Don is back and he is inside the heads of supermarket shoppers just like you and me. What he is telling them is as hilarious as real life.

Watch how Don gets the proposition into the conversation:

DDB Melbourne chief creative officer, Darren Spiller, commented, “The Don character has been loved by all Australians for generations. We wanted to pay tribute to this heritage, but at the same time take it somewhere new.”

There’s a nice little play about honesty and authenticity in there. Shoppers won’t get it. It doesn’t matter. Don’s bluntness makes the comedy sharp too.

“People are bombarded with choice when shopping for smallgoods. Thankfully, the Don’s authentic voice of reason is always there to help guide them through their deli dilemma,” adds Spiller.

The campaign went to air on November 2^nd and will also run in cinema and be supported by national point of sale.

Don KRC sales and marketing director Paul Mealor stated, “The Don brand has always been about authentic flavours – and this hasn’t changed. One aim of this campaign is to remind Australians that our products come in pre-packs and are found in the chilled dairy case.

The commercials were directed by Benji Weinstein of Exit Films, who shared a Cannes Lions with DDB Melbourne for Devondale Smoothies.

Creative credits:

Agency: DDB Melbourne

Chief creative officer: Darren Spiller

Creative director: Simon Bagnasco

Art director – Mike Fritz

Copywriter – Chris Hanrahan

Head of Onscreen – Simon Thomas

Production Company: Exit Films

Managing director/executive producer: Corey Esse

Executive producer: Emma Lawrence

Producer: Jodi Matterson

Director: Benjamin Weinstein

DoP: Lachlan Milne

Editor: Jack Hutchings, The Butchery

Grade: Martin Greer, The Refinery

Online edit: Eugene Richards, The Refinery

The Butchery/The Refinery producer: Freya Maddock

Sound design: Paul Le Couteur, Flagstaff Studios

Flagstaff producers: Ceri Davies/Kate Gibson