Muller yogurts aims to create its own ’Muller news flash’ next week
by securing the entire first break of Channel 5’s seven o’clock news
bulletin and filling it with six executions from its latest advertising
The six 20-second commercials are the first work by Publicis on the
brand and each tells the tale of an ordinary person sent off into a
world of reverie by their Muller Corners yogurt.
One office girl eating a passion fruit and peach Corner, for example,
imagines she is in the middle of a passionate scene with D’Arcy, the
smouldering hero from the novel Pride and Prejudice. Another dreams she
is on the Russian Steppes while she is eating a raspberry pavlova
In a similar fashion, an art student indulging in a toffee crunch Corner
sees himself as a powerful force in the world of contemporary sculpture,
while an ordinary bloke in a shed is transported into his own bucolic
paradise by tucking into an apple and blackberry crumble Corner .
The actress Joanna Lumley continues to provide the voiceover for the new
campaign and each ad ends with the line: ’Life would be duller without
The pounds 2.9 million campaign kicks off on 19 April, although Muller’s
’newsflash’ will air on 17 April. The work was art directed by Jamie
Colonna, written by Paul Quarry and directed by Edgar Wright through
Godman. Media planning and buying is being handled through Zenith.
Muller Corners are a range of yogurts worth more than pounds 100 million
a year. They offer a vanilla flavoured yogurt in one compartment and a
crunchy or fruity topping sealed in another.
Ken Wood, the managing director of Muller, said: ’The Corners range has
yogurts to suit every kind of individual and the products are eaten in a
personal way. These new ads successfully communicate the unique
qualities of the range in a humorous and memorable manner.’
Publicis won the Muller brand account from Saatchi & Saatchi last year.