The spot for Similac Total Comfort, which launched last week, also includes a winking, flying teddy bear, a bubble-blowing monkey, fluffly clouds and rivers of milk.
“The milk formula category is cluttered with too much sameness, that it’s hard to tell one brand from another brand," said Kris Kam, planning director at TSLA. "This was an excellent creative opportunity to disrupt and push the category."
The campaign rolls out across-the-line, according to the agency, and includes a full shopper-marketing drive that will bring the 'Happy world' elements—including custom-made plush toys—into shops and supermarkets.
Illustrator FX Goby directed the TVC for London's Nexus Productions.
The Secret Little Agency
Creative Director: Uma Reade
Creative Officer: Hanyi Lee
Music & Song Direction: Ollie McGill
Art Director: Camille Del Rosario
Planning Director: Kris Kam
Planners: Amanda Lim & Pauline Ho
Producer: Dixon Sim
Director: FX Goby
Producer: Nathalie Le Berre
Production Manager: Clare Brooks
Designer: Colin Bigelow
3D Leads: Mark Davies & Michal Firkowski
Animator: Dominic Griffith
Matte Painter: Nicolas Loudot
3D Modeller: Andy Hickinbottom
Lighter: Benoit Berthe
Compositor: Elliott Kajdan