A dull town is enlivened by color in this well-crafted U.K. commercial for Arla, which introduces a new product, a skimmed milk called "Best of Both (BOB)."
The spot, by Wieden & Kennedy London and directed by Stink's Keith McCarthy, is set in a town called Compromise (local paper: The Compromised Times) where the inhabitants live in neat but grey-looking houses and shop at a grey store. Once the yellow-topped BOB arrives at the store, the town is infused with splashes of yellow, and its denizens seem to start enjoying life a lot more.
The spot is part of a Â£7m (US$10m) integrated marketing campaign designed to introduce the product with bursts of yellow, to highlight the product's yellow cap (different from the U.K.'s usual system of red for skimmed, green for semi-skimmed and blue for whole milk). It will include press, digital and social media plus sampling and PR.
The campaign aims to differentiate BOB as a fat-free skimmed milk that tastes more like semi-skimmed, thanks to a process that adds extra protein.
Sophie Bodoh, the campaign's copywriter at W&K London, said in a statement: "The milk aisle is a place of autopilot where people tend to just reach for their usual red, green or blue top. We needed people to notice this new yellow top milk. So we hit them with a big, bright burst of yellow and made that the focus of our story."