How do you advertise a product that’s great fun to use but not so much fun to watch someone else using? If it’s male-enhancement pills, perhaps it’s best to stick an older couple in adjoining bathtubs, preferably in the beautiful outdoors. (Does anyone know what that means, anyway?) An Australian ad agency recently had the task of hyping a cell-phone service. Boring stuff — not the service, which included Web, music, and games, but watching someone watch something on a mobile. The solution: Stick people inside clear, inflatable balls and push them down a hill.
The delightful one-minute spot, created by Sydney agency the Campaign Palace and directed by Matt Murphy, features no mobile devices but succeeds on a basic, meta level (that is, it’s fun to watch on a mobile device). Smiling Aussies bounce and roll throughout the city until finally crashing into the sea, all to the tune of Lisa Mitchell’s sweet, Juno-esque song “Neopolitan Dreams.” G’day!
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