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Gruen

Specials 2010 - 2013
TV-PG

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  • 2010-07-28T10:00:00Z on ABC
  • 40 mins
  • 8 hours, 0 mins (12 episodes)
  • Australia
  • English
  • Comedy
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Gruen is about advertising, how it works, and how it works on us. It decodes and defuses the commercial messages that swirl through our lives, with the help of a panel of ad industry experts. It's the show that tracks advertising almost as closely as advertising tracks you!

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12 episodes

A look at Brand Policing, the efforts by the London Organising Committee (LOCOG) and the International Olympic Committee (IOC) to protect sponsors underwriting the Games. We'll also spend some time in the pool with Stephanie Rice and Nick D'Arcy, wondering what it takes to attract an endorsement contract these days.

This week, the world's fastest ad space, Usain Bolt. From the outside, he looks like a purpose-built marketing machine. Why is he worth $20 million a year in endorsements?

This week we look at ambush marketing, ask if all sponsor money is good money, and wonder what the mascot designers were thinking. Adidas paid $63 million to be an official games sponsor, but surveys keep showing most people think the sponsor is Nike.

This week on Gruen Sweat we wrap up the 2012 Olympics. As London basks in the afterglow, who were the real winners? Who among our athletes will turn medals into lucrative sponsorship deals and who will go without? How has Brand London fared? Will Usain Bolt play 20/20 cricket in Australia? Could Matthew Mitcham be any cuter? So many questions...

Host Wil Anderson will be joined by regulars Todd Sampson and Russel Howcroft as well as Nation legends Dr John Hewson, Lachlan Harris and Annabel Crabb.

Slogans, Jingles, Commercials – We run the x-ray machine across the opening ads of campaign 2013, the first efforts from the Labor Party, The Liberal Party, The Nationals and The Greens. Why are their slogans so bland? Why are their ads pretty much the same as last time? Why is the Greens ad so eerily familiar?

What Would Poland Do? How do politicians from the home of the world’s most amazing election advertising get their messages across?

The Small Picture – Where we focus on life’s little things. In tonight’s case, the obsession that Kevin Rudd, AKA Captain Selfie, has with uploading pictures of himself on Instagram and Twitter. And what he and Tony can learn about image management from global dictators?

The Pitch: Kevin Macmillan from The Works vs Ed Berridge from Oddfellows
The Brief: We asked two agencies to write election songs, one for Rudd’s Labor and one for Abbott’s Liberals. Can they sing their way into our hearts?

On The Trail – Would Sunday night’s leaders’ debate have been better if it was on a sloping stage? Or if it had judges with their backs turned? What’s the point of being an underdog? And why don’t Kevin’s minders tell him to stop it with the crazy hand movements?

Host Wil Anderson will be joined by regulars Todd Sampson and Russel Howcroft as well as Nation legends Amanda Vanstone, Lachlan Harris and Annabel Crabb.

Slogans, Jingles, Commercials – We run the x-ray machine across the opening ads of campaign 2013, the first efforts from the Labor Party, The Liberal Party, The Nationals and The Greens. Why are their slogans so bland? Why are their ads pretty much the same as last time? Why is the Greens ad so eerily familiar?

What Would Poland Do? How do politicians from the home of the world’s most amazing election advertising get their messages across?

The Small Picture – Where we focus on life’s little things. In tonight’s case, the obsession that Kevin Rudd, AKA Captain Selfie, has with uploading pictures of himself on Instagram and Twitter. And what he and Tony can learn about image management from global dictators?

The Pitch: Kevin Macmillan from The Works vs Ed Berridge from Oddfellows
The Brief: We asked two agencies to write election songs, one for Rudd’s Labor and one for Abbott’s Liberals. Can they sing their way into our hearts?

On The Trail – Would Sunday night’s leaders’ debate have been better if it was on a sloping stage? Or if it had judges with their backs turned? What’s the point of being an underdog? And why don’t Kevin’s minders tell him to stop it with the crazy hand movements?

Host Wil Anderson will be joined by regulars Todd Sampson and Russel Howcroft as well as Nation legends Toby Ralph, Lachlan Harris and Annabel Crabb.

You’re Soaking In It … True election fans wait for it every time: the arrival of the new Bob Katter ad. This year’s doesn’t let anyone down. It’s smart, it’s complex, it’s thoughtful and insightful … oh all right, it’s none of those things. It’s a song about a man and his hat. We also look at the messaging of the Greens, and their obsession with photogenic marsupials.

What Would Poland Do?: What do Poland’s political Jedi do when they want to get a message across? Can’t give you any hints, but tonight’s Polish ad will haunt your dreams…

The Small Picture: The campaign’s favourite fashion statement, Hi-Vis. Tony Abbott has clearly been told by a stylist that fluoro lime and orange are his colours. Kevin Rudd, on the other hand, always looks a bit like someone playing dress-ups … what’s the value of Hi-Vis?

The Pitch: Daniel Clark from 303 Lowe versus Steve Coll from Havas Worldwide. The challenge? To create ads about Election 2013’s most colourful candidate, Clive Palmer. To make it fair, we asked one agency to go pro-Palmer and the other anti-Palmer.

On The Trail: We strap on the blue tie and head out of the office to look at the local candidate, and the ground-level strategies of the two major parties. Includes some of our favourite local ads.

Host Wil Anderson will be joined by regulars Todd Sampson and Russel Howcroft as well as Nation legends Dr John Hewson, Lachlan Harris and Annabel Crabb.

You’re Soaking In It … We look at Labor’s “Spotlight” ads. Is the scare tactic effective? Is suggesting that Tony Abbott might take recorders away from schoolkids actually a vote winner for the Libs? Why do so many Liberal ads look like they were made in Powerpoint? Do they really want us to pay attention? Oh, and we also show our favourite attack ad.

What Would Poland Do?: What do Poland’s political savants do when they want to make a candidate look like a hero? They just do it, throwing in a bit of gratuitous sexism. Because they can.

The Small Picture: It’s Silly Season, that time of the campaign when candidates hang out with FM radio crews and television comedians, desperately trying to make themselves look cool and authentic. What are the pitfalls?

The Pitch: Simon Veksner from Naked versus Ron Mather from It’s The Thought That Counts. The challenge? To create ads that will make us all happy about voting this weekend, that will get us out of bed with a spring in our step.

On The Trail: Why have there been so few streetwalks on this campaign? What’s the smartest way to handle a heckler? Do the jibes hurt? Are fans even more dangerous? And And just what kind of toll does campaigning take on a person?

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