The Monkeys has unveiled its first work for Vaalia yoghurt under the new brand positioning ‘Full Of Feelgoodness’.

The ad plays out in a courtroom and is said to be the antithesis to the typical yoghurt ad that tends to be overloaded with slow-motion yoghurt swirls, smiling spokes-models and weird digestive diagrams.

Directed by Photoplay’s Gary John, ‘Court of Yoghurt’ launched last night across broadcast television.

The Monkeys creative director, Barbara Humphries, said: “This new platform shows Vaalia has a key ingredient mostly missing in the yoghurt category – a sense of humour. We wanted to have some fun, while still making sure the brand stays top of mind.”

Parmalat Australia marketing director, Angela Burr, added: “For years Vaalia has been bringing Australians a range of yoghurts that taste indescribably good and are full of dairy goodness. This new campaign celebrates that Vaalia feeling – ‘Full of Feelgoodness’.”

Campaign Credits:

Client: Parmalat

Creative Agency: The Monkeys, Sydney

Chief Creative Officer & Co-Founder: Scott Nowell

Executive Creative Director: Vince Lagana

Creative Director: Barbara Humphries

Senior Copywriter: Tim Pashen

Senior Art Director: Scott Zuliani

Business Strategy Director: Kit Lansdell

Group Content Director: Ciaran Miller-Stubbs, Kelly Spence

Content Director: Shannon Duhig

Senior Content Manager: Demi Nielsen

Head of Production: Thea Carone

Producer: Sally Lankshear

Production Company: Photoplay
Director: Gary John
Executive Producer: Oliver Lawrance

Producer: Bonnie Fay

Post Production: The Editors