Run out of milk? Beware the consequences

A green glowing girl and the line “preservatives have consequences” and a crazy cat lady are the latest instalments to Devondale’s growing list of humours ads, courtesy of DDB Melbourne.

The ‘Crazy Cat Lady’ spot shows a old lady with a cat full of felines who lets her furry friends slurp milk straight from the bottle.

The old lady takes a glug of milk herself before it cuts to a neighbour looking to borrow some milk.

Kit Rahman, Devondale marketing manager, said: "Running out of milk is a hassle and because Devondale long-life milk lasts a long time (unopened), this campaign reminds Australians to always keep a Devondale in the fridge – or deal with the consequences."

The second new Devondale ad is ‘Glow Girl’. This spot (second below) is designed to tackle the belief that long-life milk is packed full of preservatives.

Executive creative director Darren Spiller said: "As parents we all feel the pressure of monitoring what our children eat.”

"It's quite an emotionally charged issue, so instead of preaching, we convey the 'no preservatives' message with disarming humour. Which is what people expect from Devondale."

Rahman added: "We decided to tackle this misconception by demonstrating the evils of preservatives and then presenting the unlikely solution in the form of Devondale long-life milk. It'll surprise a few people – some consumers just don't believe milk can last that long without adding any "nasties" to it – but it's great to bust a consumer myth in such a fun way."

http://www.youtube.com/watch?v=Gt5eTbhLMvQ

http://www.youtube.com/watch?v=KbMSeuZ0dGQ

Both shots will be supported by path to purchase and online executions. Tim Bullock shot both commercials.

Credits: client Devondale, general manager innovations, marketing & special projects Suzanne Douglas, head of retail marketing Pam Burnett, marketing manager Kit Rahman, creative agency DDB Melbourne, ECD Darren Spiller, creative director Simon Bagnasco, sr. copywriter Robbie Brammall, senior art director Anthony Hatton, head of broadcast Simon Thomas, senior agency producer Tuesday Picken, executive planning director Ian Forth, managing partner Lisa D’Amico, account director Katie Kouts, account manager Kirsten Tidswell, production company Prodigy Films, director Tim Bullock, producer Alice Grant, executive producer Jonathan Samway, DOP Germain McMicking, editor Michael Houlahan, grade Edel Rafferty, Method Studios, online edit Chris Betteridge, Method Studios, VFX supervisor Tim Isaacson, Method Studios, nuke compositor: Dan Benjamin, Method Studios, sound design/music Colin Simkins, Gusto Music, media Carat Melbourne

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