Project DNA 2011

[noclashjumpers]

My goodness.

Apart from the last ten seconds it's ridiculous. Looks like something you'd make in high school.

Secondary school media projects are MUCH better than that.

Seriously.

 

[Turbocat]

Edit: It's not really Billy's fault that this clip sucks, because he has his style and that's what he knows. Whoever thought Billy would be a good idea for this clip should be marched out back though.

Spot On. Billy is just Billy. Comedy is a an art and like all art its in the eye of the beholder. For mine , some real clever scripting and a proven skit performer may have worked better , someone from the Fast Forward ilk may have been better(IMO) , perhaps even BB as their off-sider , an igor type role.

 

[TheHonestyPolicy]

Secondary school media projects are MUCH better than that.

Seriously.

Why take an add like that so seriously in the first place? Given its Xmas time who's to say this wasnt geared mostly towards the kiddies anyway? Marketing is about timing and target audience. A serious football promo 10 days before Xmas would be a complete waste of energy and resources.

 

[azyboy]

I like it.

The tone is different to the teaser DNA clip however the core message still lends itself to the overall proposition (DNA). Keep in mind most of us are not the segment being targeted by this campaign. We're loyalists - people who will renew our membership regardless. The objective of this membership campaign is to increase breadth. As in sign up new members. This execution will achieve this by:

a) creating noise: people are already talking about it (here and within the media - Textbook 101 marketing)
b) linking it to someone whom is synonymous with the GFC and has a favourable media profile (for all the Billy beat ups in this thread, the man is well liked, successful and passionate about GFC)
c) differentiating itself from other club campaigns
d) being humorous (ok, that's subjective but take it for what it is people)
e) launching it via youtube (low cost high reach)

AFL members are perceived to be real supporters. Linking it to DNA is an incredibly powerful way of shaping this perception even further. DNA is also very campaignable. Irrespective of what some may think, this campaign has science and art. The tone of the first clip was serious. The tone of this clip was a little more light hearted but finished with a strong and impactful message.

But, its all subjective, isn't it? The metrics for this campaign will be whether we hit our membership number.

 

[jim boy]

Now that I have watched it again, I think it is deliberately meant to be crap. It would have been so easy and cheap to improve the lighting, improve the sound, have background music setting a tone, use camera shots that aren't so amateur, get Billy to rehearse and not look like it was shot underneath the Doug Wade stand. By leaving all of that out and making it as cheap and crap as possible, it does say that the club isn't remote or elitist and can be fun - the payoff being the opening of the door showing the determined core of the serious footy side of things, in other words, while we are deadly serious abut the footy, we are still a fun club. Not sure it pulls it off though. Also not sure they should be using the guy who, while no doubt 100% committed, doesn't have Geelong in his blood to deliver the message.

 

[Turkey Tom]

Someone else came up with this......

DNA = Don't Need Ablett

 

[Selective Retention]

Now that I have watched it again, I think it is deliberately meant to be crap.

It certainly has got a lot of free air time on SEN with it being played on just about every program I've heard.

The feedback is mainly negative but from a viral sense it has worked....

 

[LifeSpan-Void]

yeah but in the traditional context a virus tends to harm its host through replication.

 

[winty]

I think they're going to condense that into a 30 second commercial. If they were going to tack the last ten seconds onto the 20 seconds from 0.08 to 0.28, then that would work IMO.

 

[Ricketts]

[YOUTUBE]8VxqOVNTTHs[/YOUTUBE]

[YOUTUBE]RTBdqYZKWME[/YOUTUBE]

So which one is our ad? Top or bottom? Please don't be the Brownless one.

 

[Ricketts]

[YOUTUBE]8VxqOVNTTHs[/YOUTUBE]

Who are the two players between Mooney and Johnson?

 

[rizzo]

I just noticed the angry glare chappy gives in the Brownless video. Classic.

 

[BONG RIPS MKII]

it has the production values of the first season of mst3k and none of the humour

it's an absolute embarrassment this video

 

[Vegas.]

Who are the two players between Mooney and Johnson?

Chappy and Mackie.

 

[noclashjumpers]

Where are these promised wallpapers?