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

Friday, October 05, 2007


NZ's best and worst ads, as voted by TV One viewers, have been revealed on an hour-long special edition of Fair Go.
As well as announcing the ads New Zealanders love and hate, the Fair Go team took viewers behind the scenes of a couple of high-profile spots - Telecom's Clever Toys and ASB's Goldstein series - that have got people talking.
They also took a look at the ever changing world of advertising, the creative ways marketers fight for consumers' eyeballs, met some creative Unitec advertising students and discussed the power of music in ads.
But what you were all waiting for was the best and worst Ads of the year as voted by the punters.

Best Ad: Yamaha Grizzly Farm Bike via Barnes Advertising, directed by Steve Saussey @ Film Construction.
Worst Ad: Yellow Pages Wandering Hands via Saatchi & Saatchi

To view all the best and worst go to:
  • Fair Go Best and Worst

    Blogger Alexander Bartleet said...

    The Creative advertising students that were interviewed were actually from AUT Ad School not Unitec. Cheers.

    10:21 am NZDT

    Anonymous Anonymous said...

    What an utter waste of space. Every year 'Fair Go' acts like it's a world authority on advertising. Someone should do us all a favour and ask them to (1) fuck-the-hell-off, and (2) how many sad bored arses actually voted in their poll??? Say about 72 people?

    5:17 pm NZDT

    Anonymous Anonymous said...

    Like it or hate it, Fair Go is a long-running and popular TV programme. Of course it's not he world authority on ads but it does reflect the views of a lot of people.

    8:05 am NZDT

    Anonymous Anonymous said...

    Yeah 5.17pm. you are so right. Heaven forbid that the public of New Zealand (the ignorant, uninitiated saps that all our ads are aimed at), should dare to have a POV on the wonderful pieces of high art that we meticulously craft for their edification.......

    8:52 am NZDT

    Anonymous Anonymous said...

    I agree with the public - that Yellow Pages ad is shite. I don't agree with the public - that Grizzly ad is shite.

    12:39 pm NZDT

    Anonymous Anonymous said...

    Sometimes when you want to talk, you must listen too. The people spoke. And I think it's more like 30,000 people than 72.

    Funny how it only counts when you win...

    1:08 pm NZDT

    Anonymous Anonymous said...

    5.17 You are a muppet! Maybe you should tell Mike O (Saatchi), Steve C (Colenso), Paul Middleditch (Plaza) and Jim Hall (Soundtrax) the show is for arseholes! They all featured on that show, oh and the NZ consumer! Ya twat!

    2:35 pm NZDT

    Anonymous Anonymous said...

    Your sarcasm is a bit misplaced 8:52.

    Here's a mental Venn diagram for you.

    Set 1)People that watch Fair Go
    Set 2)People that vote on TV competitions
    Set 3)People that actually watch ads

    All those sets are in a larger superset: 'Idiots', so the intersection is pretty much the cream of the 'Idiot' group.

    3:04 pm NZDT

    Anonymous Anonymous said...

    5.17, you obviously have your head so far up your bum that you've forgotten it's actually the public out there who you're supposed to be appealing to with your ads. And without them, you probably wouldn't have a job.

    4:00 pm NZDT

    Anonymous Anonymous said...

    Fair go is a good guide to what the average kiwi likes to see on tv.

    But who wants to be just average?

    And not all products are for average people.

    It's one market but not the only. You lot should know this.


    6:32 pm NZDT

    Anonymous Anonymous said...

    I can't believe all you people bickering about the Fair Go Ad Awards. I guess it's like when a person says 'I don't like your tvc', and the response usually is 'change the channel'. I like the Fair Go ad awards because they get people talking about tvc's.... which can only be good for the industry. Shouldn't we all be trying to figure out who is to blame for the AB's losing. Surely the French weren't a better team.... and to 5.17.... you sure are an angry person. Did you break the enter key when you posted your blog entry?

    6:33 pm NZDT

    Anonymous Anonymous said...

    Yeah 5.17. If that is your real name. Bet you wouldnt be complaining if one of your works of art made it into the 'fav ad' category.

    7:27 pm NZDT

    Anonymous Anonymous said...

    3.04, you may be in the wrong job. If you think the people you sell to are idiots then your contempt must be hard to live with. Why not do something you believe in instead?

    8:44 pm NZDT

    Anonymous Anonymous said...

    It would seem that a lot of the people who voted are also posting on this blog. I, (8.52) stand by my comments. The only consumer whose opinions I give a toss about are the respective target markets of the ads I craft - or have we all forgot about that? I also take great exception to the head presenter of that show and how he makes such a great song and dance about this sad sham every year. And while 30,000 may be an impressive figure, how many of those malcontent's and miscellaneous fools with more time than sense - who watch Fair Go - make up the bulk of TV ad spend in New Zealand? For example, I wonder how many young people who are targeted by say Vodafone or Coke ads voted... perhaps 17? Anyway, thinking about it again, for that very reason maybe this year's winning and losing outcome was fairly accurate.

    1:21 am NZDT

    Anonymous Anonymous said...

    fair go.

    1:06 pm NZDT

    Anonymous Anonymous said...

    1.21 I think we all know which account you work on! Yer bias bugger!

    3:46 pm NZDT

    Anonymous Anonymous said...

    The only people whose opinions I care about are the judges in the many ad awards around the globe becasue if i win metal I get a better job and more money. Sure, its nice if the public like something you've done but that aint gonna pay the bill is it.

    6:22 pm NZDT

    Anonymous Anonymous said...


    Never a truer word...

    9:19 pm NZDT

    Anonymous Anonymous said...

    6.22 yes that is a fair comment. And it is true. The good thing is that that trend is changing. But will take 10 years.

    The reason is there is so many people with awards and now they are all getting crap pay. 17.8% of all global agency profits goes overseas and not into there NZ staff. So awards don't mean great money anymore. Which is a bugger.
    Awards get you a great job in a great agency. The salary is a different story. You still could be earning average.

    CD's are a totally different stroy.

    11:59 am NZDT

    Anonymous Anonymous said...

    I glad to see the viewers of New Zealand get a chance to tell the creative's that it's not all about winning awards. Fine, Yellow Pages spent alot of money but for what, people hate it? I think creative's need to wake up and see what's happening before they disappear up their own arse.

    8:50 am NZDT

    Anonymous Anonymous said...

    Anyone notice that this entry went up last Friday and there's been nothing new reported since then.
    Perhaps that tells us more about the state of the industry here at the moment.
    No 'creative' news about any campaigns of consequence, so all we've got to talk about is something that most 'creatives' despise and treat with utter contempt.
    Nice work guys!

    2:50 pm NZDT

    Anonymous Anonymous said...

    11.59, yeah I think you are right. Plus there are tons of younguns coming out of the ad schools. Back in the early 90's there wasnt alot effort by the industry to turn out young creatives. Pete Fantl at Mojo staffed up his department with juniors, mainly becasue they were cheap, but that was an exception. Now you can hire loads of pretty well trained freshies that you dont need to pay much. I dont know if that is a bad thing. We are still pretty well paid compared to alot of industrys. And lets not forget, we get paid to sit around thinking up ways to spend other peoples money on our flights of fancy. Beats having a proper job

    5:00 pm NZDT

    Anonymous Anonymous said...

    those young guns aren't that well trained - i'm an old thing and i'm cleaning up after them all the time.

    7:53 pm NZDT

    Anonymous Anonymous said...

    yeah but 7.53 that is what is keeps you in work eh. When they do get up to speed your sorry arse wil be fired.
    Hope your organic chutney farm on Great Barrier starts making money soon.

    8:58 pm NZDT

    Anonymous Anonymous said...

    Right, I now know who 8.58 really is, and he is well known as a complete dickhead.

    6:59 am NZDT

    Anonymous Anonymous said...

    mate, i got fired years ago.
    and there'll always be arrogant young dicks to clean up after.

    11:03 am NZDT

    Anonymous Anonymous said...

    7:53 I'm sure someone had to "clean up" after you when you first started too.

    11:41 am NZDT

    Anonymous Anonymous said...

    if your client wont let you make a really good ad, try your best to make a reallly bad ad instead.

    all the ones in the middle are hard to remember after 2 weeks anyway.

    ... that 'was' what you were trying to do with the hands thing wasn't it?

    12:57 am NZDT

    Anonymous Anonymous said...

    Hey Saatchi boys

    Chin up. You're in good company - Y&R has an entry in worst ads for Postie Plus and THATS GOLD!

    10:26 pm NZDT


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