News

Crazy cat lady and glow in the dark girl push home Devondale message

Two new ads for Devondale’s long life milk show the harmful effects of not using the product. Once suggests milk with preservatives can make you glow in the dark, while the other hints at the downside of borrowing milk from a neighbour.

One ad features a glowing schoolgirl reading a book in the dark.

The second ad – ‘Crazy Cat Lady’ – features a woman at home with dozens of cats who are lapping milk out of the bottle when a neighbour turns up with an empty jug. It closes with the tagline for Devondale long-life milk, “Always keep one in the fridge”.


Kit Rahman, Devondale marketing manager, said: “This campaign reminds Australians to always keep a Devondale in the fridge – or deal with the consequences.”

DDB Melbourne’s ECD Darren Spiller added: “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.”

The ads directed by Tim Bullock follow his previous ads showing the negative points of other products.

The ‘stepdad Steve’ television commercial for Devondale spreadable butter used the insight that hard butter tears holes in toast, and the campaign for Fast Start breakfast drinks focussed on “Soy After Taste Face”.
Credits

  • 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
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