J. Walter Thompson pays homage to the schlock movie, One Million
Years BC, in its launch commercial for Kraft Jacobs Suchard’s Dairylea
The 30-second ad, which marries live action with animation, kicks off
with a curvaceous woman fleeing an unknown pursuer across a barren rocky
landscape. Just like Racquel Welch, the star of the original movie, the
commercial’s heroine is clad in a ludicrous fur bikini - and screams a
In the next scene, the pursuer is revealed as a giant animated
Tyrannosaurus Rex. The dinosaur finally catches the heroine in its
massive claws. She attempts in vain to escape.
At this somewhat critical moment, a Hollywood-style voiceover announces:
’The Dairylea inside new Dairylea Dunkers is so delicious and creamy
you’ll want to dunk almost anything into it ...’
The dinosaur takes the speaker at his word. It rips off the lid of the
Dunkers pot it happens to be holding in its other hand, dunks its victim
headfirst in the creamy contents and bites her head off.
But the voiceover is not finished yet, adding, ’... however, we
recommend you dunk the breadsticks provided’.
The dinosaur opens a second compartment of the Dunkers pack and sees it
is full of breadsticks. It hits itself on the head and pulls a dopey
face, clearly realising its mistake. The endline, which is written in
epic Hollywood letters, reads: ’Out now! The Dairylea you can dunk!’
The ad, which breaks on national television this weekend, was written at
JWT by Siggi Halling and art directed by David Mackersey. It was
directed by Mark Nunneley through Bermuda Shorts. Media planning and
buying is through Zenith Media.
’Dinotime’ was filmed on the island of Lanzarote, the location for the
original 60s film. Ray Harryhausen, the animator responsible for One
Million Years BC and many other classic movies, worked as a consultant.