Gippsland Dairy encourages Aussies to give in to the taste in new work via Cummins&Partners
You shouldn’t take what isn’t yours. But that’s easier said than done when it comes to the irresistible taste of Gippsland Dairy Yogurt. People will gladly compromise their conscience for a spoonful. That’s the undeniable human truth behind the brand’s ‘The Taste Made Me Do It’ platform and campaign launched this week via Cummins&Partners, Melbourne.
Led by a cheeky launch commercial, directed by Tim Bullock of Scoundrel and set to Chicago’s iconic ballad ‘Hard to Say I’m Sorry’, the campaign demonstrates the temptation of Gippsland Dairy Yogurt.
Says Damian Young, general manager marketing, Gippsland Dairy: “Our most passionate fans often take to our Facebook page to share stories of just how far they’ll go to get their hands on Gippsland Dairy Yogurt. We’re thrilled with how Cummins&Partners have developed a campaign to tempt people to try Gippsland Dairy for the first time and be amazed at how great a yogurt can taste.“
Says Chris Ellis, creative director, Cummins&Partners: “Everyone likes to think of themselves as a good person. But sometimes life throws us temptations that can cause our moral compass to lose its bearings. For yogurt lovers, that temptation is Gippsland Dairy. Show them a tub and they’ll gladly dispense with all courtesy. After witnessing their dilemmas give way to creamy abandon, Aussies young and old will be left with no doubt that this is some damn delicious yogurt.”
In addition to creative duties, Cummins&Partners handled media strategy and buying. ‘The Taste Made Me Do It’ integrated campaign will be brought to consumers across a strategic partnership with Seven, radio, digital, social and Supermarket OOH over the next several months.
Creative + Media: Cummins&Partners, Melbourne
Chief Creative Officer – Sean Cummins
Creative Directors – Chris Ellis & Sarah McGregor
Art Director – Ben Horewood
Copywriter – Michelle Canning
Broadcast Executive Producer – Karley Cameron
Chief Executive Officer – Chris Jeffares
Chief Strategy Officer – Tom Ward
Group Account Director – Hayden Isaacs
Senior Integration Director – Kyle Berns
Senior Integration Manager – Rachel Beckley
Head of Connections Strategy – Johnny Corpuz
Head of Media – Paul Murphy
Media Managers – Will Millar & Dean Hebard
Client: Gippsland Dairy
General Manager Marketing – Damian Young
Senior Brand Manager – Steven Blakers
Digital & Communications Marketing Manager – Olivia Dickerson
Production Company: Scoundrel
Director – Tim Bullock
Executive Producer: Adrian Shapiro
Executive Producer: Kate Gooden
DOP – John Toon
Producer: Kate Gooden
Post Production: The Butchery/The Refinery
Editor: Johanna Scott
Producer: Freya Maddock
Online Editor: Eugene Richards
Colourist: Edel Rafferty
Audio: Final Sound
Engineer: Stevo Williams
Producer: Pip Wright
23 Comments
Got my attention
Made me sing
Might make me buy.
Well done.
Zzzz..zzz…..zz.
You know it’s funny when it makes you laugh.
It didn’t.
Not good at all.
Hard to criticize this. It’s perfect FMCG work. Well done.
oh dear….shocker.
Nice work maaaaaaaaaaate!
The haters suck. Love it.
I’m screaming!
Easy-get situations, nice soundtrack, simple. People will enjoy these on TV – well done all.
Contrived situations, “get out of jail by using 90’s pop song”, hammy acting. People will tune out when these play on TV – 3 months from now will be forgotten.
Bravo. Memorable and would make reconsider my yoghurt choice.
come on bravo – own up.
Why make an amusing ad? It’s 2019, you missed a great opportunity to promote a social cause or save the planet or some shit
I like this very much. Wise old soul that you are. Advertising that is effective.
Good to see Mark has a shirt and tie on and is clearly off to work, whilst his womanthing is slumming it in her dressing gown. Keep up the good work Aussie ad industry!
I want to have a coffee with you, I like you…please.
Hello
(If i still watched TV…) I feel like this would stand out amongst all the shitty other ads on there.
If you’re going to rehash one of the most well-worn ideas in food advertising at least do it well. Lazy first thought.
Clients’ brief on film. Lazy, boring and already forgotten.
I love Gippsland yogurt but the add is offensive, I do not like the way the older gentleman takes the yoghurt from the little girl. Taking food from a child is so wrong. I believe in sharing. Thank you.
This is VERY good.