Droga5 shows its hand with new TV ads for ASB

After last week announcing the impending onslaught of a slew of new work, ASB last night officially launched its TV campaign.

However, it’s a launch with a difference – a teaser appeared on TV last night, with the actual TVCs launching online at www.creatingfutures.co.nz.

(Hop to the website to view the first two: “Mint Sauce” and “Chance”.)

One features a boy selling off his pet sheep, the other, a couple attempting IVF.

The next story in the TVC series goes to air in another few weeks. Eventually the characters in the stories will link up.

Droga5 partner Mike O’Sullivan said the agency found true stories from ASB staff as inspiration.

“It’s literally the stuff that happens every day – we just dramatised it.”

The agency happened upon the talented star sheep, Pete, while it was shooting a previous commercial.

“We were shooting and the neighbour came over,” said Droga5’s Andrew Stone.

“'I notice you’re shooting commercials,' he said. 'We’ve got a sheep that sits on our couch and we’d like to get him into an ad. Can you help?'”

And so Pete the sheep shot to stardom.

Droga5 partner Jose Alomajan said launching the TVCs online is a first.

“But it’s really important that the campaign site wasn’t just the TVCs online.

“The next part of the campaign really drives the depth so people can engage and find out what these stories are all about.”

What do you think?
Have the TVCs changed your mind on the new ASB work?
Does the website rattle your dags?
Is mint sauce an acceptable condiment?

"There, there, Pete ... "freezing works" is just another name for the remote control."

"I knew you'd sell me down the river, you capitalist little bugger."