NZ Post says ‘You can’ in new brand launch featuring Charles Dance via Clemenger NZ
NZ Post is looking to reassert its relevance in a new brand campaign from Clemenger BBDO, Wellington. The campaign motivates New Zealanders and New Zealand businesses to do more today with the help of NZ Post.
The launch spot, directed by The Sweet Shop’s Iain Mackenzie, features an unexpected spokesperson: British star of stage and screen, Charles Dance.
Says Brigid Alkema, executive creative director, Clemenger BBDO: “NZ Post is an exciting organisation for right now. Sure, they’re not delivering as much mail as they once were, but times change. Today’s interconnected world provides a wealth of new and exciting opportunities for a company with such a proven pedigree. Whether it’s solving complex international logistics problems, establishing e-commerce solutions, or finding small start-ups more customers, NZ Post are all over it. They’re already doing so much more than mail. It’s time we let the rest of New Zealand know.”
The launch spot is a bold promise that the ongoing campaign strategy will support with customer success stories and case studies, in time shifting the spotlight from Charles Dance to NZ Post’s customers. They’ll get the chance to tell their stories and challenge other New Zealanders to achieve the same.
Says Murray Pugh, NZ Post head of marketing and strategy: “NZ Post is such a trusted brand, but few people know about all the exciting things we do. We wanted a campaign to let the public and our customers see how we’ve helped many iconic New Zealand businesses to find success. The launch had to be fresh, engaging and a little unexpected, so people would sit up and take notice. Clemenger BBDO has done this with room to spare. From sourcing and securing world-class talent and direction, to refining our messaging to convey the breadth of our business, the team has delivered an outstanding, engaging ad that makes me sit forward every time.”
NZ Post, Head of Marketing and Strategy: Murray Pugh
NZ Post, Marketing Communications Manager: Jean Mowday
Executive Creative Director: Brigid Alkema
Copywriter: Erik Hay
Head of Television: Marty Gray
General Manager: Sean Keaney
Account Director: Claudia Zwimpfer
Account Manager: Mia Freeman
Production Company: The Sweet Shop
Director: Iain Mackenzie
Executive Producer: Fiona King
Producer: Ben Dailey
DOP: Iain Mackenzie
Production Designer: Tess Strelein
Editor: Cushla Dillon
Colour Grade: Pete Ritchie
On Line Compositor: Stuart Bedford
Post Production: Beryl
Music Composer: Jim Hall
Audio Post Production: Coopers at Franklin Road
Audio Engineer: Jon Cooper
Audio Producer: Pen Cooper
22 Comments
Is there something I’m missing at the end? I don’t get it?
pity, the vaguely familiar rambling British celebrity didn’t work for us either
Jeez… Has it really been 15 years since the Barclays Big campaign… good times
This is great-but no idea what it means…better than Flybuy mess though!
Nicely directed and finished, but ultimately a poor version of Anthony Hopkins in Barclays ‘Big Bank’.
Not sure that was the British celebrity, rather the execution.
Maybe they should be checking the creatives pencil cups for traces of a white powdery substance?
But I think that guy with the beard is the hipster butcher from Ponsonby road. In fact, I am absolutely certain it is him.
Which leaves me with the question of why does a butcher have a side career as advertising talent.
I really need an answer to this.
are so 6 years ago.
“That’s a really great piece of work” said no one ever on Campaign Brief
I like it but I’ve no idea what it means.
CD: Nice V/O, but this is a TV brief, not radio.
Copywriter: What? Yeah, totally. I knew that.
CD: So, what actually happens in the ad? What am I seeing?
Copywriter: A guy sits in a chair.
CD: With some cool dudes?
Copywriter: Yeah, exactly. Very cool.
CD: Cool.
Fresh & evocative. Nice work.
It got through to me cos I’m a hipster and as long as it looks cool, is set in a hipster environment, with deer on the wall and other hipster paraphenalia, then I think it will connect with the rest of people outside of Ponsonby. NOT!
How to shoot yourself in the foot by trying to be too clever. It’s not clever, it’s obscure, doesn’t get its message across.
I love this advert – it’s a real cut above the rest of the cr*p on TV these days.
Don’t understand it but since when was that a problem? Most of the well produced pop music we love doesn’t have a meaning either. Or movies. Its entertaining!
I understand this is some guy from game of thrones which i know nothing about. this ad is however the only ad which immediately makes me change channels, what a load of pretentious rubbish, annoying, nonsensical…. change the channel is the answer
Ad agency. Morning.
“NZ Post is looking to reassert its relevance, or something. So we’ll set the ad in a barbers’ shop. I saw a new barber shop the other day when I took the Golf for a service. It must have been hip, the staff had bright tattoos right up their necks.”
“Sounds good. Okay, we’ll need a white room. With floorboards. That will look cool. And old picture frames that don’t match. And a deer’s head. Taxidermy’s been on trend for at least 6 years now, so that fits the relevance brief.”
“Fantastic, that sounds like something straight out of that new magazine. What’s it called… Frankie”
“Yes! We’ll need some talent too. With good hair. And a beard…”
“Goes without saying…”
“…and those pants that are skin tight and baggy at the same time. And we’ll need a star.”
“What about someone from that show, my son Harry watches it. Game of Phones.”
“Game of Thrones! You’re so funny, Imogen.”
“Right, good work team. Let’s break for lunch, I’m meeting the PM at Spleen in half an hour”.
“Watch out for your ponytail, Theo!”
And to think that the tools who came up with this stupid ad probably all make over $100k, and the taxpayer funded the whole circus.
Go nic!!!!! Nice beard champ
What a complete waste of money. Should of put the money to better use, like keeping your workers happy! No wonder the company is losing money, who the hell is in charge of this company these days? Seems like a bunch of morons if you ask me!
Are you for real? Yeah right keep the workers on who deal with the mail
that no one sends anymore. Get real and stop showing your ignorance. The world changes mate, face it.