Australian Democrats

Advertising | TVCs
Client
  • Australian Democrats
Agency
  • Power Advertising
Items
  • Cinema Ad
Role
  • Campaign Concept
  • Graphic Design
  • Art Direction
Credits
  • Zac Guberek Film Production
  • Michael Burrows Co-concept & Script Development Power Advertising

This cinema ad was the companion piece to the press campaign that I developed with Michael Burrows for the Australian Democrats in the lead up to the 2004 federal elections.

Having arrived at the lightning rod positioning, “The Lie Detectors”, the cinema ad pretty much wrote itself.

Sound bytes of then Prime Minister, John Howard, talking about Iraq’s “weapons of mass destruction” capability, were paired with vision of a polygraph machine going haywire in reaction to his misrepresentation of the facts.

The spot, shot by Zac Guberek, perfectly dovetailed with the dark, and ominous ‘look & feel’ that I’d designed for the print campaign.

While an anemic media spend meant that it only played in small number of cinemas – the campaign benefited greatly from an inestimable amount of free PR based on the inherent appeal associated with the prospect of hooking up our dear leaders to lie detector machines.

Australian Democrats Video Still Australian Democrats Video Still Australian Democrats Video Still Australian Democrats Video Still Australian Democrats Video Still Australian Democrats Video Still Australian Democrats Video Still Australian Democrats Video Still Australian Democrats Video Still

The Australian Democrats – The Lie Detectors

VIDEO:

Open on a close up of a polygraph machine

SFX:

Industrial clunks, whirs and scrapes

SUPER:

A strong senate keeps government honest

John Howard: (audio soundbite) 

“We had clear intelligence assessments that Iraq had a weapons of mass destruction capability.”

VIDEO:

Closeup of the polygraph machine charting normally and then going haywire as it records lies being told.

SUPER:

Your vote helps us expose the truth

John Howard: (audio soundbite)

“There were clear intelligence assessments which we did not exaggerate publicly, which justified the decision we took.”

VIDEO:

An increasingly close up series of shots of the polygraph machine scribbling wildly.

SUPER:

Vote Democrats in the Senate

VO:

Vote Democrats in the Senate.

VIDEO:

Endscreen version of the print ad

SUPER:

The Lie Detectors

VO:

The Lie Detectors. Authorised by M. Dickie for the Australian Democrats party.