Ex-Ogilvy’s Matt Williams and Freddie Coltart win July ORCA for ‘Brothers in Arms’ campaign
Matt Williams and Freddie Coltart scooped the July ORCA with their Brothers in Arms campaign, written just before they left Ogilvy for the ranks of Draft.
In the three ads ‘P’, ‘Weed’ and ‘Cars’, children matter-of-factly describing how to cook P, grow weed and steal cars, closing with the tag line “If you don’t mentor them, someone else will”.
This month’s judges (Chrissie Lahood, Cleve Cameron and Karl Fleet), commended this powerful campaign for its authenticity and excellent use of radio on behalf of the client’s call for youth mentors.
As well as hosting ORCA Mark1 for a month, Williams and Coltart now get $250 each, limited edition Martin Horspool certificates and a $5,000 radio schedule for Brothers in Arms. They also go through to the Grande ORCAs, where they’ll be competing for the trip for 2 to the Cannes Lions!
ORCAs close the 15th of every month.
15 Comments
Nice one guys! Congratulations.
is there a reason for the fresh accent ?
Nice one. See you soon. Kisses.
Racist much? Maybe we shoild have had the award ceremony in South Auckland at McClutchys bar.
Wow we’re congratulating racists! Geniuses! Why didn’t they just get Millie Holmes to read the the P spot?
These are pretty good, and they should score beyond the the Orcas as well.
Racist? That’s always a difficult accusation to field, as often the accusation alone is enough to convict. But the fact is many Maori and Pacific Island people have a distinctive accent, and are also over-represented in the at-risk group.
Is it more racist to reflect that reality, or to go out of your way to not use identifiably Maori and PI talent? I would suggest the latter, though others may disagree.
Millie Holmes is, or perhaps was, definitely at risk, but it is unlikely she would have been reached by the program being promoted here. Middle class drug addiction is likely to be less visible, until it reaches the out-of-control stage.
Wow said like a true Racist!
Wow!!! that was a great response! Said like a true suit!
First of all! Great way to marginalise these people some more in the media. Bit like Police 10/7 really! Yes over-represented in crime too. Tell someone they are an animal and they will act like one.
If I was a kid who had just come home from a school in South Auckland
after doing well at school and having mainly brown school mates this would be awesome to hear.
Bit like the work done at mojo, demonising the poor for not being generous enough, like the nice people in Remuera.
I hope you used real at-risk kids too, that would be the only thing that would have some validity to this
Yes, an accusation of racism is better than a discussion.
But leaving aside the philosophical discussion for a moment, would you prefer they were voiced by kids with middle-class accents, and would that make them non-racist?
I guess that means the NZ Youth Mentoring trust who commissioned and approved these ads are racists too.
I’m sure that they will be gutted to learn that, what with their multi-cultural and multi-ethnic board, and all the good work they do and all.
And for those who were too busy being outraged to notice, the positive role model in these ads is provided by the listeners: that group most radio ads ignore.
In this caee, the listeners are the many ordinary decent people who are concerned about kids growing up in their communities without the positive role models they themselves had when growing up.
The Trust are looking for people who can relate to the very kids featured in these ads, whether they are actual at-risk individuals or just acting a script based on reality – as if that makes a blind bit of difference.
As to who these ordinary decent people they are looking for are, I’ll bet a glance at the media schedule reveals a racist pattern there too. But then you probably won’t get the volunteers you are looking for if you give the kids Auckland Grammar accents and only run the ads on the BBC World Service. Still, what is missing the target market entirely if it means you can avoid being called racist by a bunch of ad wankers who work in Parnell and probably visited South Auckland once but can’t exactly remember when.
Far better to patronise an entire race by only ever portraying them in positive roles. That’s not in the least bit racist.
If a kid with ‘mainly brown school-mates’ to use your non-racist phrase hears this ad and can’t look around and see enough positive role models in their own life to outweigh a radio ad, that really is a problem. Changing an actor aint going to help that – though the attention of a dedicated mentor might just.
Now, must rush. I’m off to my KKK meeting. I get to light the cross this time.
As an aside, the ads are educational. I never knew you could make a crack pipe that way.
Wow said like a true whitey:) Now before your comment I was on joking:) See what I did there! LOL
Just had a look at the NZ Youth Mentoring trust site, yeah they look like those kind of people.
‘those kind of people’? Oh please do tell me more oh non-racist one.
To ‘Just a question’ …because there are no white kids in South Auckland eh? Wow ad people we really need to leave our safe parnell hiding place and actually visit a school out there.
not just rely on our skewed view of NZ.
If anyone here is serious and not just trolling, please make a complaint to the NZ Broadcasting Authority and/or the Race relations Conciliator.
I am sure they will take take your allegations very seriously.