Marketforce Digital, Perth launches raunchy ‘Mrs Mac’s Crusty Challenge’ via web film and posters
In what is believed to be a world first, one hundred money (and pie hungry) contestants will battle it out to see who can stay online the longest and win Ten Grand.
The competition is being promoted via a rather watchable web film shot by Gobstopper’s Perry Westwood and a series of eye-catching posters featuring some well seasoned eye candy.
The online competition is a digital version of the classic hot hand promotions where the last person left standing with their hand on the car wins the wheels. The Crusty contestants will log on to the competition site via webcam and be issued a series of challenges over the duration of the comp.
The rules are simple: Leave the camera’s field of vision (apart from the allocated toilet breaks) and you’re out. Fail to complete a challenge and you’re out. He or she who’s left standing is crowned the Crusty Challenge champ and will stumble away ten grand richer.
Client: Mrs Mac’s.
Agency: Marketforce Digital, Perth
ECD Andrew Tinning.
Creatives: Andrew Tinning, Murray Laird, Guy Howlet, Steve Lorimer, Nathan Teoh.
Agency producer: Catalina Clema.
Retoucher Madeleine de Pierres
Head of Digital: Nigel Fisher.
Digital Account Manager: Stephen Macfarlane.
Digital Designer: Claeton Metaxas.
Digital Project Manager: Peter Szauer.
Director: Perry Westwood.
Producer: Toby Towel.
Production Company: Gobstoppers
Editor: Bruce Flint (First Light)
37 Comments
How does this sell pies?
I like the female form as much as anyone but WTF?
.18 if you have to ask that question you shouldn’t be reading this blog
2:18 Are you joking – pie eaters on every building site will be talking about it – it’s like curry, once you’ve thought about it you’ve got to have one – or in my case a beer or even a case of beer. I bet there’ll be little aps to share around on phones – if there aren’t there should be. Naughty boys love that and the more crusty the end the funnier it’ll be.
Just when you think WA advertising couldn’t sink lower than Brand’s Pam effort…
Yeah mate those blokes on the building sites are all over ‘web videos’.
Seriously, who are we kidding?
This is just an idea based on the VW Hands concept that won at Cannes in 2009
http://referanser.apt.no/volkswagen/handson/showcast
Not a ‘first’.
3:20 and 4:05
NO…..
How does an online challenge sell pies?
How many tradies or builders have time to sit online?
As usual the digital aspect of this campaign is just tacked on at the end. Or do you know something about the campaign that the rest of us don’t?
Goodness me, what a brave move on behalf of the client.
Most pies are sold to women. The ones who push the trolley around the supermarket and select food, such as meat pies, for the family. Four’n’twenty is a brand that is very careful to never, ever offend the grocery buyer.
I wonder what the grocery buyers will make of the Mrs Mac’s campaign? Can’t wait to see a few mummy-bloggers comment on this spot.
2.18 & 2.49, there are some fucking tools that work that side of the country eh? Tea one sugar thanks.
@2.18 type into google “so what is marketing” – if ur still struggling email me at uni1styear@gmail.com – I like helping those who want to learn 🙂
7.22 i saw this on the national blog as well. i agree with the respondant who said that the vw take on the hot hand was very literal and that theyd never seen it done like this before where you can view the contestants live and interact with them online.
I also agree with their coment that the vw one was very dull by comparison and that this is bloody funny! I also couldnt help noticing that most of the comments were extremely positive with superlatives such as brilliant being used…unlike here. But then again, it is perth and the work was done by mf
As usual Andrew has pulled a rabbit out. Brand recall will soar, front of mind will be stimulated, and its damn funny. Well done guys, all boxes ticked – Stop being so boring,Perth.
Tradies aren’t online, hey?
Where do you think they get their porn? Same place as you, me and my Mum… online.
6:29 I can’t believe we still live in a world where people are so naive as to think that tradies don’t visit websites. But hey, as long as those blue collar workers are building our houses and fixing our toilets they don’t need to understand how to turn on a computer.
9:09
Google may be where you got your marketing degree but I’ll stick to the one I have from university thanks.
This ‘crusty top’ concept was created what must be 3-4 years ago but was considered too a little too racy at the time.
A concept that got away….well almost.
Lean meat, crusty top… if that’s the brief then this is brilliant for the intended audience. A ridiculous point on this blog is the ‘grocery buyer’ argument. ‘Careful’ ads… is that what you’re advocating 8:25? Something safe for all potential decision influencers? Listen up everyone, and take notes from 8:25. Twat.
7.14 i agree wholeheartedly.And I can’t believe we still live in a world where we think the only people who eat pies are tradies-uni students will love this and if the timings right will have plenty of time to take up the challenge.
I wonder how many female clients are comfortable with this? Pam’s ad is tame in comparison
The usual comments from Perth people about MF’s work who think they understand marketing – Negative, Boring and lacking any knowledge. Great work MF. 2:18, if you got a degree from uni, you obviously didn’t pay too much attention – please try to stay out of the industry.
At last, an ad that is 1. surprising when you see it for the first time and 2. very funny when you get to the punchline with just enough cringe factor. THANKGOODNESS, a funny ad, I am soooooo board of the the same old stuff, I can’t even tell you who the adverts are for and frankly who cares. If your ads are going to look like everybody else, why should I bother remembering who you are……off to buy a Mrs Mac. Viva funny ads!
Porn is leading the way online with fantastic websites, seo etc…
So someone’s fuckin lookin at it.
The ad might be great for recall etc.
But how does it connect into the online component?
They two are like chalk and cheese.
so eat MRS MACS if you want to preserve your body for the next fifty years
eek
it’s just as bad as Pam if not worse.
How does it connect to the challenge? I went to the website to find out.The crusty challenge…stay online for a few days and you’ll get crusty-duh. also the same character introduces the promo-there is another male crusty character and theres a link to the facebook page featuring the lead talent and the viral plus theres a link to the mrs macs product range and website.Plus the writing and the art direction is consistent throughout.Sorry but you’re going to have to clutch a bit harder to find something to bring this campaign down.Well done Marketforce and Mrs. Mac’s for having the balls to do something different
Interesting that this is being compared to the PAM ad. Great that Marketforce can create an ad of a similar genre and not have to waste the client’s money on bringing using Pam as talent to justify their junket shoot overseas. Yah to Marketforce for keeping an idea real..Brand Agency, where is my duty free?
That crusty head looks familiar.
The big difference between this and the Pam ad is that it’s totally unexpected,completely relevant and fking funny.
Top marks to all involved.
Wow! It’s going gang-busters on YouTube. Well done MF. It must be the best performing viral out of Perth ever. Get over yourselves Perth. Does everyone want to see MF go down or something. I personally think that they are the agency to try and keep up with. At least their work gets noticed. Clients must be happy with that. Any jobs going Mr Tinning?
6:11
The sentiment towards MF exists for a reason.
Hi there,
Firstly, thanks for all the comments, they mean a lot.
It’s been a busy time for Mrs Mac’s over the weekend on Youtube. With no formal seeding apart from postings on CB and Bestads, Youtube hits have exceeded 250,000
and the Crusty Challenge Youtube Channel is currently the most visited in Australia with 11,759 visits. From today, the viral will be seeded to 10,000 + Australians so we expect a significant spike of interest over the week.
While I’m on here I’d like to personally acknowledge Bruce Flint from Firstlight who did a brilliant job editing and posting this for us, with both the grade and special effects being done by Bruce out of his new premises.
Cheers.
Andrew
You’re right 8.16 it’s called small town tall poppy syndrome. You seem to be exhibiting all of the symptoms.
8:16
Please explain.
9:27
mf are hardly the tall poppy in this town any more!
4.29 Ouch….
the guy mowing the lawns is the DOP
The trouble with some people in advertising is they rarely get out and see how the real world works. Nor how real people operate, what they say, or how they think.
Tradies are huge mobile, and especially iPhone, users. That means digital downloads. Plus they always have the latest model – and with a bigger package than me.. And shitloads of apps.
They are forever showing their mates jokes, ads and funny shit from youtube.
Try getting the buggers to give your job that much attention and time!
I send Mrs Mac’s to one of my Art Directors in London. His comment, “Fucking brilliant.” Well done Perry, Toby, Andrew and Bruce.
Appealing to tradies hasn’t done a certain brand of choc milk any harm.
For those who don’t get it, go back to your textbooks and look up ‘brand segmentation’. In short; you can’t please all of the people, all of the time.