Australia hasn’t taken an ad song into popular culture since Dumb Ways to Die in 2012, but that might be about to change. The same mix of absurd black humour, cute characters and contagiously springy song graces 10 Feet Tall’s new campaign for soy milk brand, Happy Happy Soy Boy.

The campaign introduces Happylandia, a colourful animated world where joyous soybeans aspire to fulfill their life’s purpose of becoming soy milk for Happy Happy Soy Boy – by being blown up with air, squelched and squashed, and viciously pureed to become smooth, creamy milk.

Joseph Meseha, managing director of 10 Feet Tall, commented, “This campaign is unlike anything we’ve created before. The soybeans’ story uniquely captures how the brand brings happiness, not just to its consumers, but even to the beans themselves.”

Stuart Black, Executive Creative Director at 10 Feet Tall, added, “We wanted to take Happy Happy Soy Boy’s fun and playful tone and push it to the next level. Happylandia is a world of joyful absurdity that feels fresh, memorable, and perfectly aligned with the brand’s spirit.”

The full campaign covers film, audio, social, OOH and digital.