MLA launches ‘Couple Sharing’, third TVC from ‘Trust your Beeflex this Winter’ campaign via BMF
The third installment of Meat & Livestock Australiaʼs successful ʻTrust your Beeflexʼ campaign, via BMF Sydney, launches today – the first day of winter, showing that when the weather gets cold, peopleʼs Beeflex really kicks in, and they go to great lengths to get – or hang on to – a warming beef meal.
The campaign launches with a 30-second “Couple Sharing” TVC, an extended version of which will air during the second State of Origin game on Wednesday 15 June. This will be supported with radio, POS, social media and PR activity.
Says Glen Feist, General Manager – Marketing at MLA: “Weʼve just had the coldest May in years, so itʼs an ideal time to remind consumers to warm up this winter, with delicious beef casseroles, curries, pies and roasts.”
Dennis Koutoulogenis, Creative Director at BMF added: “Iʼm just back from a short break in the NSW Southern Highlands, where the mercury was awfully close to freezing, so I can vouch for the fact that my Beeflex went into overdrive when I went anywhere near a pie shop, or spotted a nice massaman curry on the menu.”
Agency: BMF Sydney
Director: Tim Bullock
Production Company: Prodigy Films
Media Planning & Buying: UM
PR Agency: Hausmann Communications
Client: Meat & Livestock Australia
37 Comments
The premise is mediocre at best, but the execution is just painful.
nice one boys
— jnr/snr/snr
I know what trust is. I know what beef is. But I still don’t know what a Beeflex is. Will there be an ad to explain this at some point?
45 seconds wasted.
45?!
…45?!
are you freaking joking?
Genius i love it
Nice one boooooooooooys. Date me.
here comes another slag fest on a really good ad
It’s nothing.
I know the guys all desperately want ‘beeflex’ to work its way into popular usage, but it sounds too much like slang for a massive erection for that to ever happen. It’s kind of a creepy, awkward word.
shot@BI$TRO MONCUR in Woollahra
no wonder she wants to “share”
Please stop running these ads – seriously embarrassing. You’ll look back in a few years and cringe.
Here come the inteligencia.
MLA featured the other night on the shameful 4 Corners expose about Aussie live beef exports to Indo.
In case you missed it follow the link below.
Despite the MLA’s lame defense this is a practice they’ve known about for years and failed to materially act on. They have even engaged agencies in the past to prepare work in defense when they thought these barbaric practices were about to be exposed by activist groups.
Well, it’s out there now. No amount of crappy ads can protect your reputation.
Clean up your act. Until then stop wasting your money on advertising. Beeflex will not get me past having seen cattle kicked, beaten and slowly hacked to death.
I’m no activist or extremist – go ahead if you dare and view the film. You will see why it stirs such emotions in rational people like myself.
MLA stop the arse-covering defense and do something to fix the problem.
Good on you ABC for making it public.
http://www.abc.net.au/4corners/
Big Mighty Failure
I’m with you @8.55
A truly shit ad for a bunch of shitheads.
I don’t get it…
Why stretch it out to a 45??? Never tmind the audience, ven the actors were cringing in the awkward silences
I’m going veggo.
60 second awkward silence in a 45 second ad. No amount of post-rationalisation can justify this very, very average work. It’s a long way from the Palace days, eh boys?
Guys. I’ve more awards than all of you put together, and a very clear conscience because these ads will do the job they are designed to do.
Wazza: Guessing you’re not a creative then?
…used to be creative before selling out for Astons and boats.
Guess that wouldn’t be the bloodstained boat they ship the cattle on. Imagine you get a nice clean one?
Don’t kid yourself. It’s dirty.
Wow…I guess the blame goes 50/50 on this mighty steaming pile of shit! BMF is this the best best you could come up with? – this is like watching someone getting their finger nails pulled out with pliers, or to make it more relevant – poor weakened, blood stained cattle being led to slaughter – nothing short of awful!
The client most have been smoking crack to approve this.
I’m off to the gym to work on my beeflex! – what the hell is that – is that the vomiting sensation that watching this ad causes.
Lucky I’m too busy to tell you what I really think!
BMF just doesn’t seem to be able to do any decent TV. Not sure why? This was a great brief and should have been a funny ad. It isn’t.
Gag Beeflex.
God, I hope there’s a 30. It might actually be ok with 15secs of silence removed.
its confusing, boring and unfunny. Whether it sells beef or not its on no ones reels.
terrible…
2/10
Subtle-funny is hard. They’ve done a good job. Well done.
define Subtle-funny.
Is ‘subtle-funny’ a gag didn’t work or isn’t really all that funny?
Not exactly a recipe for success – is that being ‘subtle-funny’ as we’re talking about meat?
Dire.
BMF doesn’t do any decent TV because the new creative department is from a direct mail background. TV is a craft that takes years to learn – just ask Warren.
On the other hand, if BMF’s TVC’s were all 2 minutes long and only scheduled during after school programming, they might be quite good.
6.10 Type a sentence that makes sense and I’ll answer your question.
7.43 You should know what humor derived from subtlety is.
Dear 2.32pm It is 7.43pm here. My request for a definition of Subtle-Funny was a dig at 5.38pm. This ad is neither..
BMF creatives think waaaaaaaaaaay too highly of themselves. They produce crap like this yet in their eyes it’s gold.