Arnott’s ‘Truly Madly Tim Tam’
Agency: DDB Sydney
Everybody loves Tim Tams; the chocolate biscuits are smothered with love almost to the point of genericide. Nevertheless, re-articulating the extent goodwill toward Tim Tams into advertising is a good strategy, and one successfully undertaken in this campaign.
Starting with the headline ‘Truly Madly Tim Tam’ and asking facebook fans to respond, DDB took the comment ‘I wish Tim Tams grew on trees’ and created an experiential installation in Sydney’s Martin Place. The physical manifestation of that user comment - trees covered in Tim Tams - is playful and funny, a little astonishing and appealing to a very broad audience, as the TVC makes clear.
Where the concept goes awry is the link between the overall campaign headline and the ‘Tim Tams on trees’ experiential. The link from ‘Truly Madly Tim Tam’ to a request for fan comments is clear, and the link between the user comment and the Tim Tam trees is clever. However, when shown in the TVC, the middle step is elided, and the connection from ‘Truly Madly Tim Tam’ to the Martin Place installation seems weak.
This connection, however, may be acceptable in the long run if the Truly Madly Tim Tam campaign continues. In the meantime, it weakens an otherwise strong campaign that effectively carries its core concept across channels.