I can’t see it ticking any of the broadcaster’s charter, and to me it feels as self-centred on American commercialism as an episode of Undercover Boss.
Watching two ad agencies pitch for a Subway account was like something better suited to The Apprentice. It seemed to glorify all the crass qualities about multinationals and the pursuit of the almighty dollar, without much insight or irony. Nobody bothered to comment on the fact that Subway’s global marketing officer was decidedly overweight.
I think if SBS 2 wants to win over more over the ‘thinking’ 20 and 30-somethings it needs cleverer material than this one.
The Pitch is a new eight-part series that goes behind the closed doors of the world of advertising and spotlights the incredible lengths, intense stakes and tight deadlines ad agencies encounter when they take aim at a major new piece of business.
Each week, two of America’s top creative agencies go head to head to win a real campaign from a major brand. The cameras follow as they brainstorm ideas, research brands, and formulate campaigns – with only seven days to prepare their big presentation: the pitch. Reputations, careers, and even their livelihoods are on the line. The competition is real and the stakes are high.
Episode One: Subway
Tracy Wong, one of the founders of WDCW, a Californian based agency, leads his team to Connecticut to pitch to one of the largest potential clients in the world: Subway. WDCW’s competition is McKinney, a powerhouse ad firm based in North Carolina. The Subway campaign is a huge account – both agencies desperately need this piece of business. The assignment entails creating a campaign for Subway’s breakfast menu, specifically targeting 18 to 24-year-olds.
Wednesday, 8 May at 9.35pm on SBS 2
David Knox blogs Eurovision for SBS