The State of Things
Who’s it for: State by Colenso BBDO
Why we like it: We may be slightly biased, but State’s ‘My 3 Things‘ campaign, which taps into our insatiable love of objects and plays on the fear that we might actually lose them, is a good’un. The big, shiny TVC is a thing of beauty and it’s another slam dunk for Nathan Price, who’s fresh from directing the V Pomparkour spot and is obviously a bit of a teacher’s pet at Colenso at the moment. In case you were wondering, this version is being sung by ‘Princess Chelsea’ and recorded at Franklin Rd.
Caboodle
August 10, 2010
Hmmm – pretty sure Richard Rodgers composed this song.
Kitand
August 10, 2010
Yes, and his good mate Oscar Hammerstein may have had a hand in the writing dept….
S
August 10, 2010
Meh: http://j.mp/9X5DZj
Now what's fun is when you sort the results on the website by the regions, gender, etc
Howdy
August 11, 2010
Hmmm…nice but isn't it just the reverse of Wellington's unwrapping boxes TVC?
Mike
August 12, 2010
The client has been sold a lemon. A big fat expensive lemon me thinks. Its too disconnected from insurance reality and will not get State Insurance selling more policies. Nice for the agency reel tho.
Marg
August 12, 2010
I have to agree with Mike. I just so happen to be in the market for home & life insurance so the ad got my attention. Do I want to ring State? Umm no! Why? Because I'm already in shopping mode so the emotional bullet missed my heart and because I have used them in the past and did not get very good service. I felt like a grain of rice in a silo. I guess I am not who they are looking for.
John
August 13, 2010
Spot on I reckon. Conjured up the emotive sense of protecting the things we care about. Be as cynical as you want, that is easy and frankly tedious. This is delicious work and thank god people are still prepared to invest in ideas like this.
Bobi
August 15, 2010
Did the ad make me want insurance, No.
What it did make me want was the name of the performer of this version of "My Favorite Things", but the my3things/state website omitted to provide that … they didn't even have the sense to have it playing in the background. Kudos to stoppress for providing the answer to the one thing I took from this ad.
Hmm
August 17, 2010
My 3 Favourite Things are irreplaceable.
If I was robbed, or they were damaged, I wouldn't even care about compensation.
That's what I don't get about this campaign.