Public Address | Cafe | Hard News: Dilemmas: the drug-driving ad that isn't

Joe Wylie

Wed, 15 Aug 2018 17:04:49 +1200

But he's a kinder (and funnier and hipper) bloke than you'll see on TV. At least he used to be.

I don't doubt it, though I had the mildly disconcerting impression a few years back that he was being positioned as a possible successor to the now mostly unlamented Mayor…

Rob Stowell

Wed, 15 Aug 2018 14:49:04 +1200

Jase wouldn’t mind, as long as he was on TV.

He does mud-wrestle in that very clip, so you're probably right. But he's a kinder (and funnier and hipper) bloke than you'll see on TV. At least he used to be.

Joe Wylie

Tue, 14 Aug 2018 15:37:44 +1200

I think it is quite rational that someone would want to hit Jason Gunn, he has a very smackable face

Jase wouldn't mind, as long as he was on TV.

Pete

Mon, 13 Aug 2018 20:11:40 +1200

I think it is quite rational that someone would want to hit Jason Gunn, he has a very smackable face

Dennis Frank

Thu, 09 Aug 2018 19:00:13 +1200

as far as possible, an ad draws on common experience

Correct. Effectiveness is in proportion to the extent of common ground shared by viewers in the target market. I agree that some referents don't work due to poor design. I spent most the decade '75-'85 making tvcs, so I'm commenting…

BenWilson

Thu, 09 Aug 2018 16:07:22 +1200

They’re high.

Oh, I see. I was completely confused. The only time I've ever had a break from reality at that kind of level was on booze, so I thought it was about that.

linger

Thu, 09 Aug 2018 15:36:25 +1200

Ads are primarily designed to be short, which may or may not mean a holistic design. It does mean that, as far as possible, an ad draws on common experience (e.g. using instantly recognisable stereotypes, story schema, and default value judgements). All I’m saying is that in this case, if…

Dennis Frank

Thu, 09 Aug 2018 15:14:28 +1200

Okay, there's a bunch of folks here doing left-brain analysis of a tv ad. That will never work. Ads are designed to function holistically. Like a painting. It's the impact that makes them work. They trigger the right brain. Gestalt.

Sacha

Thu, 09 Aug 2018 11:25:13 +1200

Why does one of the guys keep turning into other people?

OK now I need to re-watch

tussock

Wed, 08 Aug 2018 22:03:46 +1200

Hardly edifying stuff...
We're social animals, we care about ourselves because we're useful to others, we care about others because of how they make us feel about ourselves.
Telling a mate you need them to not die, because they're good to have around, that's a fine way of getting them…

Joe Wylie

Wed, 08 Aug 2018 21:09:20 +1200

...but only because he is a 'useful idiot'!

I thought they were playing that angle for laughs, especially when Jason Gunn popped up. Perhaps they should eliminate any ambiguity by replacing him with Don Brash.

Ian Dalziel

Wed, 08 Aug 2018 20:28:40 +1200

They're wasted, bro. But not so wasted they won't stop their mate driving.
I think it's a completely crap ad – the narrative basically only addresses their own self-interest, they may stop him driving, but only because he is a 'useful idiot'!
Hardly edifying stuff...

Russell Brown

Wed, 08 Aug 2018 17:34:04 +1200

(E.g., where does Nek Minit dude fit in?)

He doesn’t! But he does!

I think it's not meant to be a coherent narrative. Why is Jason Gunn there? Why did he fight with Mad Mick? Why does one of the guys keep turning into other people?

They're high.

Russell Brown

Wed, 08 Aug 2018 17:32:50 +1200

Ah, this would explain why I found that ad vague/confusing.

I didn't actually grasp the full narrative until I watched it on my computer screen, but it's more about the vibe.

They're wasted, bro. But not so wasted they won't stop their mate driving.

linger

Wed, 08 Aug 2018 15:37:20 +1200

Really confusing. It looks like Ghost Chips, but drops any pretence of linking the images into a coherent narrative. (E.g., where does Nek Minit dude fit in?) Maybe makes more sense if you're actually high while watching?

Sacha

Wed, 08 Aug 2018 14:53:14 +1200

Ah, this would explain why I found that ad vague/confusing.

Dennis Frank

Wed, 08 Aug 2018 12:50:22 +1200

You're right. Unusually subtle/clever design from the ad agency they hired. Expect the Nats to hire them for the next election, eh?

Public Address

Wed, 08 Aug 2018 12:50:22 +1200

Discussion from blog post.