Phillip Adams
Alex, mate. Siddown. I just had a chat with the Minister for Sport. He’s keen to get people to exercise and figured we might be the people to talk to. Bit of a funny one, he expected the lot of us to go on and do marathons, right?
Alex Stitt
Marathons? That’s a bit rich.
Phillip Adams
Mmm. Not the way to do it. I reckon if we ask a lot of people to do a little, just flip the whole thing, we’ll have a much better result. So I had this idea of ‘Life. Be in it.’ Keen?
Alex Stitt
This sounds pretty interesting, yeah. Feels good to do some socially conscious work. I realised the other day that tobacco ads only got taken off air in ‘76—and then billboards were still there for ages! Anyway, I like what you’re about. ‘Slip Slop Slap’s a banger. So tell me about this idea here, then.
Phillip Adams
Yeah, I felt off about just selling stuff, Community Service Advertising is where it’s at. More creative freedom too! They’re just stoked to have the agency aboard, y’know? I love a good hijacking; using their own tools against them.
So anyway, this campaign… So I’m thinking chirpy animation, likeable, we’ll just make gentle suggestions on simple exercise. None of that marathon stuff, just a walk to the station instead of a drive, some frisbee in the park, stuff that people can get on board with.
Alex Stitt
Hey, do you remember that Rothman’s tobacco ad from a few years back? It was a big one. With Paul Hogan. Remember? Ocker. Laconic. Just jumped right in with his ‘G’day’, none of this pretentious stuff. So…. We’re also talking to everyone. Everyday Australians.
Phillip Adams
Normal people, yeah.
Alex Stitt
Exactly! Normal people, that’s it. Introducing: Norm!
I can just imagine him. Our man loves a game of tennis — but on the telly. Does his fair share of work… at the dinner table anyway. He’s a bit self-deprecating. Could be your neighbour, no-one fancy, you get where I’m going?
Phillip Adams
Exactly what I thought! I knew you’d be great on this one. And animating the campaign gets rid of any class and age group problems.
Alex Stitt
We’ll make it fun. I was having a chat with a mate the other day. His idea of a balanced diet is balancing six tinnies on one side with five cakes and three hotdogs on the other side… And if we can just embody that spirit, I reckon we’re laughing. I really think this could work!
Phillip Adams
Agreed. Fun and non-threatening. We’ll put on activities, invite people along to games, bring it to schools, workplaces, parks… It’s just an invitation to have an actual life, isn’t it. A little effort goes a long way. It’s the difference between telling someone what to do, and inviting them along for a better ride.
Alex Stitt
You got it.
Phillip Adams
And eh, what do you reckon? Add a catchy jingle too?
Alex Stitt
I mean… What else?!
