Special Group turns yoghurt break into heavy-metal chaos for Gippsland Dairy

Gippsland Dairy has launched an offbeat new campaign in which a herd of sheep break into a heavy metal–infused rampage through town while their hapless herder remains blissfully distracted by his yoghurt.

The new television advertisement by Special shows a young farmer enjoying a moment of calm with his blueberry yoghurt and canine companion, while his flock run amok through an Australian country town to the soundtrack of “Breaking the Law” by Judas Priest.

Forming Gippsland Dairy’s new brand platform “Let The World Wait”, the spot ends with the farmer, having finished his yoghurt, casually noting to his dog: “Better go round up those sheep eh?”

In a press release, Gippsland Dairy general manager of marketing Ellie Vince said the campaign’s concept pays homage to customers who not only eat their products, but savour them.

“‘Let The World Wait’ is our way of celebrating that moment and giving people permission to pause and enjoy every last drop,” she added.

The television ad was directed by Adam Gunser of production company Good Oil.

In the same release, Special ECD Ryan Fitzgerald said: “There’s a certain level of snack-induced catatonia that only Gippsland Dairy seems to trigger. We wanted to celebrate the impact of that in the most chaotic way possible. And what better soundtrack for that chaos than Judas Priest?”

The campaign extends into out-of-home and social, featuring extreme close-up imagery of people eating Gippsland Dairy yoghurt in characteristically unguarded style, from licking the foil lid to swiping the inside of the tub.

Credits

Gippsland Dairy
GM Marketing: Ellie Vince
Senior Brand Manager: Anne Scott
Assistant Brand Manager: Phoebe James
Digital and Social Media Manager: Tanya Chaves
Special
Partner & CEO: Lindsey Evans
Partner & CCO: Tom Martin & Julian Schreiber
Partner & CSO: Bec Stambanis
Head of Strategy: Nathan Rogers
Executive Creative Director: Ryan Fitzgerald
Senior Creatives: Phil Harkness, Jack Wall, Noah Regan, Matt McCarron, Laura Grimshaw and Dan O’Connell
Design Director: Dan Jones
Finished Artist: John Rivera
Head of Print: Nick Lilley
Senior Producer: Glen McLeod
Team Lead & Director of Business Management: Ollie May
Senior Business Director: Phoebe Peralta
Senior Business Manager: Jessica Osrin
Production Company: Good Oil
Director: Adam Gunser
Executive Producer: Simon Thomas & Juliet Bishop
Producer: Chana McLallen
DOP: Tyson Perkins
Production Design: Vanessa Cerne
Editor: Mark Burnett (ex The Editors)
Post Production: Puffin Post
Sound/Music: Rumble Studios