Devondale shows how hard butter can destroy families in new ad

The destructive effects of hard butter on family relationships is the focus of a new ad by DDB  Melbourne for Devondale.

The “stepdad Steve” ad for Devondale Dairy Soft follows the comedic route taken in Devondale’s previous campaign for Fast Start which focused on ‘Soy After Taste Face’.

It uses the insight that hard butter rips holes in toast.

DDB executive creative director Darren Spiller said: “We had great fun exaggerating the potential consequences of hard butter buttering.”

Suzanne Douglas, Devondale ‘s GM of innovations, marketing and special projects, said: “As is the Devondale way we wanted to deliver this message in an entertaining and unexpected way.”

The campaign – the first of six from Devondale over the coming months – is directed by Tim Bullock.

Credits:

• Suzanne Douglas: General Manager Innovations, Marketing and Special Projects
• Pam Burnett: Head of Retail Marketing
• Kit Rahman: Marketing Manager
• Laurette Hargreaves: Senior Brand Manager
• Executive Planning Director: Ian Forth
• Managing Partner: Lisa D’Amico
• Account Director: Katie Kouts
• Account Manager: Kirsten Tidswell
• Executive Creative Director: Darren Spiller
• Creative Director: Simon Bagnasco
• Sr Copy Writer: Robbie Brammall
• Sr Art Director: Anthony Hatton
• Sr Agency Producer: Tuesday Picken
• 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