...since ages ago.
The current L&P campaign is brilliant. It's been running for a few years now and from it's classic beginnings, it has evolved into a nostalgia filled look at the quintessential Kiwi summer.
Why are these ads are so good?
They're not offensive to anyone
These ads are something you could watch with your Grandmother while your 12 year old nephew is in the room - and lets face it - how many good pieces of advertising can achieve that these days. There's no use of gratuitous body shots (unlike one of the original L&P ads), no lewd double entendre and no bad language added to cause a ruckus through shock value (that's a cheap trick by advertisers - bugger!) Nope, there's nothing offensive in these ads at all, and for that reason the entire spectrum of viewers are able to relax into the advertisment and not feel awkward or embarrassed by watching it with someone else in the room. Relaxing into an ad is a good thing for TV stations and ad making people to be aware of too, as it means the viewers is less inclined to change the channel. It's a win/win situation.
They remind you of the good ol' days
People are suckers for warm and happy memories. These ads remind us that summer in New Zealand is a great place to be, and let us know that L&P is part of a Kiwi summer.
They achieve the near-impossible
For whatever reason, Kiwis suffer from an inability to take a joke, but these ads make us laugh at ourselves. L&P poke fun at yesterday, and we like watching them do it. Being able to genuinely laugh at yourself is a very enjoyable experience, and hopefully Kiwis will learn to embrace it a little more.
The entire campaign makes sense
Everything about this campaign is fun and focused. The language it uses is very Kiwi with phrases well versed in New Zealand slang - "Choice" "Sweet As" etc and this is copied throughout all mediums used. Radio advertising, billboards, even the media that is pretty much only seen by scouring youtube is within the theme of the campaign.
The only thing they did wrong
These ads appeal to Kiwis and pretty much Kiwis alone (maybe a few Aussies too) If I were a tourist in this country I'm not sure I'd get it. Softdrink giants like Coca-cola and Pepsi have a universal appeal to their advertising no matter where you see it. Watch a Coca-cola commercial in Japan, and you'll still get the gist of what the ad is selling you. However...L&P is only sold in New Zealand (I know, I know - there are exceptions to this, but by & large it's only sold here) and there is something to be said for targeting a single culture, we Kiwis are more likely to relate and more importantly respond to the advertising. So, the only thing they did wrong was focus their advertising purely on their target audience to maximize their effectiveness in the only country which sells their product...
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