Ultra-happy families in new Devondale cheese ad

Tim Burrowes

September 23, 2013 12:34

Devondale has rolled out yet another comedy ad from DDB Melbourne for its family cheese Smooth Tasty All-rounder.

https://www.youtube.com/watch?v=9ckaSxpc0AE

The ad – “Jumpers” – is shot by director Tim Bullock and features a family in bad knitwear and odd dynamics.

“This category has always been about perfect families, with perfect hair, who laugh inexplicably when they’re eating sandwiches,” said ECD Darren Spiller. “That’s not reality.”

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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2 COMMENTS

PB the EP 23 Sep 13

Loving these! The eyes have it down…watched it 3 times which says that it’s good or i’m a loser – happy either way.

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Richard Moss 23 Sep 13

I have enjoyed the entire series of comedic Devondale ads. I like this one too, but given that high performance value is often found dangerously close to the edge, it is therefore very easy to nudge the performances over that edge. This one manages to do that in my opinion; it also lacks a revelationary entry shot by Dad, it has one cut too many on the mother and about a second too long on the children.

Nit picking aside, it is another very funny and welcome Devondale ad.

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