Lotto NZ’s Instant Kiwi says “It’s from both of us” this Mother’s Day in campaign via TBWA\NZ
TBWA\NZ and Lotto New Zealand’s Instant Kiwi brand are back with a humorous TVC to encourage gifting in the lead up to Mother’s Day.
The short 15 second spot engages a bit of sibling rivalry and features two brothers competing for their mother’s affection.
Shane Bradnick, TBWA\NZ Group chief creative officer Shane Bradnick says the film presents a scene that will be familiar to many: “In this fun and familiar film we see an amusing scenario that thousands of Kiwis will experience every Mother’s Day from now until the end of time. When mum says she wants nothing for mother’s Day.”
The ad follows the TBWA\NZ developed brand positioning for Instant Kiwi that delivers to the reason why people play Instant Kiwi.
Says Bradnick: “You little beauty” is all about backing yourself. The “little” part talks to the small moments it takes to play Instant Kiwi. it could be about winning, but just like in the ad, it doesn’t always have to be.”
Says Annemarie Browne, chief marketing officer at Lotto New Zealand: “This playful skit perfectly brings our brand positioning to life. It’s fun, inclusive and doesn’t take itself too seriously. It’s also fundamentally Kiwi, which of course is core to the Instant Kiwi brand and something TBWA\NZ have a particular knack for.”
The campaign will be seen on TV/Online video, radio, OOH, social and digital.
Client: Instant Kiwi
Chief Marketing Officer: Annemarie Browne
Head of Instant Category: Claire Gutzewitz
Senior Marketing Manager: Jodine Banks
Agency: TBWA\NZ
Production Company: Fish
Director: Gary John
Executive Producer: Sam Attenborough
Post Production: MANDY VFX
Sound: Liquid Studios
Photographer: Fraser Clements
Media Agency: PHD Media
13 Comments
Slipping a chablis as a delightful aperitif before a sumptuous meal of venison and seasonal vegetables in a wonderfully quaint and rural place such as Queenstown, i often think of my dear old mother. With a Capstan in one had and a delicate glass of sherry in the other, she would have loved this little ad. It’s not going to change the world, it won’t generate much debate, but it will make the punters smile. And that dear friends, is why we do what we do.
For men, by men.
The children characters could easily be women and it would be just as funny
For people who have mums, written by people with mums. Mums asking for nothing is universal.
And it’s fun. Nice one.
TBWA have consistently under-delivered on Instant Kiwi. Yeah, this one’s okay, but nothing great. Their own agency comments above lowering expectations and backlash are testament to the fact even they know its average.
The client might regret this idea after they see the sales halved.
I liked it. Simple insight told clearly.
I have been in similar situations myself.
Also like that it’s tied close to the product unlike the boat backing one.
Wish my clients just wanted to say one thing per ad…
Nice idea, but the execution is very poor. A real life situation that looks like its lit and composed like a stage play? why?
okau=y
its good. the hairsplitting is ridiculous.
where are the diversity and inclusion police
I’m smoking a Capstan and delicately drinking a sherry with the eloquence that is the woman who birthed the Ghost of Mayoral Drive….