DDB Melbourne has invented ‘cheese slice rage’ for a new campaign for Devondale.

The combination of the pressure of a children’s birthday party, a collection of over-manicured mothers and cheese sandwiches leads to the rage in the new spot for the brand’s Easy Peel Cheese Slices.

The spot, called Cyclops, was shot by Prodigy Films’ Tim Bullock.

Laurette Hargreaves, Devondale senior brand manager, said: “There’s nothing worse than cheese slices that stick together and break apart when you’re rushing to make sandwiches. Our Easy Peel Cheese Slices have been designed to solve this problem.”

Darren Spiller, DDB Melbourne ECD, added: “Getting angry at inanimate objects, like cheese, is a rite of passage for parents. We liked the idea of legitimizing this phenomenon by giving it a name. Then we just tried to execute it in the most excruciating way possible.”

http://www.youtube.com/watch?v=Wh5-7lV8OE4

CREDITS:

Client: Devondale; general manager of marketing innovation: Suzanne Douglas; head of retail marketing: Pam Burnett; marketing manager: Kit Rahman; senior brand manager: Laurette Hargreaves; agency: DDB Melbourne; ECD: Darren Spiller; creative director: Simon Bagnasco; copywriter: Robbie Brammall; executive planning director: Ian Forth; production company: Prodigy Films; media: Carat Melbourne