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Devondale highlights the dangers of drinking soy milk by mistake in ad for Fast Start

The physical revulsion that the unwary can feel after drinking soy milk by mistake is the creative idea behind a campaign for Devondale Fast Start breakfast drinks by DDB Melbourne.

Soy after taste face

One of the ads, directed by Tim Bullock, features a father whose child thinks he doesn’t like a painting she made of him because he is pulling a disgusted face after drinking soy milk.

Another execution features a husband whose contorted face leads his wife to believe that he hates the idea that the couple must babysit her sister’s kids.

“We had a good laugh when we came up with these executions and there was no better comedic director in Australia than Tim Bullock to bring them to life. A great example of strong strategy brought to life by humour,” said DDB Melbourne’s ECD Darren Spiller.

The TV work is supported by outdoor ads positioned near supermarkets, and point of sale ads.

Credits:

Suzanne Douglas: General Manager Innovations, Marketing and Special Projects
Adam Hamilton: Marketing Manager

Executive Creative Director: Darren Spiller
Creative Director: Simon Bagnasco
Sr Copy Writer: Robbie Brammall
Sr Art Director: Ant Hatton
Head of Broadcast: Simon Thomas

Managing Director: Nick Condon
Account Director: Katie Kouts
Account Manager: Kirsten Tidswell

Production Company: Prodigy Films
Director: Tim Bullock
Executive Producer/MD: Jonathan Samway
Producer: Julianne Shelton

Offline Edit: Adam Wills
Grade: Edel Rafferty, Method Studios
Online Edit: Ziggy Zigouras, Method Studios
Sound Design: Colin Simkins, Gusto Music

Media: Carat Melbourne

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