Page 48 - ADNews magazine March-April 2022

Big summer ads
The Australian Open brings with it big ads for the summer. We ask three creatives to share their thoughts on some of the most played commercials during the tennis broadcast.
RHYS VENNING,
Rumble creative director
Summer campaigns and the Australian Open seem to go together like the Xmas/New Year break and calendrical amnesia. Once again, we see brands trying to court audiences with cleverness, charm, and slick productions. And much like our Great Southern Grand Slam, this selection of spots revealed a well-deserved winner, a well-contested runner-up and, well, a couple of disappointing performances.
Creative Review
JEREMY WILLMOTT,
Paper Moose creative director
I must confess to not having watched a single moment of the tennis this year. And now I’m kicking myself for missing Ash Barty’s triumphant win and that epic five- hour men’s final that went into the wee hours. But I have been watching the ads, which have proven to be a bit of a mixed bag. However, there were a few aces tucked amongst this year’s crop.
WILL EDWARDS,
dentsu mcgarrybowen creative director
Ok, with this being ‘Summer campaigns during the Aussie Open’, I feel I have to admit two things. Firstly, I haven’t felt inclined to watch the tennis this year. Secondly, I almost never watch free-to-air TV due to Youtube, Amazon Prime, Netflix and Disney being on constant rotation. As a result, most ‘Summer Ads’ haven’t been on my radar. If anything, I find it easy to avoid advertising. So, it has to be really good to stop getting skipped. Which a few of the following are, thankfully.