Melbourne car theft is rife, so when did we stop looking out for each other? | Gruen

[00:00:00]It's a sign of the times when you have the neighborhood watch ad without any neighbors in it.

[00:00:05]>> And and I think it's an indication that 40 years ago when it existed, it existed because people were looking out for each other. And you know, they're kind of I had one in my door in Canada when I was a kid and they're all around the world.

[00:00:17]And now people are not looking out for each other. They're looking at Netflix.

[00:00:22]>> The brand asset they had was this sort of social contract of community safety.

[00:00:29]that's gone now. And so this ad for me, I know why they're doing it because they have rising crime in in Victoria, specifically uh car theft. And so I think they see the opportunity, but I don't see how the brand lives into that.

[00:00:42]I don't see how they've done that.

[00:00:44]>> Well, they felt they they must have felt just pressure to do something. I mean, you know, I'm sure you're aware of this, Will, but the statistics actually show like the city is really has got a serious crime issue. And so, just would have been so much pressure on neighborhood watch. Come on, you've got to do something because, you know, neighbors, they are in fact, you know, getting their own security guards um in in an effort to try and ensure that their cars aren't stolen. It's a very serious issue. And so I'm really on the one hand it's like good on neighborhood watch because they're trying to be helpful and yet it's not the right piece of advertising. It it's entirely the wrong piece of advertising. All it does is in fact highlight just how frightening it is for so many people right