Sam Neill is ready for anything in new red meat spot for Meat and Livestock Australia via Host
Host, Sydney has unveiled its first work for Meat and Livestock Australia, launching nationally this Sunday.
Starring Sam Neill, the campaign sees a departure from the previous ‘Red Meat Amazing Food’ work, instead reinforcing red meat’s well known nutrition credentials as one of the best sources of iron, which consumers say leaves them charged and ‘Ready for Anything’.
Sam Neill plays a new role as a newsreader, delivering a series of quirky stories demonstrating situations where people were prepared for the unexpected.
The campaign consists of TV, print and digital advertising. The launch TV features a house wife beating off an intruder. Other executions will be launched throughout the year, with all spots bookended by newsreader Sam Neill who introduces us to the catchphrase, ‘Stay Ready, Australia’.
The campaign was written specifically for Sam Neill – playing to his strengths as a dry, yet quick witted performer – and directed by The Glue Society.
Says Pete Baker from The Glue Society: “From the first take to the last, it was obvious that Sam was absolutely the ultimate choice for this role – and he relished in it.”
The digital and press work will feature tactical news stories, about real people who’ve been ‘Ready for Anything’.
Says Glen Feist, general manager, Meat and Livestock Australia: “This ad is both the culmination of previous campaigns and insightful consumer research looking at red meat and what it means as part of a healthy life as well as the start of a 3-5 year strategic marketing plan about the benefits of enjoying red meat 3 to 4 times a week as part of a healthy diet.”
The campaign will also be supported by a radio promotion on Nova’s Fitzy and Wippa show where they will take on consumer suggested ‘Ready for Anything’ challenges.
Campaign credits:
Client: Meat and Livestock Australia
Agency: Host
Creative: The Glue Society
Director: The Glue Society
Production Company: Revolver
Executive Producer: Michael Ritchie
Producer: Caroline Barry
Media: Universal McCann
18 Comments
I’m ready… to change the channel if I ever see those dreadful ads ever again. What a waste of talent. None of the charm or production values of the previous work. And the old news desk delivery device? Really?
Yeah I wouldn’t put my name on it as a creative either
Awesome, ABSOLUTELY AWESOME!
Wow. Spectacularly bad. Didnt take long after the sale for the work to slide.
Ready for anything, now there’s a thought I haven’t heard before….
Really 3.38.
Host.
There’s another 4 letter word with ‘H’ in it that springs to mind.
To take a Hollywood star and a product with a great back catalogue of good work and to produce this, is very poor. It’s not funny or engaging or informative. It’s silly in a silly way.
Host???? The Glue Soceity???? Revolver?????This is terrible all round.
Wow…that’s bad…has the euro creative department kicked in already
Appalling.
Couldn’t care less if it’s good or not. MLA are a bunch of corrupt bastards.
Take the MONEEEEEEEEEY lads
This is absolutely horrendous. Terrible.
Plus, what is the deal with Sam Neill thrusting his crotch at the screen?
“Stay ready Australia”
Really?
I like Ron Burgundy’s version better.
Nice work Glue Society. I thought this was for cheese.
Everybody does shit work sometimes (and there maybe reasons/conditions/circumstances). But some choose to be in denial about it.
Client must be fucking spewing you stole the production budget and dropped it over the bar in Cannes then shot some crap on your iphone and called it an ad. Sam Neill must be the consumate professional not to have said out loud that you guys have fucked this up from start to finish.
What the fark was that!?!?!? and yeah the cotch pump at the end!?!?!? Really? he did the old crotch pump with his meat…
Epp… I’d say the Euro boys are already running the show, nice one HAVOST.