The ‘Pitch Segment’
February 9, 2011 by
The
Challenge
For the Gruen Transfer’s “Pitch Segment’, the challenge laid down before us was to convince Australia that aspiring parents should have to prove that they’re fit for the job by acquiring a mandatory parent license!
The
Strategy
Our strategic approach was simple: let’s pretend that this is a real brief and create an ad that could actually work. A question then arose, “how could a parent license possibly benefit would be parents?”. Like when you’re learning to drive, the process of acquiring a driver’s license helps you prepare for driving, so we felt a parent license would help people prepare for parenthood.
The
Experience
Airing on episode 8 of season 3 of the Gruen Transfer in September 2010, we used our ad to emotionally connect the audience to the idea of a parent license. Using children across all the voiceovers, the ad culminates with the strap line, “It’s your choice, but it’s my life. Prepare for parenthood”.