How often do you mull over which alfoil to purchase? You probably just grab the first one you see, right?
Putting some quirkiness into a category that is typically dull and conservative, a new TV spot from Multix via DDB Melbourne is a light-hearted look at the consequences of not choosing the right type of alfoil that pays a distinct nod to the famous Holy Grail scene in Indiana Jones and the Last Crusade.
Multix marketing manager Rebecca Lowth said: “The alfoil and baking paper aisle in a grocery store is just a sea of the same colours and no real defined differentiation. So most people don’t even think about which one to choose.”
“However, Multix is the market leading bags/wraps/foils brand and we are constantly evolving to meet savvy Australian’s household needs. Our alfoil is better because it’s made from a superior, higher cost alloy, and with this new campaign we wanted to raise awareness of that,” she said.
DDB Melbourne executive creative director Stu Turner said: “We liked the idea of creating a character that would get very upset when you didn’t make the right choice and would punish you accordingly, using alfoil in creative ways of course.”
“The positioning of ‘Choose wisely’ we hope will enter the mind of the consumer at the point of purchase, in a fun way that makes them laugh. We have taken the knight character into social as well with some really strange and humorous content to further extend the campaign,” he said.
Off the back of their strong relationship with Multix, part of the McPherson’s Group, DDB Melbourne have also recently started working with Dr Lewinn’s and A’kin (also part of McPherson’s).
Marketing Manager Household Consumables: Rebecca Lowth Marketing Project Manager: Josefina Chediack
Agency: DDB Melbourne
Executive Creative Director: Stuart Turner
Art Director: Becky Morriss
Copywriter: Anna Yates
Head of Broadcast: Tuesday Picken Client Service Director: Lucy Haworth Senior Business Manager: Caryn Boyd Production Company: FINCH
Director: Alex Roberts
Executive Producer: Corey Esse Producer: Amy Dymond
DOP: Tim Tregoning
Production Designer: Lucinda Thomson Costume Designer: Lenna Boord Post-Production: Nakatomi
Colourist: Martin Greer
Flame Artist: Jonte Wendt