Page 49 - AdNews magazine Jul-Aug 2021
P. 49

                                    SEVEN — POWER OF TOKYO
  HB: I find this very overwritten.
In fact, it is overblown in
every possible way — visually, linguistically, musically. Is staging the Olympics in 2021 a triumph
of humanity, or a money-driven intrusion into a nation that doesn’t welcome it? This promo tries every trick to convince us of the former.
BS: While I understand the sentiment of this piece, I felt the script for Seven was expected and stereotypical. A little part
of me feels like they took the easy route — the Olympics being the shining light we need after
a tough year. While the use of Cate Campbell was a nice
touch, it was lost in the script and past-footage-montage art direction ... something we have seen too many times in sporting advertising in Australia.
JM/VO: The intention is extremely heartfelt and sincere, but unfortunately we doubt many
will see it for its intended purpose. As inspiring as some of the moments are, the use of
a sporting montage is too familiar to encourage any real emotion, and ironically undoes the efforts of the beautifully written VO
that talks to the Olympic Games representing more than just sport.
                                         YOPRO — EVERY MILLIMETRE COUNTS
Agency: Emotive
HB: All the same low-angle shots as the Channel 7 promo, only this time with yoghurt. There’s even a manly yoghurt pouch squeeze. Sugary yoghurt pouches aren’t for infants — they’re for sweaty Olympians needing fuel! Turns
out vanilla yoghurt is integral to sporting prowess, which is obviously where I have been going wrong all these years.
JM/VO: Beautifully shot and graded, however a fairly
predictable construct doesn’t quite deliver on what could be a really great premise.
BS: An example of a brand that wanted to use their advertising to show the role they play in the lives
of Olympians and didn’t quite get there. I felt there was
a disconnect between the central idea, and the brand line ‘Fuel your journey’ — with the art direction and VO giving it an almost spoof-like feeling.
          www.adnews.com.au | July/August2021 49
     











































































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