Ad land gives Special and Greens the thumbs-up

Taking the political temperature of local agencies has revealed that Special comes out on top with its billboards for the Green party. Local agency minds are giving the Greens advertising the thumbs up.

M&C Saatchi head Nick Baylis said Special’s work for the Greens was the only campaign to break convention so far. “It clearly and refreshingly communicates the core philosophy of the party and more importantly, promises me a benefit in return for my vote.”

Mr Baylis remains unimpressed with election advertising’s obsession with candidates’ faces. “As a voter, it tells me absolutely nothing about the person at all except what they look like, which is certainly not a motivation to vote for them. Yes, it may have some sway if it’s Helen or John in a particular electorate, but then people know what the high-profile politicians look like, anyway.”

He points out that a face on a billboard is akin to merely displaying a logo and a line saying “Party vote XYZ”, which in turn is akin to saying “Buy me”. And that’s something the commercial world doesn’t indulge in.

“Local advertising of candidates should tell me the one motivating factor that the candidate or party is going to do for the electorate, surely.

“Secondly, each has the same call to action: ‘Party vote XYZ’. Now call me old-fashioned, but if seven products are all using the same message and line I would argue that is severely limiting the effectiveness of the message.”

Barnes, Catmur & Friends creative managing partner Paul Catmur said the Green party advertising is simple and charming. “Not hectoring or bombastic, just a simple reminder of what is at stake. Well done to Special, it certainly feels very Rob Jack.”

Meanwhile, he takes issue with the National billboard touting tax cuts to prevent loved ones from leaving the country, labeling it bribery.

“I'd hate to see an election decided by who bribes the most,” Mr Catmur said. “In Argentina I'm told they call it 'coke and a sandwich' electioneering as that's what it takes to get the poor to vote for you. I'd like to hope New Zealanders were a little more robust than that, but I'm beginning to have my doubts.”
Moreover, he said, if people leave to go to Australia merely for money, that’s their choice.

“If money was our only motivator we would all be prostitutes or drug dealers (or maybe work in advertising) and that is a personal decision. I've lived in Australia and, believe me, any increase in the wage packet is offset by other factors that I won't go into. Let's just remember that Kath and Kim is actually a documentary.”

As for the smaller parties? Winston’s recent memory lapses have lost him the confidence of anyone outside the elderly, the criminally insane, and New Zealand’s Got Talent contestants, Mr Catmur believes.

And while ACT is waving the banner for zero tolerance on crime, Rodney’s chances look slim, “so the crims can sleep easy”.

Strangely lacking presence is Labour’s advertising, save a few overly Photoshopped billboards of the PM’s face.

“Maybe they’re wisely saving it until others have spent their powder,” Mr Catmur mused. “But if Helen wants a hand, she knows where to find us.”

AIM Proximity creative head Dave King had taken notice of Rodney Hide’s billboard claiming zero tolerance on crime, but also noted it had ironically been vandalized. “Lost its point, really,” he said. “And the Green party’s billboards at least have an idea but they don't tell me anything I didn't already know.”

DraftFCB creative director James Mok said it’s an easy win for the Greens from an advertising point of view – but the party also has the most distinctive positioning, allowing them to be so single-minded.

“It's a good distillation of what Green politics stand for with a clear ‘what’s in it for me’ message,” Mr Mok said. “I believe it will need to get more aggressive as we get closer to the election to move beyond what people already understand about the Greens.”

Labour and National, however, suffer from centre politics, Mr Mok said, and therefore lack a distinctive point of view.

“Labour relies on the face of Helen while National’s billboards lack the biting wit of their previous campaign. Pity. Maybe it’s early days but I can’t see anything getting the voting public heated about who’s going to lead us for the next few years.”

TBWA\Whybin head David Walden laments our inability to live up to election advertising seen overseas.

“To date, this election is a far cry from the powerful and potent imagery we've seen coming out of America,” he said. “They're streets ahead of us.”

Mr Walden said National’s billboards have a decent message but suffer from blandness – but believes the party will still win in spite of its ad shortcomings.

Labour’s advertising for him was not top-of-mind. And ACT at least is talking about policy, vision and principle, he said.

For Mr Walden, the Greens billboard comes out on top, with impressive and visually arresting images. “It’s the only one that looks as though it's had design input and strategic consideration,” he said. “I'm not sure about the 'Vote for Me' message though – too generic, even though it's about the future.”

DDB’s Simon Wedde said the Greens advertising wins out, as it’s simple, clean and compelling. “It talks to every parent's concern about the future and their kids, and cuts to the heart of the Greens’ message. But frankly, it is way more stylish and clever than they'll ever be as a party. It's a pity the ads are better than the product.”

As for National, Mr Wedde is a fan of the party’s art direction and clever headlines, but argued that the billboards still lack punch – and fail to live up to the precedent set by adman John Ansell for Don Brash.

“It lacks any of the power, currency or brutal simplicity of Ansell's work,” Mr Wedde said. “But then you know what, it probably really suits John Key – pleasant, beige and boring – so the ads are probably just right. I fear we're all in for three years of beige and boredom.”