Paul Shale: It's enough to bring a lump to this Kiwi's throat

Paul Shale

Campaign: Cadbury - "True Story"
Agency: DDB
Creative team: Martin Brown, Pete Thompson, Darran Wong Kam, Paul Catmur
Reviewer: Paul Shale, Consortium chief executive

I'm generally pretty black and white about what makes a good ad - great sales. Why be creative, funny, even banned from TV? To sell more.

I've never tried to sell pineapple lumps so I have no idea what Kiwiness has to do with people's desire to buy a pack. However, leaving that aside for the next few paragraphs, DDB's pineapple lumps spot always makes me smile because I think this ad nails Kiwiness better than most.

As a small country, we're pretty insecure about who we are. Which makes us desperately want to believe in Kevin Roberts as much as Kevin Roberts does, and in new business programmes like NZTE's Better By Design, overly serious about analysing "What It Is To Be A New Zealander" (same thing) and painfully sensitive should anyone dare have a laugh at our expense.

Normally, "Kiwiness" is all about what we think we used to be. Or more importantly, what we think we should be so other countries might think we are what we would like to be.

These angles are all about pumping up the fragile Kiwi ego. Edge of the world, bungy jumping, mountain climbing Nu Zilundas, enjoying a cold one having knocked the bugger off wearing nothing but our stubbies and a non-committal grimace.

So, whatever the increased sales of pineapple lumps, DDB's spot beautifully captures our place in the world as the casual, naive, over-friendly, keen-to-have-a-go race we really are.

Ask an American and they will tell you "It's just that you guys are just so - well, 'nice'." But I bet they say that to those Israeli guys too.

I also love the ad's embodiment of the great Australian attitude to their weird little neighbour. The task-focused Ocker, suited and tied, ready to buy NZ commercial property and companies at rock-bottom sell-out prices.

Our fella slept in and doesn't have a clue, but is so keen to hit the buzzer he gets some refined sugar instead of diamonds and is still thrilled. Very Mikey Havoc and bang on.

Sure, we might have no natural resources that would make a major power want to invade us. But whatever cards we get dealt, we're generally pretty stoked and happy to share. Well done New Zealand.

And well done DDB. Hope it sold pineapple lumps too.

* Each week, the Business Herald asks an advertising industry figure to nominate the best (or worst) locally produced campaign they've seen recently - not from their agency - and explain why.