chaser’s war on everything

Or is it? In what was set to be a very creative campaign Sprite's Thirst For Truth was launched a month ago. Appearing as a cross between the Chaser's War On Everything and Hamish and Andy, Truth Hunters AJ and Nicos aim these three minute videos at 16 to 24 year olds in an attempt to uncover "unspoken, brutal honest truths". The campaign has your usual vitals; a Facebook page, YouTube channel, blog and more but it seems the campaign hasn't quite received the attention they wanted. A contest asking for user submissions of people videoing their own Truths didn't receive a single entry. Promotions were run through billboards, bus sides and a cinema spot, yet $500 and a free trip to Sydney went unnoticed. Even after a month, I only heard about this campaign through someone at Naked Communications. It raises the question, does new media require old media? Can you successfully market a campaign digitally without a traditional launch? Perhaps in two years things will be different but at least here in Australia and now in the present a thirty second spot would have benefited this campaign greatly....

The Chaser are an Australian group of six who focus on political satire. Starting with a mock newspaper at University, this comedic team have become well known for The Chaser's War On Everything which first aired in 2006 on Australian Broadcasting Corporation (ABC). I've been a big fan for a long time, well before they became mainstream. However their popularity has increased exponentially over the past few months with two controversial stunts that have sent their ratings skyrocketing. The first was a stunt breaching the security of the APEC Summit...