Skinny recruits world's most famous names for its 'Get The Skinny' campaign via Colenso BBDO

Screen Shot 2018-07-02 at 8.14.01 am.jpgSkinny is coming hot out of the gates with a new brand platform 'Get The Skinny' via Colenso BBDO. Created in collaboration with PhD and Platform 29, the multi-channel campaign sets out to prove that Skinny will do anything to keep prices low and customers happy, by recruiting the world's biggest names.

Ben Affleck, Julia Roberts, Michael Jordan, Clint Eastwood, Sarah Jessica Parker, Anthony Hopkins, and Michael J. Fox all appear to profess their love for NZ's most beloved mobile and broadband provider.

The spot, however, directed with the comedic timing of Damien Shatford, is missing the slick acting, polished smiles, and virtuosic ball skills one would expect from a lineup that reads more like a who's who of Hollywood than the cast of a Kiwi commercial.

Screen Shot 2018-07-02 at 8.14.15 am.jpgThat's because, true to its low-cost roots, Skinny was smarter with its money, avoiding multimillion dollar endorsement deals by finding real kiwis with famous names. Thus, the faces gracing our TV screens over the next few months will be those of Ben Affleck from Dunedin, Clint Eastwood from Pukekohe, and Sarah Jessica Parker fromScreen Shot 2018-07-02 at 8.14.27 am.jpg Warkworth.

Add to the mix Rhys Darby - not the comedian, the farmer from Huntly - who extolls the virtues of switching to Skinny in the brand's new billboard and adshel campaign.

Says Ally Young, brand manager, Skinny: "Our new brand reflects Skinny's promise perfectly. It's cheeky, clever, and a brilliant way to help us move from a youth brand to one that stands for every New Zealander."

Colenso creative leads Beth O'Brien and Thom Darlow have loved working with the unusual telco.

Says O'Brien and Darlow: "Skinny have been true partners in every sense of the word. They 100% live and breathe keeping prices low and customers happy, and have made the work better at every step in the process. We love them!

"Shooting this campaign was really neat," says brand advocate Michael J. Fox, "What an experience! My friends and family can't wait to see it."

Michael Jordan, the programmer from Kelston, went on record to say, "In basketball terms, Skinny is a total Grand Slam!"

Client: Skinny
Ally Young (Brand and Communcations Manager)
Sarah Williams (Head of Brand and Communications)

Creative Agency: Colenso BBDO
Production Company: The Sweet Shop
Director: Damien Shatford
Production Company Executive Producer: Ben Dailey
Production Company Managing Director: Fiona King
Sound Design: Liquid Studios
Media Agency: SparkPHD
Digital Agency: P29

13 Comments

Mr Original said:

So... it's pretty much like that BK ad with not-Morgan-Freeman, but with Michael Jordan: https://www.youtube.com/watch?v=Ofp-g-3upz8
plus Stickman: https://www.youtube.com/watch?v=ER-GFGswpHA&list=PLZh2Et1zgcq2ekRUtQYT-DgqI4H25i84-&index=16
I like it.

STOP! YOU CANT DO THAT! said:
Oh no said:

This work isn't original? Sic em boys!

AR said:

I still think it's cool! And it's different enough!
Best thing out of Colenso all year :D

Chief Wiggum said:

Cuff 'em, Lou.

Done like a dinner said:

The same agency did the Morgan Freeman ads for BK that said "When we don't pay for a celebrity, you don't pay for a celebrity". Clients gone, glove are off.

The Judge said:

I'd really like this ad if it wasn't for the fact that this is the idea you pull out in high school when you need to write an ad for something.

Other than that, I've lost count how many times I've seen this idea (even I've used it post-high school - I was desperate).

If it were a new angle on it, then fine. But it's not.

But hey, at least the client is spending money on an expensive ad.

See you at the re-pitch.

@AR said:

That's saying something...

bull said:

I don't really like saying bad stuff usually about people's work because they pour their heart and soul into creating things like this.

But i take an issue when we knock our own industry. I just don't think it is appropriate to make an ad with a lazy strategy of "we think advertising is a waste of money so we didn't spend much on the budget" when we all work 1. IN ADVERTISING and 2. regularly do the exact opposite by putting big name celebs that cost a lot in ads, or making big productions.

This campaign massively devalues what we do and honestly should never have been presented in a client meeting.

the old same name as someone famous said:
That meme where the hand is rushing to hit the red button labelled 'Colenso get's mentioned' said:

Of the last 28 articles, only two have had commenters - both have been about Colenso.

Nothing ignites trolls into a frenzy like seeing Colenso being mentioned.

*chuckles*

@ that meme ... said:

If they stop borrowing ideas, people might stop commenting

@AR said:

Always fun to note when no creative's put there name it it...

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