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 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.
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.
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.
Transition to contemporary full version of “We’re Coming Up”
And we throw everything at our steel frames so our homes stand up to whatever life throws at you.
JG King. Step up to steel.
SFX Metallic SFX (thuds/clangs/swooshes) and other relevant folly accompany the footage, reinforcing the vision.
SHOT 03 We cut to a very closeup foreshortened shot of a Bluescope metal channel being measured with a tiny digital instrument
and we can see the scientist’s eye in sharp focus with the foreground blurred right out. Graphic information hovers
around it with details of how many microns thick the steel channel is.
SHOT 04 We cut to another shot of a scientist wearing safety goggles. The focus shifts and we see reflections of steel beams
being subjected to tortion tests. The info-graphics that are floating up (relating to this test) are back to front as it’s a
SHOT 05 We cut to shot that’s taken from within this particular testing apparatus. We can see the same scientist who’s looking in,
shot initially in sharp focus, but very quickly the focus shifts so we get a closeup of the test taking place with the related
info-graphics dialling up and rising around it. An info-graphic style super titled, “Extreme Tortion Test” dissolves into frame
SHOT 06 We cut to a closeup of another scientist who is looking over a different scenario with safety goggles. The ‘blueness’ of
the colour space is in contrast to the orange glow that reflects in his goggles, which paints a russet hue across the side
of his face. The info-graphics that are floating up (relating to this test) are back to front, once again, as it’s a reflection.
SHOT 07 We cut to a closeup of length of Bluescope steel frame being subjected to furnace like levels of heat. An info-graphic
style super titled, “Extreme Temperature Test” dissolves into frame and info-graphic data relating to heat stress float up