Gruen (TV series)
| Company type | Television series |
|---|---|
| Industry | Television, Advertising |
| Founded | May 28, 2008 |
| Founder | Andrew Denton (producer) |
| Headquarters | Australia |
Area served | Australia |
Key people | Wil Anderson (presenter), Russel Howcroft, Todd Sampson |
| Parent | CJZ (Zapruder's Other Films integrated into CJZ) |
Gruen, initially known as The Gruen Transfer, is an Australian TV series centered on the advertising industry that first aired on the ABC on 28 May 2008. The program is presented by Wil Anderson and produced by Andrew Denton's Zapruder's Other Films, now integrated into CJZ. It showcases a panel of advertising specialists, including Russel Howcroft (previously with George Patterson Y&R) and Todd Sampson (formerly of Leo Burnett). The show's name alludes to the psychological phenomenon known as the Gruen transfer in retail environments.
The premiere episode drew close to 1.3 million viewers, setting a record as the most successful entertainment debut in ABC’s history. Its format has been adapted by production companies across the UK, Denmark, France, Italy, Portugal, South Africa, and Spain. In 2008, The Gruen Transfer earned a nomination from the Australian Film Institute for Best Light Entertainment Television Series.
Extensions of the original program include Gruen Nation, broadcast during the 2010 Australian federal election and 2013 Australian federal election, and Gruen Planet, which began airing on 28 September 2011 with a focus on corporate and governmental media tactics alongside public relations. Another derivative series, Gruen Sweat, aired starting 25 July 2012 and concentrated on branding and marketing efforts related to the 2012 London Olympics. The show reverted to its initial format under the title Gruen from 9 September 2015 onward.
Format
Current features consist of:
- How Do You Sell?: A weekly segment analyzing advertising strategies employed to market products ranging from beer and underwear to chocolate and financial institutions.
- Endorse Me: Wil Anderson tasks the panel with securing sponsorship deals for contentious personalities such as Carl Williams and David Hicks.
- The Pitch: Competing advertising agencies vie to produce campaigns for products deemed "unsellable." Previous challenges involved promoting whale meat, tourism in Baghdad, reviving the faltering Australian Democrats party, and even a satirical proposal to invade New Zealand, which sparked reactions from both New Zealand’s government and viewers. An anti-discrimination advertisement celebrating "fat pride" was withdrawn by ABC due to violations of editorial standards.
- Ad of the Week: Wil Anderson along with the panel assess an advertisement’s impact and effectiveness.
- What is this Ad for?: The panel attempts to identify the product behind an obscure commercial clip.
- What's Wrong With This Ad?: Viewers submit advertisements for critical evaluation; for instance, the Philadelphia Cream Cheese Heaven campaign was scrutinized for overemphasizing low-fat content even in a heavenly theme.
- Space Invaders: Exploration of unconventional advertising venues such as clothing for sheep, children’s literature, and impoverished areas, followed by brainstorming potential clients suited for these spaces.
- God I Hate That Ad!: A web-only segment debating disliked advertisements to decide if they truly deserve criticism.
- What Does it Mean?: An online-exclusive where Wil Anderson and the panel decode ambiguous or confusing advertising messages.
- The Worst Ad of All Time (Gruen Polished Turd), The Worst Product of All Time (Golden Steak Knives), Personal Worst (Brown Logie): The panel nominates the poorest advertisements or products, announcing “winners” at the conclusion of each series. These tongue-in-cheek awards reference a crude phrase used within advertising circles: "turd polishing."
Gruen Nation
During the 2010 federal election period, a related series titled Gruen Nation was broadcast. Its debut episode aired on 28 July 2010, and the series wrapped up on 18 August 2010. Wil Anderson served as host, with regular contributions from Todd Sampson and Russel Howcroft, alongside political commentators such as John Hewson and Neil Lawrence. Anderson referred to the show as ABC’s "national bullshit detector."
Gruen Planet
Replacing the fourth season of The Gruen Transfer, Gruen Planet broadened the program’s focus. The inaugural episode was shown on 28 September 2011, drawing an audience of 1.138 million viewers and ranking as the fourth highest-rated program that week. Following Gruen Sweat, its second season commenced on 22 August 2012. Prominent segments included:
- The Image Renovators: A weekly critique of advertising and public relations strategies.
- The Pitch: Agencies crafted campaigns for products deemed "unsellable."
- What Would Putin/Palmer/Kim/Trudeau Do?: An analysis of how public figures market themselves.
- Spin Cycle: Showcased attempts at headline-grabbing spin.
- How Do You Sell?: Investigated marketing approaches across diverse product categories including beer, underwear, chocolate, and banking.
Gruen Sweat
A third spin-off, titled Gruen Sweat, aired during the 2012 Summer Olympic Games with a four-episode run starting on 25 July 2012, attracting an audience of 931,000.
Gruen
The series Gruen succeeded Gruen Planet, premiering on 9 September 2015 with an initial viewership of 974,000, making it the fourth most-watched show that week. Although renamed, the format saw only slight modifications from its predecessor. Wil Anderson continued as host, accompanied by Todd Sampson and Russel Howcroft.
Panelists
Distinguished panel members have included Karen Ferry, Christina Aventi, Dee Madigan, Emily Taylor, Pia Chaudhuri, Carolyn Miller, Adam Ferrier, Sunita Gloster, Lauren Zonfrillo, Priya Patel, Annie O'Rourke, Camey O'Keefe, and Kirsty Muddle.
Critical reception
In 2009, The Sydney Morning Herald commended The Gruen Transfer for its combination of "intelligence and substance." By 2013, the same outlet observed that with Gruen Planet, the franchise had perfected its format "to a fine art."
Awards
|- !scope="row"|2013 |Rose d'Or |Best Entertainment Program | |- !scope="row"|2025 |TV Week Logie Awards |Best Comedy Entertainment Program |
Ratings
When Gruen returned in 2016, it attracted an audience of 954,000 viewers; this was followed by 903,000 in 2017 and 943,000 in 2020, reflecting steady viewer interest.
Legacy
The program's panel members have established themselves as authoritative figures in the marketing field, often invited to provide insights on sector-related topics. In particular, Todd Sampson utilized his public stature to secure a position on Qantas' board and spearhead a significant marketing initiative.