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Menulog: Wendell Sailor Reading a Book - Origin TVC
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Menulog/JustEat premiered their new global campaign, starring Katy Perry, during the ad breaks of State of Origin AKA Australia's SuperBowl. However, due to the campaign's frequency and Perry’s brand of colourful, in-your-face intensity, footy fans took to Twitter and demanded that Katy Perry be taken off their screens during the game. So, Menulog did just that. Within a week, they created and aired 3 x 30" primetime spots for Game 2. In the spots, they admitted candidly that they ‘overcooked’ it, and instead were pleased to serve up deliciously undercooked content instead in the form of footy legend, Wendell Sailor, doing absolutely nothing.
Deadpan, single-shots of the star cleaning his teeth, reading his book, and then, eventually, going to bed shocked audiences. Amongst the noise of other Origin ads, Menulog’s did anything but put people to sleep, with fans taking to Twitter once again, but this time claiming the ads were ‘pure ART’, ‘absolutely magnificent’ and truly ‘well played’. The campaign even took out Australia’s “richest” creativity award, State Of Originality, winning $1 million worth of ad-spend across Channel Nine for its ‘simple creativity and agility’.
Earned Lead Thinker: Taylor York Related |
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