Devondale pokes fun at the co-op’s corporate competitors in new spots via DDB Melbourne
If you’re not disturbed by the growing influence of big corporations in Australian dairies, you will be after watching the latest TVCs from DDB Melbourne for Devondale.
Launching Devondale’s first foray into fresh milk, the campaign takes a light-hearted dig at the co-op’s ‘corporate’ competitors.
The commercial, entitled ‘Takeover’, was shot by Steve Rogers from Revolver Films and follows a hapless team of big business types as they attempt to operate an Aussie dairy.
Says Darren Spiller, DDB Melbourne ECD: “Devondale is a farmer-owned business. Profits go to farmers and local communities are supported. Understandably, people are shocked to know that a large portion of the milk they drink is owned by big corporations that don’t share these same values. With this TVC, we wanted to shed some light on the subject. Devondale is owned and operated by 2500 dairy farming families. Wouldn’t you prefer your milk to be made by the people who know how to do it best?”
Says Suzanne Douglas, Devondale general manager innovations, marketing & special projects: “After years of operating in the Long Life sector, Devondale will now provide chilled full-cream and reduced-fat milk to Coles in NSW and VIC. This is a major turning point in the life of the brand but it’s also a turning point for milk-lovers, who finally have a genuine, farmer-owned alternative to the major milk labels.”
Suzanne Douglas – General Manager, Innovations, Marketing & Special Projects
Pam Burnett – Head of Retail Marketing
Rebecca Lowth – Marketing Manager
Agency: DDB Melbourne
Darren Spiller – Executive Creative Director
Simon Bagnasco – Creative Director
Jordy Molloy – Art Director
Toby Kennedy – Copywriter
Simon Thomas – Head of Broadcast
Naomi Gorringe – Group Business Director
Julia Sheehan – Business Director
Hannah O’Brien – Business Executive
Production Company: Revolver/ Will O’Rourke
EP/Managing Director: Michael Ritchie
Executive Producer/Producer: Pip Smart
Director: Steve Rogers
Cinematographer: Ryley Brown
Editor: Peter Sciberras, Method Studios
Grade: Edel Rafferty, Method Studios
Online: Jamie Scott, Method Studios
Music Supervision: Karl Richter, Jen Taunton, Level Two Music
Music/Artist/Title: Bjorn Olsson/ “Vissling I.D”
Sound Mix: Colin Simkins, Gusto Music
13 Comments
Nicely shot.
DDB’s blatant appropriation of British Legion’s ‘Minute’s Silence’ means everything they do for quite some time will be viewed rather dimly, except by their BFF’s on Cannes juries of course.
Really great…
Interesting. I’m not quite sure who they are targeting at a business level. I’m presuming Lion Dairy? Who is known for “corporate dairy”?
Maybe Parmalat?
Lagiarist fortunately there are a lot less cynical and much more talented people
Than you judging awards. DDB Melbourne is absolutely smashing it consistently
With great work. I wish the industry could turn itself around as quickly as they have.
There seems to be a way of doing these ads these days – basically it’s one joke represented in several different vignettes throughout the commercial. I can’t help thinking that it is for the lack of one really good joke that the writers go for lots of pretty obvious average ones.
I’m not knocking this ad particularly, but it just seems to be what happens a lot these days and I can’t help thinking that it’s perhaps a little bit easy and the ads suffer from it in general.
parmalat, saputo, kirin…
Strong insight, well executed.
Even I can’t be cynical about this one.
Looks lovely, but didn’t get a laugh or even smile out of me. Feels like a crossbreed between Devondale and DDB’s comedy work, and their pretty picture farm work. I prefer them separate, where DDB have done both very well.
Not knocking your comment, but how would you do it differently?
I quite like those ads. Lend themselves to good 15’s. Which, given the attention span of – oh look, there’s a man chasing a cow…
Think harder, longer and be less content to settle for something that didn’t make people who read the script laugh out loud.
It’s a luxury to get that time these days, never mind a client wise enough to go with such an idea.
Where was it filmed?? Does anyone know.
ABSOLUTELY LOVED IT! Very clever and the sad thing is only a farmer would get the subtleties (I would love to be proven wrong here). I am still laughing! I AM SICK TO THE STOMACH WITH THIS PC CRAP by the way. CAN someone please do something about it NOW.