‘Glow Girl’ highlights the benefits of Devondale Long Life Milk in latest spot via DDB Melbourne
Another engaging and humorous advertisement for Devondale Long Life Milk has launched via DDB Melbourne.
The insight, or ‘problem’ in this instance, is that if a product has a long shelf life, people assume it’s packed full of preservatives.
Says Kit Rahman, Devondale marketing manager: “We decided to tackle this misconception by demonstrating the evils of preservatives and then presenting the unlikely solution in the form of Devondale long-life milk. It’ll surprise a few people – some consumers just don’t believe milk can last that long without adding any ‘nasties’ to it – but it’s great to bust a consumer myth in such a fun way.”
There are no preservatives at all in the product – instead it’s the packaging process that gives it the longevity.
“As parents we all feel the pressure of monitoring what our children eat,” says ECD Darren Spiller. “It’s quite an emotionally charged issue, so instead of preaching, we convey the ‘no preservatives’ message with disarming humour. Which is what people expect from Devondale.”
The campaign launches with a TVC entitled ‘Glow Girl’, shot by Tim Bullock, and is supported by path to purchase and online executions.
Executive Creative Director: Darren Spiller
Creative Director: Simon Bagnasco
Sr. Copywriter: Robbie Brammall
Sr. Art Director: Anthony Hatton
Head of Broadcast: Simon Thomas
Sr. Agency Producer: Tuesday Picken
Executive Planning Director: Ian Forth
Managing Partner: Lisa D’Amico
Account Director: Katie Kouts
Account Manager: Kirsten Tidswell
Production Company: Prodigy Films
Director: Tim Bullock
Producer: Alice Grant
Executive Producer: Jonathan Samway
DoP: Germain McMicking
Editor: Michael Houlahan
Grade: Edel Rafferty, Method Studios
Online Edit: Chris Betteridge, Method Studios
VFX Supervisor: Tim Isaacson, Method Studios
Nuke Compositor: Dan Benjamin, Method Studios
Sound Design/Music: Colin Simkins, Gusto Music
Media: Carat Melbourne
Devondale General Manager Innovations, Marketing & Special Projects: Suzanne Douglas
Head of Retail Marketing: Pam Burnett
Marketing Manager: Kit Rahman
5 Comments
This doesn’t feel like it’s part of the same campaign. The others are based on real life scenarios with real families. This feels like one step away from The Addams Family. And why aren’t the parents glowing too? Disappointing.
I prefer the cat one. This is a bit lame.
Oh where to start… This feels like someone tried (perhaps not for the first time in his career) to do an ‘Amelie’ ad, but without having ever actually seen the movie. (it would be considered ‘bullshit foreign muck’ by this fellow) At best, it would seem, he has seen some other ads that try to invoke the Amelie-esque ambience and figured that was damn-well as much research as he was going to bloody-well do. Once a bogan…
This is great! I get the message loud and clear and it’s ‘lovely’ to watch.
Excuse me “What’s going on?” if you think the other tvcs in this campaign are based on real life scenarios with real families (i.e. Old woman sharing milk out of the bottle with her cat and those wacky prozac parents) then you’ve really come from a weirdass family and i feel sorry for you.