2013 – Advertiser of the year
If you had told us in January 
a co-op of northern Victoria dairy farmers would produce the most witty, insightful, engaging and diverse advertising campaign of 2013, we’d probably have snorted long-life milk out of our noses. That is especially true as Devondale ended 2012 on something of a sour note, after farmers took exception to the bogan portrayal of characters Dev and Dale in their last offering, leading to a social media backlash and bad PR for the brand.
But in March everything changed when they introduced the ‘Soy Aftertaste Face’. This clever ad played on the moment after drinking soy milk to great effect, one with a father looking at his daughter’s art, and the other ending with a boyfriend being described as a manchild.
These were the first in a series of comedic ads based on a very simple insight directed by Tim Bullock, with “hard butter, what a mess it makes”, next in the crosshairs. The spot shows a daughter presenting mangled toast to her mum, who assumes it is a protest about her new husband, awkwardly sitting just out of shot.
Agree. I’ve loved every single ad they’ve done.
Well done.
Awesome – that was my pick. Nice chuckle on a Friday arvo.
Absolutely deserve every accolade there is to give them. Beautifully conceived, cast directed and performed. Not every example was brilliant, but the majority were, and that is exactly as it should be with true artistry.
Advertising should never be allowed to become obvious or boring or offensive, alas so many examples of just those negative qualities exist out there, and so eventually end up in our living space.
These Devondale ads are shining examples of top level artistic work.
I thought it was just ok until “You’re never going to make it without a cape”.
Thumbs up. Great campaign, memorable branding, funny as, nice media weights. Congrats and great pick.
top work devondale – definentley got my attention during the ad breaks.