Hard butter bust-ups take centre in Devondale Dairy Soft’s new campaign via DDB Melbourne
Devondale has launched a new campaign for Devondale Dairy Soft centering on the ugly bust ups caused by hard butter, following in the comedic footsteps of ‘Soy After Taste Face‘ for Fast Start via DDB Melbourne.
Says Darren Spiller, executive creative director at DDB Melbourne: “There’s one drawback to hard butter – it rips holes in your toast. This can often be misconstrued as a form of passive aggression. Actually, we made that last bit up, but we had great fun exaggerating the potential consequences of hard butter buttering.”
Says Suzanne Douglas, Devondale general manager innovations, marketing and special projects: “Unlike hard butter Devondale Dairy Soft spreads straight from the fridge. But as is the Devondale way we wanted to deliver this message in an entertaining and unexpected way.”
The campaign launches with a TVC entitled ‘Stepdad Steve’, directed by leading Australian comedy director Tim Bullock from Prodigy. It will be supported by strategically positioned path to purchase as well as digital executions.
This is the first of 6 product campaigns Devondale will be rolling out over the next few months via DDB Melbourne.
The campaign launches nationally on Sunday 4th August.
Suzanne Douglas: General Manager Innovations, Marketing and Special Projects
Pam Burnett: Head of Retail Marketing
Kit Rahman: Marketing Manager
Laurette Hargreaves: Senior Brand Manager
Executive Planning Director: Ian Forth
Managing Partner: Lisa D’Amico
Account Director: Katie Kouts
Account Manager: Kirsten Tidswell
Executive Creative Director: Darren Spiller
Creative Director: Simon Bagnasco
Sr Copy Writer: Robbie Brammall
Sr Art Director: Anthony Hatton
Sr Agency Producer: Tuesday Picken
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
Sound Design: Colin Simkins, Gusto Music
Media: Carat Melbourne
14 Comments
nice.
..but I want some hard butter!
Long list of credits. First four the client. No one mention Dev and Dale (please).
So who did the nice 90 second brand spot I saw on tv last night?
Good dialogue based comedy. As hard as it gets. Nice.
It’s been a while since i laughed with an ad. Thumbs up
No credit for moi?
Well cast and good for a laugh. Nice work
Yep. Funny. Beautifully written. Beautifully directed. Smooth as butter.
Very funny. Well done. Jealous.
….. nar I give up
Kind of average really.
Anyone who thinks this is ‘great’ or clever really needs to get out more.
Nice
@ stuck in the middle, I couldn’t disagree more. The spot is nicely written, sweetly directed, with a clear product benefit. There are plenty of average commercials out there, this isn’t one of them. Maybe you and your trolling should “get out more”!
Good.
Clear benefit, funny idea, campaignable.
Only niggle is branding, since it’s not a unique product.