JWT targets Dairylea spot at children

J. Walter Thompson has created a latter-day Tom and Jerry-style animated cat and mouse drama to give its latest pounds 3 million campaign for Dairylea cheese more appeal to children.

J. Walter Thompson has created a latter-day Tom and Jerry-style

animated cat and mouse drama to give its latest pounds 3 million

campaign for Dairylea cheese more appeal to children.



The 30-second commercial marks Dairylea’s first use of claymation and

introduces a cat called Fat Boy, who guards a refrigerator full of

Dairylea.



Opposing him are the Miami Mice and their leader, Dexter.



The plot opens as Dexter drops down on a wire to hover just above the

head of the sleeping Fat Boy. He swiftly fixes a cord between the fridge

door and the brute’s collar. His associates then come out and begin

taunting the paunchy cat: ’You couldn’t catch us even if you was on

roller skates,’ they sneer, little knowing that Fat Boy is, in fact,

kitted out with roller skates and is ready to chase them.



As Fat Boy leaps up, the cord tightens, and the fridge door flies open,

allowing Dexter to collect the Dairylea - while his pals run for their

lives. Dexter then swoops down on his wire to gather up the mice,

leaving Fat Boy to crash through a closed door.



The voiceover says: ’Warning: these mice will do anything for

Dairylea.’



Written by Andrew Singleton and art directed by Jono Wadle, the

commercial was directed by Paul Berry through Passion Pictures.



Simon Burridge, a managing partner at JWT, said: ’Traditionally our

advertising has been aimed at mums, but now we’re going all out for the

kids.’



’But we’re trying to do it in a way which mums find enjoyable too.’



Media on the four-week campaign is being handled by Zenith.