DDB revives talking bread idea in ad for Arnott’s Cruskits
John Ratzenburger, the American actor best known for his role as Cliff Clavin on Cheers, is the voice-over artist in a new ad for Arnott’s Cruskits.
In the ad, a talking piece of bread attempts to lure a woman away from eating Cruskits biscuits.
The creative agency that made the ad, DDB Sydney, also used the talking bread idea in an ad for Tip Top a year ago.
Ratzenburger also provided the voice of Hamm the piggy bank in Toy Story.
The campaign will run nationally on TV, outdoor, Facebook and digital.
DDB’s group creative director said in a press release: “We are very excited to have been able to create a big idea platform in ‘Carbs Don’t Fight Fair, Fight Back with Cruskits’. It’s such a powerful truth and has given us a great creative vehicle to execute against time and time again.”
Arnott’s, brand director-savoury, Rebecca Carson added: “It’s always great to collaborate with DDB and this campaign continues the tradition our partnership has created. We are thrilled to have landed a campaign idea that presents Cruskits as a true smartcut for women in such an engaging way”.
Credits:
Arnott’s:
Brand Director: Rebecca Carson
Marketing Manager: Meca Andre
Assistant Brand Manager: Roxanne Hutton
DDB Australia:
Executive Creative Director: Dylan Harrison
Creative Director: Scott Huebescher
Creative Team: Nadia Ahmed and Anna O’Donoghue
Planning Director: Michelle Martignoni
Managing Partner: Kate Sheppard
Senior Business Manager: Nick Stenmark
Partners:
Media: MEC
http://www.campaignbrief.com/2012/01/post-146.html
DDB are advertising for and against bread at once??
User ID not verified.
The problem with this ad was that it gave me a strong craving for fairy bread!
User ID not verified.
Why not pay an Aussie voice over man – we have plenty of talent – rather than someone who shone when the target audience was at primary school and therefore probably don’t relate? Oh wait, maybe they recognise the voice from Toy Story – a dubious link?
User ID not verified.
Australian voice actors not good enough??
User ID not verified.
Disappointing to see such backwards attitudes on the voice talent. You wouldn’t see such comments in either the US or Europe.
Good on the team for striving to make the best spot possible. And no, I don’t work with anyone involved.
User ID not verified.