Nestlé makes the delicious even more delicious in a brand new campaign via Publicis Mojo, Sydney
Nestlé Sweetened Condensed Milk returns to screens this month through Publicis Mojo with a special treat for viewers, just in time for Mother’s Day.
The 30sec TV commercial follows a tongue-in-cheek demonstration of what can happen when you add Nestlé’s Sweetened Condensed Milk to your baking – the delicious becomes even more delicious.
And who better to create the humorous and engaging performance piece than Paul Middleditch – one of Australia’s most awarded directors.
Says Sibon Schouten, Nestlé head of marketing foods: “Nestlé Sweetened Condensed Milk has been proudly made in Australia for over 100 years. With such heritage this brand is incredibly important to Nestlé and bakers alike. We needed to remind consumers that it is made from quality fresh Australian Milk with a deliciously smooth taste & texture that has been loved for generations. We are encouraging consumers to check the label for local ingredients as a guarantee of this taste and quality.”
Says Grant Rutherford, chief creative officer, Publicis Mojo: “With a much-loved brand like this one, it was a delicate process to balance credentials with great cut through. Paul was the ideal person to take the simple ingredients of the ad – an Aussie bloke, a voice over and a can of condensed milk and make it sing. And he’s done it in what I think is a wonderfully compelling and enjoyable way.”
The TVC launches on free to air this week.
Agency: Publicis Mojo
Executive Creative Director: Grant Rutherford
Creative Director: Ian Williamson
Copywriter: Oskar Westerdal
Group Account Director: Katrina Wild
Senior Account Director: Muriel Mallet
Agency Producer: Jasmin Helliar
Production Company: Plaza Films
Director: Paul Middleditch
Executive Director: Peter Masterton
Production Manager: Megan Ayers
Food Stylist: Sally Parker
Food Assistant: Samantha Joel
Post Production: The Editors
Editor: Dave Whittaker
Producers: Katrina Morelli & Daniel Fry
Music: Ramesh Sathiah
33 Comments
What’s with the sound?
Reminds me a bit of the classic “Perfect Italiano” ads from 2010:
https://www.youtube.com/watch?v=FOUx6WJ1D_k&spfreload=10
Spectacularly gay.
Corny. Old, tired idea. Patronising to women. And men. And maybe they could have talked about WHY. Such a great product. Such a bad ad.
Is that sound for real?
Bizzare overlap in the VO, and change in sound…
Crummy and confusing.
Nice spot guys.
Well done Mojo and Nestle.
sex gags are stale
Terrible concept. Terrible direction.
The start-stop of background noise… VO sounds like it was recorded in a bedroom.
The standard predictable bitchy comments. But when I look at the usual nestle horror show,this is pretty good in comparison.
Not so delicate in the sound department obviously! 😉
It makes me laugh, definitely works on female target 🙂 Really good for a Nestle ad!
We’ve all done the odd turkey at sometime in our careers, i’m just glad i never did this one.Where to start…. The idea? The writing? The direction? The casting? The v/o? The performance? The sound? They are all equally awful. The agency might blame the client, but they can’t blame him or her, for a complete lack of craft.
hatey hate hate…the usual petty venom on this blog.
From the comments on the product Facebook page it seems that consumers completely disagree with most of you. Which proves that sometimes it pays to pull your ad wanker heads out of your own arses and remember why we’re doing this in the first place. Good one mojo…and by the way, I am not an employee.
i suspect some offline sound might have made it’s way into the final..
I don’t think it is particularly brilliant, but it is just so odd in so many ways I think it works,
Bound to get noticed, women will like the perv value, probably a winner actually.
And let’s face it, how the fark are you meant to sell condensed milk?
Clearly inspired by that all time classic segment from the unforgettable Star Wars Holiday Special https://m.youtube.com/watch?v=Zh5RxqSTua4
Rubber’s done a lot in two years…
Since when was it bitchy to point out clearly and definable sub-standard production values?…no point in complaining about bitching if you’re making excuses for sub-standard work.
‘Norme de plume’? Is that you Grant?
Fucked up comment, Ant
I love advertising, just wish it wasn’t so full of bell ends.
I like this spot. Made me smile. Feels right for the brand too.
we couldn’t possibly do this with a woman cast as the cook so why is it ok to go with a man? tied of double standards.
@Old CD GUY: your a loose unit aye. Get a Billy into ya.
? said,
No, not Grant (and it’s Norm De Plume, not Norme de plume!!!).
And I’m not Rubber, when everyone knows it’s “Rubba”.
‘A special treat just in time for Mothers Day’??????????!!!!!
As a woman, I find this offensive.
As a copywriter, doubly so.
And a terrible press release as a bonus. Is this meant to be ironic?
Eurghhh. Eurghhh. Eurghhh.
there are a lot of things i miss about the 80’s. this kind of lazy, cliched, Australian advertising garbage isn’t one of them.
Oh please!!! This is the most refreshing ad that I, as a mother, mature woman and consumer, have seen for a very long time…. I am 57…. what ages are those who take offense??
What is actually going on with that audio? I saw it on air and it was the same.
Sounds like it was recorded on a Nokia 5100 in a toilet, then edited and mixed by my mum.
Mining the food market for a voice in the clutter is a mega brain wrap. And this antique product seems to have been the creative’s nightmare of making it relevant again.
Balances between that fine line of delicious irony and corny – but wins in the end.
Can someone please tell me the name of that guy in the Nestle condensed milk ad so I can go on living, his scrumptiousness is killing meeee!
@Mys
Nick Harrington.
chadwickmodels.com/models/nick-harrington/