Devondale launches new spot featuring a knitwear-loving family via DDB Melbourne
Another week, another un-ignorable Devondale TVC from DDB Melbourne. This time it’s for the dairy co-op’s family cheese, which it claims is the ‘one thing’ families agree on.
Says Laurette Hargreaves, Devondale senior brand manager: “Smooth Tasty All-rounder is our family cheese. It’s specifically designed so both adults and kids will like the taste. And as all the parents out there will tell you, that’s a rarity”.
So how have DDB Melbourne brought this product benefit to life? With perhaps the most disturbing TV family in recent memory. The TVC, entitled ‘Jumpers’, was shot by director Tim Bullock and features grotesque knitwear, bad dancing, and untrustworthy children.
Says Darren Spiller, DDB Melbourne ECD: “This category has always been about perfect families, with perfect hair, who laugh inexplicably when they’re eating sandwiches. That’s not reality. My kids make it a point to hate everything I love, so we just wanted to execute that truth in the most entertaining way possible. Hopefully it’s refreshing to see a less-than-perfect family on TV for once.”
The TVC is the seventh from Devondale this year, and adds to a memorable body of work that has so far included a crazy cat lady, a glowing girl, soy aftertaste disfigurement, and a stepdad with the singular ability to drive carefully.
General Manager Marketing Innovation & Special Projects: Suzanne Douglas
Head of Retail Marketing: Pam Burnett
Marketing Manager: Kit Rahman
Senior Brand Manager: Laurette Hargreaves
Agency Credits
Executive Creative Director: Darren Spiller
Creative Director: Simon Bagnasco
Sr. Copywriter: Robbie Brammall
Sr. Art Director: Anthony Hatton
Sr. Agency Producer: Tuesday Picken
Executive Planning Director: Ian Forth
Managing Partner: Lisa D’Amico
Account Director: Katie Kouts
Account Manager: Kirsten Tidswell
Production Credits
Production Company: Prodigy Films
Director: Tim Bullock
Producer: Alice Grant
Executive Producer: Jonathan Samway
DOP: Germain McMicking
Editor: Adam Wills
Grade: Edel Rafferty, Method Studios
Online Edit: Chris Betteridge, Method Studios
Sound Design: Colin Simkins, Gusto Music
14 Comments
Weird funny is hard to do. This absolutely nails it. The Devondale ads are bloody good – so unusual to see Australian FMCG ads that aren’t happy joy joy bullshit.
Do whatever you have to do to hold on to that client DDB, it’s a licence to do great work.
Put this in the pile called, the Really Bad Ones.
Weird is a great technique, if you have an idea to back it up. This is just weird acting and dialogue with nothing behind it.
That really is trying very hard isn’t it.
twisty.
The idea is that the bread is so good that the whole family like it – done in a weird way.
Understand?
How much money does Devondale have?
Make more stuff, other clients.
…I like it
yay: The advertisement is about cheese, not bread.
Maybe the “weird” factor takes away from what the product actually is?
Regardless of some of the finer points of comprehension I’m just really glad that there’s a client out there that’s making some weird and distinctive advertising. Stuff with an actual idea in it. And putting it on the telly.
Well done DDB. I hope there another 3 or 4 in there somewhere.
Amen to that. This is a ray of non-beer advertising light.
We have a lot to answer for. Again.
@ yay – that’s a brief, not an idea. Understand?
The creative director needs to go back and get some advertising lessons from when he was trying to get into the business – ie that every ad should have an idea in it. That technique/acting isn’t a substitute for an idea. That following a current trend (eg ‘weird’) is no good.
That no matter how wacky an idea is, it needs to be relevant.
Old ideals to be sure, but relevant to this day and all to oft ignored.
Yes, DDB knows nothing about advertising. Good luck with that and your award school certificate.