Oak stages ‘reverse robberies’
Flavoured milk brand Oak has created a series of videos purporting to be footage of mask-wearing raiders forcing their way into convenience stores to conduct “reverse robberies” in which they fill the shelves with the drink.
The hidden camera-style videos appear to show shop staff being taken by surprise when the raid takes place. It features the mask-wearing man burst in a shop and announce “Everyone stay calm this is a reverse robbery.”
However the fact that the fridge they load up was already empty may lead to suggestions that the footage was actually staged. Nobody from the Monkeys or Parmalat was able to clarify at the time of posting.
According to a press release: “The Oak Facebook wall was inundated with fans complaining that they could no longer get a fix of their favourite flavoured milk. Their beloved Oak was disappearing from convenience stores across the land.
“Why? Because not all store owners understood what it’s like to be in a in a state of ‘hungrythirsty’. This required immediate action so ‘Reverse Robberies’ was created.”
The raiders wear latex masks featuring the face of brand front man John Henry.
Melissa Packham, Parmalat Product Manager – Beverages said in the release: “With this campaign, we’ve put the battle for Oak distribution in the consumer’s hands.”
Credits:
Client credits:
- Parmalat General Manager Marketing: David Waugh
- Parmalat Marketing Manager – Beverages: Jenni Booth
- Parmalat Senior Product Manager: Melissa Packham
- Parmalat Marking Assistant: Kimberley Dixson
- Agency: The Monkeys
- Executive Creative Director: Justin Drape/Scott Nowell
- Creative Partner: Micah Walker
- Digital Creative Director: Jay Gelardi
- Art Director: Matt Heck
- Copywriter: Alex Derwin
- Copywriter: Benn Sutton
- Digital Art Director: Brent Tunney
- Agency Producer: Jade Wannell
- Director of Client Services: Dan Beaumont
- Executive Planning Director: Fabio Buresti
- Strategic Planner: Lisa Aitken
- Channel Planner: Mat Rawnsley
- Social Media Strategist: Mathieu Abet
- Content Director: Gini Sinclair
- Senior Content Manager: Chloe Morshead, Kate Behne
- Digital Director: Ben Cooper
- Digital Producer: Izabela Gniewkowska
- Technical Director: Kynan Hughes
- Lead Developer: Adam Robertson
- Director: Abe Forsythe
- Producer: Alex Hay
- Production Company: Jungle Boys
- Editor: Abe Forsythe
- Recording Studio: Song Zu
Painfully unfunny…! But what would be funny if it really were unscripted and the guy behind the counter pulled out a real life shotgun with proper bullets.
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Is anyone back at work yet? My head still hurts
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Of course it was staged – there’s no way they could have done it for real, even if it was just insurance reasons.
Very similar to put-pockets, another recycled idea from the Monkeys.
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Outstanding work – that is how you do a credits list. No less than 21 agency names on it. 21!
Not sure about the ad but outstanding billable hours.
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Watch those sales soar! They did nail one thing – selling flavoured milk is all about getting distribution, just not sure that 21 people to get the product ranged in one venue is the most effective way at getting it.
Is this why sales teams have no respect for marketing people?
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“However the fact that the fridge they load up was already empty may lead to suggestions that the footage was actually staged.” Who would be thinking it wasn’t staged?? It so obviously was. Still, I liked it – maybe as I am a MASSIVE POINT BREAK FAN.
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It would be funnier if it was real. Didn’t the Chasers do something similar (ie. relating to a fake robbery) a while back?
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Well played. Was waiting for the bit where he pulls down his pants upon exit and shows thanks on his bum. Never came. #gutted
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@shamma: That’s gold! Guerrilla activity with a credit list of 21 people.
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What a stupid idea, and someone got paid for this, please give me a job, I KNOW I can do better!
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Well, In the Ad they are only showing one of their product Oak chocolate which is the only one sells and other are down the drain – that what the company thinks. Oak people charge a lot to put their product on the shelves.
Also they don’t take out of date stock back at all. The company thinks their brand and Oak product sells. They might sell but only in a few places where there is high traffic . So it is a reverse robbery for the store owners, who will be losing money, if the product doesn’t sell. The company will say NO – you got the product now sell it, we got nothing to do.
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