Campaign claim – 100% pure?


A global ad boss is questioning a Queenstown mayoral candidate’s claim over the world-renowned ‘100% Pure NZ’ campaign.

Filmmaker Roger Tompkins produced and directed the successful Tourism New Zealand campaign and says he co-conceived it.

M&C Saatchi’s worldwide chairman Tom Dery, a part-time Queenstowner, tells Mountain Scene he wants to “set the record straight”.

Dery notes good ideas have “many fathers”.

In a statement, the ad man says: “The strategy, complete creative development including the positioning line ‘100% Pure NZ’, the logo, the typeface and the chosen music were all conceived and developed by the creative department at M&C Saatchi, headed by Tom McFarlane, who is the regional creative director.”

Cranbrook Films was appointed to film the TV commercial, with Tompkins directing, he says.

Tourism NZ’s boss 17 years ago, George Hickton, says: “Tom McFarlane and Tom Dery certainly, from our point of view, were the architects.”

He accuses Tompkins of gilding the lily by saying, in his first press release, announcing his mayoral bid, the campaign was ‘his’.

Tompkins defends his self-proclaimed role, saying he hasn’t claimed to be anything more than a part of the team that created the campaign.

He says he was part of a ‘village’ of creatives put together by McFarlane to pitch to Tourism NZ.

It was on a flight between Queenstown and Wellington that creative Alan Morden coined the ‘100% Pure NZ’ term, Tompkins says.

Dery’s comments have landed during a bad week for mayoral hopefuls, after it was revealed Jim Boult will be investigated over Stonewood Homes New Zealand Ltd’s collapse.