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Gruen | |
---|---|
The Gruen Transfer logo | |
Created by | Andrew Denton Jon Casimir |
Presented by | Wil Anderson |
Starring | Russel Howcroft Todd Sampson |
Country of origin | Australia |
Original language(s) | English |
No. of seasons |
|
No. of episodes |
|
Production | |
Executive producer(s) | Wil Anderson Nick Murray |
Camera setup | Multi-camera |
Running time | 30 minutes |
Production company(s) | CJZ |
Release | |
Original network | ABC (Repeats broadcast on ABC2 and The Comedy Channel) |
Picture format | 576i (PAL) 720p / 1080i (HDTV) (2009–) |
Audio format | Stereo |
Original release |
|
External links | |
Website | |
Production website |
Gruen (previously known as The Gruen Transfer) is an Australian television program focusing on advertising, which debuted on the ABC on 28 May 2008. The program is hosted by Wil Anderson and produced by Andrew Denton's production company, Zapruder's Other Films [1] , now part of CJZ. Anderson is accompanied by a panel of advertising industry experts including Russel Howcroft (originally of George Patterson Y&R) and Todd Sampson (previously of Leo Burnett).
Australia, officially the Commonwealth of Australia, is a sovereign country comprising the mainland of the Australian continent, the island of Tasmania and numerous smaller islands. It is the largest country in Oceania and the world's sixth-largest country by total area. The neighbouring countries are Papua New Guinea, Indonesia and East Timor to the north; the Solomon Islands and Vanuatu to the north-east; and New Zealand to the south-east. The population of 25 million is highly urbanised and heavily concentrated on the eastern seaboard. Australia's capital is Canberra, and its largest city is Sydney. The country's other major metropolitan areas are Melbourne, Brisbane, Perth and Adelaide.
ABC is a national public television network in Australia. Launched on 5 November 1956 it is the responsibility of the ABC's television division, and is available nationally. ABC head office is based in the inner-city suburb of Sydney, Ultimo.
William James Anderson is an Australian comedian, writer, presenter, and podcaster.
The title refers to the Gruen transfer, the response to designed disorientation cues in retail environments. [2]
In shopping mall design, the Gruen transfer is the moment when consumers enter a shopping mall or store and, surrounded by an intentionally confusing layout, lose track of their original intentions, making consumers more susceptible to make impulse buys. It is named for Austrian architect Victor Gruen, who disavowed such manipulative techniques.
The show's debut episode drew an audience of nearly 1.3 million, the highest debut for an entertainment program in the ABC's history. [3] The concept has been sold to TV production companies in the UK, Denmark, France, Italy, Portugal, South Africa and Spain; however, the program itself seems to be unavailable in those markets and is blocked on YouTube and Apple's iTunes store, with the message "Viewable in Australia only".
The Gruen Transfer was nominated for an AFI award for Best Light Entertainment Television Series in 2008. [4]
A spinoff series, Gruen Nation, aired during the 2010 Australian federal election and again for the 2013 Australian federal election. A second spinoff series, Gruen Planet , took over from the fourth season of The Gruen Transfer on 28 September 2011, focusing on corporate and government global media strategies and public relations. Another spinoff series entitled Gruen Sweat examining the branding and marketing of the 2012 London Olympics began airing from 25 July 2012. [5] [6] The spinoff series titled Gruen began airing on 9 September 2015, following the original concept of The Gruen Transfer series.
Current segments include:
How Do You Sell?: This segment every week looks at advertising tactics used by advertisers to choose one product over another. Topics covered include beer, underwear, chocolate and banks.
Endorse Me: Wil Anderson gives the panel the challenge of finding a sponsor for people who are famous for all the wrong reasons. Examples include Carl Williams and David Hicks.
Carl Anthony Williams was an Australian convicted murderer and drug trafficker from Melbourne, Victoria. He was the central figure in the Melbourne gangland killings as well as its final victim.
David Matthew Hicks is an Australian who was detained by the United States in Guantanamo Bay detention camp from 2002 until 2007. He had attended the Al Farouq training camp para-military training in Afghanistan during 2001.
The Pitch: Two advertising companies are given a brief to create an advertisement for an "unsellable" product. Previous examples have included whale meat, tourism in Baghdad, the beleaguered Australian Democrats political party, and a proposed invasion of New Zealand, which provoked a response from the New Zealand government and several NZ YouTube viewers, although the final episode of Series One provided some balance in the form of a promotion for tourists not to visit Australia. [7] A controversial anti-discrimination ad by Sydney agency The Foundry to promote "fat pride", which depicted people telling racist and homophobic jokes, resulted in the ABC pulling the segment from the 13 May 2009 episode, deeming that it would breach the ABC's editorial guidelines. [8]
Ad of the Week: This is where Wil and the panel look at an ad and they discuss it and how effective it is.
What is this Ad for?: Wil shows the beginning of an ad without identifying the product, then asks the panel to guess what it is for.
What's Wrong With This Ad?: A semi-regular segment where Wil shows an ad, usually submitted by a viewer, then asks the panel what they believe to be wrong about that ad. For example, the Philadelphia Cream Cheese Heaven campaign emphasises low fat in its product, so a viewer commented that, in the ad, even after dying and going to heaven, you still have to worry about your weight.
Space Invaders: A semi-regular segment in which a real-life example of a new or unusual space for advertising is discussed. Examples include sheep jackets, children's books and on slums. The panel are then challenged to figure out a worthwhile client for advertisements in that space.
God I Hate That Ad!: A web exclusive segment introduced in season two where Wil will bring up a particular ad that he, or viewers, dislike and has the panel discuss it, whether it is bad or not, or why it is bad. In the end the panel decide whether it is a bad ad or not.
What Does it Mean?: A web exclusive segment introduced in season two where Wil and the panel come to a consensus of what message an ad is trying to get across when it is not obvious.
The Worst Ad of All Time (Gruen Polished Turd), The Worst Product of All Time (Golden Steak Knives), Personal Worst (Brown Logie):
A segment where the panel judges an ad or product based on how horrible it is with the "winner" being announced at the end of the series (this excludes the worst product of all time as the winner for it wasn't announced). The "prizes" are satirical allusions to a vulgar colloquialism for the advertising and public relations industries; "turd polishing".
Season | Episodes | Originally aired | ||
---|---|---|---|---|
Season Premiere | Season Final | |||
The Gruen Transfer | ||||
1 | 10 | 28 May 2008 | 30 July 2008 | |
2 | 18 March 2009 | 20 May 2009 | ||
3 | 12 | 16 June 2010 | 29 September 2010 | |
4 | 8 | 3 August 2011 | 21 September 2011 | |
Gruen Nation | ||||
1 | 4 | 28 July 2010 | 18 August 2010 | |
2 | 14 August 2013 | 4 September 2013 | ||
Gruen Planet | ||||
1 | 8 | 28 September 2011 | 16 November 2011 | |
2 | 10 | 22 August 2012 | 24 October 2012 | |
3 | 8 | 11 September 2013 | 30 October 2013 | |
Gruen Sweat | ||||
1 | 4 | 25 July 2012 | 15 August 2012 | |
Gruen | ||||
1 | 10 | 9 September 2015 | 11 November 2015 | |
2 | 10 | 3 August 2016 | 5 October 2016 | |
3 | 10 | 13 September 2017 | 16 October 2017 |
The word featured in the "title" column refers to the subject of the "How Do You Sell" segment in that particular episode.
No. Overall | No. in Season | Title | Pitch | Airdate | Timeslot | Viewers | Nightly Rank | Ref |
---|---|---|---|---|---|---|---|---|
1 | 1 | "Beer" | Whale meat | 28 May 2008 | Wednesday 9:00 – 9:30 pm | 1,287,000 | #8 | [9] [10] |
2 | 2 | "Undies" | Holidaying in Baghdad | 4 June 2008 | 1,273,000 | #7 | [11] | |
3 | 3 | "Banks" | Celibacy | 11 June 2008 | 1,121,000 | #12 | [12] | |
4 | 4 | "Chocolate" | The Democrat Party | 18 June 2008 | 1,204,000 | #8 | [13] | |
5 | 5 | "4WD" | Pro-plastic bags | 25 June 2008 | 1,182,000 | #10 | [14] | |
6 | 6 | "Feminine Hygiene" | Pro-child labour | 2 July 2008 | 1,058,000 | #12 | [15] | |
7 | 7 | "Road Safety" | Invade New Zealand | 9 July 2008 | 1,302,000 | #6 | [16] | |
8 | 8 | "Telcos" | Pro-Global warming | 16 July 2008 | 1,314,000 | #6 | [17] | |
9 | 9 | "Skincare" | Buy Nothing Day | 23 July 2008 | 1,386,000 | #5 | [18] | |
10 | 10 | "Cannes" | Stop Australian Tourism | 30 July 2008 | 1,456,000 | #4 | [19] | |
Average ratings - 1,258,300 |
No. Overall | No. in Season | Title | Pitch | Airdate | Timeslot | Viewers | Nightly Rank | Ref |
---|---|---|---|---|---|---|---|---|
11 | 1 | "Australia" | Pro-Nuclear power | 18 March 2009 | Wednesday 9:00 – 9:30 pm | 1,120,000 | #7 | [20] |
12 | 2 | "Oral Care" | Hate Don Bradman | 25 March 2009 | 1,151,000 | #8 | [21] | |
13 | 3 | "Bottled Water" | Ice to Eskimos | 1 April 2009 | 976,000 | #8 | [22] | |
14 | 4 | "Petrol" | Synchronised swimming to boys | 8 April 2009 | 1,087,000 | #7 | [23] | |
15 | 5 | "Weight Loss" | Donate to CEOs | 15 April 2009 | 1,212,000 | #4 | [24] | |
16 | 6 | "Breakfast Cereal" | Child plastic surgery | 22 April 2009 | 1,244,000 | #5 | [25] | |
17 | 7 | "Tobacco" | Give the 2012 Olympics back to Australia | 29 April 2009 | 1,226,000 | #10 | [26] | |
18 | 8 | "Yourself" (about company CEOs appearing in their own ads) | Pet Cane Toads | 6 May 2009 | 1,211,000 | #6 | [27] | |
19 | 9 | "Meat" | Fat Pride [removed from broadcast edition] | 13 May 2009 | 1,239,000 | #6 | [28] | |
20 | 10 | "Hamburgers" | Ban public holidays | 20 May 2009 | 1,312,000 | #5 | [29] | |
Average ratings - 1,177,800 |
No. Overall | No. in Season | Title | Airdate | Timeslot | Viewers | Nightly Rank | Ref |
---|---|---|---|---|---|---|---|
21 | 1 | "Cleaning Products" | 16 June 2010 | Wednesday 9:00 – 9:30 pm | 1,177,000 | #7 | [30] |
22 | 2 | "The World Cup" | 23 June 2010 | 1,227,000 | #5 | [31] | |
23 | 3 | "MasterChef" | 30 June 2010 | 1,407,000 | #4 | [32] | |
24 | 4 | "Deodorant" | 7 July 2010 | 1,197,000 | #7 | [33] | |
25 | 5 | "3D Television" | 14 July 2010 | 1,341,000 | #5 | [34] | |
26 | 6 | "Non-Drinking" | 21 July 2010 | 1,280,000 | #4 | [35] | |
27 | 7 | "Milk" | 25 August 2010 | 1,358,000 | #5 | [36] | |
28 | 8 | "Shaving" | 1 September 2010 | 1,391,000 | #4 | [37] | |
29 | 9 | "Religion" | 8 September 2010 | 1,482,000 | #2 | [38] | |
30 | 10 | "Insurance" | 15 September 2010 | 1,407,000 | #2 | [39] | |
31 | 11 | "Infomercials" | 22 September 2010 | 1,448,000 | #3 | [40] | |
32 | 12 | "Airlines" | 29 September 2010 | 1,403,000 | #2 | [41] | |
Average ratings - 1,343,667 |
No. Overall | No. in Season | Title | Airdate | Timeslot | Viewers | Nightly Rank | Ref |
---|---|---|---|---|---|---|---|
33 | 1 | "Supermarkets" | 3 August 2011 | Wednesday 9:00 – 9:30 pm | 1,072,000 | #6 | [42] |
34 | 2 | "Banks (Part II)" | 10 August 2011 | 1,114,000 | #4 | [43] | |
35 | 3 | "Animal Rights & Pillows" | 17 August 2011 | 1,120,000 | #6 | [44] | |
36 | 4 | "Condoms" | 24 August 2011 | 1,017,000 | #6 | [45] | |
37 | 5 | "Snack Bars" | 31 August 2011 | 1,165,000 | #5 | [46] | |
38 | 6 | "Billboards" | 7 September 2011 | 1,164,000 | #5 | [47] | |
39 | 7 | "Shampoo" | 14 September 2011 | 1,269,000 | #2 | [48] | |
40 | 8 | "Sportsbetting" | 21 September 2011 | 1,162,000 | #3 | [49] | |
Average ratings - 1,135,375 |
A spin-off series called Gruen Nation was aired during the 2010 federal election campaign. [50] The first episode aired on 28 July 2010 at 9 pm. The series concluded on 18 August 2010. Each 45-minute episode was hosted by Wil Anderson with regular Gruen Transfer guests Todd Sampson and Russel Howcroft and guests John Hewson, leader of the federal Liberal party 1990–94, Neil Lawrence, "Kevin 07" campaign co-ordinator, and Annabel Crabb, journalist and political commentator. [51] Anderson said "If the ABC is the national broadcaster, then Gruen Nation is the national bullshit detector." [52]
No. Overall | No. in Season | Airdate | Timeslot | Viewers | Nightly Rank | Ref |
---|---|---|---|---|---|---|
1 | 1 | 28 July 2010 | Wednesday 9:00 – 9:45 pm | 1,600,000 | #1 | [53] |
1 | 2 | 4 August 2010 | 1,503,000 | #2 | [54] | |
3 | 3 | 11 August 2010 | 1,571,000 | #1 | [55] | |
4 | 4 | 18 August 2010 | 1,540,000 | #1 | [56] | |
Average ratings - 1,553,500 |
No. Overall | No. in Season | Airdate | Timeslot | Viewers | Nightly Rank | Ref |
---|---|---|---|---|---|---|
5 | 1 | 14 August 2013 | Wednesday 8:30 – 9:15 pm | 1,028,000 | #6 | [57] |
6 | 2 | 21 August 2013 | 1,052,000 | #3 | [58] | |
7 | 3 | 28 August 2013 | 1,045,000 | #3 | [59] | |
8 | 4 | 4 September 2013 | 1,179,000 | #3 | [60] | |
Average ratings - 1,076,000 |
A spin-off called Gruen Planet was announced to replace series 4 of The Gruen Transfer, with a broader landspace. [61] The first episode of the first series premiered on 28 September 2011 with 1.138 million viewers, rating fourth viewed show of the week. The second series began airing on 22 August 2012 following the conclusion of Gruen Sweat. [62]
No. Overall | No. in Season | Title | Airdate | Timeslot | Viewers | Nightly Rank | Ref |
---|---|---|---|---|---|---|---|
1 | 1 | "Overseas Owned Beer" | 28 September 2011 | Wednesday 9:00 – 9:35 pm | 1,138,000 | #4 | [63] |
2 | 2 | "Breast Cancer Month" | 5 October 2011 | 1,130,000 | #2 | [64] | |
3 | 3 | "Apple" | 12 October 2011 | 1,023,000 | #5 | [65] | |
4 | 4 | "The Royal Family" | 19 October 2011 | 1,110,000 | #2 | [66] | |
5 | 5 | "Hungry Jack's" | 26 October 2011 | 1,160,000 | #3 | [67] | |
6 | 6 | "Qantas" | 2 November 2011 | 1,050,000 | #3 | [68] | |
7 | 7 | "Kim Kardashian" | 9 November 2011 | 1,180,000 | #2 | [69] | |
8 | 8 | "Tiger Woods & Islam" | 16 November 2011 | 1,170,000 | #1 | [70] | |
Average ratings - 1,120,125 |
No. Overall | No. in Season | Title | Airdate | Timeslot | Viewers | Nightly Rank | Ref |
---|---|---|---|---|---|---|---|
9 | 1 | "Crown Casino" | 22 August 2012 [62] | Wednesday 8:33 – 9:08 pm | 906,000 | #11 | [71] |
10 | 2 | "Doug Pitt" | 29 August 2012 | 810,000 | #11 | [72] | |
11 | 3 | "Lance Armstrong" | 5 September 2012 | 917,000 | #10 | [73] | |
12 | 4 | "IheartRine..." [74] | 12 September 2012 | 939,000 | #8 | [75] | |
13 | 5 | "People Smuggling" | 19 September 2012 | 946,000 | #10 | [76] | |
14 | 6 | "The iPhone 5" | 26 September 2012 | 913,000 | #10 | [77] | |
15 | 7 | "Alan Jones" | 3 October 2012 | 1,023,000 | #5 | [78] | |
16 | 8 | "The Church of Scientology" | 10 October 2012 | 997,000 | #5 | [79] | |
17 | 9 | "Newspapers" | 17 October 2012 | 1,018,000 | #4 | [80] | |
18 | 10 | "Red Bull & Felix Baumgartner" | 24 October 2012 | 1,038,000 | #4 | [81] | |
Average ratings - 950,700 |
No. Overall | No. in Season | Title | Airdate | Timeslot | Viewers | Nightly Rank | Ref |
---|---|---|---|---|---|---|---|
19 | 1 | "One Direction" | 11 September 2013 | Wednesday 8:30 – 9:10 pm | 1,128,000 | #3 | [82] |
20 | 2 | "iPhone" | 18 September 2013 | 988,000 | #3 | [83] | |
21 | 3 | "Masterchef" | 25 September 2013 | 908,000 | #6 | [84] | |
22 | 4 | "Candid Camera" | 2 October 2013 | 784,000 | #9 | [85] | |
23 | 5 | "Prince Harry" | 9 October 2013 | 884,000 | #7 | [86] | |
24 | 6 | "Against Coca-Cola" | 16 October 2013 | 909,000 | #4 | [87] | |
25 | 7 | "Alcohol" | 23 October 2013 | 1,070,000 | #2 | [88] | |
26 | 8 | "Gay Marriage" | 30 October 2013 | 1,004,000 | #3 | [89] | |
Average ratings - 959,375 | |||||||
The word featured in the "title" column refers to the subject of "The Image Renovators" and "How Do You Sell" segments in that particular episode.
A third spin-off series, titled Gruen Sweat, aired throughout the 2012 Summer Olympics. The four episode series premiered on 25 July 2012 to 931,000 viewers. [62] [90]
No. Overall | No. in Season | Airdate | Timeslot | Viewers | Nightly Rank | Ref | |
---|---|---|---|---|---|---|---|
1 | 1 | 25 July 2012 |
| 931,000 | #11 | [91] | |
2 | 2 | 1 August 2012 | 793,000 | #9 | [92] | ||
3 | 3 | 8 August 2012 | 794,000 | #8 | [93] | ||
4 | 4 | 15 August 2012 | 918,000 | #10 | [94] | ||
Average ratings - 859,000 |
A spin-off called Gruen was announced to replace the Gruen Planet. The first episode of the first series premiered on 9 September 2015 with 974,000 viewers, rating fourth viewed show of the week. Despite the revised name, there are only extremely minor changes implemented for Gruen. All episodes are hosted by Wil Anderson and feature Todd Sampson and Russel Howcroft.
No. Overall | No. in Season | Title | Airdate | Timeslot | Viewers | Nightly Rank | Ref |
---|---|---|---|---|---|---|---|
1 | 1 | "Pet Food" | 9 September 2015 | Wednesday 8:30 – 9:00 pm | 974,000 | #4 | [95] |
2 | 2 | "Uber & Ashley Madison" | 16 September 2015 | 915,000 | #8 | [96] | |
3 | 3 | "Aldi" | 23 September 2015 | 900,000 | #6 | [97] | |
4 | 4 | "Pope Francis" | 30 September 2015 | 917,000 | #7 | [98] | |
5 | 5 | "AFL & NRL Grand Finals" | 7 October 2015 | 926,000 | #5 | [99] | |
6 | 6 | "Anti-advertising" | 14 October 2015 | 902,000 | #5 | [100] | |
7 | 7 | "Nuclear Weapons" | 21 October 2015 | 904,000 | #7 | [101] | |
8 | 8 | "Multi-National Company Tax" | 28 October 2015 | 904,000 | #8 | [102] | |
9 | 9 | "Star Wars" | 4 November 2015 | 897,000 | #7 | [103] | |
10 | 10 | "Christmas Ads" | 11 November 2015 | 948,000 | #5 | [104] | |
Average ratings - 919,000 |
No. Overall | No. in Season | Title | Airdate | Timeslot | Viewers | Nightly Rank | Ref |
---|---|---|---|---|---|---|---|
11 | 1 | "Coffee & Telstra" | 3 August 2016 | Wednesday 8:30 – 9:00 pm | 954,000 | #5 | [105] |
12 | 2 | "Olympic Sponsorship" | 10 August 2016 | 865,000 | #7 | [106] | |
13 | 3 | "Census Fail & Organ Donation" | 17 August 2016 | 829,000 | #8 | [107] | |
14 | 4 | "Superannuation & FitnessFirst" | 24 August 2016 | 927,000 | #4 | [108] | |
15 | 5 | "Dadvertising & Paralympics Campaign" | 31 August 2016 | 901,000 | #5 | [109] | |
16 | 6 | "Sugar & Awareness Campaigns" | 7 September 2016 | 830,000 | #8 | [110] | |
17 | 7 | "Funerals & Men's Fragrance" | 14 September 2016 | 815,000 | #8 | [111] | |
18 | 8 | "Plebiscite & Samsung" | 21 September 2016 | 832,000 | #6 | [112] | |
19 | 9 | "Fruit & Feminine Hygiene" | 28 September 2016 | 796,000 | #6 | [113] | |
20 | 10 | "Lamb & Banks" | 5 October 2016 | 832,000 | #6 | [114] | |
Average ratings - 858,100 | |||||||
No. Overall | No. in Season | Title | Airdate | Timeslot | Viewers | Nightly Rank | Ref |
---|---|---|---|---|---|---|---|
21 | 1 | "NBN & Hipsters" | 13 September 2017 | Wednesday 8:30 – 9:00 pm | 903,000 | #6 | [115] |
22 | 2 | "Online Dating & Apple Watch" | 20 September 2017 | 773,000 | #8 | [116] | |
23 | 3 | "Same-sex Postal Survey & Racism" | 27 September 2017 | 793,000 | #7 | [117] | |
24 | 4 | "Big banks & Shopkins" | 4 October 2017 | 806,000 | #8 | [118] | |
25 | 5 | "Eggs & BHP" | 11 October 2017 | 838,000 | #7 | [119] | |
26 | 6 | "Amazon & McHappy Day" | 18 October 2017 | 813,000 | #8 | [120] | |
27 | 7 | "Equal Pay & Hillsong Church" | 25 October 2017 | 849,000 | #5 | [121] | |
28 | 8 | "Wine Industry & Piracy" | 1 November 2017 | 816,000 | #5 | [122] | |
29 | 9 | "AI Assistants & Streets ice cream" | 8 November 2017 | 840,000 | #5 | [123] | |
30 | 10 | "Taylor Swift’s album Reputation & Headaches" | 15 November 2017 | 718,000 | #7 | [124] |
No. Overall | No. in Season | Title | Airdate | Timeslot | Viewers | Nightly Rank | Ref |
---|---|---|---|---|---|---|---|
31 | 1 | "Westpac Bank & Coca-Cola No Sugar" | 2 May 2018 | Wednesday 8:30 – 9:00 pm | 734,000 | #7 | [125] |
32 | 2 | "Facebook & Australian tourism ads" | 9 May 2018 | # | |||
33 | 3 | "Chemist Warehouse & David Warner" | 16 May 2018 | # | |||
34 | 4 | 23 May 2018 | # |
In 2009, The Sydney Morning herald felt that The Gruen Transfer represented "intelligence and substance." [126]
In 2013, The Sydney Morning Herald thought that by Gruen Planet, the show's creators had got the franchise format "down to a fine art". [127]
In 2013, the Gruen Sweat special edition of the show won a Rose d'Or for Entertainment. [128]
Gruen returned to television in 2016 with 954,000 viewers [129] , and in 2017 with 903,000 viewers. [130]
The show's panelists have become minor celebrities and experts in their fields. They have been contacted to speak on a variety of marketing-related issues [131] , and in particular Todd Sampson was hired by Qantas for a marketing campaign. [132]
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