JWT lends Dairylea Dunkers an anarchic twist in latest TV spots

J. Walter Thompson has developed a second television campaign to support Dairylea Dunkers, the Kraft Jacobs Suchard product launched last year with the controversial ’dinotime’ commercial.

J. Walter Thompson has developed a second television campaign to

support Dairylea Dunkers, the Kraft Jacobs Suchard product launched last

year with the controversial ’dinotime’ commercial.



Continuing the theme unveiled in ’dinotime’, where a dinosaur dunked a

cavewoman in his Dairylea and bit off her head, the new ads aim to show

that dunkers are so delicious you will want to dunk anything in

them.



The new commercials, which will air for three weeks from 4 April,

introduce two violent Plasticine characters called Pib and Pog. The

30-second execution shows Pog ripping Pib’s arm off, inserting a dunk

stick in the hole and dunking him in the Dairylea. It uses the endline:

’The Dairylea you can dunk.’



Two ten-second commercials called ’dinomite’ and ’bell’ support the

launch of salt-and-vinegar flavoured tube sticks.



The ads aim to attract older children to the product by parodying the

traditional ’squeaky clean’ style of children’s TV programmes. Jonathan

Isaac, the JWT account executive responsible for the brand, said: ’It’s

an anarchic twist on children’s TV. We hope to appeal to cool young kids

and young teens.’



The ads were written by Siggi Halling and art directed by David

Mackersey. Peter Peake from Aardman Animations directed the commercials.

His original film, on which the campaign is based, won the Mclaren Award

for best animation in 1995.



Media planning and buying is through Zenith.



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