Mullen, Psyop Somehow Make Yogurt Look Visceral, Sexy

By Michael Musco 

Mullen has debuted its first creative effort for its new client, Greek yogurt brand FAGE, and suffice to say, this isn’t your average Dannon, Yoplait or Activia spot. The campaign has been dubbed “Plain Extraordinary” featuring a lyrical rhyme that tells the story of how “Plain became so much more than more than plain” or something to that effect which is mouthed from someone who may or may not be Willem Dafoe (if so, the man has found a second career).

Mullen Mark Wenneker says in a statement, “If our advertising is half as good as the yogurt, I will be pleased.” We’ll let you be the judge of that, but in addition to the broadcast component, there’s a website re-design included along with a Facebook page and Twitter stream. View full credits after the jump.


Client: FAGE
Spot Title: Plain
Agency: Mullen (Boston, MA)
Chief Creative Officer: Mark Wenneker
Creative Director/Copywriter: Brian Tierney
Director of Design/Art Director: Kevin Grady
Executive Director of Integrated Production: Liza Near
Producer: Mary Donington
Group Account Director: Brett Eaton
Production Company: Smuggler/Psyop (NYC)
Director: Psyop
Creative Directors: Eben Mears; Lauren Indovina
Executive Producer: Lucia Grillo
Line Producer: Karen O’Brien (Smuggler)
Post Producer: Carol Collins (Psyop)
DP: Christopher Doyle
Production Designer: Richard Bridgland
VFX Supervisor: Vico Sharabani
Production Designer: Richard Bridgland Fitzgerland
Editorial: Psyop
Editors: Vico Sharabani; El Ohayan
Music & Sound Design: Pivot Audio (Amsterdam)
Composer: Guy Amitai
Audio Post: Audio Engine (NYC)
Sound Design/Mixer: Rob Difondi