Y&R embraces its inner manchild for new Roadies campaign
We’ve seen plenty of manvertising in recent times, with the likes of Mammoth, Lion Red, Speight’s Summit and NZTA all taking the over-the-top masculine approach to appeal to the guys (and, often, the girls). Obviously, the next logical step in this creative evolution was manchildvertising, so, to launch Arnott’s Shapes Roadies in the New Zealand market, Y&R Auckland and Finch director Alex Roberts constructed an oversized carseat, embraced the green screen and filmed “three manchildren on a roadtrip behaving like manchildren on a roadtrip” as part of its rather absurd but quite funny ‘Feed the Manchild’ campaign.
And, for your comparative pleasure, here’s how the Aussies did it.
Tim Newman
February 1, 2012
Very clever ad, I like that it taps deep into the Kiwi x-gen psyche with the use of the HK Kingswood wagon, helping them remember the joyful endless hours travelling to the summer bach. Well done, made me smile.
Nice but
February 1, 2012
Lots to like but a shame they didn't leave the 'man' cliche out. Been thrashed for the last couple of years now.
Nicole
February 5, 2012
Unlike other recent man-vertising I do really like this ad. Agree that it could have been done just as well without the 'man cliche' though.