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WEATHER ANYTHING
THE MONKEYS, Melbourne / MACPAC / 2024
Awards:
Overview
Credits
Overview
Write a short summary of what happens in the film
A hiker dangles in the air next to a cliff.
He’s hanging onto the sleeve of a puffer jacket.
The puffer jacket is being held by another hiker, dangling above him, who comments “This is a bit precarious.”
The two hikers discuss the jacket’s quality, durability and brand – “Ahhh, Macpac.”
A voice from above – belonging to a hiker we haven’t seen yet - tells them to be quiet. We reveal that the two hikers are hanging from the ankle of a third hiker, who is hanging onto a cliff.
An old woman peers over the top of the cliff, and comments “this is a bit precarious”.
The dangling hikers agree – “That’s what I was saying!”…”Yeah, that’s what he was saying.”
We pull out to reveal they are dangling from a cliff on an epic mountain in New Zealand.
SUPER: MACPAC. WEATHER ANYTHING
Background:
Situation:
Macpac is New Zealand’s original outdoor gear manufacturer, making tough, high quality outdoor gear since 1973. The brand is well known in New Zealand, but relatively unknown in Australia, where it has a number of well-established competitors.
Brief:
Increase awareness and consideration of Macpac in Australia and New Zealand.
Objectives:
We sought to highlight two things about Macpac:
- The quality and durability of their gear.
- Their Kiwi Heritage (which has in-built outdoors credibility).
Describe the Impact:
The commercial launched on 19 April 2023, and was immediately met with positive reactions from the Australian and New Zealand public, and publishers including national newspaper The Australian.
At time of writing, the commercial has viewed over two million times online.
It received great engagement online, receiving almost entirely positive comments, which indicate that the commercial delivers on both objectives (Quality Gear, New Zealand).
“Best ad I’ve seen for years”
“Kiwi humour, nice”
“Love it, I have that exact jacket and it’s so good!”
“This is a truly incredible ad!!”
“This is fricken genius”
Complete sales figures are currently unavailable, however increased store and website traffic increased interest in both the jacket, and Macpac brand since the commercial’s release.
Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.
The commercial utilises deadpan New Zealand humour which has become globally popular. We chose to use this tone as it reinforces Macpac’s kiwi provenance, while also contributing to the humour of the commercial.
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