Bestads Best of the Week: Midkey’s ‘The Quest’ via GAME Creative, Australia
Each week Bestads showcases standout global advertising work as reviewed by an esteemed international creative director or team. This week’s best TV ad is Midkey’s ‘The Quest’ created by GAME Creative, Australia.
The ad was selected by this week’s guest judges Imogen Tazzyman and Dan Noller, Executive Creative Directors at McCann Manchester.
“It’s quite weird writing a review as a pair. We’ll try not to fall out. Luckily we both quite like this one,” the pair said. “If in doubt about how interesting your product is, turn it into an epic Hollywood film. In fact, System One actually has ‘set in the past’ as one of their benchmarks for success, so knights are a cracking inspired casting choice.
“We’ve watched this 6 times and still have no idea what the product is, but that probably says more about us.”
Independent creative advisory GAME joined forces with financial services challenger brand Midkey to launch “The Quest”, a new national campaign that tackles the very real financial stress of mid-life with humour, heart and a bit of medieval chaos. The campaign, directed by Paul Middleditch of Plaza, follows six knights on a mythical quest to find The Midkey – the ultimate solution to life’s big money pressures. It’s a playful spin on the struggles many Australians homeowners face in their mid-life – that stage of life when mortgages, renovations, school fees, tax bills, ageing parents and career pivots collide.
Click here to read Imogen and Dan’s full review.
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