Saatchi & Saatchi NY Gets the Last Drop for Go-Gurt

By Erik Oster 

Saatchi & Saatchi New York launched a couple of new spots for Yoplait brand Go-Gurt, continuing its exploration of unique (and absurd) ways of coaxing that last drop of yogurt out of the tube. Each of the two spots offers a radically different approach to the dilemma, one of which seems to meet with more success.

In “Hephaestus” (featured above) a young girl interrupts the Greek god of blacksmiths to solicit his help in getting those impossible to reach last drops out of the tube. More than happy to help, Hephaesus swings his mighty anvil and, sure enough, the yogurt is launched right into the girl’s mouth. The other spot, “Real Estate” actually takes the absurdity to even higher levels. A well-dressed boy attempts to persuade the yogurt to leave its tube in favor of a new home with two bedrooms, two bathrooms and a backyard swimming pool. He shows the yogurt a model of the house as his friend screams for it to sign the papers, but the ad ends without the yogurt making a decision. Pretty strange stuff, but then absurdity only makes sense when the product you’re selling is Go-Gurt.


“It’s kind of an absurd product to begin with—in a great way,” Saatchi & Saatchi New York chief creative officer Jay Benjamin explained to Adweek. “It’s yogurt…that you slurp out of a tube. So, it’s about starting there and thinking about kids. And kids also have this propensity for the absurd.”


Client: General Mills
Agency: Saatchi & Saatchi, New York
Chief Creative Officer: Jay Benjamin
Executive Creative Director: Peter Moore Smith
Creative Director: Iain Nevill
Associate Creative Director, Copywriter: Adam Kline
Associate Creative Director, Art Director: Justin Roth
VP, Account Director: Caitlin Reynolds
Assistant Account Executive: Whitman Shaw
Director of Content Production: John Doris
Producer: Radu Olievschi
Music Producer: Eric Korte
Director of Business Affairs: Marta Stajek
Business Affairs Manager: Christina Mattson
Production Company: Buscuit Filmworks, Los Angeles
Director: Matt Dilmore
Managing Director: Shawn Lacy
Executive Producer: Colleen O’Donnell
Line Producer: Carr Donald
DP: Darko Suvak
Production Designer: Joaquin Grey
Editing: Rock Paper Scissors, New York
Editor: Carlos Arias
Assistant: Jon Dean
Producer: Lisa Barnable
Executive Producer: Eve Kornblum
Color Correction: Lenny Mastrandrea
Finishing: Rock Paper Scissors, New York
Flame Artist: Edward Reina
Producer: Jen Milano
Music: Emoto Music, Santa Monica, Calif.
Composers: Paul Bessenbacher, Alex Kovacs, Lauren Hillman
Producer: Paul Schultz