Les Man gets manned up for Brownes Chill
It’s the moment Anonymous has been waiting for. Over the weekend, the second phase of Marketforce’s Brownes Chill’s campaign kicked off in a fashion that’s manlier than a guy with two beards. Following a two-week teaser period, the waxed Adonis of the Les Man billboards, adshels and television spots has been de-poncified to launch Chill’s new “Man Up” positioning.
You can say goodbye to his “smell of success” and hello to his “ponk of a hard day’s work”. The website www.man-up.com.au has also gone live and is currently offering Chill drinkers the chance to win a mantastic voyage with a mate to man-Mecca, Las Vegas.
The third phase of the campaign will roll out across the state over the next few weeks and includes TV, Outdoor, POS. and Radio.
CREDITS
Client: Suzanne Perry and Diana-Lee Stalteri – Brownes Foods.
Writers: Andrew Tinning, Guy Howlett.
Art Director: Andrew Tinning.
Digital Art Direction: Nathan Teoh.
Head of Digital Nigel Fisher. Digital Manager Stephen MacFarlane.
Account Director Silvana Visinoni.
Account Manager Alana McClean.
Account Coordinator Rozanne Fretz
Consumer Planner: Nicole Walton.
Retouching Madeleine de Pierres
TVC Les Man-Alan Myles DOP.
TVC Les Man Director; Andrew Tinning.
Man up TVC’s Director: Scott Wright Split Screen.
Producer Lee Guy-Wallis.
Agency producer: Catalina Clema/Nicole Beer.
D.O.P Mick Mc Dermott.
Post Production Bruce Flint Firstlight.
Photographer: Alan Myles.
Original music score: Justin Braine, Nick Gallagher. Brainstorme.
Radio Production: Justin Braine & Nick Gallagher Brainstorme.
Media: Kiaran Geen, Annette Herbert – OMD
21 Comments
Let me be the first to congratulate you all
The danger with teaser campaigns is that they have to deliver. I have to say, having seen ‘the reveal’ i’m left feeling disappointed. The be a man strategy is a bit tired.
I agree with 5:42 – the “be a man” concept is really wearing thin (yawn) BUT it’s right for the target market. I can see a bunch of blue collars loving these ads.
The danger with strategists is they think they have to keep reinventing the wheel to be clever.some human truths will always ring true-it’s all about the delivery.
As mentioned in the previous blog there is no way Marketforce would bag a full on new cologne project. I don’t think they are set up for that style of work. Just too sexy a product category for Marketforce.
Cologne to floggin mainstream milk…. nuff said.
Maybe the campaign would be effective on this blog . . . . all the “anonymous” writers should have a carton of chill…. MAN UP & OWN UP !!
I must have a very blue collar because I like it a lot. Especially the man-woman to woman-woman station promo. Made me laugh. Good stuff Andrew and team.
man up and admit it’s been done so many times
Yeah, but it’s all been done before. How many times are we going to see this tired old idea re-cycled?!
damn. thats hairy.
The idea is spot on for the target audience, but the delivery isn’t.
The lead up was mildly interesting, but when I saw the payoff, I felt cheated. It wasn’t manly enough. Perhaps they should have put a pot belly on him, given him a pack of Winnie Blues and a pair of old holey jocks…
So many ways to sell Ice coffee or maybe not.
Can I have a refund?
MAkes me feel like a VB for some reason?
I can’t see how “be a man” makes someone choose Chill over masters?
Another example of Marketforce living in the past.
They need something more than 1980/1990’s clichés.
And better “feeding” of the Man Up gallery.
Les MEH
Man up you anonymous posters.
It’s all part of the current zeitgeist (and I don’t mean that stupid movie). You are seeing the ongoing backlash against metrosexuality and gender neutrality that pervaded the last decade as men adapted to the success of feminism.
Welcome to the age of Manquarius. Mantastic! It’s not a marketing fad–it’s real.
because cliches about blokey man blokes aren’t old at all…
The old ‘it’s been done before’ is the biggest cliche’ of all. Reality is that blokes are still blokes and love this kind of humor and always will. Unless of course they are Les Man wearing metros. Just look at some of the biggest movies of recent times-The Hangover-done a million times…huge! Get Him To The Greek-done at least a dozen times…Huge! Cop Out, lost count on that one…Huge!
If it was so lame and so tired, why would brands like Toyota and VB etc still be milking that particular cow? Why not for Flavored Milk?
I bet the target will love this campaign and it will sell truck loads of the stuff, particulary considering Masters has manned down and gone all soft and playful.
3:13
So what you’re saying is that the target audience are fools? The uneducated, simple minded members of society?
Yes 7.55 some of us are obviously not as educated and do find basic bloke jokes funny. Get out of your yuppy pubs and hang out in the real world. In fact when you do that, try calling the people who like this campaign (for example the actual real people talent in it , who find it hilarious) that they are simple minded and uneducated and lets see how far you get. Funny thing is, the simple minded people you speak of probably earn more money than you in their “simple” jobs and have high quality life styles that you will never achieve.