‘No Worries Jan’: Darrell Lea brings back an Australian icon
Darrell Lea has called back to the iconic Yellow Pages ‘Not Happy Jan’ ad, in a campaign to relaunch the brand in Australia.
In the new campaign, Deborah Kennedy reprises her starring role as the grumpy boss, but this time she yells down from the window, “No worries Jan”.
This sudden change in attitude is created by the superior taste of Darrell Lea chocolate which ‘Makes it Better’.
This is the first campaign for Darrell Lea created by Akkomplice since it won the creative account earlier this month.
Kenny Hill, founder and creative director of Akkomplice said they wanted to respect the original ad for the Yellow Pages, but add something new to bring it back into Australians’ minds.
“It was a real thrill to be able to create this work for Darrell Lea. We were at pains to respect the original work but add something to it that would get people talking and bars flying off the shelves,” Hill said.
Darrell Lea explores the story of Jan even further with a 15 second spot which features her engaging in some classic workplace venting with a colleague, accompanied by a block of chocolate.
The new campaign marks the start of the confectionary brand’s return to the Australian market after spending several years recovering from falling into administration in 2012.
Tim Stanford, Darrell Lea’s marketing manager, said the new campaign will put the brand back on the map for Australians.
“This is big, bold and brilliant work from Akkomplice. It puts Darrell Lea back on the map and gives us the best launchpad for going up against established competitors. And this is just the beginning.”
The original ‘Not Happy Jan’ ad was created by Clemenger BBDO Melbourne. It can be seen here:
Credits
Client: Tim Stanford, Marketing Director Darrell Lea
Agency: Akkomplice
Creative: Kenny Hill; Sara Oteri
Producer: Nik Round
Production Company: The Producers
Executive Producer: Noelle Jones
Director: Mitch Kennedy
DoP: Kieran Fowler NZCS ACS
Post Production: Alt.VFX
Audio Production: Bang Bang Studios
Sound Design: Tristan Dewey
Creatives on original ‘Not Happy Jan’ ad: Clemenger BBDO, Melbourne
Tony Greenwood – copywriter
Sarah Barclay – art director
Paul Middleditch – director
It’s yellow, not white, pages.
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Hi KGB, it was indeed and we’ve fixed the error. Our apologies.
Cheers,
Paul Wallbank
Just about pee’d in my pants. Brilliant!
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Hilarious. Love the 15 as well.
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Brings back good memories. Love it!
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poor imitation, even if it does use the same actors – dont screw with a successful ad. It’s not funny at all. Not happy Jan!
This ad is average. If I didn’t read this article and I was served this ad, I wouldn’t have picked up this was Jan from the Yellow Pages commercial. Jan, please turn to the camera so we can at least see your face.
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All feels a bit… ‘You’re not you when you’re hungry’
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Fantastic reprise of a great advert! Laughed my head off. Daughter loved it too! Really terrific…very Aussie!!! Congrats to all ???
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Not only does this ad not make sense for the brand for the most part, it’s just plain laziness. Was this really the best idea for the re-launch? Turn up, do the creative work and stop trying to make an ad from the 2000s happen.
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Epic conversion! Won me already!
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Where is our Jan? She’s not in it so not a good job. Very boring only one actress
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So copy an ad – get some PR – sell no chocolate. Someone said to me yesterday “yellow pages are advertising again”. What’s their next big thing…… thousands of people running through paddocks.
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I fear this will be like that time when we took our team to watch a Bach (aka “Batch”) performance and one of them went “hey, isn’t this sample from that rap song?!”
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Sensis have complained and ordered it off the air. I think the majority of viewers wouldn’t even know what the Yellow Pages is. Sensis should be happy for this fleeting moment of relevance.
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I fear this will be like that time when we took our team to watch a Bach (aka “Batch”) performance and one of them went “hey, isn’t this sample from that rap song?!”
Back in my day, this was a classic. Now a cheap rip off. I guess it’s true that originality is dead…
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Where’s the original ‘Jan’. She’s the one who made that ad so good.
Not happy impostor.
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Where is the ‘original’ Jan. The ‘original’ Jan carried that ad. Not happy with the impostor. Booooooooo.
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who originally came up with the line “not Happy,Jan” ? the original ad company writers? do we all now need to pay a royalty every time any of us uses the phrase? walk down memory lane and yet I don’t think yellow pages nor the ad company really own the phrase.Many of us use it.Everone can tell the difference between a telephone book and chocolate………you can eat chocolate.I suggest a few bars sent out to those who want this ad pulled.
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My thoughts exactly. Surprised that Sensis Marketing fought it rather than ride the wave. It’s the first time I’ve thought of Yellow Pages since the original ad.
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4 out of the 5 best selling blocks of chocolate last week in woolworths were Darrell Lea
Not bad from a standing start.
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