Hold on to your kielbasa – the Don is back in new campaign via DDB Melbourne launching Sunday
CB Exclusive – Don Smallgoods is set to launch a new campaign tomorrow for Australia’s beloved purveyor of cold cuts via agency DDB Melbourne.
The new work puts a fresh take on the historic brand, while reinforcing its positioning as Australia’s most passionate provider of small goods.
The commercials see the Don’s voice appearing in the minds of shoppers, helping to ensure that they make the right decision. However, his typically blunt and overly honest style soon leads to unexpected consequences.
The campaign, which officially launches on November 2nd, will also run in cinema and be supported by national point of sale. The commercials were directed by Benji Weinstein of Exit Films, who previously worked with DDB Melbourne on the Cannes Lion-winning spot for Devondale Smoothies.
Says DDB Melbourne chief creative officer Darren Spiller: “The iconic Don character has been loved by all Australians for generations. We wanted to pay tribute to this heritage, but at the same time take it somewhere new.
“People are bombarded with choice when shopping for smallgoods. Thankfully, the Don’s authentic voice of reason is always there to help guide them through their deli dilemma.”
Adds Don KRC sales and marketing director Paul Mealor: “The Don brand has always been about authentic flavours – and this hasn’t changed. One aim of this campaign is to remind Australians that our products come in pre-packs and are found in the chilled dairy case. The pre-packs are designed for today’s consumer; they save time without compromising on the authentic flavour.
Agency: DDB Melbourne
Chief Creative Officer – Darren Spiller
Creative Director – Simon Bagnasco
Art Director – Mike Fritz
Copy Writer – Chris Hanrahan
Head of Onscreen – Simon Thomas
Executive Planning Director – Ian Forth
Group Business Director – Sarah Bailey
Business Director – Katie Kouts / Stephanie Luxmoore
Business Executive – Blair Panozza
Production Company: Exit Films
Managing Director/Executive Producer: Corey Esse
Executive Producer: Emma Lawrence
Producer: Jodi Matterson
Director: Benjamin Weinstein
DoP: Lachlan Milne
Editor: Jack Hutchings, The Butchery
Grade: Martin Greer, The Refinery
Online Edit: Eugene Richards, The Refinery
The Butchery/The Refinery Producer: Freya Maddock
Sound Design: Paul Le Couteur, Flagstaff Studios
Flagstaff Producer: Ceri Davies/Kate Gibson
Media
Vizeum Media
Client Team
Marketing & Sales Director – Paul Mealor
Marketing Manager – Cathy Bertoncello
Senior Product Manager – Karl Morton
Product Manager – Lisamarie Pejovnik
11 Comments
I guess if the gags worked for your Devondale spots why wouldn’t you use them again for your Don spots? #bulkbuying #matchingrefigeratedlugage
Haha. D J Vue can’t make correct points or spell luggage.
Seen it on TV other night. Well missed opportunity innit?
Sorry – tried to make this post so lame it’d distract people from the spots.
A client like this in an ever-increasingly-cluttered category…surely something more fun/interesting/scary/tear-jerking/memorable/good could have been developed, and then sold.
That last part’s important. Don’t blame the client for not choosing the fun, interesting idea you presented (probably third). It’s up to you to show them why it’s right – to sell it.
Next time, or agency.
Is that a soi at the end of the jig is up spot? Oh yes it is my friends. The peak of 2014 advertising has now been scaled.
I really didn’t draw any links between the two until I watch that Devondale one again. I think it’s just DDBs style and not really a rip-off of their own work.
https://www.youtube.com/watch?v=PtSwKsCIwqM
The originals were fresh, original, highly memorable, had personality and put the expression into the vernacular, these just try too hard and are quite simply not good, not Don.
I genuinely like them. Keep up the good work.
Loved the second and third spots. As far as ads for processed meat go, these are great.
nice one mike and hank.
Awesome spots produced by awesome people. Great stuff guys.
Utter shite. The work is boring.