The Gruen Transfer

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Gruen
The Gruen Transfer Logo.svg
The Gruen Transfer logo
Format Panel discussion
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

4 (Gruen Transfer)

2 (Gruen Nation)

1 (Gruen Sweat)

3 (Gruen Planet)
No. of episodes

40 (Gruen Transfer)

4 (Gruen Sweat)

8 (Gruen Nation)

26 (Gruen Planet)
Production
Executive producer(s) Zapruder's Other Films
Camera setup Multi-camera
Running time 30 minutes
Broadcast
Original channel ABC1
(Repeats broadcast on ABC2 and The Comedy Channel)
Picture format 576i (PAL)
720p / 1080i (HDTV) (2009–)
Audio format Stereo
Original airing

Gruen Transfer: 28 May 2008 – 21 September 2011,

Gruen Nation: 28 July 2010 - 18 August 2010, 21 August 2013 - 4 September 2013

Gruen Planet: 28 September 2011 - present

Gruen Sweat: 25 July 2012 - 15 August 2012
External links
Website
Production website

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.[1]

The title refers to the Gruen transfer, the response to designed disorientation cues in retail environments.[2]

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, replaced the fourth season of The Gruen Transfer on 28 September 2011, and focuses on corporations' and governments' 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]

Segments[edit]

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.

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".

Episodes[edit]

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 Ratings[nb 1]
Season 1 (2008)
1 "Beer" 28 May 2008 Wednesday 9:00 – 9:30 pm 1,287,000 (8th)[9][10]
2 "Undies" 4 June 2008 1,273,000 (7th)[11]
3 "Banks" 11 June 2008 1,121,000 (12th)[12]
4 "Chocolate" 18 June 2008 1,204,000 (8th)[13]
5 "4WD" 25 June 2008 1,182,000 (10th)[14]
6 "Feminine Hygiene" 2 July 2008 1,058,000 (12th)[15]
7 "Road Safety" 9 July 2008 1,302,000 (6th)[16]
8 "Telcos" 16 July 2008 1,314,000 (6th)[17]
9 "Skincare" 23 July 2008 1,386,000 (5th)[18]
10 "Cannes" 30 July 2008 1,456,000 (4th)[19]
Average season one ratings 1,258,300
Season 2 (2009)
11 "Australia" 18 March 2009 Wednesday 9:00 – 9:30 pm 1,120,000 (7th)[20]
12 "Oral Care" 25 March 2009 1,151,000 (8th)[21]
13 "Bottled Water" 1 April 2009 976,000 (8th)[22]
14 "Petrol" 8 April 2009 1,087,000 (7th)[23]
15 "Weight Loss" 15 April 2009 1,212,000 (4th)[24]
16 "Breakfast Cereal" 22 April 2009 1,244,000 (5th)[25]
17 "Tobacco" 29 April 2009 1,226,000 (10th)[26]
18 "Yourself" (about company CEOs appearing in their own ads) 6 May 2009 1,211,000 (6th)[27]
19 "Meat" 13 May 2009 1,239,000 (6th)[28]
20 "Hamburgers" 20 May 2009 1,312,000 (5th)[29]
Average season two ratings 1,177,800
Average season one and two ratings 1,218,050
Season 3 (2010)
21 "Cleaning Products" 16 June 2010 Wednesday 9:00 – 9:30 pm 1,177,000 (7th)[30]
22 "The World Cup" 23 June 2010 1,227,000 (5th)[30]
23 "MasterChef" 30 June 2010 1,407,000 (4th)[31]
24 "Deodorant" 7 July 2010 1,197,000 (7th)[32]
25 "3D Television" 14 July 2010 1,341,000 (5th)[33]
26 "Non-Drinking" 21 July 2010 1,280,000 (4th)[34]
27 "Milk" 25 August 2010 1,358,000(5th)[35]
28 "Shaving" 1 September 2010 1,391,000(4th)[36]
29 "Religion" 8 September 2010 1,482,000(2nd)[37]
30 "Insurance" 15 September 2010 1,407,000(2nd)[38]
31 "Infomercials" 22 September 2010 1,448,000(3rd)[39]
32 "Airlines" 29 September 2010 1,403,000(2nd)[40]
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 9:00 – 9:30 pm 1,072,000 (6th)[41]
34 "Banks (Part II)" 10 August 2011 1,114,000 (4th)[42]
35 "Animal Rights & Pillows" 17 August 2011 1,120,000 (6th)[43]
36 "Condoms" 24 August 2011 1,017,000 (6th)[44]
37 "Snack Bars" 31 August 2011 1,165,000 (5th)[45]
38 "Billboards" 7 September 2011 1,164,000 (5th)[46]
39 "Shampoo" 14 September 2011 1,269,000 (2nd)[47]
40 "Sportsbetting" 21 September 2011 1,162,000 (3rd)[48]
Average season four ratings 1,135,375
Average season one to four ratings 1,239,050

Spin-offs[edit]

Gruen Nation[edit]

A spin-off series called Gruen Nation was aired during the 2010 federal election campaign.[49] 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.[50] Anderson said "If the ABC is the national broadcaster, then Gruen Nation is the national bullshit detector."[51]

# Airdate Timeslot Ratings[nb 1]
1 28 July 2010 Wednesday 9:00 – 9:45 pm 1,600,000 (1st)[52]
2 4 August 2010 1,503,000 (2nd)[53]
3 11 August 2010 1,571,000 (1st)[54]
4 18 August 2010 1,540,000 (1st)[55]
Average ratings 1,553,500
# Airdate Timeslot Ratings[nb 1]
1 14 August 2013 Wednesday 8:30 – 9:15 pm 1,028,000 (6th)[56]
2 21 August 2013 1,052,000 (3rd)[57]
3 28 August 2013 1,045,000 (3rd)[58]
4 4 September 2013
Average ratings

Gruen Planet[edit]

Main article: Gruen Planet

A spin-off called Gruen Planet was announced to replace series 4 of The Gruen Transfer, with a broader landspace.[59] 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.[60]

# Title Air date Time slot Ratings[nb 1]
Season 1 (2011)
1 "Overseas Owned Beer" 28 September 2011 Wednesday 9:00 – 9:35 pm 1,138,000 (4th)[61]
2 "Breast Cancer Month" 5 October 2011 1,130,000 (2nd)[62]
3 "Apple" 12 October 2011 1,023,000 (5th)[63]
4 "The Royal Family" 19 October 2011 1,110,000 (2nd)[64]
5 "Hungry Jack's" 26 October 2011 1,160,000 (3rd)[65]
6 "Qantas" 2 November 2011 1,050,000 (3rd)[66]
7 "Kim Kardashian" 9 November 2011 1,180,000 (2nd)[67]
8 "Tiger Woods & Islam" 16 November 2011 1,170,000 (1st)[68]
Average season 1 ratings 1,120,125
Season 2 (2012)
9 "Crown Casino" 22 August 2012[60] Wednesday 8:33 – 9:08 pm 906,000 (11th)[69]
10 "Doug Pitt" 29 August 2012 810,000 (11th)[70]
11 "Lance Armstrong" 5 September 2012 917,000 (10th)[71]
12 "IheartRine..."[72] 12 September 2012 939,000 (8th)[73]
13 "People Smuggling" 19 September 2012 946,000 (10th)[74]
14 "The iPhone 5" 26 September 2012 913,000 (10th)[75]
15 "Alan Jones" 3 October 2012 1,023,000 (5th)[76]
16 "The Church of Scientology" 10 October 2012 997,000 (5th)[77]
17 "Newspapers" 17 October 2012 1,018,000 (4th)[78]
18 "Red Bull & Felix Baumgartner" 24 October 2012 1,038,000 (4th)[79]
Average season 2 ratings 950,700
Season 3 (2013)
19 "One Direction" 11 September 2013 Wednesday 8:30 – 9:10 pm 1,128,000 (3rd) [80]
20 "iPhone" 18 September 2013 988,000 (3rd) [81]
21 "Masterchef" 25 September 2013 908,000 (6th) [82]
22 "Candid Camera" 2 October 2013 784,000 (9th) [83]
23 "Prince Harry" 9 October 2013 884,000 (7th) [84]
24 "Against Coca-Cola" 16 October 2013 909,000 (4th) [85]
25 "Alcohol" 23 October 2013 1,070,000 (2nd) [85]
26 "Gay Marriage" 30 October 2013 1,004,000 (3rd) [85]
Average season 3 ratings 959,375

The word featured in the "title" column refers to the subject of the "The Image Renovators" and "How Do You Sell" segments in that particular episode.

Gruen Sweat[edit]

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.[60][86]

# Airdate Timeslot Ratings[nb 1]
1 25 July 2012 Wednesday 8:30 – 9:15 pm 931,000 (11th)[87]
2 1 August 2012 793,000 (9th)[88]
3 8 August 2012 794,000 (8th)[89]
4 15 August 2012 918,000 (10th)[90]
Average ratings 859,000

Notes[edit]

  1. ^ a b c d e Overall national viewers, numbers in brackets indicate nightly ratings position.

References[edit]

  1. ^ Ziffer, Daniel (7 February 2008). "Anderson Plays Nice With Aunty". The Age. Australia. Retrieved 31 May 2008. 
  2. ^ Lee, Julian (1 May 2008). "Another Denton First: Screening Ads on the ABC". The Sydney Morning Herald. Retrieved 31 May 2008. 
  3. ^ "Why Wil Anderson wants lower Gruen Transfer ratings". The Daily Telegraph. 29 May 2008. Retrieved 31 May 2008. 
  4. ^ "2008 AFI Winners". Herald Sun. Australia. 6 December 2008. Retrieved 7 December 2008. 
  5. ^ "Gruen returns from next month with Olympics-themed format". Media Spy. Australia. 25 June 2012. Retrieved 25 June 2012. 
  6. ^ Knox, David (23 July 2012). "Wil Anderson no saviour (just a very naughty boy". TV Tonight. Retrieved 6 August 2012. 
  7. ^ Benns, Matthew: Kiwis get all defensive about TV invasion plot, The Sydney Morning Herald, 18 July 2008.
  8. ^ Lee, Julian: Skit went too far for the ABC, The Sydney Morning Herald, 13 May 2009.
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External links[edit]