The god of war brings very old-school marketing to Oikos Greek yogurt

VMLY&R enlists Ares in a new campaign for Danone brand

Published On
Jan 06, 2020

Editor's Pick

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.

Credits

Date
Jan 06, 2020
Client:
Oikos
Agency:
VMLY&R
Global Chief Creative Officer:
Debbi VanDeven
North American Chief Creative Officer:
John Godsey
North American Executive Creative Director:
Tony Snethen
Executive Creative Director:
Chris Corley
Group Creative Director:
Nick Allegri
Creative Director:
David Santiago
Associate Creative Director:
Daniel Miller
Group Creative Director:
Dan Gier
Associate Creative Director:
Jonathan Vigliaturo
Senior Art Director:
Jang Cho
Senior Copywriter:
David Brandorff
Copywriter:
Brian Bockelman
Associate Copywriter:
Catherine Nguyen
Associate Copywriter:
Kelly Stohr
Senior Producer:
Susan Hatten
Senior Production Business Affairs Manager:
Gloria Gutierrez-Anderson
Manager Talent Department:
Gina Kramer
Associate Talent Manager:
Liz Bobak
Connections Supervisor:
Abbie Schmid
Executive Director Strategy & Insights:
Ian Davidson
Group Director Strategy & Insights:
Chase Cornett
Associate Strategy Director:
Alex Balick
Global Chief Client Officer:
Chuck Searle
North America Chief Client Officer:
Jen McDonald
Managing Director:
Stephanie DeCelles
Director:
Gemma Jorda
Account Supervisor:
Maggie Glenski
Account Manager:
Asha Musau
Production:
Hungry Man
Producer:
Matt Lefebvre
Production Supervisor:
Sherra Fermino
Executive Producer:
Caleb Dewart
Managing Partner/Executive Producer:
Mino Jarjoura
Edit:
Big Sky
Editor:
Ben Jones
Executive Producer:
Sarah Van Tassel
Head of Production:
Ali Corsie
VFX Supervisor:
Ryan Sears
Assistant Editor:
Leeda Yazdi
Assistant Editor:
Colleen McKay
Sound:
Sound Lounge
Mixer:
Tom Jucarone
Audio Producer:
Alicia Rodgers
Audio EP:
Becca Falborn
Color:
Nice Shoes
Colorist:
Chris Ryan
Color Producer:
Serena Bove

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Project Type