Spinach calls on Zoe the blogger to get at the heart of Australian Unity spearheaded by 30# TVC
Spinach, Melbourne has launched a campaign for Australian Unity Health Insurance using a thirty-something blogger named Zoe to tell the world about the virtues of the company.
Spearheaded by a 30-second TVC launched this week, it seeks to move away from the traditional rational campaigns within the category, and go straight to the heart of what someone like Zoe wants.
Frank Morabito, partner and ECD of Spinach explained: “It’s about usingsimple ‘real life’ scenarios from the character’s life to emotionallyconnect with the target.”
Natalie Sneddon, senior marketing manager at Australian Unity Health Insurance said: “We wanted to show that Australian Unity Health Insurance is useful and practical and that we’re easy to deal with. It acknowledges what the target currently thinks about the category and it offers a solution.”
The campaign will roll out a series of 30 and 15 second TVCs each depicting different snippets from Zoe’s life. The ATL work will be supported by Zoe’s blog that will elaborate on some of the insightful messages delivered in the TV, and give added reasons to consider switching to Australian Unity.
Executive Creative Director: Frank Morabito
Art Director: Melinda Pritchard
Director: Amanda Jane
Production Company: Brave Films
30 Comments
Arrrrggghhhhhhhhh!
Zoe is, presumably, that Bridget Jones character who lives solely in the minds of middle-aged male writers then.
Only they think women say things like ‘retail therapy.’
Oh, and those Diet Pepsi ads with the headlines like ‘Three little words every woman loves to hear – it’s on sale!’ are fucking shit too.
Jesus, Frank, This stuff just keeps getting shittier.
OMG, WTF?!
“”It’s about using simple ‘real life’ scenarios”
What a visionary!!
Zoe = Poor mans Carrie Bradshaw, but 20 times as annoying.
What about that Charlie Sheen hey…
We pitched for the account and she actually looks like the client (less 15 years)
‘Okay, now look happy about finding the shoes’
‘Okay, now look sad when you see the price tag’
‘Okay, look like you’re having an orgasm when you look at the sms telling you the money’s gone through’
‘Okay, look like you’re on drugs when you leave the store, you are SO HAPPY. MORE HAPPY. GO BIG’
This stereotyping is actually offensive to women.
You anons are a little out of touch. My ex-girlfriend (yes, ex) regularly went shopping to feel better. She’d see the price tag and then check her text messages to see if someone who owed her money had paid up. It’s a real life for sure.
She was a high class hooker.
I’m glad my name isn’t on it.
You’ve outdone yourself Frank. I thought that historical stuff was bad but this is putrid. I saw it on TV the other night and still can’t get the smell out of the room.
This shit gives me the Morabitos.
What’s up with that voiceover? She sounds like she’s on methadone.
I don’t understand why a youthful feminine brand like Australian Unity that’s run by women would hire two middle-aged misogynists to run their account. That’s how you end up with condescending shit like this.
7.36 comment is just such a typical inexperienced ‘adman’. I’ve worked with both these guys in the past. Age is irrelevant…does Keith Richards count for a has been, does David Hockney have less impact because of his age…I guess a client would rather they give their millions to some kid who can’t even manage their own budget.
I don’t remember Ogilvy being sent to the Siberian salt mines cause he passed 30, nor have I seen Sorrell, Maurcie Levy etc. etc. be past their ‘use by’ date. Grow up!!
Agree with 7.15 this just tops that hideous historical campaign which is just humil. Dredful writing and badly directed and disapppointing production values. Oh and in case the twenty somethings are not smart enough to realise you are advertising Australian Unity, lets put everything in orange including the talent !! This is a shocking campaign, I suggest you re-do the voice over it is so over acted.
7.15 maybe the writing was horrible, but hell yeah I bet the writer’s spelling was correct…obviously not one of your stronger points!!! Everyone is an expert….er how much is it you earn a year kids???? Oh that much!! would u like fries with that sir…practice it!! It will come in handy for many of you!!
Nice try Ho Ho but surely you would know that some of the best copy writers are the worst spellers its about great ideas and unfortunately in between looking at 3 briefs I jumped on the bandwagon and oops no spell check on this blog!!! On and yes with a couple of Gold Lions under my belt I do consider myself an expert and thanks I am very happy with what I get paid too. Point is this campaign lacks an idea and is badly executed.
@Ah!!! Advertising!!! Linking yourself with geniuses doesn’t make you one. I’ve worked with both these guys and I agree that they can sorta talk the talk but they definitely can’t walk the walk. Their zimmer frames slow them down. Ah thankyou.
@Ho Ho I’m pretty sure I know who you are. Do you really believe that success in life is all about what you get paid? We all end up in the same place. Perhaps if you cared less about what you earn and more about great work, you might avoid this kind of criticism. You might drive an expenisve car but your work is consistently shit and your agency is about to disintegrate. Why? Because you’re an arrogant, tyrannical, status seeking fool. You don’t need experience to see that.
@Ah Advertising. You’ve completely missed my point. Take out the middle-aged reference then read again.
Anyone know the name of the Actress who plays Zoe? She is lovely
Get fucked!
You guys are fucking hilarious!!! I always suspected that people in the advertising game had an over-inflated sense of self-importance but this just confirms it. Thanks for giving me a laugh : )
Definitely agree with 5.36… Hilarious reading and great summation of the people involved!
“You guys are fucking hilarious!!! I always suspected that people in the advertising game had an over-inflated sense of self-importance but this just confirms it.” i concur.
Found this blog looking for Zoe’s name, then it hit me…she used to host “Quizmania” on Ch 9 – her name is Nikki Osborne, and yes she is adorable.
This is the most annoying ad /character on TV. And as for the dickhead marketing people, you really dont deserve any respect for what you subject us all to, wankers!
Most of you ad people (creatives?) are so up yourselves you wouldn”t know shit from sugar.
I just noticed this work isn’t on the Spinach website. Probably because they know it’s shite.