Matthew Miller
Aug 7, 2013

Devondale dramatises the dangers of hard butter

AUSTRALIA - A slice of mangled toast gets mistaken for an act of passive aggression in a new TVC for Devondale Dairy Soft.

Following in the footsteps of the brand's earlier 'Soy After Taste Face' campaign for its Fast Start product (see below), 'Stepdad Steve' dramatises the product benefits of Devondale Dairy Soft by showing an uncomfortable misunderstanding.

In this case, a piece of toast that doesn't survive the application of regular butter is interpreted as an act of passive aggression, leading to awkward revelations.

The campaign, through DDB Melbourne, began Sunday and will be supported by "strategically positioned path-to-purchase" elements as well as digital executions. It is the first of six product campaigns Devondale will be rolling out over the next few months via the agency.


Suzanne Douglas: General Manager Innovations, Marketing and Special Projects
Pam Burnett: Head of Retail Marketing
Kit Rahman: Marketing Manager
Laurette Hargreaves: Senior Brand Manager

Executive Planning Director: Ian Forth
Managing Partner: Lisa D’Amico
Account Director: Katie Kouts
Account Manager: Kirsten Tidswell

Executive Creative Director: Darren Spiller
Creative Director: Simon Bagnasco
Sr Copy Writer: Robbie Brammall
Sr Art Director: Anthony Hatton
Sr Agency Producer: Tuesday Picken

Production Company: Prodigy Films Director: Tim Bullock
Producer: Alice Grant
Executive Producer: Jonathan Samway
DOP: Germain McMicking
Editor: Adam Wills

Grade: Edel Rafferty, Method Studios
Online Edit: Chris Betteridge, Method Studios
Sound Design: Colin Simkins, Gusto Music

Media: Carat Melbourne


'Soy After Taste Face' TVCs

'Man Child':


'Sunshine Bubble':

Related Articles

Just Published

1 day ago

Tech Bites: Week of May 16, 2022

News from Alipay, Klook, AnyMind, Dataxis, Mediabrands, Dable, Joy Spreader and more. Plus, Grab announces its first-quarter 2022 results, in our weekly roundup of tech and media news.

1 day ago

Campaign Crash Course: Understanding attention-based...

In this lesson, Kevin Smyth from Playground XYZ explains how marketers can use modern attention-based metrics to measure retention.

1 day ago

What does a social media platform for seniors look ...

A new social media network aimed at seniors called Club is a 'no-judgement platform' that allows its target audience to connect and create a sense of purpose.

1 day ago

Interpublic Group names Channing Martin global ...

Martin will lead strategy on all diversity-related matters and expand the company’s equity and inclusion practices.