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
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.