AJF looks to the Mad Men era for Daily Juice ad
AJF Partnership has channelled Don Draper to created a retro-look ad for National Foods’ Daily Juice.
The ad was produced by The Sweet Shop.
AJF creative director Adam Francis said: “We loved the idea of a vintage ‘factory world’ inhabited by a charming spokesman with an ‘old style’ over-the-top selling technique. He just seemed so perfect for the period. We wanted this world to be somewhere between Willy Wonker and Mad Men.”
The location of the ad was the original Auckland Rail Station.
Credits:
- Title: Taste The Taste
- Client: National Foods Limited
- Product: Daily Juice
- Agency + City: AJF Partnership – Melbourne
- Creative Director: Adam Francis
- Copywriter: Glenn Dalton
- Art Director: Andy Jones
- Agency Producer: Simon Thomas / Jon Mahney
- Production Company: The Sweet Shop
- Director: Peter Martin
- Producer: Andy Mauger
- DOP: Ian McCarroll
- Production Designer: Neville Stevenson
- Editor & Company: Adam Parker – Chrome
- Post Production & City: Toybox – Pete Richie / Nigel Mortimer
- Music and Music Publisher (Composer or Original soundtrack): Mader Schollhammer
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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“Somewhere between Willy Wonker and Mad Men” – I’ve heard of that place.. it is visited only by tumbleweed and befuddlement.
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Too much information. The only thing I can remember is that it’s made in a factory. A nice clean factory though. Oh and not forgetting self indulgent director’s inclusion of long tracking shot. 2 stars.
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Can he sell Old Spice too?
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It’s hard to like this add when you know it is a made up place and the factory the juice comes from doesn’t really look that spiffy or friendly.
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We’re probably being a touch cynical here. It’s not a brilliant ad by any stretch of the imagination but i really haven’t seen many juice ad’s that have got me too excited. This one is ok, just about cut’s through the clutter – it’s different but there are just far too many messages trying to be conveyed. Look’s pretty though.
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it’s a fresh, fun ad that cuts through in a boring category. good job, i say
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rubbish! WTF happen to a single clear thought?
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they go carried away with art direction and forgot to say what they meant.
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Saw this on air last night. Loved it. Some people are trying too hard to find what’s wrong with this ad, rather than enjoy what’s right with it. It’ just a bit of fun. Beats elephants swimming in wee! Hope there’s a campaign to come…
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Firstly it reminded me Johny Walker who walked the world, secondly I like the colours, I like the feel, Vintage look is great and finally this ad reminded me something.
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Good job, love it, great talent too.
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