Twee under Tattoos - Hungry Jack’s ‘There’s Nothing Naughty About It’
Agency: Clemenger BBDO Sydney
Client: Hungry Jack’s
There’s a memorable transformation at the centre of this TVC from Clemenger BBDO Sydney: a Glam-Goth rocker chick eats a burger, and in the process her tattoos and cultivated appearance fade until she looks thoroughly suburban, middle-class and unpierced. Critically, she sees herself in the mirror and is horrified by the change.
The first reason her shocked reaction is important is that it cements the extraordinariness of what is an inversion of the standard depiction of change; change usually moves from normal to not-normal, and not the other way round.
The second reason it’s important is her terror completes the message “you’ll be surprised”, which creates the connection to the ‘There’s Nothing Naughty About It’ tagline. Without the narrative driven message, the visual representation - a tattooed rocker woman - provides only weak connection to the tagline. This certainly isn’t an indentificatory ad.
Overall, the ad conveys a twee message to ‘calorie conscious women’ that Hungry Jack’s is off the ‘naughty list’, which is either mildly charming or slightly insulting. Nevertheless, this ad is efficacious because it hides its conservative, simple message in a distracting veneer.
See the spot.