Devondale liquid breakfast range ‘Fast Start’ serves up two new spots via DDB Melbourne
Devondale is launching Fast Start, a new range of great tasting breakfast drinks, onto the market with a campaign via DDB Melbourne.
Says Suzanne Douglas, Devondale general manager innovations, marketing and special projects: “Fast Start is made with the goodness of Australian milk. It provides a fast and convenient breakfast option but most importantly, it tastes great.”
The 2 x 30 sec TVCs called “Sunshine Bubble” and “Man-child” put a humorous spin on the “after-taste face” of drinking Soy.
Says Darren Spiller, DDB executive creative director: “We had a good laugh when we came up with these executions and there was no better comedic director in Australia than Tim Bullock to bring them to life. A great example of strong strategy brought to life by humour.”
The TVCs are supported with outdoor advertising, strategically positioned on approach to the front of the supermarket and in-store advertising at the point of sale.
Suzanne Douglas: General Manager Innovations, Marketing and Special Projects
Adam Hamilton: Marketing Manager
Executive Creative Director: Darren Spiller
Creative Director: Simon Bagnasco
Sr Copy Writer: Robbie Brammall
Sr Art Director: Ant Hatton
Head of Broadcast: Simon Thomas
Managing Director: Nick Condon
Account Director: Katie Kouts
Account Manager: Kirsten Tidswell
Production Company: Prodigy Films
Director: Tim Bullock
Executive Producer/MD: Jonathan Samway
Producer: Julianne Shelton
Offline Edit: Adam Wills
Grade: Edel Rafferty, Method Studios
Online Edit: Ziggy Zigouras, Method Studios
Sound Design: Colin Simkins, Gusto Music
Media: Carat Melbourne
26 Comments
yep…Soy aftertaste is exactly that.
Nice work
Funny. Unfortunately been done. https://www.youtube.com/watch?v=GDW1SwV8IiQ
These should have been 15s. Long time to leave the talent on-screen looking like a goose. Nice idea but.
saw the kid’s painting one on telly last night. made me laugh. funny stuff.
Totally fails the believability test. Soy taste is quite innocuous and wouldn’t ever justify that reaction. And the viewing public would dismiss it straight away as a meaningless exaggeration. That face MIGHT be appropriate for rancid milk (which I was expecting it to be on first viewing some weeks ago), or more predictably, citric sourness, as per the spot brought to our attention by 5:35PM. But you’ve got to give the Oxenbould chap credit for his facial contortion performance. He’s the only person on this job who earned their money.
Nah, sorry to say “old cd cheese”, but I hate soy milk, and that’s the exact face I make , these will probably be a hit with the punters. I wonder if you are so old that maybe your tastebuds might be dead, soymilk…innocuos….pah.
So sick of old CD Guy – lately it’s been relentless. He’s clearly got a lot of time on his hands in between the DL brochures he’s supervising.
And no, I don’t work for DDB.
What’s the strong strategy Daz speaks of?
It may have been done, it may be more relevant to citrus, but if you don’t think this ad is genuinely funny and can’t put on a consumer hat for 30 seconds, there’s something wrong with you. It’s brilliant old school stuff and yes the performance I’d brilliant.
Old CD guy, are you serious? Get a life. I pissed myself when i caught the kid one on the Telly yesterday. Funniest ads I’ve seen locally for ages that will do their job well I bet.
Feels like the edit needs to cut between each moment faster or the ads need to be shorter. Disagree with Darren Spiller – this seems more up Middleditch’s alley.
“Old CD Guy” is clearly a soy latte drinker… and a suspected vegan.
Despite its status among the most beautiful and celebrated people in the world, soy milk is still not particularly popular. Why is that CD Guy? I’ll tell you. It’s because it tastes exactly like that man’s face makes it look like it tastes.
You like it. Congratulations… but you speak in absolutes which are not supported by the majority.
What a bloody fantastic ad. Great job to the agency.
Get Over yourself. Its funny.
Funny but would be better as 15s.
Other problem, if you drink soy it’s most likely be because you can’t or don’t want to drink dairy milk. As a result, I though this was an ad for another non-dairy alternative (there are plenty out there). But unless I’ve missed something, it’s not.
A soy drinker would literally suck it up rather than switch to dairy milk.
It’s a little like trying to get vegetarians to eat meat because they hate the taste of those awful soy alternatives.
It’s only a massive insight about soy drinkers missed. Nothing too important.
What’s the problem? Do people accidentally buy soy? If you don’t like soy don’t buy soy. Are those breakfast drinks normally soy? So man questions? – Inset soy face
@jimmy. You should read your posts before you press submit
A story for all the anonymous bloggers out there.
http://www.cstthegate.com/davetrott/2013/03/the-best-defence-is-attack/
(I’m not from DDB, by the way)
The leading product in this category is Weetbix. It’s owned by Sanitarium, so I expect their UpandGo stuff uses Soy milk (SoGood is also made by Sanitarium).
So to knock off the market leader, you point out that you have something they don’t – milk instead of soy.
It’s not rocket science, and even if I don’t hate the taste of soy I get the message that this product tastes better. I’d probably try it. If only I could remember what it was called.
It’s a great story but I’m not sure what your point is.
Nobody’s stalking anyone with continuous vitriol here. In fact, the worst of it’s usually over in 30 seconds.
http://www.youtube.com/watch?v=U0u8AHYqi5E
It’s been done. Twice. Yes, Joe Public doesn’t care, but this is a forum for the industry to showcase their creative thinking (isn’t it?) and this creative has been thought of.
I get the humour.. I like the ads, I’m just confused at who they are poking fun of… There is no soy milk breakky drinks on the shelves unless you buy the so good ones from the longer-life milk section.
I agree this is funny and very watchable creative with great talent. But the message is lost. Yes, most consumers don’t like soymilk, but most consumer wouldn’t associate the market leading liquid breakfast with soymilk. (It contains soy as well as well as milk powder.) The new brand this ad tries to launch is stuck at the end – and immediately forgotten. Retailers are likely to be furious that this ad is so negative and attacking the market leader – leading only to cannibalisation and doing nothing to grow category sales.
And yes Mars did the idea years ago, and an ex-Mars marketing manager would know that too.
These are the worst ads I’ve seen on Australian TV for a long time. I’m sure the product is fine, but I’ll never know because the ad is repulsive.
Funny ad… I think his face makes it so.
I think it is taking a swipe at Sanitarium… Devondale has always hated its rival industry, soy. Ironically, Up&Go is not soy based; can’t expect the plebs to know that though. Brand association = very powerful.
Like its been said, put on a consumer hat. It’s a funny ad that will stick in people’s mind. It may not be the most creative but it works. Well done Daz.