Wieden & Kennedy Portland goes over-the-top French in its first work for General Mills' Yoplait after becoming the brand's lead creative agency in March. The quirky new ads, directed by Anonymous Content's Autumn de Wilde, take cues from new wave cinema and star a pixie-like spokeswoman announcing the brand's "25% less sugar" in an overtly French-accented V.O. (so much so that English subtitles run at the bottom of the screen).
It's the first time in more than ten years that the brand has referenced its cultural origins in its marketing, according to a General Mills spokesperson. Yoplait was originally formed in 1965, after two dairy co-ops, "Yola" and "Coplait," joined forces to become a single company.