The god of war brings very old-school marketing to Oikos Greek yogurt
VMLY&R enlists Ares in a new campaign for Danone brand
Jan 06, 2020
After a succession of celebrities and athletes like John Stamos, Misty Copeland and Cam Newton, Danone’s Greek yogurt brand Oikos has enlisted a spokesperson with even more name recognition—Ares, the god of war.
Clad in full armor, the pugnacious deity is as combative in the boardroom as he is on the battlefield. Introduced by the company’s (fake) CMO, he immediately frightens his coworkers and damages the drop ceiling while unsheathing his sword.
The spots by VMLY&R are directed by Bryan Buckley via Hungry Man and are shot in the faux documentary style of shows like “The Office.” Ares is old-fashioned (ancient, even) and disrupts the staid office in ways that excite execs but are unnecessary, since the yogurt is so good it apparently sells itself.
The pivot to lighter, funnier messaging is an attempt to stand out from a bevy of competitors like Chobani, as well as non-Greek yogurt lines that usually emphasize health benefits or quality ingredients. The spots also feature new packaging, which will hit shelves early this year.