Maggie Beer is one of those people who everyone seems to like.
Every season contestants break down and weep in her presence as if presented to a spiritual master. And of course she’s over 40, which is a giveaway clue that Ten is seeking a slightly older audience.
There’s also the highlighting of the Barossa location and the inclusion of the promotion to win a European cruise to ensure we get the message than Ten isn’t only for young folks anymore . And what isn’t there is also interesting i.e. no mention of the ‘battles of the sexes’ format which has come under fire for playing to stereotypes and being irrelevant to a cooking show.
The ad has many creative elements in its favour including use of recognisable celebrities that most people would find appealing, a large and colourful image, and a specific and simple call to action.