Actor Dominic Purcell, best known for playing Lincoln Burrows in "Prison Break," is Yoplait's latest pitchman in two humorous new spots from Yoplait, contrasting his hard man intensity to the world of creamy yogurt.
The ads, by W&K Portland and directed by Mark Romanek of Anonymous Content, pitch Purcell as a "Man of Yogurt," his tough demeanor never leaving his face as he uses a tiny spoon to have a "little snack to make me feel better" or, in another short spot, describes Yoplait Greek 100 Whips as "like a little fluffy cloud." It's a brilliant, and perfectly nuanced, performance.
According to Yoplait in a statement, the idea for the tough guy character came about when the Wieden & Kennedy creative team was brainstorming ways to avoid using the typical smiling yogurt spokesperson.
"Where the most fun came in was when you took what makes Yoplait Greek 100 so unique -- its great taste, its unique flavors and its light and fluffy texture when it's whipped -- and applied those softer, gentler attributes to our tough guy," said Karl Lieberman, creative director, Wieden & Kennedy. "Suddenly, this man of pure intensity gained a lighter, softer side that made the whole thing pretty funny and interesting in our minds. We talked about various potential 'tough guys' for the campaign, but Dominic was inevitable."