Hard butter destroys more than toast

Hard butter destroys more than toast

Hard butter doesn’t only rip up toast it also causes rifts domestically, according to Devondale’s latest comedic advertising campaign for its Dairy Soft product.

The ‘Stepdad Steve’ TVC is the first of 6 product campaigns Devondale is set to rollout over the coming months. It follows DDB Melbourne’s laughter-prompting spot, ‘Soy Aftertaste Face’.

Darren Spiller, executive creative director DDB Melbourne, said: "There's one drawback to hard butter – it rips holes in your toast. This can often be misconstrued as a form of passive aggression. Actually, we made that last bit up, but we had great fun exaggerating the potential consequences of hard butter buttering."  

Suzanne Douglas, Devondale general manager innovations, marketing and special projects, added: "Unlike hard butter Devondale Dairy Soft spreads straight from the fridge. But as is the Devondale way we wanted to deliver this message in an entertaining and unexpected way."

The ‘Stepdad Steve’ ad will be supported with path to purchase and digital executions.


Credits: client Devondale, media, Carat Melbourne, creative agency DDB Melbourne, 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, senior copy writer Robbie Brammall, senior art director Anthony Hatton, senior agency producer Tuesday Picken, production company Prodigy Films, director Tim Bullock, producer Alice Grant, executive producer Jonathan Samway.

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