5 Seeds Ad - too creative to be understood?

Have you seen this ad before? If you haven't seen it, you might want to spare a minute to watch it. People who already watched the ad were most likely fall into one of these two categories; "What??" or "Wow!!". Based on my own research, the first category has more followers than the last one because the ad's key message is not clear. The execution is beautiful but hard to understand its single minded proposition. However, in campaign brief, a blog for advertising creatives in Australia, lots of positive comments posted by its readers regarding this ad. Its readers are people who interested in advertising and work in related industry.

The Campaign of Tooheys Extra Dry cider, 5 Seeds, is created by BMF, Australian ad agency. The first TV commercial was aired in October 2009. Campaign brief explains the concept behind the ad clearly by using a valid source, BMF creative director, Simon Langley. According to Langley, the campaign poses an alternative reality to the rise of human kind: "Eating the apple gave humanity knowldge and power over all other creatures on earth. But imagine if another creature had eaten the apple first - they would have ruled the earth. Scary thought..."


After reading this article, I could understand the meaning of the ad. If I didn't know the concept behind it I would probably still be guessing. However, if people don't understand the message when they watch the ad, it's not a good ad after all.

Campaign brief also gives information about digital creative and strategy by Holler Sydney, which supports the integrated campaign. The online work centres on Facebook, as well as an online interactive film co-developed by BMF. This information is helpful for people who want to know more about the product.

The interactive film can be found on YouTube: http://www.youtube.com/watch?v=V3xfIMyaAnM

Source: http://www.campaignbrief.com/2009/10/bmf-launches-5-seeds-cider-for.html