JG King – Step Up To Steel

Advertising | TVCs
Client
  • JG King Homes
Agency
  • Disegno
Items
  • TVC - 15 sec
Role
  • Concept
  • Script
  • Art Direction
Credits
  • Christopher Benz Director Brave Films

For our second JG King campaign, we were tasked with the challenge of dramatising the superiority of steel frames in comparison to traditional timber framing.

While we could have gone down a very factually based path, we thought a comic exaggeration of the differences between the two materials would be more effective in capturing people’s attention and helping build awareness.

As it turned out, the campaign drove record sales for JG King and decisively shifted the public perception around the desirability of steel frame homes.

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JG King – Step Up To Steel Video Still JG King – Step Up To Steel Video Still JG King – Step Up To Steel Video Still JG King – Step Up To Steel Video Still JG King – Step Up To Steel Video Still JG King – Step Up To Steel Video Still JG King – Step Up To Steel Video Still JG King – Step Up To Steel Video Still JG King – Step Up To Steel Video Still
JG King – Step Up To Steel Video Still JG King – Step Up To Steel Video Still JG King – Step Up To Steel Video Still JG King – Step Up To Steel Video Still JG King – Step Up To Steel Video Still JG King – Step Up To Steel Video Still JG King – Step Up To Steel Video Still JG King – Step Up To Steel Video Still JG King – Step Up To Steel Video Still

JG King – Step Up To Steel – Wrestlers

AUDIO:

Orchestral bossa rhythm that shadows the “We’re Coming Up” jingle from the JG King “Up” campaign.

VIDEO:

We open on a puny, malnourished looking ‘wrestler’ who is dressed in retro gym gear with signature nerd glasses. He hops about on the spot while jabbing the air with his tiny little fists before triumphantly kissing his biceps. He is shot against a pastel peach background.

SFX:

Sound of the air whooshing as he punches, together with the sound of a fighting bell being struck.

VIDEO:

The screen slides across from screen right, making for a split screen effect.

In this second screen we have a larger than life WWF style body builder, literally bursting with muscles, who flexes menacingly while staring down the barrel of the lens. He is shot against a contrasting blue pastel background.

SFX:

He grunts.

AUDIO:

As we cut to the WWF style wrestler, heavy metal power chords add emphasis to the musical arrangement and lead into the “We’re Coming Up” jingle.

SUPER: Timber

The word ‘Timber’ comes up over the puny wrestler.

SUPER: Steel

And then the word ‘Steel’ comes up over the WWF style wrestler.

SUPER: Your Choice

Then the words, ‘Your Choice’, come up, blocked out, centre screen.

AUDIO:

We transition to the “We’re Coming Up” jingle.

VIDEO:

We cut to a stylised photo realistic 3D animated sequence of a JG King house shown from the street. It’s a beautiful day with a gorgeous blue sky and the house is surrounded by verdant trees swaying in the breeze.

VO:

A 30-40 something Aussie male VO with an air of authority.

At JG King, there’s a reason we build with steel frames.

VIDEO:

Superimposed over the 3D animation of the rendered home, the Bluescope steel framing elements drop into place in quick succession as the background fades to a navy blue. At this point all we can see is the home’s steel framework which spins around.

VO:

JG King. Step Up to Steel.

SUPER: Step Up To Steel.

VIDEO:

The words ’Step Up To Steel’ are rendered in a font which has a visual treatment that evokes the idea of the strength of steel. To the left of the words is a simplified graphic version of a wall and roof frame section.

We then cut to an aftershot of the WWF wrestler effortlessly lifting the puny wrestler up and down over his head like a bar bell gym weight.


 

JG King – Step Up To Steel – Dogs

AUDIO:

Orchestral bossa rhythm that shadows the “We’re Coming Up” jingle from the JG King “Up” campaign.

VIDEO: 

We open on a shot of a slightly ditzy looking chihuahua wearing a cone collar around its neck. The dog’s ears prick up in a way that is incredibly cute. The chihuahua is shot against a pastel peach background.

SFX:

The chihuahua gives a few yaps.

VIDEO:

The screen slides across from screen right, making for a split screen effect.

In this second screen we have a noble looking Alsatian who is shot against a contrasting blue pastel background.

SFX:

The Alsatian gives one solitary, authoritative, baritone bark.

AUDIO:

As we cut to the Alsatian, heavy metal power chords add emphasis to the musical arrangement and lead into the “We’re Coming Up” jingle.

SUPER: Timber

The word ‘Timber’ comes up over the chihuahua.

SUPER: Steel

And then the word ‘Steel’ comes up over the Alsatian.

SUPER: Your Choice

Then the words, ‘Your Choice’, come up, blocked out, centre screen.

AUDIO:

We transition to the “We’re Coming Up” jingle.

(the ad then continues as per the ‘Wrestlers’ 15 sec TVC script until the aftershot)

VIDEO:

The Alsatian walks off screen right as the chihuahua scampers after him.

SFX:

The chihuahua’s little claws click on the ground as he runs.


 

JG King – Step Up To Steel – Meccano

AUDIO:

Orchestral bossa rhythm that shadows the “We’re Coming Up” jingle from the JG King “Up” campaign.

VIDEO: 

We open on a shot of a scrappy looking boy, wiping his brow in exasperation as he struggles to glue together a slap-dash toy house made out of icy pole sticks. The boy is shot against a pastel peach background.

SFX:

The sound of icy pole sticks breaking in the distance.

VIDEO:

The shot pulls out and the screen slides across from screen right, making for a split screen effect.

In this second screen we have a smart looking girl of a similar age who expertly handles a screwdriver as she puts the finishing touches on her elaborate and gleaming metallic ‘Meccano’ mansion. The girl is shot against a pastel blue background.

SFX:

The sound of the screw driver tightening screws.

VIDEO:

We cut to a closeup of the boy’s hands fumbling and then breaking the icy pole sticks that he’s been struggling with.

SFX:

Icy pole sticks snapping.

VIDEO:

We cut back to the previous split screen as the boy throws his head backwards, looking upwards as he exhales with frustration.

AUDIO:

As we cut back to the split screen, heavy metal power chords add emphasis to the musical arrangement and lead into the “We’re Coming Up” jingle.

SUPER: Timber

The word ‘Timber’ comes up over the boy.

SUPER: Steel

And then the word ‘Steel’ comes up over the girl.

SUPER: Your Choice

Then the words, ‘Your Choice’, come up, blocked out, centre screen.

AUDIO:

We transition to the “We’re Coming Up” jingle.

(the ad then continues as per the ‘Wrestlers’ 15 sec TVC script until the aftershot)

VIDEO:

We cut to an aftershot of the boy desperately trying to lick his way through an icy pole so as to get his next icy pole stick.