Dare Iced Coffee gets people back on track in new series of spots via AJF Partnership, Melbourne
![Dare_Cuffs[1][1].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2014/01/04122854/DareCuffs5B15D5B15D.jpg)
AJF Partnership Melbourne has launched its next wave of commercials for Dare Iced Coffee starting January 26.
Directed by Plaza’s Paul Middleditch the new 15-second spots show a policeman, a basketball player and a low-rank office worker in situations where they weren’t thinking straight. Each of the three characters turns to Dare to get them back on track.
![Dare_Basketballs[1][1].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2014/01/04122422/DareBasketballs5B15D5B15D.jpg)
Dare Iced Coffee has been enjoying significant growth becoming the number one selling dairy beverage last year and having the success of the occasion-based strategy recognised at the 2013 Effie Awards.
The television activity will be supported by outdoor and online activity at launch.
![Dare_PayFall[1][1].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2014/01/04122423/DarePayFall5B15D5B15D.jpg)
Lion Dairy & Drinks:
Category Director: Jeff Swan Marketing Manager: Todd Gordon Senior Brand Manager: Ian Jankelowitz Brand Manager: Mary Stafford
Agency: AJF Partnership
Creative Director: Josh Stephens
Senior Art Director: Andy Jones
Senior Copywriter: Glenn Dalton
Senior Agency Producer: Susannah George Group Account Director: Stephanie Sieber Senior Account Director: Lucy Haworth
Senior Account Manager: Alissa Dinham
Senior Strategic Planner: Pieter-Paul von Weiler
Production Company: Plaza Films
Director: Paul Middleditch
Executive Producer: Peter Masterton
Production Manager: Megan Ayers
DOP: Tristan Milani
Editor : Dave Whittaker @ The Editors
Online: Adam Archer @ The Editors
Colourist: Christine Trodd @ The Editors
Sound Engineer: Stevo Williams @ Flagstaff Studios
15 Comments
They had me at using Rob Brydon as the VO. Nice stuff.
I can’t be the only one sick and tired of these common-aussie-buffoon-in-real-life-funny-event gag.
Budgie smugglers. How avant-garde.
Oh but it has an English VoiceOver now to make it more worldly. Excuse me.
It’s no better than being forced to watch shitty adam sandler movies.
I like them, funny and short.
Rob Brydon is Welsh, you tit.
Not funny but thankfully short.
Why use Rob Brydon? One of hte most overused voices in the intergalactic universe.
Which just goes to prove not everything middelditch does turns to gold…….
Simple and silly. Love these.
can’t help but wonder if meh, is a director that doesn’t turn anything to gold???
I don’t care if he’s welsh or a British ex-pat stationed on the North Pole you twat, it serves the same purpose in my argument.
Brydon has talent. This ad does not
@ Yet another
If the purpose of your argument was to make yourself look like someone who slags things off from an uneducated and poorly informed perspective then I guess I can’t find a flaw in it.
There’s less confusing ways to bring “head all over the place” to life than swapping the first and last words around.
A lot of self praise commenting going on here lads…
Indecipherable gobbledegook.
Good to see a campaign evolving rather than random one-offs.
I absolutely laughed my head off when the Dare ad came on when “Greg packed his swimming trunks instead if his shorts” when the voice was in the English Mans voice but this new “Australian” voice just takes everything away from this ad and quite frankly it’s got no appeal at all and is plain boring! No offence to keeping it Australian but Ads are boring and tedious enough, why not make them funny so you will watch them. Just saying.