Devondale shows how hard butter can destroy families in new ad
The destructive effects of hard butter on family relationships is the focus of a new ad by DDB Melbourne for Devondale.
The “stepdad Steve” ad for Devondale Dairy Soft follows the comedic route taken in Devondale’s previous campaign for Fast Start which focused on ‘Soy After Taste Face’.
It uses the insight that hard butter rips holes in toast.
DDB executive creative director Darren Spiller said: “We had great fun exaggerating the potential consequences of hard butter buttering.”
Suzanne Douglas, Devondale ‘s GM of innovations, marketing and special projects, said: “As is the Devondale way we wanted to deliver this message in an entertaining and unexpected way.”
The campaign – the first of six from Devondale over the coming months – is directed by Tim Bullock.
Credits:
- 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
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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A worthy follow-up to one of my favourite ads this year. Nicely done, guys.
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nice 😉
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Lovely work. Well played.
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yeah that’s really good…well played
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Now THAT is what I call an insight.
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Finally, a funny Australian ad.
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Offering genuine humour in exchange for a consumer’s attention. Nice ad.
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I love butter and I love this ad.
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Imagine being the voice-over dude. What a job.
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Curious as to who is the young girl in this ad?
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This ad is my favourite this year. It’s hilarious!
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After watching this ad on channel 9, I would NEVER buy this product.
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My favourite ad. Cracked up for a solid ten minutes
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The ad is good but Steve is the ‘stepfather’ and blind Freddie can see he is her real dad!
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Love this ad! It shines out in the morass of boring, unimaginative ads we usually see. I also love the horrified look on the daughter, who is she?
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