think how many Tic Tacs we went through. I think we all got an addiction.”
The campaign is airing in Western Australia as a test market.

Creative Director: Adam Hunt
Creative Team: Jon Burden and Jake Rusznyak
Producer: Abby Hunt
Executive Creative Director: Rob Belgiovane
Production Company: Flying Fish NZ
Director: Luke Savage
Producers: James Moore and Anna Stewart
Editor: Jodie Gallacher @ Winning Post


Anonymous Anonymous said...

Nice animation. No idea.

12:06 PM NZST

Anonymous Anonymous said...



2:03 PM NZST

Anonymous anonymouse said...

Bursting with more what?

2:58 PM NZST

Anonymous no fixed abode said...

Maybe they could show the press release before the first airing so everyone will understand why it's so good.

Horrible ad.

5:16 PM NZST

Anonymous Anonymous said...

“We wanted it to look like the kind of commercial that could have been made in the 70s, all created in camera and with an authentic feel,” Savage said. “The whole creative team was of the same strong view in this regard.”

You certainly achieved that!

8:06 PM NZST

Anonymous Anonymous said...


12:24 AM NZST

Anonymous Anonymous said...

I like it. Well done.

8:06 AM NZST

Anonymous Anonymous said...

"The campaign is airing in Western Australia as a test market."

Let's hope they leave it there.

8:34 AM NZST

Anonymous Anonymous said...

What a negative bunch of comments. Not exactly constructive criticism either. Why is it that the creatives conceive the idea but it's the director that gets the all the shit?

9:33 AM NZST

Anonymous Anonymous said...

bunch of bloody whiners!

10:16 AM NZST

Anonymous Anonymous said...

Is it really that the director is getting all the shit? A little defensive don't you think. Question is, who posted it proudly on the blog?

Also, did the creatives conceive it or did they rip it?

10:29 AM NZST

Anonymous Anonymous said...

Whoever is to blame, director or creatives, doesn't alter the fact that it isn't very good. No idea, poorly executed.

11:20 AM NZST

Anonymous Anonymous said...

It's not shit - just very average. All technique and no idea.

11:34 AM NZST

Anonymous Anonymous said...

Check out the PES clip. It's a rip, the whole rip, and nothing but the rip.

3:08 PM NZST

Anonymous Anonymous said...

The ads crap, end of discussion.

10:38 PM NZST

Anonymous Anonymous said...

And it had 2 producers !! So it must have been well produced, right ?

11:40 PM NZST

Anonymous Anonymous said...

Right then.

I see this TIC TAC spot written about in international mags. Think; good for them, but don't bother to look at the spot.

Then I read a great critique for this ad on Ad News. Then find out it has been done from my home, NZ. So I track this spot down on this blog.

All i can say is it's very embarrassing. Not the spot, which by the way I loved. I'm talking about the bitter comments.

The PES comments are fair enough and opens a big and old argument about adverts. but the rest seem bitchy and dumb. And such mindlessness follows EVERY decent ad posted here.

It undermines this blog, but more importantly it undermines the NZ ad industry.

I worked in NZ and now working in London. I hope no one else from overseas reads these bad comments. They make us look silly and childish.

Let’s get behind good work produced here and not be a bitchy small town.


With love

Keith L


11:23 PM NZST


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