Fresh new spot from Colenso and Sweet Shop
Most people can relate to being so parched that every splash of water sends our taste buds into frenzy. The Sweet Shop’s Steve Ayson has shot a quirky and captivating new ad for Fresh Up out of Colenso BBDO, Auckland.
A clever eye for crisp visuals mixed with unorthodox humor results in a perfect mix of professionalism and dehydrated wit. Following three very personal 1-to-1 situations in a Masseuse, Tailor and Shoe Store, it’s a satire on the ‘creepy dry mouth’ syndrome that Fresh Up promises to save you from.
Being dry mouthed doesn’t only effect the thirsty. Cracked lips, raspy breath and awkward intimate moments, it’s enough to make you cringe and have a giggle. Ayson captures the essence of barren and provides a juicy resolution for the dusty context. Vibrant, thirst quenching Fresh Up seems like the only option for the tension filled massage room participants.
Ayson manages to manipulate his location for Masseuse into a hostile environment drawing out all that is comfortable and moist. Clever casting, interpretation of the scripts and an eye for deadpan comedy conjoin to ensure a triumph for the brand.
CREDITS
Title: ‘Masseuse’, ‘Tailor’ & ‘Shoe Store’
Client: Frucor
Product: Fresh Up
Agency + City: Colenso BBDO, Auckland, New Zealand
Creative Director: Nick Worthington
Deputy Creative Director: Levi Slavin
Agency Producer: Jen Storey
Production Company: The Sweet Shop
Director: Steve Ayson
Executive Producer: Sharlene George
Producer: Larisa Tiffin
Music & Audio: Franklin Rd
On Air date: May 9th, 2010
28 Comments
Not bad
Cringe…yes. Giggle…nooot so much.
Good timing and audio, actually mostly good
crap
Awesome. There is not enough of this humour here in NZ advertising.
The_Hammer jumps over the shark
Name one good ad that colenso has done since Jamie and Josh left…one card trick!
This shines on TV. It is a triumph of lateral humour.
10:02 – Name one good ad that you’ve done… ever.
Didn’t think so.
Goodbye awkward.
Hello awkward.
Sorry, this one’s a FAIL from me. Just tries quite a lot too hard.
Has anyone, anywhere ever thought that thirst is creepy? Anyone?
Best thing for a very long time from Colenso, very funny!
3:32
Bang on. Thirst isn’t creepy at all. I didn’t get it.
Wanted to get it…
Like the ad.
The website is circa 2005.
Let’s see:
1. User can upload a photo. User Generated Content – check
2. The user can apply some crappy effect to their photo and share it. Viral – check
3. In a nod to 2010 add a Facebook Like button. Social Media Optimised – check
For an ad that is a little odd, where a viewer might be inspired to check out the URL surely there is a more creative way to extend the idea than the cliched way they’ve done it.
F#@k me you ad guys can miss the bloody point big time. Does this ad get your attention when it appears between “Hey Harvey Norman” and “Family Health Diary” ? Answer I think is yes. Does it matter if, to a logical mind, thirst is or has ever been creepy? No. Was Michael Jackson really “undead” in the Thriller video? No Was the video a massive popular hit…er yes. Did ET really happen? No (well I don’t think so). Popular? Yes. There are way too many “creatives” on this blog who are drawing outlines round their tools out in the shed. Logic doesn’t matter on telly. Entertainment does. These TVCs do a lot of entertaining in their 30 seconds and have a pack shot….job done!
Wrong 7.22. You don’t get it do you?
7:22 I do agree that things get over-analysed.
But… 9:44AM compared it to Goodbye Awkward and those ads worked better for me, because the logic was there. But yes, it’s better than most of the other ads on telly.
Might go fresh myself up with fresh up yeah.
sweaty oiled up guy + orange juice…. mm tasty….
This ad doesn’t make me feel like getting a fresh up. It turns me off because of weirdo actors used.
Rubbish. Deciding an ad is good by comparing it to a Harvey Norman ad is like saying, “Hey, that kiddy fiddler is a pretty stand up guy compared to Hitler.”
Thirst isn’t creepy. Ad isn’t good. End of story, 7.22.
The one thing I like about this is how polarising it is. Yes it stands out, but is that the definition of what is good or right for the product it’s selling. Cut-through is not the be-all, if people are actually turned off the product. Depending on your sense of humour, it’s either funny or really really annoying. Weirdly I liked it when it first came on and now I find myself changing channels. My main critisim is that the ad has a sense of complete disconnect from the end sting that isn’t resolved enough by the V/O.
I give it a 60% good for being brave and for the cut-through factor.
And a 40% bad for the fact that honestly, a massive chunk of the public will really hate it and will not be brand advocates for that reason.
The 7:22 is an overly simplistic view of effective brand advertising.
Let’s face it the proven thruth about the beverage industry is that it’s more about perceived lifestyle alignment than the actual product.
Does this make freshup seem sexy, cool or aspirational. Probably not.
Will it matter when people open up a gas station fridge and recognise freshup – who knows. Focus group pending 🙂
The one thing I like about this is how polarising it is. Yes it stands out, but is that the definition of what is good or right for the product it’s selling. Cut-through is not the be-all, if people are actually turned off the product. Depending on your sense of humour, it’s either funny or really really annoying. Weirdly I liked it when it first came on and now I find myself changing channels. My main critisim is that the ad has a sense of complete disconnect from the end sting that isn’t resolved enough by the V/O.
I give it a 60% good for being brave and for the cut-through factor.
And a 40% bad for the fact that honestly, a massive chunk of the public will really hate it and will not be brand advocates for that reason.
The 7:22 is an overly simplistic view of effective brand advertising.
Let’s face it the proven thruth about the beverage industry is that it’s more about perceived lifestyle alignment than the actual product.
Does this make freshup seem sexy, cool or aspirational. Probably not.
Will it matter when people open up a gas station fridge and recognise freshup – who knows. Focus group pending 🙂
Best thing for a very long time from Colenso…but still shit
This is rubbish, and it ain’t even funny.
I like the end music sting.
Seriously, I smell a pitch comin’.
Not sure polarising is a good way to help orchardists get rid of the bruised apples they can’t sell anywhere else. Which is, kiddies, why Fresh Up exists.
Fresh ‘ N Juicy – well perhaps Fresh ‘n oily instead ha ha
Nice one
Better than the rest of the rubbish ad’s on tele at the moment
Superb! Funny, cringe worthy and you remember the product!