The Anthill Massive (ok, four of us) were heavily engaged in a ’strategy session’ at a local watering house a few Fridays back when Lachy, our marketing man, made the following remark: “Is it just me or is the new VB ad totally underwhelming?”
All agreed. It is.
In fact, have you come across anyone (outside of the thousands of blokes who were actually in it) who thinks that it lives up to its hype? Then again, it was always going to be a tough gig stacked up against CUB’s powerhouse predecessor: The Big Ad. (Now that was a good advertisement.)
Before the round of beers was over (or maybe it was two rounds?), I’d pulled out my notepad and we were brainstorming the Top 10 Greatest Australian Television Commercials Ever.
Here they are (according to us):
THE ORIGINAL VB AD
From the days when men were ‘real’ men: They worked hard on the land and in industry, joined the army and spent countless hours watching sport. This original VB ad from the mid ’70s may appear basic to us now, but at least they kept the message simple. They knew their market, they concentrated on the brand and they even managed to make the narrative rhyme.
BIG AD
The aforementioned Big Ad for Carlton Draft, created by George Patterson and Partners (Melbourne), first aired in August 2005. It was massive in scale, executed with precision and elegance and, most importantly, it was humorous.
Favourite part: when the beer hits the stomach and begins to riot.
SLIP SLOP SLAP
One of the most successful of all Australian health campaigns, this early ’80s ad by the Anti-Cancer Council of Victoria (now Cancer Council Victoria), featuring the ever memorable mascot ‘Sid the Seagull’, recruited high-level talent – Philip Adams (broadcaster), Peter Best (composer) and Alex Stitt (designer/animator) – to produce the campaign. It was an immediate hit and its message has very much become a part of the Australian psyche.
I LIKE AEROPLANE JELLY
You might be picturing the girl on the swing singing “I like Aeroplane Jelly”, but this iconic Aussie advertising jingle began before television, screening in the cinemas in the 1940s. Sure, it’s not the most logical plot line – a small aeroplane flies into a storm, gets scared, but finds floating plates of… Aeoroplane Jelly (which he likes, by the way). But when you think of jelly, which brand comes to mind first? Case closed.
AIDS
Inspiring fear is not always an effective educational tool, but this 1987 AIDS awareness campaign, featuring the Grim Reaper bowling over families like ten pins, did more than anything else to educate Australians that AIDS was not a disease confined to sub-cultures – that it could strike down anyone who wasn’t careful.
LOUIE THE FLY
Louie the Fly, the unlikely spokesinsect of Australian household insecticide brand Mortein, buzzed straight from the rubbish tip to you in 1957. His TV career spanned 50 years, providing daily reminders for Australians (no strangers to flies) that they and their families could get sick unless they kept a can of Mortein on hand at all times.
VEGEMITE
Another iconic jingle promoting another iconic Australian product, Vegemite (when it was still an Australian-owned brand) focused on aligning its brand with happy, healthy Aussie kids (and circus acts, in this particular example).
LIFE. BE IN IT
The ‘Life. Be in it.’ organisation has been encouraging Australians to get out of the house and exercise for 30 years. For those of us who stare at a computer all day, it’s hard to watch this pre-Norm ad even now and not feel a pang of guilt about not doing more outdoorsy stuff.
ANTZ PANTZ
Holeproof, one of Australia’s leading clothing companies, shocked a few people with this mischievous ad for Ant Pantz underwear. The creative brief was to make a conservative product sexy. Enter Rex, the Echidna.
GOGGO MOBILE
Who could forget this Yellow Pages ad from 1992, featuring a burly Scotsman trying to find someone to fix his G-O-G-G-O mobile (not the Dart)? It was a big hit for Telstra’s Yellow Pages, but an even bigger hit for the Scotsman, who went on to land an advertising gig with Shannon’s Insurance (which led to a legal stoush).
I spotted this Scotsman crossing the road while I was waiting at lights in St Kilda a couple of years ago. I pointed him out to my friend sitting beside me, which the Scotsman saw and gave a big wave, which we returned. Just like the ad.
Notable Aussie ads that just missed out:
Yellow Pages – Not happy, Jan
Tooheys Extra Dry – Satisfaction
Qantas – Still call Australia home
Commonwealth Bank – Which Bank?
TAC – The pub
Reader suggestions:
First National – “Boardings” (Cindy)
The Drug Offensve – The treehouse (Julie)
Decore Shampoo – The shower song (Ed Pitts)
Nobby’s Nuts – Nibble Nobby’s Nuts (Diane Falzon)
Toyota – “Bugger” (Carolyn Deigan)
Tourism Australia – “The Wonders Down Under” – Paul Hogan (Will Turbet)
TAC – “Pictures of you” (Will Turbet)
Tourism Victoria – “Daylesford. Lead a Double Life” (Scott Seymour)
Colgate Fluorigard – Mrs Marsh’s chalk (Paul Ryan)
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View Comments
W Spedding
August 26th, 2009 at 4:23 pm
Hello All
Just my little bit worth – The Commonwelth Bank add of Ohh-too-long-ago.
“Branches everywhere”
A sterotype african explorer complete with pith helmet – fighting his way through the stylised jungle which had – you guessed it – branches everywhere.
Regards
Bill
[Reply]
Cindy
August 26th, 2009 at 4:34 pm
One of my personal favourites is a First National Real Estate ad called “Boardings”… was a finalist at the Cannes Advertising Festival not that long ago.
Makes me laugh every time I see it!
http://www.firstnational.com.au/content.cfm?ContentID=30833&MenuItemID=25705&subject=Advertising_Campaigns
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Julie
August 26th, 2009 at 4:35 pm
I think these are definitely the most iconic ads we have come up with, but ‘greatest’? Not so sure. I always got chills when I watched “The Drug Offensive” ad from around 1990 with the two kids in the tree-house pretending to be adults and drinking. “I’ll just knock this off”. Disturbing, yet completely understated brilliance – something lacking in a lot of Aussie ads.
Watch it here:
http://www.youtube.com/watch?v=ubQtxPsF8kw
Love the goggo mobile one though.
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W Spedding
August 26th, 2009 at 4:46 pm
Another one – Harris Coffee and Tea – with the sailing ships and lyrics, sorry, can’t put up a link – maybe someone knows??
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Scott Maxworthy
August 26th, 2009 at 4:54 pm
I think it’s a bit rough throwing this out on a Wednesday afternoon when I’m about three hours away from even thinking about a beer!
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Ed Pitts
August 26th, 2009 at 5:42 pm
There were only two MUST-HAVES I could think of: Vegemite and Antz Pantz.
I don’t remember the AIDS campaign of the late 80s, must have never seen it.
For camp factor, surely the Decore-eh-eh ad should’ve been included?!
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Paul Ryan Reply:
August 26th, 2009 at 6:19 pm
Could have used your ’strategic’ input at the GB, Pitsy.
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Wolfie Rankin
August 26th, 2009 at 6:17 pm
“Simon, Tahiti”
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Diane Falzon
August 26th, 2009 at 9:11 pm
All I have to say is Nibble Nobbies Nuts!
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Carolyn Deigan
August 27th, 2009 at 1:31 am
How could you possible leave the Toyota blue heeler “bugger” ad?
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mikey Reply:
August 31st, 2009 at 4:36 pm
Toyota’s “bugger” campaign – like many good bits of Aussie culture – came from NZ
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Mick Reply:
November 18th, 2009 at 8:27 am
It was the stupidest ad I ever saw. Poor dog.
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Will Turbet
August 27th, 2009 at 7:28 pm
Two very different ads spring to mind… The world famous “shrimp on the barbie” ad is a classic: http://www.youtube.com/watch?v=i2kzjxq0uuQ
And the TAC’s Pictures of You ad is just brilliant… http://www.youtube.com/watch?v=eryfhMWfl1U
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Scott Seymour
August 27th, 2009 at 7:35 pm
This is easily the best TVC I have seen in a long time, ticks every box and gets it’s message across without a word of dialouge.
http://www.youtube.com/watch?v=NdmDGVoxjIE
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Michael Harris Reply:
August 30th, 2009 at 5:03 pm
Um, no. If there was a list of great failures in TV advertising to be drawn up, this would be at the top with the entire series of Commonwealth Bank ads from Goodby, Silverstein & Partners.
These Vic tourism ads don’t tell me anything whatsoever about the place. It’s a 30sec excuse for a lot of visuals with terrible religious overtones and nothing of substance.
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blech Reply:
September 2nd, 2009 at 1:16 pm
I detest this campaign, absolutely ridiculous and has ensured we never visit Daylseford, ever. Crazy bipolar girls gone wild? Keep it.
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Grant Smith
August 27th, 2009 at 8:21 pm
How is it possible that we can find archive Vegemite ads on YouTube, and yet that icon of the Australian vernacular, “that’ll be the phone Reg”, seems to have disappeared from the face of the Earth?
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Paul Ryan
August 28th, 2009 at 2:48 pm
How could we have forgotten Mrs Marsh and her chalk in the Colgate Fluorigard ad?
http://www.youtube.com/watch?v=UZxORpKb8Vw
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Barry Jorgensen Reply:
March 29th, 2010 at 6:02 pm
Easy i tried real hard to forget that one
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Georgina Swan
August 28th, 2009 at 7:36 pm
Loved all these, and the suggestions. I’m also quite partial to the Yellow Pages ad – “Not Happy Jan”
http://www.youtube.com/watch?v=2akt3P8ltLM
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James Tuckerman
August 30th, 2009 at 3:19 pm
This post was today featured in the Herald Sun…
http://www.news.com.au/heraldsun/story/0,,25999537-662,00.html
Now that we’re moving away from our print origins, guess the mainstream print media is not as coy about featuring our activities.
Yet, the article describes Anthill as a ‘marketing website’. Weird.
[Reply]
Strephyn
August 31st, 2009 at 6:23 pm
“Dad, why did they build the great wall of China?”
Been voted Australia’s best ad for 3 years straight in public polls….how could you forget to include it?
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James Tuckerman Reply:
September 1st, 2009 at 9:33 am
“To keep out the rabbits.” Absolute gold. Definitely negligent on our behalf.
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Jen Reply:
September 10th, 2009 at 5:30 pm
Ugh. Most annoying ad ever. I still don’t get how it was funny.
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Lisa Formby
August 31st, 2009 at 8:32 pm
Yes! I was just about to write in with the same comment – a classic for sure.
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John Power
September 1st, 2009 at 9:50 am
“…it’s your money Ralph”
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Glenn Holdstock
September 2nd, 2009 at 3:50 pm
Best ads ever ?
and no cigarette ads. I’m just old enough to remember them, and if the “best ads ever” are those that sold product, then surely that powerful genre of ads that seeded the deadly product into the minds of adults and children alike, seemingly for their entire life, must surely get a run somewhere in the best ads ever …. or are we being value laden and all PC here ?
And that screeching “where do you get it?” (J singleton I think ?) just cut into the mind like a hot knife through butter.
“Anyhow …..” that’s my modest contribution
[Reply]
Rebecca
September 11th, 2009 at 1:21 pm
What about the SOLO ad with the man going down the cliff in a canoe?
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Paul Zagoridis
September 11th, 2009 at 2:29 pm
Lots of memorable ads there. Very clever of Anthill to bait us with “Top 10 Greatest” so we discuss it. Well done.
The hard trick is how to define “great”. Glenn Holdstock pointed out many missing categories.
So shouldn’t great cover memorable, innovative and successful in a sales/branding sense?
While I enjoy the big beer ad, I couldn’t remember whose ad it was until I started discussing it. I’ve also heard it did NOT sell any more bloooooooody beer. But it did reach more than 1 million views within two weeks of viral launch.
I hope it did sell some beer but I can’t find any data right now.
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Richard
October 1st, 2009 at 3:54 pm
I always loved that insurance ad with the cockatoo and the cat. “Who stole the telly, who stole the telly”.
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Stephen
November 14th, 2009 at 1:31 pm
Carlton Natural Blonde
This is a fairly recent broadcast but those two Carlton Natural Blonde ads with that futuristic spaced out 80’s kitch set-up, i.e. “What’s that taste in my mouth?”.
I can’t help laughing my head off at how corny it is!
[Reply]
Rocco
November 27th, 2009 at 1:20 am
Hi can someone help me find the old tv ads for ROSELLA TOMATOE SOUP aired about 20 years ago
Send me info to thebirdman_expert@yahoo.com.au
If you send it and I dont reply please send it again
thanks
Rocco
[Reply]
Sidney O'Brien
February 11th, 2010 at 8:15 pm
You seem to be only iterested in so called humorous ads but I would like to concentrate on an ad that offends my world of reality and that is forensics I have recently watched a so called humorous ad on Oz TV that shows a man that in all reality should be dead so where is the humour of seeing a man that should be dead then talking to their next door neighbour, and may also ask why aussies can no longer spell in good old oxford English?
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Jules Reply:
February 11th, 2010 at 10:44 pm
Well, I’m asking why you can no longer construct good old proper sentences…
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Cheryl
May 13th, 2010 at 4:33 pm
in 1883 Harris clippers put to sea in search of coffee and tea, quality coffee and tea. They sailed across the ………….seas for rare ceylon and china teas, then rolled the roaring forties till they found rich coffee in brazil. Then down around the dreaded Horn where ships were lost and legends born. Laiden with precious coffee and tea they crashed their way through the angry seas. Can't remember the rest and it is bugging me !
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Top Ten Aussie Ads of All Time « Adbiquitous
May 22nd, 2010 at 3:08 pm
[...] Top Ten Aussie Ads of All Time 22 05 2010 The top 10 greatest Australian television commercials ever August 26, 2009 | By Paul Ryan 35 Comments and 30 Reactions [...]
ED MORRIS
May 23rd, 2010 at 12:25 am
CAN'T BELIEVE THE OLD WINFIELD CIGARETTE COMMERCIALS WITH PAUL HOGAN DIDNT RATE A MENTION!!!
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Fitworks
June 21st, 2010 at 12:45 am
I notice that you have NOT included Mr Sheen ads… maybe because he now been promoted to Prime minister?
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Rick
July 12th, 2010 at 11:39 pm
Hey Rocco,would they include the ad where a family knock on the door of a lighthouse on a wild stormy night and invite themselves to dinner;I'm pretty sure that was for Rosella soup,though I think that it aired more like 30 years ago than 20.
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Rick
July 12th, 2010 at 11:49 pm
Yes Bill,that certainly does go back a long way,I remember it from the early 1960s.I also recall that the bank teller who delivered the “branches everywhere” punchline was played by the late Spike Milligan.
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A.M.A
July 30th, 2010 at 7:23 pm
what about that ranga on your banger ad. thought it was bloody hilarious!
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Rick
August 8th, 2010 at 12:55 am
Yes Paul,still memorable after all these years: Mrs Marsh,wearing a trenchcoat and dipping a stick of white chalk into a glass of purple-coloured water,and the man of the house protesting:”But teeth are harder than chalk!”
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Rick
August 8th, 2010 at 1:34 am
Yes Wolfie,that was one that everyone used to love to hate back in the day:the overblown setting, the la-de-da accents :but I guess it probably worked.
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TONKA
August 18th, 2010 at 12:08 pm
were is champbell’s fully loaded man!?
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Rick
August 30th, 2010 at 2:37 am
I guess he’s just another version of the Marlboro man,the Solo man;i.e. eat this stuff and you too can be a tough guy.
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