A new ad, created by the Australian agency Publicis Mojo for global coffee brand Nescafe, uses a bespoke cover of Dolly Parton's classic '9 to 5', with lyrics altered to reflect the “Real working day of today's modern woman; 5am and 9pm.” The song, and it's accompanying music video (directed by the Jungleboys' Scott Pickett), aim to promote the brand's 'Cafe Menu' as the best coffee choice for working women to “relax and recharge” with. Alongside the ad campaign will be a stream of native advertising pieces from bloggers from Mamamia such as comedian Em Rusciano and author Jo Abi, telling their very own '5 to 9' stories.
The song, and it's accompanying music video aim to promote the brand's 'Cafe Menu' as the best coffee choice for working women
The video tells the story of three different working women, each with very different roles, but very similar working hours. We follow a baker, an office worker and a professional photographer/full-time mum during a typical long day, and discover that all three enjoy taking a break from their busy lives with a cup of Nescafe Coffee. The lyrics cut away in these sections to give a palpable sense of calm and relaxation amidst a sea of organised chaos. It's a very clever device, which will almost certainly strike a chord with working women across Australia.
A screenshot from the '9 to 5' ad
The idea for the ad follows recent research conducted by Nescafe, which has discovered that nearly two thirds of Australian women aged between 25 and 44 are working beyond the traditional '9 to 5', with nearly a third now working from 5am to 9pm. Rebecca Dobbins, Nescafe's head of marketing, says that the research highlight what they have always suspected: “That modern Australian women today are working harder and longer than ever before.” She feels that the new campaign celebrates the “Real working day of a woman,” and hopes that “Whether they're at home or in the office, women everywhere will watch the video and feel inspired to relax and recharge over a cup of Nescafe Cafe Menu coffee.”
“We hope that whether they're at home or in the office, women will watch the video and feel inspired to relax and recharge over a cup of Nescafe Cafe Menu coffee.” Rebecca Dobbins
Grant Rutherford, national executive creative director at Publicis Mojo, believes their campaign differs from others that have been aimed at working women. He says “Lots of brands talk at women about their busy lives,” but says his agency wanted an idea that tapped into “A real cultural phenomena,” and celebrated “What women are already doing.” He says they know “That things are not necessarily going to change (at least not overnight), but encouraging women to take a daily break can make all the difference.”
Official Nescafe Australia Website
Official Publicis Mojo Website
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. He bought himself a Nescafe Dolce Gusto machine for his birthday last year and is a much happier (and livelier) individual as a result.
