An Advertising Phantasmagoria (Press, 11 November 1975)

In a recent screening held in Christchurch, a South African company showcased a commercial titled "Big Fresh John," which addresses the needs of the character Big John from popular culture, known for his imposing physique. This screening marked the New Zealand premiere of the advertisement, which was previously awarded at the twenty-second International Advertising Film Festival in Venice in June 1975. Following this premiere, audiences in Dunedin, Wellington, and Auckland will have the opportunity to view the film. The review notes that the advertising industry is highly perceptive regarding cleanliness, particularly in restroom-related advertisements. Despite the impressive technical craftsmanship of "Big Fresh John," it received only a Bronze Lion award, which perplexed the reviewers compared to other less impactful advertisements that gained higher accolades. Among these were humorous commercials featuring an English toilet cleaner and an American advertisement that downplayed the need for essential restroom items. British advertisements dominated the awards, illustrating the peculiar consumption habits of the average Briton, who indulges in various beverages and snacks throughout the day, only to find himself overwhelmed by a multitude of products, from kitchen supplies to cosmetics. The reviewer suggests that the British approach to advertising often leads to excessive consumption rather than practicality. In contrast, Australia’s advertising priorities are highlighted as being more sensible, with a focus on promoting beneficial products, such as suntan preparations. The depiction of Australian women valuing simplicity is seen as emblematic of their successful advertising. The article reflects on New Zealand's comparative advertising shortcomings, noting the absence of high-quality facilities and a lack of investment in public safety and health education. Despite this, a New Zealand advertisement recently won an award at the festival, representing a significant achievement in the local film production scene. The ad featured actor Ian Mune and played on his speech impediment to creatively share his desire for Bragatto, which signals a potential avenue for local advertising development. Although the competitive landscape is challenging, especially with overseas advertisements utilizing sex appeal effectively, the review posits that New Zealand is finding its footing. It concludes with a light-hearted observation that advertising promoting alcoholic beverages seems to resonate well, advocating that a society that indulges in liquor is likely to be a happy one, underpinned by effective advertising to reinforce that happiness. Howard McNaughton penned this insightful commentary, providing a humorous yet critical look into the world of advertising.

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