MTV MILKS NEW ZEALAND


Lowe Hunt, Sydney this week unveils the long anticipated launch campaign for the MTV channel in New Zealand called “Pure NZ Goodness?. The campaign will roll out on July 19 with 3 x 45 TVC’s on both free to air and New Zealand’s Cable network, Sky TV. The rest of the campaign, including print, poster, and interactive targets the streets of New Zealand with outdoor placements including billboards, metrolites and magazines including Remix and Pulp.
The integrated campaign is centred around a fictitious dairy factory set amongst the lush green hills of New Zealand. Inside the factory the cows are milked by bikini clad girls and delivered all over New Zealand in MTV milk vans. The milk has strange side effects for those who drink it. In one of the ads a couple stab each other after drinking the milk, while in another, girls rub blood soaked steaks all over their bodies. Ironically, the campaign line is “Pure NZ Goodness?.
Lowe Hunt has applied its ‘Brand Explosion’ methodology to the campaign which in simple terms means that it is truly an integrated campaign running across multiple channels including TV, print, poster, ambient, web and events. The agency recently created the multi-award winning LYNXjet campaign using the same strategy.
Says Dejan Rasic, Creative Director at Lowe Hunt: “What we’ve done is create a true brand personality for MTV New Zealand that lives beyond just a few ads. It’s a property that MTV can own and becomes an entertainment platform for the launch?.
Says Vanessa Zuppicich, Creative Director of MTV Networks: “Our brief to the agency on the NZ launch was to create a campaign that pulls on kiwi culture and then turns it on its head in true MTV style. Our main objective is to make people laugh and then get them talking about MTV NZ?.


Lowe Hunt commissioned tvc director Michael Spiccia from Silverscreen productions in Auckland to bring the campaign to life. Spiccia is best known for his music videos and recently picked up an 2005 MTV award for one of his clips. The “Pure NZ Goodness? campagin was shot over three days in and around Auckland.
Lowe Hunt’s interactive department have extended the campaign into an innovative web site which brings to life the MTV dairy company.

Credits List:
Agency: Lowe Hunt, Sydney
Client: MTV Networks
Head of TV: Darren Bailey
Creative Team: Howard Collinge, Dejan Rasic and Simone Brandse
Interactive Team: Jonathan Mo and Mark Ashley-Wilson
Director: Michael Spiccia
Production Company: Silverscreen Auckland
Producers: Haydn Evans and Andy Mauger
Post & Effects: Oktober Auckland
Photographer: Stephen Stewart
Sound Studio: Sound Reservoir

84 Comments

Anonymous said:

As far as I can see, all they've milked is Tui and that abysmal Bikini Bandits bullshit.

Anonymous said:

How those Aussies must laugh at us simple Kiwis. Tui rip-off anyone?

AwardWatch said:

Anyone got a link to the Tui spot it's supposed to have ripped off? Which agency did it?

Anonymous said:

I like it, nice work fellas. Is dejan CD now, where's adam gone?

jello Biafra said:

Why is there a Strokes soundtrack if it's Pure NZ Goodness?The Strokes? Well done Basil and Damon for the idea.

Anonymous said:

Just saw the Tui tvc, 10:03 and 10:58. Er..., how the fuck is it the same idea as the MTV spot?

Anonymous said:

As you can by the above postings, Obviously not many briefs in the S&S creative dept right now.

Anonymous said:

um, both ads have hot chicks in em. similarity ends there dumbasses

anonymouse said:

I'm sorry, but that is a pile of crap. Hardly cutting edge like you'd expect in an MTV spot. Cutting edge wouldn't have ripped off an idea from the Tui ad, that being hot girls making the product. My pick is that it'll be taken off air, like the RAV4 spot, due to excessive utensil stabbing. And yes Jello - why not a Kiwi band, please explain?

Anonymous said:

Because the Aussie dumbasses haven't heard of any Kiwi bands.

Anonymous said:

hot girls aren't making the milk dickwad, the cows are.

Anonymous said:

Dejan Rasic is CD, who took over from Adam Lance, who took over from Richard Loseby, who took over from Adam Lance.Strangely dark and comical, like the MTV ad.

Anonymous said:

where did adam lance go?

Anonymous said:

hey dickwad, hot girls aren't making the beer either, a chemical reaction does. And if you're going to tell us that the hot girls had to mix the ingredients for the beer then can you admit they also gave the cows the food that was necessary to make the milk?all that aside... as a kiwi, i don't like the mtv ad. you can't make me.

Anonymous said:

Check out the Prodigy clip 'Baby's got a temper', for some real likeness. New idea I think not. Nicely made though.

Anonymous said:

Here is a link to the Prodigy vid, girls in bikini's milking etc.http://www.ifilm.com/ifilmdetail/2447560

Anonymous said:

It's choice. I love it. About time a decent campaign was done for a TV channel. I don't see the similarity to the clip. This ad is more about the pay off than bikini girls. Although I'll never say no to some bikini girls. Mmmmmm bikini girls.

Anonymous said:

Funny how everyone tries to quickly find something similar no matter how remotely on this site whenever a new campaign appears. Sad fuckers.

Anonymous said:

I agree with 9.34 - what a load of random wankery from the same stable of nonsensical rubbish epitomised by that anti-conceptual bullshit “The Bikini Bandits?. And c'mon 11.45, I know plagiarism is embarrassing but if you can't see the Tui reference you've obviously fallen too much in love with your own work.

Anonymous said:

Agreed. Pretty tenuous link to Brucetta. Doesn't hit the spot for me though.

Anonymous said:

why wasn't a NZ agency used for the creative?

Anonymous said:

Irrespective of whether it's a rip or not, the ad really falls short of the high creative mark MTV sets for itself.Poor Gunther must be crying into his beer.

Anonymous said:

It is rather similar to Tui - The only real difference is that no one gets stabbed an the Tui one and like this pun, the MTV one is udder shit!

Anonymous said:

AWESOME!

Anonymous said:

Typical fuckin kiwis don't even recognise there own music. STEREOGRAM probably one of the biggest bands to come out of the country are on there.

Anonymous said:

Aussies wouldn't know good music if it came in their mouths. They genuinely do like Jimmy Barnes and John Farnham. Yeah, no, honest! Also the girls needed to show a bit more pink for it to be really cool.

Anonymous said:

Well done to those creatives for a fine, twisted, hilarious campaign. Its about time something decent be broadcast here. Looks like they are going to do well.

Anonymous said:

Are there more ads in the campaign? Were are they appearing?I've never heard of this director before - where is he from?

Anonymous said:

This campaign rocks. All you fuckers are just jealous. Well done guys.

Anonymous said:

Like 'em. Will stand out like dogs bollocks on NZ TV.

Anonymous said:

What's the print?

Anonymous said:

Can the originators of this ad please tell me why this will resonate with kiwi audiences.No, hang on - why don't we do an Australian version of this fantastic ad: Some Abo's are feeding metholated spirits to a kangarooo. Suddenly, the 'roo takes off. We cut to the 'roo in Sydney. Some account managers from a hot agency, spy the animal buying a really gay pink stripey shirt on Oxford Street. They walk over to the animal and stab it with their over-gel'd fin haircuts. The animal dies. The AM's find an empty 44 gallon drum and shove the limp body in there. Oh, the soundtrack: Eskimo Joe.

Anonymous said:

Your argument is flawed. What you are saying is that work has to reflect the people that live in a particular country. By that definition, 99% of the best work in the world could never run in other markets.As far as I can tell, these ads are just meant to be funny - not reflect New Zealanders as a whole. What are we - some kind of alien race of something? By your definition. You're the worst type of New Zealander.

Anonymous said:

Dear Saatchi, do you really think you own hot girls working in unlikely spots. I think not.Try any ad for Mcds, AirNZ, Starbucks, KFC, Caltex....Or is it irony that you invented? Bring back Saatchi Wellington I say.

Anonymous said:

Those are definately bogans next to the car.

Anonymous said:

FUCKING UNREAL!!!!! LOVE EM

Anonymous said:

Where is the director from? who is he? Awesome job!

Anonymous said:

ITS ABOUT TIME SOMETHING FRESH COME TO OUR SCREENS. ITS FUCKING AWESOME! AND WHAT A WAY TO CAP IT OFF WITH THE STROKES JUICEBOX. SO GOOD

Anonymous said:

Pretty nice. Don't really get the stabbing bit but I get the hot chicks.And people from New Zealand will like it. Kiwis aren't retarded you know.As far as it being ripped off, jesus get a life.

Anonymous said:

I was sent all three. They are cool. Made me laugh. When you see all three it's not really about girls milking cows. So I don't agree that the idea is similar to some music video or whatever.Did Lowe in Auckland have anything to do with it?

Anonymous said:

Great - world changing. Where are the other ads?

Anonymous said:

What i do like about it is:1. The hot chicks (remind me of my night at Kama Club in Stockholm)2. Needs a little more "hump my hump my hump"What i hate:1. Everything else.2. The song is a bit out of date as well.LMFM

Anonymous said:

Look, the ads are bloody well executed, great tracks, good style. They are not that close to the Tui/Linx etc executions at all. But they ARE closely linked to the Prodigy video. It's not just the image of the girls etc. How about that the product is sold to the public and it changes them. How about the themes of drugs running through? Get your fix. Rohipnol/Milk/MTV.It is the idea that is the same. If you can't see it go to school.

Anonymous said:

The problem with most of you fuckers is that you're jealous that the aussies have done an ad portraying New Zealand. Who's going to know that except for us ad wankers anyway. Stop dissing others creatives especially those who only have a retail ad, or worse 'show us your crack' ad to show for themselves.'Grow up. It's a perfect MTV ad. It's what MTV is all about. Not all MTV ads win awards. The only ones that most of you have seen are the ones from award annuals. Please travel abroad for a few years and first learn what international advertising is all about... and that does not involve looking at award annuals.Once again, grow the fuck up.

Anonymous said:

The idea in this instance is the cows are watching MTV which effects their milk. The girls in bikini’s just happen to be milking them. Which makes them an execution device and not the idea. Why can’t you use old music in ads by the way? The tracks rock. Especially Walkie Talkie Man.

Anonymous said:

These are fresh as. The old hacks who post shit on this site wouldn't know advertising aimed at this market from a bar of soap. All my friends love this campaign. It's getting talked about big time and is all over the net at the moment. Expect metal guys.

Anonymous said:

My fave is Meat.

Anonymous said:

Still pissing myself laughing. This stuff is quite brilliant. If you can't see it then you're probably some 80's leftover. Great.

Anonymous said:

Fuck is this the most comments on an NZ ad ever?

Anonymous said:

More comments than I can remember

Anonymous said:

Great stuff.

Anonymous said:

love 'em

Anonymous said:

52 is a nice even number... Shall we stop there?

Anonymous said:

No wait I saw a movie from Sri Lanka the other day - it had some cows in it! oh wait and it also had some sexy girls. I swear it's the same idea!!! No really it is.

Anonymous said:

Brilliant campaign idea. I can see this working across all sorts of media. I'm sure there's a lot more to it than just ads. Great stuff.

Anonymous said:

I have just watched these ads with 4 mates, and we are all in stitches. They look so slick! Awesome design etc Would love to see another campaign come off the back off these. The possibilities to what this milk could do is endless. Kick ass ads! Bloody hilarious. Absolutely LOVE EM!!!!!!!!!!!!!

Anonymous said:

yeah they're pretty funny. Beats the crap i'm wasting my time on at the moment. Go home i keep telling myself. Go home. But no I must stay.

Anonymous said:

OH MY GOD! WHAT THE, The best ads to hit NZ screens in years. Can't get enough of them. And the chicks, well ummmm........... A great job well executed.

Anonymous said:

Well done. Seems like it's Lowe's year over in Oz. Haven't they come from nowhere fast!

Anonymous said:

funny shit! If only I was a piece of meat........ great ads.

Anonymous said:

These ads are what NZ needs. There is so much crap on TV at the moment and these ads are bound to stand out like dogs balls. Great to see a bit of a shakeup in the system. Awesome ads!

Anonymous said:

I don't like it.

Anonymous said:

I'm a cactus and I'm offended.

Anonymous said:

Looks like it's polarising people. The first sign of a great campaign.

Anonymous said:

It's Baby's got a temper! It's Baby's got a temper! It's Baby's got a temper! It's Baby's got a temper! It's Baby's got a temper! It's Baby's got a temper! It's Baby's got a FUCKEN temper! Stop borrowing and think of something origonal. Karl

Anonymous said:

I don't agree - different idea altogether except that they both have cows in them but then you can't own cows.

Anonymous said:

you can own cows. My Uncle David used to have about 150 of the bastards.

Anonymous said:

Have to agree - the similarity ends there. Can't imagine anything being similar to this - pretty out there idea.

Anonymous said:

by the way - repeating your point over and over again makes it no more accurate. Just makes you look moronic.

Anonymous said:

I haven't laughed so hard in ages.

Anonymous said:

The guy who keeps saying it's like some prodigy clip is out of his mind. Nothing like it apart from cows in both films. I think it's pretty good and probably getting far too many comments but a rip off it aint. If only you spent as much time writing your own ads as you do trying to trip up other's.

Anonymous said:

Jesus. Incase you missed the rest of the comparisons being made...Instead of the cows watching music TV, they're watching an actual band playing. The cows then get milked by hot girls in bikinis.The milk then gets given to people and the people start going crazy.Okay? Comparisons all explained. Good. Enjoy.

Anonymous said:

But no one really reacts to drinking it in Prodigy.

Anonymous said:

yeah they just milk cows in the prodigy clips and a couple of people drink the milk. It's not like it has any effect on people. Bro, you have to chill about this 'I've seen it before' buillshit. Choice ads.

Anonymous said:

Who are the babes in the ad? Haven't seen them walking down high st recently. They should make the milk? Are they? People would just use it as an excuse to do anything. I can see it used in courtrooms .

Anonymous said:

gotta love those babes! I want them to milk me. Love the ads.

Anonymous said:

C'mon.It's just not very good. And it's really badly shot.

Anonymous said:

Great campaign - also looks brilliant. I've seen the posters as well and they rock. You sound bitter and twisted.

Anonymous said:

agree ... it's damn cool and really different. Bastards.

Anonymous said:

agree ... it's damn cool and really different. Bastards.

Lord Patrick Lansdowne said:

They're okay.Kinda like the weirdness.I thought the outcomes should have been based on the shows the cows were watching eg Pimp My Ride, should 've ended up pimping something, then again that's hardly original. The ads ultimately reminded me of many music videos i've watched, lovingly put together but rather unsatisfying for the viewer.

Anonymous said:

Get back to work Mr Lord Whatever. There are brochures waiting to be written. The closest you'll get to an ad like this is ... well ... this blog site.

Anonymous said:

The ads are ok. Not great and definately not original. The majoritiy of advertising isn't original, its called a 'parody'. Look in any awards books or the results from this years ad competitions and you will soon catch on. It would have been handled better by an agency in NZ because they would have had some idea what they were talking about.

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