DraftFCB sells itself on TV
DraftFCB has decided to become its own client and is launching a series of seven TVCs that showcase the work the agency has done for a range of its real clients.
The agency believes in building brands and businesses and helping change the shape of society through communications, and is following its own advice with this campaign.
The seven TVCs give the inside scoop on the making of the ads with voiceovers from the key players involved.
The series of TVCs feature work created for Mitre 10, Robert Harris,Whitcoulls, Ministry of Health’s National Depression Initiative andLike Minds Campaign, Gregg’s Herbs and Spices and Genesis Energy. Theads will run from tomorrow.
The following is from the agency’s PR blurb explaining the campaign:
Why,you ask? Because we are proud of the work that we’ve done for ourclients and we want people to know that we did it. Forget modesty,forget tall poppy syndrome, we’re going loud and proud.
Did youknow that it was DraftFCB who created the most popular TV ad of theyear to date, helping change the way Kiwis see DIY, from not just assomething their dad’s did but to be a matter of national pride? (Sandpit, Mitre 10).
Didyou know that DraftFCB has been responsible for helping change the waypeople with mental illness are treated by the rest of us with GrandEFFIE award winning campaigns? (Like Minds Like Mine and National Depression Initiative, Ministry of Health).
Orhow about who, with a few artful doodles on a humble coffee napkin,changed a simple coffee break into a moment of inspiration? (Inspiration, Robert Harris). That’d be DraftFCB.
Want to know what we’re the most proud of? DraftFCB creates change.
Thisabsolute focus on creating change has made a difference to our agencystructure, to the kind of people we’ve employed, to our culture and tothe processes and techniques we use.
And it’s what our work isall about. Finding new ways to change minds, change behaviour and evenchange lives – because if our work doesn’t change anything, we haven’tdone our job.
21 Comments
CHANGE to another post…quickly.
So Draftfcb puts its brand TVCs on TV to talk about Change. The irony is so sweet.
The choccy telescope has rarely been so badly used. I seriously think this makes some okay advertising look bad by highlighting poor strategy and creative. So that Whitcoulls thing was to make people realise they sell stuff other than books? Yep that post-it thing sure does the trick. Not. They should have just left people thinking it was a nice ad about a nice store.
Rather Clayton Weatherstonesque don’t you think?
No one loves DraftFCB as much as DraftFCB.
The agency with Narcissistic Personality Disorder.
Surely, in this modern day and age, you’d start the ball rolling on a brief like this with a contact strategy session. You’d quickly figure out that you are tar
geting CEOs and Marketing Directors in a reasonably small range of organisations. So you’d probably come out of that session thinking maybe a targeted direct campaign of some description. After all it can’t be too hard to find out the names of the said target (maybe a phone call or one of those new-fangled google thing).
So somehow it’s on the telly. Where everyone gets to see it. The same people who saw the ads in the first place, wondering why a couple of guys are harping on in the background.
Or maybe I wasn’t on the list of people who received a really clever direct piece that told the target to be watching at a certain time.
Just a plug mid NZTA pitch.
Given declining TV viewership wheres the direct and digital leadership in this? Seems a wee bit 90’s.
A bad case of the DTs I’d say…
Well these are a pile of self indulgent poop.
This is an obvious case of small penis syndrome.
Probably with a bit of ‘swine’ flu too.
And maybe a dose of ‘foot in mouth’ as well.
The bad news is there is no cure.
Pass the sick bucket would you?
Most of the comments here are unbelievably predictable from what seems to be one of the bitterest industry’s out there.
To Tim… Glad you think the Whitcoulls ads are nice. Now more people know they were made by DraftFCB.
To Mark… Some fair points there mate but you’re assuming that this campaign is happening in isolation to anything else.
To Doug… See above
To Phillip & Brian… An ad agency advertises itself and get’s slated by industry peers – surprise surprise. Tall poppy syndrome in action. Predictable response. Yawn.
To Desperate… How old are you? Twelve?
And before you ask, yes I work at DraftFCB.
Unfortunately for you, nice is not great. And those only-nice ads now prove to be for nice’s sake – not nice to solve your client’s business issue. A couple of post-it notes do not fill me or anyone else with the desire to rush into a Whitcoulls store and see what other amazing and unexpected things they offer. It fails for your client I’m sorry to say. I guess you at FCB are proud of that, but I wonder if your clients are?
Ha – ‘a bad case of the DTs’ – I like it.
Unbelievably predictable?
They’ve had a good year of TV production so let’s hear it.
Success is attractive.
Was this where the 1000 hours went?
Tim you are entitled to your opinion but luckily it’s not the same one held by the majority of the NZ public or Whitcoulls
Haha – I was just reading this and saw one if them on the tellie…. nice ad.
Credit where credit’s due. The Whitcoulls ads are great.
I think the target audience might be the larger tv audience as well as the CEOs… Getting the public to recognise there is another ad agency other than Saatchi & Saatchi isn’t so stupid, as the last time Saatchi and Saatchi advertised on TV was years ago and has received brand recognition from Jo blog ever since.
If everyone in a company knows who the agency is, rather then a select few marketing people, when draftfcb walks into a pitch I’m sure that’s not such a bad thing
Good on them for advertising themselves…
I agree good on them. Must be a positive feeling down there; people probably enjoy working there even… not the case everywhere right now eh?
I would venture that wherever people are working right now they should be enjoying it – shitload better than not working. There are only so many times you can reorder your CD collection.
Do you alphabeticise it all or go genre, and then alphabetic? sometimes I just go in order of how much I love the album.