The Gruen Transfer
Encyclopedia
The Gruen Transfer is an Australian television program focusing on advertising
, which debuted on ABC1
on 28 May 2008 and has run for four seasons. The program is hosted by Wil Anderson
with a panel of advertising industry experts (Wil Anderson is joined weekly by panellists Russel Howcroft
of George Patterson Y&R
and Todd Sampson of Leo Burnett
) and is produced by Andrew Denton
's production company, Zapruder's Other Films.
The title refers to the Gruen transfer
, the response to designed disorientation cues in retail environments.
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. The concept has been sold to TV production companies in the UK, Denmark, France, Italy, Portugal, South Africa and Spain.
The Gruen Transfer was nominated for an AFI
award for Best Light Entertainment Television Series in 2008.
A spinoff series, Gruen Nation, aired during the 2010 Australian Federal Election. A second spinoff series, Gruen Planet, replaced the 4th season of The Gruen Transfer on 28 September 2011, and focuses on corporations' and governments' global media strategies and public relations.
How Do You Sell?:
This segment every week looks at advertising tactics used by advertisers to chose 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
.
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. 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.
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.
, leader of the federal Liberal party 1990-1994, Neil Lawrence, "Kevin 07" campaign co-ordinator, and Annabel Crabb, journalist and political commentator. Anderson said "If the ABC is the national broadcaster, then Gruen Nation is the national bullshit detector."
The word featured in the "title" column refers to the subject of the "The Image Renovators" & "How Do You Sell" segments in that particular episode.
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
, which debuted on ABC1
ABC1
ABC1 was a United Kingdom based television channel from Disney using the branding of the Disney owned American network, ABC.The channel initially launched exclusively on the British digital terrestrial television platform Freeview on 27 September 2004. On 10 December 2004 it was launched on...
on 28 May 2008 and has run for four seasons. The program is hosted by Wil Anderson
Wil Anderson
William James "Wil" Anderson is an Australian comedian, writer, performing stand-up, and television and radio presenter and personality.- Early life :...
with a panel of advertising industry experts (Wil Anderson is joined weekly by panellists Russel Howcroft
Russel Howcroft
Russel Howcroft is an Australian business man and media personality best known as a panellist on the ABC television program The Gruen Transfer.He is currently the national CEO of advertising agency George Patterson Y&R.- Media career :...
of George Patterson Y&R
George Patterson Y&R
George Patterson Y&R is an Australasian advertising agency with offices in Melbourne, Sydney, Brisbane, Canberra and Auckland. The agency was formed in 2005 when the international advertising holding conglomerate WPP Group acquired the Australian marketing communications company, The...
and Todd Sampson of Leo Burnett
Leo Burnett Worldwide
Leo Burnett Worldwide is an American advertising company, created in 1935 by Leo Burnett. The company was opened in Chicago in 1935. In 1950 the company started its two first major advertising projects, for Kellogg’s and P&G....
) and is produced by Andrew Denton
Andrew Denton
Andrew Christopher Denton is an Australian television producer, comedian, Gold Logie-nominated television presenter and former radio host, and was the host of the ABC's weekly television interview program Enough Rope. He is known for his comedy and interviewing technique...
's production company, Zapruder's Other Films.
The title refers to the Gruen transfer
Gruen transfer
In shopping mall design, the Gruen transfer is the moment when a consumer enters a shopping mall and, surrounded by an intentionally confusing layout, loses track of their original intentions...
, the response to designed disorientation cues in retail environments.
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. The concept has been sold to TV production companies in the UK, Denmark, France, Italy, Portugal, South Africa and Spain.
The Gruen Transfer was nominated for an AFI
Australian Film Institute Awards
The Australian Academy of Cinema and Television Arts Award, known as the AACTA Award , is an accolade presented annually by the Australian Academy of Cinema and Television Arts . The awards recognize excellence of professionals in the film industry and television industry, including directors,...
award for Best Light Entertainment Television Series in 2008.
A spinoff series, Gruen Nation, aired during the 2010 Australian Federal Election. A second spinoff series, Gruen Planet, replaced the 4th season of The Gruen Transfer on 28 September 2011, and focuses on corporations' and governments' global media strategies and public relations.
Segments
Current segments include:How Do You Sell?:
This segment every week looks at advertising tactics used by advertisers to chose 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
David Hicks
David Matthew Hicks is an Australian who was convicted by the United States of America Guantanamo Military Commission under the Military Commissions Act of 2006, on charges of providing material support for terrorism...
.
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
Baghdad
Baghdad is the capital of Iraq, as well as the coterminous Baghdad Governorate. The population of Baghdad in 2011 is approximately 7,216,040...
, the beleaguered Australian Democrats
Australian Democrats
The Australian Democrats is an Australian political party espousing a socially liberal ideology. It was formed in 1977, by a merger of the Australia Party and the New LM, after principals of those minor parties secured the commitment of former Liberal minister Don Chipp, as a high profile leader...
political party, and a proposed invasion of New Zealand
New Zealand
New Zealand is an island country in the south-western Pacific Ocean comprising two main landmasses and numerous smaller islands. The country is situated some east of Australia across the Tasman Sea, and roughly south of the Pacific island nations of New Caledonia, Fiji, and Tonga...
, which provoked a response from the New Zealand government and several NZ YouTube
YouTube
YouTube is a video-sharing website, created by three former PayPal employees in February 2005, on which users can upload, view and share videos....
viewers, although the final episode of Series One provided some balance in the form of a promotion for tourists not to visit Australia. 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.
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.
Episodes
The word featured in the "title" column refers to the subject of the "How Do You Sell" segment in that particular episode.| # | Title | Airdate | Timeslot | RatingsOverall national viewers, numbers in brackets indicate nightly ratings position. |
|---|---|---|---|---|
| Season 1 (2008) | ||||
| 1 | "Beer" | 28 May 2008 | Wednesday – | 1,287,000 (8th) |
| 2 | "Undies" | 4 June 2008 | 1,273,000 (7th) | |
| 3 | "Banks" | 11 June 2008 | 1,121,000 (12th) | |
| 4 | "Chocolate" | 18 June 2008 | 1,204,000 (8th) | |
| 5 | "4WD" | 25 June 2008 | 1,182,000 (10th) | |
| 6 | "Feminine Hygiene" | 2 July 2008 | 1,058,000 (12th) | |
| 7 | "Road Safety" | 9 July 2008 | 1,302,000 (6th) | |
| 8 | "Telcos" | 16 July 2008 | 1,314,000 (6th) | |
| 9 | "Skincare" | 23 July 2008 | 1,386,000 (5th) | |
| 10 | "Cannes" | 30 July 2008 | 1,456,000 (4th) | |
| Average season one ratings | 1,258,300 | |||
| Season 2 (2009) | ||||
| 11 | "Australia" | 18 March 2009 | Wednesday – | 1,120,000 (7th) |
| 12 | "Oral Care" | 25 March 2009 | 1,151,000 (8th) | |
| 13 | "Bottled Water" | 1 April 2009 | 976,000 (8th) | |
| 14 | "Petrol" | 8 April 2009 | 1,087,000 (7th) | |
| 15 | "Weight Loss" | 15 April 2009 | 1,212,000 (4th) | |
| 16 | "Breakfast Cereal" | 22 April 2009 | 1,244,000 (5th) | |
| 17 | "Tobacco" | 29 April 2009 | 1,226,000 (10th) | |
| 18 | "Yourself" (about company CEOs appearing in their own ads) | 6 May 2009 | 1,211,000 (6th) | |
| 19 | "Meat" | 13 May 2009 | 1,239,000 (6th) | |
| 20 | "Hamburgers" | 20 May 2009 | 1,312,000 (5th) | |
| Average season two ratings | 1,177,800 | |||
| Average season one and two ratings | 1,218,050 | |||
| Series 3 (2010) | ||||
| 21 | "Cleaning Products" | 16 June 2010 | Wednesday – | 1,177,000 (7th) |
| 22 | "The World Cup" | 23 June 2010 | 1,227,000 (5th) | |
| 23 | "MasterChef" | 30 June 2010 | 1,407,000 (4th) | |
| 24 | "Deodorant" | 7 July 2010 | 1,197,000 (7th) | |
| 25 | "3D Television" | 14 July 2010 | 1,341,000 (5th) | |
| 26 | "Non-Drinking" | 21 July 2010 | 1,280,000 (4th) | |
| 27 | "Milk" | 25 August 2010 | 1,358,000(5th) | |
| 28 | "Shaving" | 1 September 2010 | 1,391,000(4th) | |
| 29 | "Religion" | 8 September 2010 | 1,482,000(2nd) | |
| 30 | "Insurance" | 15 September 2010 | 1,407,000(2nd) | |
| 31 | "Infomercials" | 22 September 2010 | 1,448,000(3rd) | |
| 32 | "Airlines" | 29 September 2010 | 1,403,000(2nd) | |
| Average season three ratings | 1,343,667 | |||
| Average season one to three ratings | 1,264,969 | |||
| Season 4 (2011) | ||||
| 33 | "Supermarkets" | 3 August 2011 | Wednesday – | 1,072,000 (6th) |
| 34 | "Banks (Part II)" | 10 August 2011 | 1,114,000 (4th) | |
| 35 | "Animal Rights & Pillows" | 17 August 2011 | 1,120,000 (6th) | |
| 36 | "Condoms" | 24 August 2011 | 1,017,000 (6th) | |
| 37 | "Snack Bars" | 31 August 2011 | 1,165,000 (5th) | |
| 38 | "Billboards" | 7 September 2011 | 1,164,000 (5th) | |
| 39 | "Shampoo" | 14 September 2011 | 1,269,000 (2nd) | |
| 40 | "Sportsbetting" | 21 September 2011 | 1,162,000 (3rd) | |
Gruen Nation: 2010 Election coverage
A spinoff series called Gruen Nation was aired during the 2010 federal election campaign. The first episode aired on 28 July 2010 at 9pm. Each 45 minute episode was hosted by Wil Anderson with regular Gruen Transfer guests Todd Sampson and Russel Howcroft and guests John HewsonJohn Hewson
John Robert Hewson AM is an Australian economist, company director and a former politician. He was federal leader of the Liberal Party of Australia from 1990 to 1994 and led the party to defeat at the 1993 federal election.-Early life:...
, leader of the federal Liberal party 1990-1994, Neil Lawrence, "Kevin 07" campaign co-ordinator, and Annabel Crabb, journalist and political commentator. Anderson said "If the ABC is the national broadcaster, then Gruen Nation is the national bullshit detector."
| # | Airdate | Timeslot | RatingsOverall national viewers, numbers in brackets indicate nightly ratings position. |
|---|---|---|---|
| 1 | 28 July 2010 | Wednesday – | 1,600,000 (1st) |
| 2 | 4 August 2010 | 1,503,000 (2nd) | |
| 3 | 11 August 2010 | 1,571,000 (1st) | |
| 4 | 18 August 2010 | 1,540,000 (1st) |
Gruen Planet (2011)
A series called "Gruen Planet" was announced to replace series 4 of the Gruen Transfer the show will have a broader landspace. The first episode priemered on 28 September, 2011 with 1.138 million viewers rating fourth viewed show of the week.| # | Title | Airdate | Timeslot | RatingsOverall national viewers, numbers in brackets indicate nightly ratings position. |
|---|---|---|---|---|
| 1 | "Overseas Owned Beer" | 28 September 2011 | Wednesday – | 1,138,000 (4th) |
| 2 | "Breast Cancer Month" | 5 October 2011 | 1,130,000 (2nd) | |
| 3 | "Apple" | 12 October 2011 | 1,023,000 (5th) | |
| 4 | "The Royal Family" | 19 October 2011 | ||
| 5 | "Hungry Jack's" | 26 October 2011 | ||
| 6 | "Qantas" | 2 November 2011 | ||
| 7 | "Kim Kardashian" | 9 November 2011 | ||
| 8 | "Tiger Woods & Islam" | 16 November 2011 | ||
The word featured in the "title" column refers to the subject of the "The Image Renovators" & "How Do You Sell" segments in that particular episode.