Le Snak Deli introduces ‘the break guru’ in online video series
Uncle Toby’s brand Le Snak Deli has launched a series of online videos to support its ‘a break from tradition’ positioning.
The first, ‘No Time to Catch a Break’, follows the frustrations of office junior Annie, who is unable to find time to take a satisfying break – until she is visited by ‘the break guru’.
http://youtu.be/eKymTrUDLkM
‘Big Boss Man’:
http://youtu.be/LQTwRIGkNks
‘The Office Pest’:
http://youtu.be/tDtfsAp24no
The campaign, devised by The Conscience Organisation, will see the content featured on Uncle Toby’s YouTube and Facebook platforms and distributed on other entertainment portals.
Credits:
- Client: Nestle
- Product: New Le Snak Deli
- Title: The Break Guru – A Break from Tradition
- Duration: 3 x 120 secs, 6 x 60 secs
- Marketing Manager: Ian McFarland
- Senior Brand Manager: Meca Andre
- Brand Manager: Natalie Gerasimoski
- Digital Agency & Production Company: TCO
- Strategy Director: Tom Phillips
- Account Director: Samantha Warfield
- Content and Social Manager: Danny Robson
- Director: Kevin Lim
- Writer: Kevin Lim
- Producer: Cara Geraghty
- D.O.P: Dan Freene
- Post Production: TCO
- Editors: Kent Hau, Karin Zigner
In May, Ogilvy Sydney launched a TV ad for Le Snak Deli that featured Bavarian dancers slapping their thighs to Run DMC.
http://youtu.be/sfWDC6rfFo4
Very Funny. Well done TCO.
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How do these relate to the earlier campaign?
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I love online video, as opposed to paid media – it’s great because you can take 2 mins to drag out a point you normally have to make in 15 or 30 sec. Plus you can make multiple versions of the same thing, thus tripling the production budget! You get to spend a shitload more making pointless minutes of content that no-one will watch because you don’t have to pay that pesky media to run the ad. And you can put it all on pootube and myface! Everyone’s a winner!
Except the client………
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Like it – one part The Office, one part Green Wing.
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Bravo TCO, very funny!
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The TV ad is much better. engaging, makes the point that the snacks are more interesting. The online campaign completely divorced from this idea, says absolutely nothing and makes so much out of UNCLE TOBY’s it reinforces for me what a bad product extension this is for the Uncle Toby’s brand – I didn’t think about that in the TV ad…Stupid all around. Should have saved your money.
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And making another TV ad that obviously hasn’t had the impact that Uncle Toby’s wanted would have been a wise choice?
I admit I don’t get it either but Uncle Toby’s would not have paid for the new ads if they didn’t like the concept.
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