The Gruen Transfer

ABC1 (ended 2011)
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  • show Description
  • The Gruen Transfer, hosted by Wil Anderson, deconstructs advertising campaigns. A panel of industry experts analyse TV commercials -– what works, what doesn't, and what techniques the advertisers are using to make us, the consumers, buy their product.

  • Latest News
  • Episode Guide
  • S 4 : Ep 8


    Aired 9/21/11

  • S 4 : Ep 7


    Aired 9/14/11

  • S 4 : Ep 6


    Aired 9/7/11

  • S 4 : Ep 5

    Snack Bars

    Aired 8/31/11

  • S 4 : Ep 4


    Aired 8/24/11

  • Cast & Crew
  • Wil Anderson


  • Todd Sampson


  • Russel Howcroft


  • Trivia & Quotes
  • Quotes (8)

    • [talking about subliminal symbols in a Head & Shoulders ad]
      Dan Gregory: Look, I think this whole subliminal thing is just a myth 'drink Coke' because if we did have 'use Impulse' subliminal messages in our advertising 'eat apples' then consumers would just give us a 'Kinder Surprise.'

    • [after watching an ad for a chocolate Flake that is very sexual]
      Wil: Jane, are they trying to tell us something?
      Jane Caro: I think they're trying to tell us that that particular chocolate, Flake, is so orgasmic that the woman's orgasm basically covered the whole world and it changed the topography of the landscape. I really want a Flake right now.

    • [talking about the advertising tricks used in an animated Cadbury chocolate ad]
      Todd Sampson: Music, so somehow in advertising if you sing the lyrics it seems to be okay; it kind of lowers the defenses, cause if someone said in normal conversation, 'Wouldn't it be nice if the world was Cadbury?' you'd be clearly looking at them like they were insane.
      Wil: You'd be like, 'No; global warming would be a major issue.'

    • [talking about what could be advertised on homeless people]
      Wil: I thought finally, 'Big Brother' - sometimes it's better to be homeless.

    • [talking about what could be advertised on homeless people]
      Dan Gregory: And then we thought 'Extreme Makeover' - they could just hold up a big "before" sign.

    • Wil: The best sign I ever saw a homeless person have said 'I have no job, no money, but still too proud to busk.'

    • (talking about giving 4 wheel drives more feminine names because they are being targeted at mothers) Wil: Should they get rid of the blokey names then, cause they're always calling them blokey things like the Territory or the Outlander. Should they be called the Ford Pilates or the Toyota Let's Talk About Our Feelings?

    • Wil: A recent study has shown why a product priced at $19.99 is more likely to sell than one priced at $20. And it's not just because we're dumb enough to think it's cheaper. Apparently our subconscious mind distrusts the simplicity of the rounded number. We find the complicated price more believable, because it seems like the store has put more thought into getting it right. Sometimes it amazes me that we're not extinct.

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    Notes (5)

    • Two parody ads were shown - One for "Dove - Onslaught" and "Dove - Slob Evolution".

    • Ads critiqued this week: Carlton Draught - The Big Ad Tooheys Extra Dry - The Quest Swan Gold - It's A Man's World Tooheys Extra Dry - HarvesTED Dove - Evolution Dove - Onslaught

    • Ads critiqued this week: Agent Provocateur - Proof Holeproof - Nothing Bonds - Mash Antz Pantz - Sic 'Em Rex Underdaks - Airport Emporio by Armani - David Beckham Calvin Klein - Mark Wahlberg Ecko Unltd - Still Free Pakistan International Airways - Twin Towers

    • Ads critiqued in this episode: Transport for London - Moonwalking Bear ANZ - Tellers Westpac NAB - Bikers Commonwealth Bank - Determined To Be Different Philadelphia Cream Cheese - New Girl in Heaven

    • Ads critiqued this week: Snickers - Mr. T Cadbury - Chocolate People Flake - Summer Rain Choco Party Head and Shoulders

    Trivia (4)

    • The "Pakistan International Airways - Twin Towers" ad first appeared in the French magazine, Le Point on 19 March, 1979.

    • The "Ecko Unltd - Still Free" video first appeared on the Internet in April 2006.

    • The "Calvin Klein - Mark Wahlberg" campaign ran in 1992.

    • The "Antz Pantz - Sic 'Em Rex" first aired on Australian TV in 1989.

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