Beware cheese slice rage says Devondale in new ad by DDB

Devondale takes aim at congealed cheese block slices in its latest TVC produced by DDB Melbourne.

This year has seen a string of comical Devondale ads with the overarching strategy as positioning the dairy brand as a solution to a problem posed by a competing product.

The ‘Cylcops’ ad stars a frustrated mother attempting to make sandwiches at a children’s birthday party and struggling to pry apart a congealed block of cheese slices.

The ad, shot by Tim Bullock, is the eighth spot from Devondale this year.

DDB Melbourne ECD Darren Spiller said: “Getting angry at inanimate objects, like cheese, is a right-of-passage for parents. We liked the idea of legitimising this phenomenon by giving it a name. Then we just tried to execute it in the most excruciating way possible.”

Client Credits

  • General Manager Marketing Innovation & Special Projects: Suzanne Douglas
  • Head of Retail Marketing: Pam Burnett
  • Marketing Manager: Kit Rahman
  • Senior Brand Manager: Laurette Hargreaves

Agency Credits

  • Executive Creative Director: Darren Spiller
  • Creative Director: Simon Bagnasco
  • Sr. Copywriter: Robbie Brammall
  • Sr. Art Director: Anthony Hatton
  • Sr. Agency Producer: Tuesday Picken
  • Executive Planning Director: Ian Forth
  • Managing Partner: Lisa D’Amico
  • Account Director: Katie Kouts
  • Account Manager: Kirsten Tidswell

Production Credits

  • 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
  • Sound Design: Colin Simkins, Gusto Music

Media: Carat Melbourne



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