It’s Dr. Seuss meets Joni Mitchell. It’s Alan Ginsberg goes Chiat/Day. WTF, LOL, OMG and all those acronyms.
I am obsessed with… a yogurt commercial??
First, let me state: I hate yogurt. Oh, I try it every once in a while to make sure I still hate it. And maybe once in a while when I get an urge to be “healthy” because I like the idea of yogurt – and herbal tea – but it always makes me gag unless I get the kind with all the artificial flavors and colors and preservatives and that kind of defeats the purpose of “healthy”. So, I am not a yogurt fan.
I am, however, a huge fan of this yogurt commercial. Not since the Old Spice guy announced he was on a horse have I paid this kind of attention to a commercial. And not since “I’d Like To Teach The World To Sing” – and you know how long ago that was, I was in high school – have I wanted to memorize a commercial.
You must, must see this. You do not, of course, have to buy the yogurt.
Plain was the same as it ever was the same.
But then…someone lit the flame.
Plain rode away on lion’s mane.
Where plain met fruits with strangely names.
Such wonderful things they did contain.
A shot of life to a hungry vein.
The captive beast who broke the chain.
And there upon that fruited plane,
is where plain became what plain became.
So much more than more than plain.
Plain will never be the same.
The ad is by Mullen Advertising of Boston (and Winston-Salem NC, NYC, and a few other places). Tell them what you think of it.
Addendum 3/9/11: Today I was lucky enough to talk to Brian Tierney, SVP/Creative Director at Mullen Advertising in Boston and copywriter for this ad. Thank you, Brian, for taking the time to speak with me! Here’s the overall process he described:
The client, FAGE, is a family company very familiar in Greece but this was their first venture into North American markets. They were looking for some way to define “Plain Extraordinary” – something different to distinguish them from all the other yogurts out there, especially the new influx of Greek style yogurts (those of us who watch cooking shows have known about Greek yogurt for decades, but until recently it’s been a specialty item often mimicked by draining unflavored yogurt overnight through a coffee filter). Brian was glad to have a client who wanted to do something beyond someone eating a spoonful of yogurt and smiling, so he started with a journey from Plainly Plain to Plain Extraordinary. A major influence was “The Rowing Song” from Willy Wonka and the Chocolate Factory (not Dr. Seuss as I’d supposed), since it involved both a trip and a playful cadence and an acceleration, like a galloping horse or a train picking up speed (Brian’s formal background may be in business, journalism and advertising, but there’s a poet in there). Visuals were then added (they gave the directors some idea of what they wanted, but also some freedom to match image with script) and the spot was born. Brian’s very happy with the spot, and he’s gotten a lot of feedback.
Have sales increased? Who knows. But it’s a lot better than Jamie Lee Curtis.