New Idea celebrates 110 years with ‘Salem’ spot
July 30 2012, 10:02 am | | 19 Comments
Inspiring Australian women with great new ideas has always been at the heart of New Idea magazine since it began in 1902.
The campaign is led by a TVC which shows the effects the magazine would have on a conservative society if, by chance, it found its way into it.
The campaign was created by creative team Matt Baldwin and Marie Mansfield. The spot was directed by Mat Humphrey via Otto.
The photographer for the print campaign was Andreas Bommert.
19 Comments
yep
Nice work Matt and Marie.
Hats off to getting a publisher to spend more than sixpence on production.
Lovely work, lovely script, beautifully directed and produced. And for a magazine? Well done indeed.
Without the benefit of the CB explanatory blurb it looks like an Amish thing.
Why can’t you people leave my community of Brethren alone!
I think of New Idea and I immediately think ‘shit magazine.’
I watched this commercial and immediately thought what a great job – beautifully scripted and crafted.
Great example of turning shit into gold.
Congrats!
surprisingly good.
There’s no doubt this ad is beautifully crafted. It caught my eye and held my attention throughout the spot, but what is the ad saying? It’s saying traditional values can be superseded with New Idea’s ideas. And what are those ideas? How to wear one’s hair and dress ‘better’ in the style of Hollywood celebs. I know we don’t have a raging Amish community here, but i think it’s insulting to suggest that good ideas start with N.I whereas traditional values are backwards.
Like it a lot. Reminds me of how ads were back in the good old days – lovely story, nicely crafted.
it feels like an old commercial. its antiquated storytelling. We’ve moved on to be a bit less formulaic and forced. I don’t miss the old commercials. I prefer the new
I agree with twinkle. Lovely story, nicely crafted.
Certainly not heavy handed. Great work in a tough category.
Give an example of one you prefer to this – I’d love to be enlightened as to your taste.
Danielle @ 4:10 is the only commenter on this blog to express any insight beyond the niceities of art direction. Yes, she puts her finger on the problem: the believability or otherwise of the claim of this advertising, which would be a nagging doubt felt by that less-than-expert judging panel, the consumer. How could you be so easily fooled?
This ad is a nicely art-directed hoax which misrepresents a tawdry, shallow magazine, along with its contemporaries, full of fake claptrap as some sort of contemporary guide to enlightened, informed living in the modern world. It’s nothing but fluff.
I implore all of you bloggers to develop some critical faculties and look past pretty, accomplished film-making which conceals vacuous messages and see the work for what it is.
You might become a more valuable and respected advertising practitioner as a result.
Dearest Danielle and Wake-Up Call,
I take it that you work in advertising or an ad-related business which is, more than likely, why you have contributed to this blog. As such, you would understand that TV advertising doesn’t always have to be rational, information-laden or even profound to communicate – it usually depends on the nature of the product one has been briefed to advertise.
So with a lightweight product such as New Idea, a magazine that skewed towards superficiality and entertainment, one that not many people would view as an academic journal, why would you create a TV commercial that is as po-faced as you? In your own words, “It’s nothing but fluff.”
Perhaps the two of you have been working a bit too hard lately for not much reward, financial or otherwise. Perhaps it’s time the two of you put in Leave Application Forms and went on holidays for a little while, preferably somewhere sunny and cheery.
All the best.
PS Don’t forget to send us a postcard 🙂
not end up a complete waterlogged mess?
…why?
Well said, time for a break.
P.S – they sound like clients to me
Thank you ‘Time for a break’ (is that your full name?) and ‘gerald’. Your insights are absolute comic genius.
I am quite familiar with the idea of dramatasing a product’s inherent ‘benefits’, but in this case, the result is an offensive value statement.
Art direction and entertaining pictures are really not the only factors in a thinking world.
Stupid ad. Offends a religious group of women who cant speak for themselves and uses symbolism few people in Australia will understand. Wont be many people in Australia who will know what a modest cap is.