Tip Top: I love a toasted sandwich
Ad agency DDB has created an ad campaign inspired by the poem “I love a sunburnt country” to relaunch Tip Top as “Australia’s favourite bread”.
The strategy will see Tip Top positioned as the masterbrand alongside sub brands Sunblest, UPTM and 9 Grain.
The “Ode to Tip Top” campaign – which includes TV, outdoor, print and radio – launches on Sunday. it uses the style and rhythm of Dorothea Mackellar’s famous poem ‘I love a sunburnt country’.
DDB’s sister agency Interbrand has redesigned the Tip Top brands’ packaging to reflect “a new playful tone of voice and brand personality”.
CREDITS:
- Creative Director: Matt Eastwood
- Creative Team: Brendan Donnelly, Guy Futcher
- Writer: Guy Futcher
- Director: Brendan Donnelly
- Photography: Anson Smart (Print)
- Production House: The Feds (TV Production Co.) Graeme Burfoot (Director)
- Media Agency: Mitchell Media
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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i too like my bread as soft as breasts…
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Great initial concept using an iconic piece of Aussie poetry, but the ‘breast scene’ and the naked guy just really missed the mark. No need to try and be edgy here guys – some cliched patriotism-mixed-with-family-values tear-jerking would have been just fine.
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Other Andrez, about what naked guy are you taking???
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@5:57,
It’s implied nudity (in Austin Powers fashion) at 0:09 and 0:25. You don’t *see* him naked, but it’s kind of like me writing ‘F**k’. Sure, I didn’t spell it out but you still said it in your mind, right? Same thing, you don’t see him naked but you still think ‘naked guy’. Not offensive, just unnecessary and interrupts the tone of the ad.
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