This is a show “all about advertising”, and quoting from a recent story in Campaign below
The show is named after Victor Gruen, the shopping-mall pioneer. The Gruen Transfer refers to the split-second when, according to the programme-makers, “the mall’s intentionally confusing layout makes our eyes glaze and our jaws slacken … the moment when we forget what we came for and become impulse buyers”.
Its format is somewhere between Have I Got News For You and Never Mind The Buzzcocks, albeit with TV commercials, rather than newspaper headlines or music, forming the basis of debate.
Accompanied each week by a team of semi-regular panellists, captains Russel Howcroft, the managing director of George PattersonY&R Melbourne, and Todd Sampson, the chief executive of Leo Burnett Sydney, shed light on the tricks of the advertising trade while discussing a mix of high-profile, contentious and catastrophic creative work.
The Campaign article asks if this type of show – which has been incredibly successful for the ABC (Australian equivalent of the BBC), and is now about to start a second series would work in the UK.
Luckily I was able to download and watch each episode of series 1, and I can’t wait for series 2. The secret of its success I believe is that it takes an open view of advertising in the Australian market. Russel Howcroft (George PattersonY&R) and Todd Sampson (Leo Burnett Sydney) actually take a day out of their week for each of the 10 weeks of the series to work on the show. You can read more on the backround of these two in a piece on the Sydney Morning Herald website.
Apparently ABC’s commercial arm has sold a number of one-year options on the format across European countries, including the UK so we may see the show here sometime soon.
But who would be willing to be the team captains, and also which agencies would be willing to submit to “the pitch” – a segment where 2 teams try to “sell the unsellable” each week.
Perhaps we saw a teaser of what a UK version may look like on a recent episode of the BBC Radio 4 show “the bottom line” where Sir Martin Sorrell shared his views on advertising, along with Richard Brown from Eurostar and Guy Laurence from Vodafone UK. More is available on the bottom line website.
I think a UK version would work – and perhaps pre-production has already started – watch this space! It would become a creative’s “must see TV”.