Why Western Australia is The Healthiest State in The World: Good TV Advertising in the 1970′s
I was talking to my wife Anna this morning and started singing the benefits about vitamin E. She asked me why I was singing, and how I knew this?? I recounted to her where I learned about the various benefits of vitamins – TV ads. In particular this iconic piece of communications from my childhood in Perth
It’s a Community Service Announcement, (CSA) that looks like ti was written and produced by Channel 9. It was brilliant. This ad, and the rest that follow have stayed with me my entire life. I can still sing every word to some of them. It was great fun watching these. They feel as relevant today as ever. It’s proof that as an industry advertising hasn’t really gotten any better over the last thirsty years. What I think works with these ads are:
a) A jingle: I have no idea why advertisers and marketers have moved away from catchy joggles – they stick in the head – its what we want isn’t it
b) an own able treatment: The squiggly animation cuts through, coupled with beautifully written songs
c) The length: these ads give enough time to tell a story
d) clear message linked into each son.
If done today they would be linked through social media, have a strainer participative element, and so on, and would be all the stronger for it. But for classic 1970′s / 80′s advertising this can’t be beat.
What do you think? Like?
Do people growing up in places other than Perth have a similar set of CSA’s that have state with them? Bet they are not as good as these.
Fritz Bachen is a Consumer Psychologist and Founding Partner at Naked Communications. Fritz can be seen, read or heard at; The Gruen Transfer, ABC Radio (Sunday nights), Adnews columnist, as well as The Australian, Cleo, Mumbrella, Shop Till You Drop and so on. He speaks at numerous conferences on marketing, ideas, contemporary culture, and consumer behaviour. Fritz has degress in clinical psychology and commerce (marketing). A registered psychologist and has worked in private practice, forensic settings, advertising (Saatchi & Saatchi) and marketing consultancy (Added Value). He was also state under 12 chess champion on WA, and has a board game called The Analyst selling well in the Benelux countries.
Comments
Anonymous
Jan 15th, 2012Begging the question (petitio principii)
Brighita
Jan 16th, 2012Name me one kid who grew up in Perth in the 80's and doesn't know the words to those ads!? They were brilliant and still stick with me to this day. Thanks for reminding me of them
wedding maldives
Jan 30th, 2012I am hoping the same best work from you in the future as well.
Nick win banks
Jan 31st, 2012Hey Fritz – for all the same reasons as you mention I'd nominate the "slip,slop,slap" and "life be in it" campaigns of 80's.
Michelle Lee
Feb 3rd, 2012That ding a ling ad is awesome. And the image of you singing the vitamin song is pretty unbeatable.
Fritz Bachen
Feb 5th, 2012Nick Win Banks I couldnt agree more. Especially Slip Slop Slap. A simple message that has been complicated and pulled apart recently (there are now two more S's but I cant remember what the stand for (I think one of them is sunglasses??)
Michelle Lee great to hear from you. Yes I did enjoy singing it!
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