Matthew Miller
Jul 8, 2014

Abbott, TSLA break the formula formula with vivid 'Happy World'

SINGAPORE - To stand out from "sameness" in the formula category, Abbot and The Secret Little Agency have created a sumptuous animated world populated by flying cows and scored with a song by Ollie Mcgill of 'Dumb ways to die' fame.

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

Nexus Productions
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
Sound: Fonic


Related Articles

Just Published

16 hours ago

Singapore introduces new laws to curb harmful ...

Singapore's parliament will debate the bill at the second reading in November.

18 hours ago

Kiwi life insurer raises the dead for a last ...

The work by Special New Zealand gives knocked-off drama series characters one last shot at acting, put to good use plugging Partners Life insurance.

18 hours ago

Women to Watch 2022: Emma Campbell, Tourism Fiji

Playing a key part in the revival of Fiji’s tourism, Campbell has built commercial success and a team of leaders while operating in a new country during the pandemic.

18 hours ago

CirclesLife's marketing lead on building a ...

The telco has moved past vanity metrics for its campaigns—such as clicks and viewable impressions—in favour of metrics that show a clear path to business outcomes, such as sales.