In episode two of Campaign's long-running 'Private View' feature in its new 'reaction video' format, we asked three industry experts to record themselves reacting to three recent ads:
- Ang Sheng Jin, MullenLowe Singapore creative director
- Kit Ong, The Purpose Group chief creative officer and partner
- Aste Gutierrez, BBH Singapore creative director
First on the menu is Meat and Livestock Australia's 'You Never Lamb Alone' ad, which mixed marketing and religion.
"It is work that takes an open and tolerant society to conceptualise, sell and produce," said Ong. "And to be accepted. I watched it until the end to satisfy my curiosity but I was not sure what to think of that open and tolerant society needing such an idea to sell lamb."
This being a "sensitive topic that could be polarising", marketers will notice MullenLowe's Ang preferring to steer clear of them.
In summary, for branded and entertainment content ideas, Ang is all for "a certain rhythm, tempo and climax" in them.
Also, "ideas that seem familiar should be avoided, even if executed in a different medium. Because anything ‘done before’ can stop good from being great,” he shared.
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