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

Friday, March 30, 2007


Lowe Worldwide Auckland recently launched a new campaign for Instant Kiwi, beautifully shot by Adam Stevens @ Robbers Dog, which has garnered both praise and criticism from industry pundits. What do the bloggers think?

Creative Director: Josh Moore
Writer: James Hurman
Art Director: Josh Moore
Agency Producer: Jackie Clark
Director: Adam Stevens
Producer: Mark Foster
Production Company: Robbers Dog
Post Production online: Perceptual Engineering
Post Production offline: Digital Post
Editor: Sam Brunette
Sountrack: SoundTrax


Anonymous Anonymous said...

You gotta be kidding. Is this a review or an autopsy?

Perhaps both. The operation was a complete sucess. Unfortunately the patient died.

I've said this before. Little Thrillers is a great endline and strategy.

The ads however are missing the bit that goes between the 27 seconds of indulgent entertainment and three three seconds of branding. You know, the bit that explains why there's some connection between them.

Apart from that, great. Oh, and losing the account of course.

4:31 PM NZST

Anonymous Anonymous said...

I haven't seen this one before, it's great. The idea seems pretty damn obvious. Instant kiwi is little and probably thrilling to play and the ads are little tiny thriller films, thus reinforcing the benefit - of getting a little thrill.

5:08 PM NZST

Anonymous Anonymous said...

4.31 I'm curious.
Did you not get the idea? The link between the little thriller - guy being followed by two shady guys, and the end line.

Or are you saying the ad didnt need the 27 sec of indulgent entertainment? Just a 3 sec pack shot and the line and that was thriling enough asnd would have dont the job.

Or, are you saying the little thriler they used wasnt thrilling enough? In which case why did you call it entertainment?

Come on bro we're a communication industry. Or were you more interestd in just having a quick dig?

5:56 PM NZST

Anonymous Anonymous said...

As I said before:

Anonymous said...
Very sad. I don't think anyone should blame either suits or creative. I blame the Instant Kiwi ads. Ads are not a mini movie festival - it's a small amount of time clients pay to sell their product.

6:32 PM NZST

Anonymous Anonymous said...

What a complete and utter steaming pile of dog shit.

For starters, It's not beautifully shot. It looks cheap. Compare it to a chase scene in any modern movie and it is boring and uneventful.

Where are the thrills? It's just one car following another. There are no jumps, no convertible sports cars, no stunt driving. Just one car following another. Yawn.

Then there is "the twist", which manages to competely betray the realtively insightful strategy.

So let me get this straight...

A) Playing Instant Kiwi gives you a Little Thrill.

B) Therefore you've called them Little Thrillers.

C) To dramatise this, you have actually made a Little Thriller

So far, so good.

D) However, as a bizzarre twist, you then reveal that what we thought was a Little Thriller, was in fact something mundane and every-day.

Therefore, you're actually saying that the thrill you get from Instant Kiwi, isn't actually a thrill at all.

Seriously. Retarded.

9:40 PM NZST

Anonymous Anonymous said...


10:14 PM NZST

Anonymous Anonymous said...


11:23 PM NZST

Anonymous Anonymous said...

Oh the fantastic irony. Lowe using this site as a PR tool when they banned their own staff from using it.

7:08 AM NZST

Anonymous Anonymous said...

Look mate. God only knows who you are but you seem amazingly intent on paying out this campaign and the agency behind it day after day week after week. If you really feel so upset about it and so determined that we should all share your veiw why don't you put a name to the the vitriol thereby putting some weight behind your opinion. At present your just some bitter twat with no life.

I'm mean who the hell is so sad that he's on the blog at 11:23 on a friday night then again at 7 am on a saturday?

Jesus what a freak show.

6:39 PM NZST

Anonymous Anonymous said...

6.32 the idea is if the 'mini movie' has an idea that links to the product then it is using the 'small amount of time' more effectivley because it has more cut through with the consumer.

7:35 PM NZST

Anonymous Anonymous said...

Ditto anonymous #5. Yawn.

10:17 PM NZST

Anonymous Anonymous said...

Good lord, what a self-indulgent waste of every resource put into this short film. I was kind of sorry for Lowe until I saw this. Maybe the client was too, and decided to let them waste some of his money on the kind of rubbish Axis judges usually drool over. Who knows? Maybe the Axis judges will feel sorry for Lowe - or the ghost of Lowe - and award this tripe. Shame on the lot of us.

10:52 PM NZST

Anonymous Anonymous said...

I think 9.40 pm has a very good point. Well argued!

10:51 AM NZST

Anonymous Anonymous said...

A list of 'self-indulgent film' from the past year or two:

Guinness Evolution
Sony balls
Stunt city
Honda Power of Dreams - all of them
etc etc etc

3:12 PM NZST

Anonymous Anonymous said...

The Lottories clients haven't left Lowe because of these ads. They have left for an agency who can create online gambling.

They love these ads at lotteries and love the massive sales increase to.

3:27 PM NZST

Anonymous Anonymous said...

Why is lowe getting slammed for losing accounts when we all lose accounts the whole time. Saatchi lost Lotto last time and everyone else pitched and Lowe thumped them all.

Swings and roundabouts. That's advertising.

3:32 PM NZST

Anonymous Anonymous said...

9.40 i don't agree with all your comments but the one i do agree with is that the idea could be huge, if the car chase was more out there. it seams short on funds and the rope is restricting the concept.

i think also the idea is cool, the writing at the end is sloppy (script) and if they had the xtra 50-60k thay might have got some out there shots.

Overall i like the campaign, i think it works.

Just need a touch more added to the writing and the idea might win some awards. odd speech a the end with the lines a little forced almost like they know the gag themselves. Yea 'Muppet' didn't need to be in there.

It's the little 10-15% that winsa awards that this ad is missing.


6:51 PM NZST

Anonymous Anonymous said...

probably seemed like a good idea on paper....not so much on film....someone stuffed up....

11:35 PM NZST

Anonymous Anonymous said...

I'm no fan of Josh Moore but I really like the campaign. The original guy complaining sounds a total tosser. He wouldn't have the initials HK would he? Grow some balls and add your name if you're going to repeatedly slam something.

11:48 AM NZST

Anonymous Anonymous said...

Ad's a bloody looker. The self-appointed Advtg. Judges might well remember Instant Kiwi is impulse purchase. If the brand sticks in your head, its job is done and all comments, pro & anti, are proof it stuck. Lowe 1. Negativity 0.

1:03 PM NZST

Anonymous Anonymous said...

"The original guy complaining sounds a total toser....Grow some balls and add your name if you're going ot repeatedly slam something."
- Posted anonymously.

Wow, now the anonymous poo-hurlers are complaining about anonymous poo-hurling. Good going 1.03 (is that your first or your last name?)

4:27 PM NZST

Anonymous Anonymous said...

I agree that the strategy is much better than the execution. I think this is try-hard but I don't think it's awful.

The "muppet" line is emabarassing though, seeking cred from an overused, cliched piece of dialogue. Lazy.

10:13 AM NZST

Anonymous Anonymous said...

Hasn't this turned into a little thriller.

Using this blog to continue the campaign is genius.

I can't wait to see what happens next.

5:16 PM NZST

Anonymous Anonymous said...

These ads are fcking great.

What's more, if any of you tossers remembered that ads are actually made to increase sales and not to win a big fat dick swinging contest, you might be ashamed to find that Instant Kiwi sales have since rocketed - and the client loved them.

I'm sure this will be met by vitriol regarding Lowe's loss of Lotteries as a client but let's look at this campaign for what it is - well crafted, interesting, and EFFECTIVE.

3:53 PM NZST


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