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

Monday, January 21, 2008


Pump Pure New Zealand Spring Water has launched what they claim is a revolutionary advertising campaign via Ogilvy, rolling out a series of 50 individual animated television commercials.
Each fortnight a brand new
  • commercial
  • will screen, following the pursuits of a wily, animated character who’s modus operandi is to stay pumped. Through action and adventure he stays ahead of the game, narrowly escapes disaster and keeps moving on through his quick wit and agile manoeurvres, highlighting the benefits of constant hydration. Re-invigorated new packaging featuring a dynamic new wave is another component of the Pump campaign.
    Catherine Woodley, Senior Brand Manager says the innovative new advertising campaign is designed to take an already successful brand to a new level: “We anticipate stronger market growth over the next two years as the Pump campaign evolves and reinforces the ‘drink, think, act’ message with the target market,” she said. “There’s never been an animated campaign like this that literally evolves or ‘rolls out’ in the same way as a television series and we think the brand’s changing story over the next two years will really capture the imagination of viewers.”
    Ogilvy Executive Creative Director Jeremy Taine concurs: “Pump is such a dynamic, fluid brand – pun absolutely intended – standing still was never an option. Dan and Paul have done a brilliant job for a visionary client and we think the market will love the ride.”
    Launching this Sunday January 20, 2008, the integrated Pump campaign incorporates television, outdoor, online and a new point of sale suite. It has a total rate card value of two million dollars to ensure a strong market presence. Destined to reach iconic brand status with this ambitious, innovative brand campaign, Pump is a product of Coca-Cola Amatil and New Zealand’s number one single serve water brand.


    Anonymous Anonymous said...

    Good on 'em. Hope it's a corker.

    1:39 AM NZDT

    Anonymous Anonymous said...


    11:44 AM NZDT

    Anonymous Sowpods said...

    If you need to explain the campaign before we see it...

    12:58 PM NZDT

    Anonymous Anonymous said...

    cool, finally someone has released the most used advertising idea on the planet in an animated version! groundbreaking stuff one might say.

    5:49 PM NZDT

    Anonymous Anonymous said...

    5:49..get over it. Do something better or STFP.

    3:49 AM NZDT

    Anonymous The Butcher said...

    The biggest achievement here is getting the client to commit to a two year (at least?) campaign. That's a rare example of medium term thinking. Well done to her.

    11:22 AM NZDT

    Anonymous Anonymous said...

    i think it's STFU, ok rickroll Lolz!1! GTFO

    11:45 AM NZDT

    Anonymous Anonymous said...

    It's Jetboy 2.0. Even looks like they've used the same animators.

    12:27 PM NZDT

    Anonymous Anonymous said...

    Baz & Damo rock my box.

    1:02 PM NZDT

    Anonymous Anonymous said...

    Oh yeah. This makes me just want to runs out there and get a Pump! In fact, when I'm thirsty, it makes me immediately think of Pump. NOT! NOT! NOT! Is this an attempt to win some kind of animation awards or something? It sure isn't advertising. Word to the wise... Never, ever end a commercial with 'TO BE CONTINUED' because consumers simply don't give a F. Oh yeah, I can see them eagerly say by the edge of their sofas waiting for the next installment. NOT! Great client. Great opportunity. But crap. Yes, I can do better (and I'd imagine a lot of people out there can do heaps better than this over-thunk crap that serves to amuse only those who created it)... Just need a decent client like this to have a play with. To Ogilvy's credit, eys, they do have a great client, pity they Fed the opportunity with this glorified load of 'Bold & the beautiful' in animation form!

    2:06 PM NZDT

    Anonymous Anonymous said...

    And I thought I was a bitter hax. You sir take my cake!


    7.55 from the other day.

    2:38 PM NZDT

    Anonymous Anonymous said...

    CAN you do better 2:06?
    Point us towards some of your work...

    3:10 PM NZDT

    Anonymous Anonymous said...

    2.06. Get some help

    4:46 PM NZDT

    Anonymous Anonymous said...

    Sounds like there's plenty of jealous hacks out there, sitting on sad clients, who just wish they had an opportunity like this and (when they realise they haven't) the best they can do is to criticise..

    Good on Ogilvy (P&D), and good on the client.

    Hacks like 2.06 just make the industry in NZ a sore sore place, like a boil on my tanned arse, and should think twice before voicing their sorry opinion..

    10:03 PM NZDT

    Anonymous Anonymous said...

    A typical Daniel knee-jerk reaction...a series of budget animations. Ahhh somethings never change.

    11:59 PM NZDT

    Anonymous Anonymous said...

    Is 2:06 Borat?

    9:09 AM NZDT

    Anonymous Anonymous said...

    I do agree with the essence of what 2.06 is getting at but not now he is delivering it.

    I do think there are some postives out of this camapign all the same. I am unsure if people will really care about it enough to follow it. Creatives and agencies seam to think people love there ads. They don't - we all know that.

    Which touches on the issue of weather people will care to follow this. Maybe ? Maybe not? Lets give Ogivly the benefit and lets wait to see it in Fffies next year.

    Remember it is about results. And this ad may deliver a good result.

    11:59 AM NZDT

    Anonymous Anonymous said...

    2.06 is no doubt a malcontent.. But sorry boys and girls, the truth hurts.

    12:05 PM NZDT

    Anonymous Gerry said...

    Is PUMP the brand that came up with that incredibly lame 'splash people with the water they just paid good money for' campaign?

    more innovative thinking...

    12:22 AM NZDT

    Anonymous Anonymous said...

    No gerry, Pump didn't come up with it, their agency did. Do you know nothing about advertising? Muppet.

    1:11 PM NZDT

    Anonymous Anonymous said...

    Actually 1:11, I think you'll find he's talking about H2GO.

    Do YOU know anything about advertising?

    1:30 PM NZDT

    Anonymous Anonymous said...

    Another fantastic piece of work out of Ogilvy. And evidence that this dynamic and capable agency is PUMPIN right up. Good on them.

    1:45 PM NZDT

    Anonymous Anonymous said...

    Is this really Dan's idea? I doubt it. If it was it'd be cruder - and funnier. Looks more like some planner wants to tick the a-z of "cool" trends. It'll never last 2 years thats for sure..

    10:02 AM NZDT

    Anonymous Anonymous said...

    I like the idea, I don't like the media strategy... wearout city.

    5:54 PM NZDT

    Anonymous Anonymous said...

    The client should have saved their pennies. The public now have to tolerate a painful 2 year cartoon about water. Who was the target market - 2 to 4 year olds with pocket money?

    9:48 PM NZDT


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