With so much political and media noise out there, sometimes a childlike take on the world is necessary. That's the point behind a cute spot by KBS for Dean Foods brand DairyPure.
The film opens with a dad at home scrolling through his work phone while news talking heads argue on the TV with a header that reads, “A Nation Divided.”
Suddenly the channel changes and cartoons appear on the screen, replacing the arguing pundits. The man's son sits down beside his father, pours himself a bowl of cereal with DairyPure milk, and begins giggling at a cartoon. Dad takes a pause, then smiles and joins his son in a bowl of cereal with milk while watching cartoons. Together they share in a moment of simple innocence. The film concludes with the words, “Pure milk, pure moments. Nothing else. DairyPure.”
KBS developed a strategy for DairyPure to connect the core product offering - pure milk and nothing else - to a growing cultural and consumer desire to move away from things bringing stress and negativity to their lives and move towards things that bring more simplicity and authenticity.
KBS is also developing a full campaign including a series of digital shorts celebrating childhood innocence, with videos of kids blowing milk bubbles and other fun moments.
For its innocence and ability to show real family connections, our readers voted the spot the US Creative Work of the Week. To see the spot, click on the Creative Works box below.
To vote for next week’s US Creative Work of the Week, visit our latest US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe, visit our Creative Works homepage.
KBS - Kirshenbaum Bond & Partners: Dean Foods 'Stay Pure'
VP, Marketing & Innovation
Sr. Director of Marketing – DairyPure
Global Chief Strategy Officer
Associate Brand Strategist
Global Chief Technology Officer
Group Creative Director/Copywriter
Group Creative Director/Art Director
Associate Creative Director
Global Chief Production Officer
Executive Content Producer
Executive Creative Director