September 30th, 2005 by Duncan Philadelphia cream cheese brings a little taste of heaven . That s the television advertising campaign slogan used around the world. Philadelphia cream cheese was first distributed in New York in 1880, eight years after a Chester NY dairyman had developed the cheese made of cream as well as whole milk.
The name Philadelphia was applied to provide a link to the quality products that came from that city. It s now sold by Kraft in approximately ninety countries. JWT (J Walter Thompson), the advertising agency associated with Kraft since 1922, commissioned local production companies and directors to develop context-related television commercial.
Australia s medical insurance company, Medical Benefits Fund, launched it s Be Positive campaign in May 2003 with a television commercial featuring the song, Accentuate the Positive . M C Saatchi Sydney helped MBF reignite hope in the hearts of disillusioned Australians with the feel-good romantic spin on hopeless situations. The ad starts with a smiling chap on the steps listening to his girl friend ranting, That is it!
I m leaving right now! I ve had enough! He says, I ll marry her one day .
We re treated to a series of vignettes in which people see their world with hope rather than despair, including the couple who add their twins to the population count of their local town. The ad finishes with the opening couple driving off. But their car has Just Married painted on the back!
MBF was not selling any particular products with the ad. It was a successful attempt to associate the brand with inspiration, hope and community support even in the face of negative experiences. The TV advert was so popular with Australians that MBF worked with Mark Rivett, producer, composer, creative director with Song Zu Studios, Sydney, to release a whole album of swing music.
(Check it out at HMV). Mark sings the song on the ad to the accompaniment of John Morrison Swingcity Big Band. Emma Pask joined Mark in the lead vocals for the album.
Profits from the sale of the album were distributed via MBF Project Hope to charities working with children and young adults. The TV ad can be viewed at M C Saatchi s site, as a 5.8 mb quicktime video.
Accentuate the Positive was written by Johnny Mercer and Harold Arlen for Bing Crosby s 1944 film, Here Come the Waves. The song was recorded for commercial release by Bing and the Andrews Sisters on Dec. Although Bing s recording stayed on the pop charts for 9 weeks in 1945, reaching as high as No.
2, it was eclipsed by Johnny Mercer s own version that topped the charts for two weeks in January. The song was nominated for an Academy Award in 1945. You ve got to accentuate the positive Eliminate the negative Latch on to the affirmative You ve got to spread joy up to the maximum Bring gloom down to the minimum Have faith or pandemonium s Liable to walk upon the scene Here s an ad I ve been seeing around for some time but only just found online.
It s a campaign for AAPT, an Australian telephone company set up in 1991 as the first opposition to Telstra. Since 2000 the company has been 100% owned by Telecom NZ. The Tell it like it is campaign replaces the quirky campaigns based around effervescent Effie, played by actor Mary Coustas.
Whybin TBWA had the challenge of reaching not only the general public but also the corporate sector. This ad, the first in a new era for AAPT, features a city in which everyone wears a blue T-shirt with a candid self assessment on the front. There are three adverts in the TV campaign.
What follows is the generic version, as opposed to the public and business versions.
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