DDB Group Sydney relaunches Tip Top
DDB Group Sydney and Tip Top have today relaunched one of Australia’s most iconic and loved brands. With a rich foundation and history, Tip Top has been reinvigorated to uphold its leadership position in this very cluttered market.
The approach to the iconic masterbrand reflects a strong Australian heritage and highlights Tip Top’s category leadership with the end line “Australia’s favourite bread”.
VIEW THE SPOT:
By championing its successful sub brands (Sunblest®, UPTM and 9GrainTM), this campaign will put the Tip Top brand back into thespotlight.
Launching on 19 September, the above the line campaign features a TVC, print and radio. The campaign is an ‘Ode to Tip Top’, which borrows the style and rhythm of Dorothea Mackellar’s famous poem ‘I love a sunburnt country’. The ad features classic Australian bread moments like a sausage sandwich after Saturday football, breakfast in bed and a classic packed school lunch all portrayed in a playful and humorous tone.
As well as the above the line activity, DDB Sydney agency, Interbrand, has worked on a complete packaging re-design of its core portfolio including Sunblest, UP and 9 Grain breads which ensures it reflects Tip Tops new playful tone of voice and brand personality.
CREDITS
Creative Director: Matt Eastwood
Creative Team: Brendan Donnelly, Guy Futcher
Director: Graeme Burfoot
Production House: The Feds (TV Production Co.)
Photography: Anson Smart (Print)
Media Agency: Mitchell Media
24 Comments
those boys love a good song
don’t recall seeing the muffintop bit on tv though
is that guy motorboating his girlfriend about half way through?
You’re great blokes. We all do work we’re not proud of.
I’m sure you didn’t want this on the blog. PR companies should be shot.
Oh dear, hardly the swansong Matt was looking for. Awful.
It was going so well. But then something happened and I’m not sure what…
Some funny moments. I like it.
That’ll do the job. Nice one lads.
To the DDB poster at 11:57, 11:58.
When you’re trying to hype your own ad, as you clearly are, try and leave a small gap between posts.
You know, just so you don’t get caught out.
Do DDB only make ads with rhyming sing songs these days? Tourism now this?
Just keep going back to the same bad source and get the same bad results. Tired.
What exactly do you mean by that 1:07?
not good marketing, not good advertising. Just not good.
jesus wept….
I’m to mortified to weep.
Certainly NOT the best thing since sliced bread. This is nothing more than generic bread advertising. Surely there must be SOMETHING they could have found to say that could add value to the brand.
Wow. This is bad.
“To uphold its leadership position in this very cluttered market” they decided to do 42 target specific montages in 30 seconds.
Think it might work.
Tip Top? No.
Looks like private school boy pish.
A brown nose can only take you so far.
Thought Australia was a little more multicultual than that. Obviously not in the Tip Top world.
I find the easiest way to deal with a company who wishes to present tacky, distastleful advertising is just not to buy their product in future. You have lost customers.
Hi. I would like to let you know that I am disgusted by one of the lines in your current TV advertisement for Tip Top bread. The ad I am referring to is the recent one “Ode to Tip Top” that has all the kids in it saying a line each of a poem which is a reference to Dorothea McKellar’s “I love a sunburnt country”.
One of the lines is said by a boy eating his sandwich and is something along the line of “… goodness within its walls” and is then followed by a rhyme said by a boy kicking a soccer ball, “It puts curly hair on my….” (‘balls’ is implied), which I think is disgusting for a boy to say and is completely unnecessary. Instead it could have been “It helps me put spin on my balls” or “It helps me kick soccer balls”. (Obviously these lines of mine do not fit in with the rhythm of Dorothea McKellar’s poem so would have to be re-jigged so that they did and as long as there is no crude implication).
If you are trying to appeal to mothers then you have definitely lost their support through shock – and I am only 33 years old with no children!
I am sure that Dorothea McKellar would find this completely distasteful!
I would like to see this line changed or cut out altogether or at least some explanation/rationale about how it got past approval in the first place..
Get over it lady! You may be shocked… but it was YOUR mind that came up with the thought of what it could imply. Get a life.