Absolutely Positively Wellington?
There's something deeply infectious about the raw energy and positivity of this campaign
In the years following the Rogernomics reforms of the 80s there was a trend toward something called ‘city marketing’ – driven by a new found regional confidence and the recognition, by some Local Authorities, that they needed to become more actively involved in initiatives to improve local economies.
Many city’s and regions developed such campaigns – and a handful even produced TV commercials to promote themselves. Among the best of these were the ‘Napier Life’ campaign and the outstanding ‘It’s all Right Here’ Dunedin campaign – but head and shoulders above them all was the ‘Absolutely Positively Wellington’ campaign produced by Saatchi and Saatchi in 1991.
I’m no fan of Wellington and far prefer the beauty and energy of Auckland – but I can totally appreciate the appeal of this TVC, which has definitely stood the test of time. Most city’s have moved away from such bold campaigns in the years since – and the equivalent efforts, today, are far more ‘corporate’, sanitised and dripping with political correctness – which is a pity, because, in the midst of all the chest beating and self deprecating angst we engage in as a nation – there’s something deeply infectious about the raw energy and positivity of this campaign which we should be seeking to emulate…