Hard News by Russell Brown

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Hard News: Dilemmas: the drug-driving ad that isn't

15 Responses

  • Dennis Frank,

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

    New Zealand • Since Jun 2016 • 212 posts Report Reply

  • Sacha,

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

    Ak • Since May 2008 • 19518 posts Report Reply

  • linger,

    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?

    Tokyo • Since Apr 2007 • 1802 posts Report Reply

  • Russell Brown, in reply to Sacha,

    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.

    Auckland • Since Nov 2006 • 22537 posts Report Reply

  • Russell Brown, in reply to linger,

    (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.

    Auckland • Since Nov 2006 • 22537 posts Report Reply

  • Ian Dalziel, in reply to Russell Brown,

    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...

    Christchurch • Since Dec 2006 • 7704 posts Report Reply

  • Joe Wylie, in reply to Ian Dalziel,

    ...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.

    flat earth • Since Jan 2007 • 4578 posts Report Reply

  • tussock, in reply to Ian Dalziel,

    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 to care about themselves enough to, you know, not die just right now.

    Having kids usually settles people into a risk-averse life, because it's super obvious how much they need you, and how good they feel when you help them out, which makes you feel good about yourself for being there. Give or take for all the angst.

    Since Nov 2006 • 593 posts Report Reply

  • Sacha, in reply to Russell Brown,

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

    OK now I need to re-watch

    Ak • Since May 2008 • 19518 posts Report Reply

  • Dennis Frank,

    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.

    New Zealand • Since Jun 2016 • 212 posts Report Reply

  • linger, in reply to Dennis Frank,

    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 you haven’t had that experience, the ad doesn’t work. (It’s usually a bad sign when every referent leads you down the rabbit hole to a previous ad.)

    Tokyo • Since Apr 2007 • 1802 posts Report Reply

  • BenWilson, in reply to Russell Brown,

    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.

    Auckland • Since Nov 2006 • 10541 posts Report Reply

  • Dennis Frank, in reply to linger,

    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 from that basis of experience (as well as being a reluctant viewer at times in other years).

    New Zealand • Since Jun 2016 • 212 posts Report Reply

  • Pete, in reply to Russell Brown,

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

    Since Apr 2008 • 94 posts Report Reply

  • Joe Wylie, in reply to Pete,

    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.

    flat earth • Since Jan 2007 • 4578 posts Report Reply

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