StopPress covered the campaign welcoming the JAC T9 ute to Aotearoa, created by Mechanic Group and PistolShrimp.
A JAC of all trades
Built around the idea of the “Ultimate Tradie”, the campaign put the T9 through its paces with a character made to reflect the ute’s all-round capability from off-road and towing power to payload, apprentices and even the pie warmer.
PistolShrimp’s Lisa Gwynne worked with Mechanic Group to bring the campaign to life, with Reload Pictures director Vicki Leopold leading production and Stephen Langdon shooting the stills and serving as director of photography across the films.
The finished work combined long- and short-form video with a range of stills, a full social and content campaign made to help the JAC T9 stand out.
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People don’t build relationships with brands.
They build relationships with people.
Yet somewhere along the way, businesses can start sounding less and less human.
The language gets polished. The personality disappears. Everything gets approved, perfected and played safe.
And suddenly, nobody sounds like anybody.
The brands we remember tend to do the opposite.
They have a point of view. They speak like real people. They make us laugh, think or feel something. They’re comfortable showing a little personality and occasionally a little imperfection.
Because people don’t expect brands to be perfect.
They want them to feel real and be authentic.
That means knowing who you are, having something to say and saying it in a way people actually understand.
It means showing the people behind the business.
Listening as much as talking.
And remembering there’s another human being on the other side of every ad, email, post and website visit.
Technology will keep changing how brands reach people.
But the bit that makes someone care?
That’s still human.
Sound human. Act human. Be remembered.
A StopPress article on PistolShrimp and Mechanic Group’s JAC T9 campaign.