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

Wednesday, March 07, 2007


A new spot called 'Swim for Life' for Water Safety NZ out of Lowe Worldwide, Auckland directed by Nic Finlayson at Film Construction.

Creative Director: Josh Moore
Copywriter: Mike Wilson
Art Director: Nick Clements
Agency Producer: Liz Garneau
Director: Nic Finlayson
Producer: Phil Liefting
Production Company: Film Construction
DoP: Nic Finlayson
Post Production: Digital Post
Inferno Artist: Stu Bedford
Animation: James Cunningham
Offline Editor: Steve Cox
Music Composer: Joel Haines
Musicians: Joel Haines & Nathan Haines
Baby Swimming Trainer: Sue Mayo
Post Production Producer: Fiona Webb
Account Director: Fleur Tindall
Senior Account Manager: Lee Dodds


Anonymous Anonymous said...

Very good.

5:32 PM NZDT

Anonymous Anonymous said...

nicely done

5:49 PM NZDT

Anonymous Anonymous said...

Oh the irony of this headline.

Swim Lowe, swim!

I doubt if this work will keep them afloat. 60 seconds of director-stuff leading up to a so-so print headline.

7:04 PM NZDT

Anonymous Anonymous said...

It's a well done ad with a great idea... but did you have to spell the idea out in the end line when that's exactly what you've shown in the commercial??

Bit weird that Moore would let that happen. Probably the client's dictat.

7:05 PM NZDT

Anonymous Anonymous said...

Niiiiiiice. Very nice.

8:15 PM NZDT

Anonymous Anonymous said...

I love it, it's top shelf stuff, but the clunky endline might spell curtains for it at the awards shows.

1:39 AM NZDT

Anonymous Anonymous said...

Pity about the quality of the quicktime...

8:51 AM NZDT

Anonymous Anonymous said...

Yep I'm with them. Nice ad guys, budget endline. Bit of a shame really.

11:09 AM NZDT

Anonymous Anonymous said...

I saw it on the tv and it does look a bit washy.

12:41 PM NZDT

Anonymous Anonymous said...

I agree it's a terrible endline. We've got to start writing ideas, not endlines to put pictures above.

2:05 PM NZDT

Anonymous Anonymous said...

Yet another lame charity ad with a laboured analogy masquerading as an idea. What a waste of time. Mind you, they did get some nice gender role reversed native action in there. Quite why I don't know.

5:13 PM NZDT

Anonymous Anonymous said...

Er, beautifully shot and all that but babies can swim naturally and only lose the ability as they grow older. Surely others have seen a whole host of international ads that use underwater babies?
So in other words the endline isn't just clunky, it's innaccurate. Then again most creatives don't let reality get in the way of a good creative idea.

6:55 PM NZDT

Anonymous Anonymous said...

You make an incredibly good point. Babies can swim. That's why they drown in swimming pools every week.

You might want to ring water safety NZ and discuss your views with them. They are clearly confused, misinformed people. You on the other hand are most likely a very well informed, insightful and special human.

Please ring them, I'd love to hear about it.

9:10 PM NZDT

Blogger Rolly said...

6:55 is a Marnis.

7:41 AM NZDT

Anonymous Anonymous said...

is that you nic ?

you may have had 1 beer to many.

8:03 AM NZDT

Anonymous Anonymous said...

So funny to hear babies talk about how babies can swim, how do you know? Is it in your recent memory?

Grow up.

8:39 AM NZDT

Anonymous Anonymous said...

Try educating yourselves. Even using Google would be a start. Babies can swim at birth as a instinctive defense mechanism. As I said, they lose this ability quite quickly and so sadly there will be no hope of a 100m relay for babies. The point is, for those with the intelligence to grasp it is, there have been a number of commercials that depict babies swimming happily underwater. Therefore the imagery isn't as shocking as it should be. Babies drown every week because incompetent parents don't protect their own children. The best ad I've seen for water safety showed a group of men, who leave their brains in the back of the ute, while they go fishing. Powerful imagery that makes you think. In my opinion (and opinions are what this blog is all about) this baby ad does not communicate as powefully as the brains billboard. Anyone want to debate this intelligently or would you rather post infantile comments?

3:58 PM NZDT

Anonymous Anonymous said...

Those brains ads are so bad it makes me sad.

Like the ad with the pig looking in the car window and you have to turn the page upside down. Why the fuck hasn't his hat fallen off.

Why oh why do we, as tax payers let our government spend so much money on advertising shit.

Tana telling us to talk to our kids, don't speed, don't swim, don't drive drunk, merge like a zip, old man's beard must go, don't smash your wife, don't get pissed, don't jump into rivers, Be careful on stairs and ladders, wear life jackets, don't smoke inside the house, don't smoke, don't smoke in cars, eat veges, vote......

That's probably the tip of the ice berg. In the 80's they just told us to be a tidy kiwi.

Fuck me, would there be a Wellington advertising industry if these ads didn't exist? There must be some flash lunches for government staff.

I wish I had those TV budgets to make some of my TV ads.

When the government has more money to spend on ads than McDonald's and Sony, we are fuckin getting ripped!

9:09 PM NZDT

Anonymous Anonymous said...

I'm sooo bored with analogy ads like this.

7:03 PM NZDT

Anonymous Anonymous said...

Shouldn't it be 'learned', not 'learnt'? Probably a moot point really, considering the whole endline's redundant.

What do all you writer pedants think out there?

11:28 AM NZDT

Anonymous Anonymous said...


You forgot about the ACC ad. The ad which tells us not to do anything??!!! Why bother??? Waste of my bloody taxpayers dollars if you ask me.

I'm off to finish my knitting.

9:27 AM NZDT

Anonymous Anonymous said...

Just off the top of my head, a better endline would've been


Fuckin nice ad though, well done Lowe.

3:55 PM NZDT

Anonymous Anonymous said...

Well I for one am so fucking glad someone has told me that if I could drown in the water if I can't swim.

How would I have known otherwise?

4:30 PM NZDT


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