Gruen Transfer, The: Series 3 - Episode 3 (ATOM Study Guide)

The Gruen Transfer is a show about advertising – how it works and how it works on us. Hosted by Wil Anderson, the show decodes and defuses the commercial messages that swirl through our lives.

In its first year, The Gruen Transfer notched up a number of records, including the highest rating for an entertainment debut on the ABC (its first episode had nearly 1.3 million viewers). It also regularly won its time slot ratings, averaging 1.25 million viewers a week, and performed brilliantly in all adult demographics. The show's website was flooded with people wanting to take the opportunity to make their own ads (10,000 of them across the ten weeks of the show).

Wil is joined each week by some of the best and brightest minds of the advertising industry, experts prepared to share the ideas and insights that drive them. Each episode features news from the world of advertising and examines the tactics used to sell particular products, whether it be cars, chocolate or cleaning products. In the regular segment 'The Pitch', agencies compete to fulfil a seemingly impossible brief. This season also features the hunt for the 'Worst ad. Ever', with a contender for the title screened each week.

In this episode:

This episode investigates 3D projection mapping as a new means of outdoors advertising, the use of sex in advertising, and campaigns designed to offend and outrage. Also examined is the use of advertising and product placement on top-rating show MasterChef. Campaigns promoting the secession of WA are featured in this week's The Pitch segment and an advert for International Youth Year, 1985 is screened as part of the 'Worst ad. Ever.' competition. Important topics discussed in this episode include the purpose of corporate sponsorship and how advertising is moving into online social media sites.

Curriculum links

This study guide is mainly aimed at middle- and upper-secondary school levels, with relevance:

• English
• Media Studies
• Graphics
• Ethics and Philosophy
• Psychology
• Business Studies and Marketing
• SOSE/HSIE

Before viewing

There are two previous series of The Gruen Transfer. Study guides for all episodes of series 1 and 2 are available to download here.