Cooch jingle spot for Libs wins on Gruen Nation
Cooch Creative, Perth’s jingle-based ad for the Liberals was the uninamous choice of the panel on last night’s Gruen Nation.
Coochand Sydney’s Bondi Advertising faced-off in ‘The Pitch’ segment, witheach of them being charged with creating a jingle-based for the twomajor parties in Saturday’s Federal Election. (‘The Pitch’ appears inthe last few minutes of the show, from 37:30)
Regular panellistsTodd Sampson and Russell Howcroft plus political journalist AnnabelCrabb, former Liberal leader John Hewson and 2007 Labor Party campaigncreative director Neil Lawrence all favoured Cooch’s simpler and more’on-strategy’ ad over Bondi’s spot for the Labor Party.
Cooch creative director Ron Samuel said the unanimous decision by all five judges justified Cooch’s decision to build on what the Liberal party had already done over the past few weeks.
“From day one, the Liberals have pushed their action contract. We knew this had to form the basis of what we did.”
“Labor was all about Moving Forward, but the other agency took a different tack. Their line about ‘Australia being the lucky country has nothing to do with luck’ was a good thought, but it was a new thought, not one that has been pushed consistently during the campaign.”
One of the judges on the show, Neil Lawrence (the man behind Kevin ’07), said jingles need to be repetitive and almost childlike in their simplicity to be effective. It’s a truth the team at Cooch were well aware of.
“With a jingle, it really is a case of less is more,” Samuel said.
“We had one verse which positioned Julia Gillard as someone who does a lot of talking and Tony Abbott as someone who actually gets the job done. Then we just hammered home the fact that the Australian public wants action.
“On paper, it looks sparse. But when you put the words to music and accompanying pictures, you can’t afford to be any more complicated.”
The Gruen Nation trophy, presented to Ron at the end of the segment, now takes pride of place in the Cooch office.
If you missed the show, you can watch The Pitch section here.
To hear Ron explain how the ad came about, CLICK HERE and follow the link below and click on ‘Inside the Pitch – Cooch Creative’.
39 Comments
Wow. Someone got it wrong over in Bondi.
yay congrats guys on rewarding formula! this ad looks like its from 1976.
bondis effort wasnt amazing either but at least the jingle is still annoyingly in my head.
who cares about jingles anyway but bondi were robbed! this is lame…
I thought both jingles were lame but Bondi’s jingle was more lame.
boys losing a ‘jingle’ pitch is a compliment
the second one at least a) had an idea and b) was actually a jingle. the others i get, but come on todd?
Bondi Advertising just showed us how inexperienced they are at answering a very simple brief. Stick to showing us mindless models in ads. You where all over the place mate.
Out of your depth.
Both angencies put their hands up to make in 5 days not just an ad but compose and produce a track then add it to some shitty stock footage then showcase this to 1.5 mill viewers. Credit to both!
and 806 show your face and your work or scurry back into the dark like the gutless cockroach you are..
It did make for good tv. The confidence on the Bondi guy’s face after the Cooch ad was played was priceless. Then they [played the Bondi ad and he became even more confident. Then the result. Sad thing is Bondi boy is probably still trying to figure out why everyone didn’t think his idea was as brilliant as he thought it was..
Bondi’s ad would have been better with John Williamson singing it.
Both were fucking terrible in my books, but at least the second one had an idea.
i wonder why people make cynical little comments like these yet insist on remaining anonymous? then again, whats the point of adding your name if no one knows who the fuck you are anyway?
bring on the mindless models baby!
850 i’d have looked pretty confident too after seeing that first piss-poor effort. who knows maybe next season you can show your skills on gruen? that is if they ever hold an EDM category on The Pitch.
There’s a reason that MOJO did so well out of jingles. . . Not everyone can do them; this challenge proved it. Scan, rhyme, meter and message all part of a good jingle, not to mention a simple tattoo melody that makes you sing along in the shower.
How many social media virals ever make it into someones bathroom? (unless looking at youtube on your iPhone whilst on the shitter.)
Anyway’s was I the only one that picked C’mon Aussie’ Alan Johnson’s voice singing the Nationals jingle. . . Probably worked it’s tit’s off in regional adland. I wonder if the panel actually liked it or out of respect didn’t dump on it like the general adland hatred for a jingle.
Oh and before you all crow & complain Y gen fuckers, try writing a jingle . . . just for fun . . . See what else you can make rhyme with Australia that isn’t failure or genitalia . . .
You’re right on dylan. Most of these mouthy muppets couldn’t update their facebook profiles in the time it took either of these agencies to prepare their pitch. Pathetic
Here’s some news for Dylan and 10:11. 5 days is all a lot of us get nowadays to produce a job, music and all. Besides, most agencies tell clients they can do anything that’s why they get paid the big bucks. If Qantas called Dylan, or 10:11 and asked either of them if they could get an animatic written and produced in 5 days both would’ve said ‘YES!!!’ before they’d finished asking.
Pride before the fall…
It’s a lot of hard work to put these ads together in the short time when the workload around you doesn’t stop. Congrats to both for having a go!
cool 8:34. so post some of yours? hmmm, thought so…
Now play nicely boys. Jingles are a difficult thing to nail. And so am I
The first one was like something the Libs would actually make (themselves) and run. I like it better when the pitch is about making ads we normally wouldn’t see. Who cares otherwise? It’s just doing crap ads for no money. Bondi one was better.
Ditto 10:20 – The libs ad was something we’ve seen time and time again. At least Bondi had a crack at doing something different.
C’mon Dylan.
Qantas calls and gives you 5 days to pitch their business and they’ve requested a jingle.
Would you say ‘Yes’ or ‘Sorry, not enough time’?
For the record, I’d say ‘Yes’ and follow that with ‘we can do it in 4 if you really need it in a hurry!’
C’mon Dylan, what’s your answer?
“The Gruen Nation trophy, presented to Ron at the end of the segment, now takes pride of place in the Cooch office…’
Really!!!!!!!
Relevant and different is good – doing something just to be different …well.
I wouldn’t have gone anywhere near the word “Lucky” when trying to get people’s votes in politics. Anyway…
ahem i think thats the whole point of using the word. that it has nothing to do with luck!
you must have been on the panel
Yes, 8.34, but if Qantas called, they’d be offering buckets of money.
Then you’d work day and night with the best song writers you could grab.
Bit different from just getting a couple of minutes of face time on the ABC.
You can also argue that political ads get churned out overnight as well – but we’ve seen the result.
And that’s from agencies that have had months to get together the stuff they’re likely to need.
C’mon Dylan
5 days to do a pitch for Qantas with a jingle. Yes or No?
And whilst you’re thinking about your answer.
Clems are a Yes
DDB are a Yes
BMF and BWM are a Yes
Geo Patts Y&R are a Yes.
Banjo, Ogilvy and The Palace are Yes.
C’mn Dylan. Yes or No?
Or isn’t 5 days enough for you?
5 days is fine if that’s all you happen to be working on and you have a budget and the support staff of any of those agencies mentioned. but when you’re a tiny independent doing this for free while juggling real work plus pulling production favours then not so much. Besides both were ok and Bondis was a well worded catchy jingle with a solid idea behind it. As good as any ‘ animatic’ I’d say? Again easy for people to criticise when they don’t have to put up themselves and remain anonymous…
519 you’re talking out of your arse mate. You cannot compare these types of agencies to the ones on the pitch. Back to your mailroom
Monkeys YES
Host Yes
JWT Yes
C’mon Dylan – Yes or No?
The only thing worse than providing a free laugh for the lumpenproletariat at your agency’s expense on this disgraceful sham of a show is to subsequently turn up on this blog and attempt to defend yourself. No doubt some small clients will be impressed with your new “as seen on TV” label, but seriously guys, it’s time to let it go.
hey 8:06, maybe learn to at least spell correctly before you accuse others of being all over the place. illiterate twat!
OK 10.10 (august 19) I’ll rise to the challenge…
If you were a nail, I’d really like to nail ya
and if you were a postcard I guess I’d have to mail ya
But if you were a yacht would I ever get to sail ya?
And if the coppers lock you up… I’d never, no I’d never (said I’d never , no I’d never,, never ever, ever ever) ever want to bail ya!!
and on and on
“With post analysis of meaningless segments on populist shows, it really is a case of less is more” Samuel should have said.
10:57, that took you 2 days…
Where’s Dylan?
C’mon Dylan, Yes or no?
10.57
You missed out “fail”, which is ironic
Would someone pls credit the music writer, arranger, musos and strudio.?
You are doing great, just keep it up.