Flight of the Conchords put New Zealand humour on the world map. Then Flight of the Conchords director and writer, Taika Waititi used it to make brave, awarded ads and brave, globally successful movies.
US agency, North in Portland, Oregon, has used it to make a series of brave ads for New Zealand Jerky.
This is a script from a brave ad:
So then she says to the guy, “Dude I’ve got four udders but I do not got time for that”…OK…
I’m dying up here. And you guys will soon. That’s how we make jerky.
Yes, it’s a huge risk to joke about killing a cow in an ad for beef jerky. But North’s campaign for New Zealand Jerky is brave for other reasons too.
The social campaign is a series of really lame one-liners presented to a cow by New Zealand TV writer and stand-up comedian, Tim Batt. Of course, the cow doesn’t react to any of them – the tagline is Serious Meat. Clever and brave often go together in advertising.
New Zealand Jerky sells itself as a healthier jerky option. It’s made from only grass fed beef using all natural ingredients and is the first non-GMO verified beef jerky sold in the US.
The ads could have been really dull and generally ignored. Instead, they might even be collected and shared.
Chief Creative Officer: Mark Ray
Creative Directors: Ashod Simonian & Eric Samsel
Executive Producer: Steve Rauner
Managing Director: Rebecca Armstrong
Brand Strategist: Jordan Delapoer
Social Strategist: Caroline Desmond
Media Planners: Nathan Johnson & Devon Brown
DoP: Chris Hornbecker
Editor: Leif Hanson
Colour: Chroma Color
Post producer: Matt Genz
Audio Post Production: Matt Pence
Line Producer: Natasha Myers
Client: New Zealand Jerky
Chief Creative Officer : Co-Founder: Steve Mckee
Marketing Manager: Laura Stewart