When your yoghurt is reeeally good, the rest of the world fades away. That’s a Gippsland Dairy moment, according to fans. If the world fades away while you’re at your office desk, no drama. But when you’re a farmer…? Special has turned that moment of “glorious distraction” into a fun ad with a heavy metal underpinning to make sure it’s noticed.
The hero film was directed by Good Oil’s Adam Gunser.
Let The World Wait tells Australia that Gippsland Dairy’s slowly made yoghurt deserves to be savoured, regardless of what more important things you should be doing. Like keeping your sheep from surprising a small town in rural Victoria.
Ryan Fitzgerald, executive creative director, Special, stated, “There’s a certain level of snack-induced catatonia that only Gippsland Dairy seems to trigger. We wanted to celebrate the impact of that in the most chaotic way possible. And what better soundtrack for that chaos than Judas Priest?”
Ellie Vince, GM marketing, Gippsland Dairy, added, “We’ve always believed truly delicious yoghurt takes time. We use traditional methods and take it slow to create our signature smooth, creamy and delicious yoghurt. And because our fans don’t just eat Gippsland Dairy, they savour it – ‘Let The World Wait’ is our way of celebrating that moment and giving people permission to pause and enjoy every last drop.”
The hero commercial is supported with an out-of-home and social campaign featuring extreme close-ups of people eating Gippsland Dairy, exactly how they do in real life (seriously, people send in pictures). Moving away from expected category tropes, the visually arresting macro shots find beauty in the delicious mess – celebrating the visceral joy of licking the foil lid or swiping the inside of the tub.
The full campaign will cover TVC, OLV, out of home, social and radio.
Credits:
Client: Gippsland Dairy
GM Marketing: Ellie Vince
Senior Brand Manager: Anne Scott
Assistant Brand Manager: Phoebe James
Digital and Social Media Manager: Tanya Chaves
Creative Agency: Special
Partner & CEO: Lindsey Evans
Partners & CCOs: Tom Martin & Julian Schreiber
Partner & CSO: Bec Stambanis
Head of Strategy: Nathan Rogers
Executive Creative Director: Ryan Fitzgerald
Senior Creatives: Phil Harkness, Jack Wall, Noah Regan, Matt McCarron, Laura Grimshaw and Dan O’Connell
Design Director: Dan Jones
Finished Artist: John Rivera
Head of Print: Nick Lilley
Senior Producer: Glen Mcleod
Team Lead & Director of Business Management: Ollie May
Senior Business Director: Phoebe Peralta
Senior Business Manager: Jessica Osrin
Production Company: Good Oil
Director: Adam Gunser
Executive Producer: Simon Thomas & Juliet Bishop
Producer: Chana McLallen
DOP: Tyson Perkins
Production Design: Vanessa Cerne
Editor: Mark Burnett ex The Editors
Post Production: Puffin Post
Sound/Music: Rumble Studios
Song: Judas Priest Breaking The Law
Music Supervision & Song Licensing: Music Mill
Photographer & Director: Benito Martin
Production Company: Sam I Am
Executive Producer: Rich Cole
Media: Hatched
