Macpac – Hikers on the Edge of Success

Macpac, the renowned New Zealand outdoor brand, has unveiled a thrilling new ad campaign, taking the phrase “cliffhanger” to new heights. Building on the established ‘Weather Anything’ platform, the ad effectively showcases the durability and reliability of Macpac’s outdoor gear.

Collaborating with The Monkeys, part of Accenture Song, this eye-catching campaign features three unfazed hikers suspended from a cliff edge, using Macpac gear as makeshift ropes. The calm demeanor of the hikers in such a perilous situation grabs the audience’s attention and highlights the dependable nature of Macpac’s products.

The creative directors of The Monkeys Melbourne, Joe Sibley and Hugh Gurney, took inspiration from the movies “Cliffhanger” and “Cliffhanger 2” to create a scene that’s hard to ignore.

The ad campaign, directed by Damien Shatford from Sweetshop, is a perfect blend of humor and suspense, accentuated by the deadpan Kiwi delivery and Shatford’s signature touch.

PROS

Attention-grabbing visuals: The dramatic cliffhanger scene featuring hikers suspended from a cliff edge using Macpac gear as makeshift ropes is a powerful visual that captures the audience’s attention and keeps them engaged.
Humor and suspense: The ad perfectly balances humor and suspense, making it entertaining and memorable for viewers.
Effective product demonstration: The ad showcases the durability and reliability of Macpac’s outdoor gear in an extreme situation, effectively highlighting the product’s key features and benefits and enhancing the brand’s reputation for quality.

CONS

Risk of overshadowing the product: The dramatic and humorous nature of the ad may draw attention away from the products being promoted, causing viewers to focus more on the cliffhanger situation and the hikers’ reactions than on the gear itself.
Safety concerns: Some viewers might perceive the ad as promoting dangerous or reckless behavior, potentially leading to negative feedback or backlash. The ad might need to include a disclaimer to address these concerns.
Limited audience appeal: While the ad’s humor and suspense may resonate with outdoor enthusiasts, the dramatic cliffhanger scenario may not appeal to a wider audience, limiting the ad’s reach and overall impact.

Conclusion

In conclusion, Macpac’s latest ad campaign masterfully demonstrates the brand’s commitment to quality and dependability while injecting humor and excitement. The partnership with The Monkeys has resulted in a memorable campaign that will undoubtedly resonate with outdoor enthusiasts and further solidify Macpac’s reputation as a top-tier outdoor gear provider.

Credits
Macpac Managing Director: Cathy Seaholme
Macpac Acting GM of Marketing: Maria Glass
Creative Agency: The Monkeys, part of Accenture Song
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Chief Strategy Officer: Michael Derepas
Strategy Director: Dave Collins
Creative Directors: Hugh Gurney & Joe Sibley
National Head of Production / Producer: Romanca Mundrea
Production Coordinator: Genya Mik
Group Account Director: Vicky Mockler
Account Director: Ella Goldberg & Jenny McLarney
Account Manager: Grace Tenaglia
Media Agency: OMD
Production Company: Sweetshop
Director: Damien Shatford
Producer: Katie Kempe
Managing Director/Executive Producer: Edward Pontifex
Executive Producer (AUS): Greg Fyson
Executive Producer (NZ): Ben Dailey & Kate Roydhouse
DOP: James Brown
Editor: Simon Price
Colourist: Matic Prusnik
Online/VFX: Stuart Bedford
Sound House: Squeak E Clean Studios
Sounds Design: Paul LeCouteur & Ceri Davies
Photographer: Vaughan Brookfield
Retoucher: Dave Mercer
Stills Producer: Katherine Muir