W+K Portland is launching a new broadcast spot for Yoplait, emphasizing the live cultures found in the yogurt with “Counting.”
“Counting,” which makes its debut tomorrow and will run in both 15 and 30-second versions, presents a technician in a lab wearing a Yoplait helmet and counting bacterial cultures with a magnifying glass. After counting up to one billion, he proceeds to the next cup of Yoplait, starting over again at one. The simplistic approach renders the longer version unnecessary and the presence of live cultures in the yogurt is only a selling point if you don’t know that other brands could also boast of similar numbers. After last month’s clever “A Man of Yogurt” spots starring Dominic Purcell promoting Yoplait Greek 100 the less engaging “Counting,” which concludes the “World of Yoplait” campaign, can’t help but come as a bit of disappointment.
Credits:
W+K PORTLAND
Creative Directors: Karl Lieberman/Eric Baldwin
Copywriter: Emma Dou
Art Director: Kate Digilio
Producer: Melanie Fedunok
Strategic Planning: Angela Jones/Carly Presho-Dunne
Media/Comms Planning: Zenith Optimedia and W+K Media
Account Team: Ken Smith/Kelly Quinn
Business Affaires: Alicia Willet
Project Management: Carolyn Domme
Executive Creative Directors: Joe Staples/Mark Fiztloff
Head of Production: Ben Grylewicz
PRODUCTION
Production Company: Biscuit
Director: Matt Dilmore
Executive Producer: Colleen O’Donnell
Line Producer: Scott Kaplan
Director of Photography: Tim Orr
Managing Director: Shawn Lacy
EDITORIAL
Editorial Company: Joint Editorial
Editor: Steve Sprinkel
Post Producer: Jen Milano
Post Executive Producer: Leslie Carthy
VFX Company: Mill
Flame Artist: Nick Taylor/Eric Almeras
VFX Producer: Dan Robets/Anwei Chen
Titles/Graphics: Brand New School
MUSIC + SOUND DESIGN
Music+Sound Company: Mutato Music – Mark Motherbaugh- original ‘Just for the Birds’
Sound Designer: N/A