Devondale Long Life Milk launches new campaign starring a ‘Crazy Cat Lady’ via DDB Melbourne
Cut-through will not be a problem for Devondale as the dairy brand returns with the latest instalment in its humorous product campaign through DDB Melbourne. This time it’s Long Life Milk, and the perils of running out.
Says Kit Rahman, Devondale marketing manager: “Running out of milk is a hassle and because Devondale long-life milk lasts a long time (unopened), this campaign reminds Australians to always keep a Devondale in the fridge – or deal with the consequences.”
In this case the consequences involve an elderly lady, cats and show tunes.
Says Darren Spiller, ECD, DDB Melbourne: “The modern consumer is very discerning. But because we ground these ads in a real life observation and then explode that into ridiculousness, the viewer is more than willing to come on the journey with us. We aim to be relatable but entertaining.”
The ‘Never Run Out’ campaign launches with a TVC entitled ‘Crazy Cat Lady’, shot by Tim Bullock, and is supported by path-to-purchase and online executions. It follows in the well-received footsteps of recent Devondale work including ‘Stepdad Steve’ for Dairy Soft and ‘Soy Aftertaste Face’ for Fast Start.
General Manager Innovations, Marketing & Special Projects: Suzanne Douglas
Head of Retail Marketing: Pam Burnett
Marketing Manager: Kit Rahman
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: Adam Wills
Grade: Edel Rafferty, Method Studios
Online Edit: Chris Betteridge, Method Studios
Nuke Compositor: Dan Benjamin, Method Studios
Sound Design/Music: Colin Simkins, Gusto Music
Media: Carat Melbourne
15 Comments
Simple, very funny script. And no mention of activation, even better.
lol
Love it!
Spray them with the water – those boys are on fire!
hilarious!
Fellas, lads, chaps, boys… it’s not shit. It’s the shittest of your recent though. One soy face is funny, not the other. The butter spots aren’t funny at all. Do you know what funny is? Coz it’s not that episode of ‘Friends’ or ‘Two Broke Girls’ that you lifted this scenario from. This? Well, let’s not start sucking each other’s dicks quite yet, it’s barely a pass and it’s NOT funny.
I imagine the hilarity started like this – Ooh imagine having a crazy cat lady living next door… and you, like, went and borrowed some milk off her (coz you just moved in??forgot she was a crazy cat lady??) wouldn’t that be hilarious? We no, it wouldn’t. It isn’t. These are the ads Milward Brown are supposed to stop.
Don’t you have a career to reboot or something?
It’s all been downhill since Soy Aftertaste Face…
OK Steve Martin, what was the last ball breakingly funny, award winning ad you wrote? Happy for you to post a link here. Yip, I thought not…..Those who can do, those who can’t make snide comments on CB.
Your criticism is deeply desperate, Mr Martin.
Hilarity generally starts with people imagining things. I don’t know if you can roll back the years when you didn’t immediately access your little inner cynic every time a funny scenario is cooked up. If you can’t, get out of advertising.
If you can’t spot, along with the rest of us, that the bloke at the end doesn’t know that there’s a crazy cat lady inside, and that’s what’s funny, you certainly need to stop critiquing anyone else’s ads right now.
What does your comment about Millward Brown actually mean, because it doesn’t make any sense. You seem a big fan of our adkiller friends, staunchly protecting us from being exposed to awful ads like this, while Coles efforts, scoring highly on ‘memorability’ and ”brand linkage’ are smilingly ushered through. Do you work for Coles?
Can you please give us five good examples from the last few years of milk ads that are considerably more creative than this. This being simply a pass and all. Preferably written by you.
These are great. Wish I thought of ’em. That is all.
Isn’t there a punchline missing from this spot somewhere?
@worksforme
Your defense is obviously deeply personal, don’t clock-in down at DDB Melb with ‘Phil’, ‘J’ and “Bee” by any chance?
The fact that you needed to point out the supposed punch-line is illustrative. We know there’s a crazy cat lady in there, he doesn’t – congrats for getting that. Main problem is that we have no tension and release. The guy pops up and instantly is going to drink germ-y milk. I’ve had no time to care about him. His fate, either way, has no currency for the viewer, except that he is more ‘like us’ than the cat lady is.
I suspect it’s your personal connection to the project that makes you suggest moronic things like ‘anyone criticising needs to have made five better pieces in any given category before they can comment’. In your little world, there’d be a LOT of Roger Ebert films out there.
On Milward Brown – fair point.
I loved it, it actually made me laugh out loud which I hardly ever do. Very funny
To Steve Martin all I can say is MEEOWWWW!!
You need to use your scratching post in the privacy of you own home dude, cause this just says sour grapes and perhaps the wistful wishing that you had thought of it first.
I liked it, it made me smile and want some more cats x