Page 49 - AdNews Sep-Oct 2021

AIR ALL BLACKS
Creative Agency Vision Thing
MW: I haven’t had to watch this one 63 times like some of the others so I don’t actually mind it. Plus, I’m a big Fitzy fan. And
if you’ve ever shot with the All Blacks, you’ll know they don’t really do talking. So extra marks for the intelligible dialogue.
SB: This is fine but it’s hard to love when you know Men in Black Safety Defenders exists. That was perfect and I would much rather be talking about that one. It felt big and with scale, plus the rapping wasn’t too bad, surprisingly. However, I do like
the cleanness and clarity of this one. Despite all the cameos, it is a safety video first and I can’t see anyone getting too annoyed by
it and turning off — which sort of defeats the point of a safety video. The little one-liners were quite funny, too.
AK: Working with rugby players as talent can be challenging. This script manoeuvers neatly around that, relying on a Goldstein-esque character for the comedic thrust. Although purposefully self-aware, the jokes feel a bit too forced and don’t quite land for me.
THE WORLD’S COOLEST SAFETY VIDEO
Creative Agency True
SB: I liked this one for how informative and interesting it
was. A real move away from the entertainment play the previous safety videos had relied on. However, it layered information on top of information so there was a lot
to take in and the message was lost. I wasn’t sure what we were meant to take out of it. The safety side of it felt like a bit of an afterthought.
MW: I feel like this one was a long time in rotation so I’m coming in a bit
jaded. The backdrops are stunning, the little factoids are actually interesting, but I can’t really get over the melting ice cap versus airline carbon emissions situation.
AK: This cinematic installment is
charming. The quality soundtrack provides gloss and momentum, where the usual celebrity star- power is lacking. The flow is
a little frenetic, but the asides are witty and the performances
are great. I like it!
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