Devondale’s advertising takes a dramatic turn in a new poetic television ad, ‘Morning Strangers’, where soy after-taste faces and passive-aggressive hard butter toast ‘butterers’ are no where to be seen.
Instead, DDB’s new TVC for the dairy brand focuses on the 2500 dairy farmers who are behind Devondale’s products.
“We tend to take diary for granted,” DDB’s executive creative director Darren Spiller said.
“The reality is that these products only make it to our shelves because of the dedication of dairy farmers and their families. Hopefully this campaign does their hard work justice."
The ad was shot by Mark Molloy and Stephen Carroll through Exit Films and features Devondale farmers and their families over the course of a day.
Suzanne Douglas, Devondale’s general manager innovations, marketing and special projects, said: “There's a very human side to the Devondale brand, and that is our incredible farming families. This campaign aims to shine a light on this critical part of our brand DNA.”
“The intention is that it gives all Australians an insight into the passion and dedication of our dairy farmers and their families, and as a result of this we are able to produce a wonderful range of Devondale products."