For our third major campaign for JG King, there was a directive to create something with a far more serious tone to help underscore the sophistication of their steel framed engineering. This was to contrast with the tongue-in-cheek comparison between timber and steel which distinguished the previous campaign.
We took our cues from the advertising of European luxury cars, observing the ways that they communicated their superior engineering and desirability through the use of everything from colour grading to music. Our challenge was trying to recreate that feeling, albeit with a fraction of the production budget.
From a technical perspective, we also had the challenge of getting the first half of the ad sitting comfortably with the second half, without their looking like two different ads. A big part of solving that conundrum lay in the soundtrack treatment which bridged the shift from the cool blue tones of the factory space, to the warm orange tones of the family home.
The TVC was complimented by a suite of related radio ads.
JG King – Forged In Steel
A pulsing, orchestral interpretation of the “We’re Coming Up” jingle from the JG King ‘Up Collection’ and ‘Step Up To Steel’ campaigns accompanies the first half of the spot. The composition and arrangement are written to compliment the jingle’s chord progression and metre, so as to merge seemlessly once the full jingle comes in during the second half of the spot.
We open up on an establishing shot of three workers, hard hats in hand, walking purposefully into the huge, JG King manufacturing warehouse. It’s early morning and they are silouhetted against the steely morning sky.
We cut to a closeup of a CAD wireframe plan of a JG King home that is rendered on the screen of a large iPad Pro tablet. The hand of the person holding it clicks on a detail.
We cut into a tight closeup of that wireframe CAD detail.
Digital technology beeping sounds
We cut to a closeup of a coiled reel of the flat form Bluescope Steel scrolling out.
100% Recylable Bluescope Steel
We cut to another closeup shot of the flat form steel, scrolling out, but shot from above.
We cut to a shot in profile of the newly formed Bluescope steel frame members, swooshing by horizontally on a conveyor belt.
We cut to an elevated shot, looking down on the diagonal, at one of the disc machine heads that presses channels into the steel frame members.
We cut to an another slightly elevated shot, looking across a tray of finished steel beams. A hand wearing an industrial glove reaches in from screen left and lifts one of the beams and takes it out of shot.
VO: (40-something Aussie male)
At JG King we’ve spent the last 30 years building a reputation for design and innovation. A reputation that’s forged in steel.
We cut to a closeup shot of a pile of beams as the last one is slid into place, completing the pile.
We cut to a closeup shot of a circular saw cutting into a beam. Orange sparks fly, which in turn contrasts dramatically with the blue, grey tones of the metal.
We cut to a mid shot of the factory floor where three workers are assembling the metal roof frame sections. They have pneumatic powered rivet guns that are connected to long coiled cables that are suspended from above.
Fire Resistant Termite Proof
We cut to a tight closeup of a rivet being driven into the steel frame.
We cut to another closeup of a rivet being driven into a steel frame, but filmed from a different angle.
A mid closeup of a worker wearing a welding mask and protective clothing as he welds a frame. Blue sparks fly everywhere.
We cut to a shot of the same welder, but it’s filmed from a few feet back, so we can get a better view of his welding mask as well as of the sparks and smoke.
We cut to a longer and slightly elevated shot of the warehouse space where a finished steel wall section is lowered into place for transfer.
50 Year Structural Steel Warranty
A reputation that’s forged in steel.
We cut to a shot looking up at the completed steel roof frame, now installed on site. We can see the white, whispy clouds moving across the bright blue sky behind it.
We cut to a slow and shallow zoom towards the steel roof frame from a more level and elevated angle. The sun shines through the steel members.
Transition to full pop version of “We’re Coming Up”.
We cut to a family walking into their new JG King home for the first time. They are shot from down the hallway, entering through the front door. A 4 year old girl walks in first, followed by her 9 year old brother who carries a cardboard box. Behind him is their mother carrying a baby. She is followed by her husband. They smile as they are bathed in light.
We cut to a long shot of the lounge room. The little girl sits in an empty cardboard box in the foreground. The words, “Living Room”, are drawn in Texta on the side facing camera. Two sofas sit at the back of the room at right angles. The mum kneels on the ground in front of the sofas going through the contents of a box, while the dad, on the left hand side of screen picks up a box which he then walks across the room. The elder teenage son walks in front of one of the sofas also carrying a box.
We cut to a low shot in the younger son’s bedroom. He sits on the floor with his back to the wall, holding his favourite basketball, while contemplating the future.
We cut to a low shot of the mum sitting on the floor in the foreground, together with the infant. She plays with one of the baby’s toys that she’s just retrieved from the big cardboard box that is in front of them. The father and older teenage son sort stuff out in the open kitchen behind them.
We cut to a shot of the younger son emerging from his room, holding his basketball, which he cheekily proceeds to throw out of shot.
And we throw everything at our steel frames…
We see the ball hitting a wall just shy of the dad who walks into the room carrying a box. He knows that it’s been thrown in the spirit of fun but it still obliged to chide the boy. The mother is out of shot behind.
…so our homes stand up…
We cut into a closer shot of the mother who looks up and points for him to go outside.
…to whatever life throws at you.
We cut to an outdoor shot that perfectly shows off the impressive JG King home fascade. In the foreground the little girl runs rings round her dad on her scooter, while the mum throws the basketball back and forth to her younger son.
The camera pans upwards to a perfectly bright blue sky with only a light smattering of clouds.
The ‘Step Up To Steel’ logo dissolves in over the sky, together with the JG King logo.
1300 JG KING
JG King. Step up to steel.