28 Comments

These were very creative characters and animations, that wasted shit loads of money to the brand and the client. Win awards but sell no product. Pretty amazing they continued as long as they did.
Val
2011-02-23 14:49:00

This seems rather disappointing - just rehashed clips from the old adverts. When I read the description I was expecting a new ad where the characters literally get "killed off". Perhaps they could have been killed in a milk related comedy accident? Or perhaps that would be sending out the wrong message...

Strongly recommend their feature-length film 'A Town Called Panic' though. It's absolutely brilliant - the most charming and hilarious animated film I've seen in a long time.
MY MY MY
2011-02-23 14:49:08

Val, glad you like the creative work. The good news is that the campaign was very effective in driving sales. Some facts and figures for you from our Cravendale client:

http://www.thinkbox.tv/server/show/ConCaseStudy.1563

Millward Brown analysis showed TV was the major driver in delivering positive movements in consideration and trial scores, reflecting the more positive overall perception of the Cravendale brand.

Brand value grew by 18.2% year on year as volume sales increases of 7% were recorded at retail. This compared with a 1.8% volume decline in milk sales as a whole.
“We are overwhelmed by the success of the brand, especially in the current commodity market.”

Jessica Hardcastle,
Group Brand Manager, Arla Milk
neil christie
2011-02-23 15:53:03

sad times..Plus MY MY MY is right. I saw them give a talk at See no Evil Xmas special and watched 'A Town called panic" was brill
A
A
2011-02-23 16:10:00

I never really 'got' this.

Am I the only one?
Chris
2011-02-23 16:33:04

Yes a great shame that this is being killed off. Along with 'A Town Called Panic' these were some fantastically creative animation styles, and funnier than your average advert to boot.

Val—a bit silly that you've gone and thrown some made up "facts" about the effectiveness of the ads for selling the product. Thanks Neil for showing us otherwise and congrats on the work. In my house it'll be sorely missed.

Soppy idiot I know.

Are W+K continuing the next idea? Whoever is has some big shoes to fill.
Req
2011-02-23 17:18:28

Neil I stand corrected then. I'm no advertisement professional (humble designer) and can only rely on my gutt instincts and common sense.
What was the reasoning to pulling off this campaign then?
Val
2011-02-23 17:19:03

Chris...

No.

I Never understood these adverts and am surprised that they helped drive sales, but evidently they are recognisable and people liked them, that can just be enough I guess.
Ben Champion Stevenson
2011-02-23 17:37:30

First time I've seen it (Live in Australia)

Original. Quirky. Killer sound track. Certainly would stand out from other milk ads.

Question to Jessica, why do you think it drove up sales?
GraphicDesignBoss
2011-02-23 22:40:21

This is a really awesome concept! simple but the thought is there....
Erica | cheap flyer printing
2011-02-24 05:35:51

I loved these adverts and this has made me very sad - I thought the concept was really creative, and completely different from all other milk ads! Always used to bring a smile to my face. They'll be missed in our house too Req.
Laura
2011-02-24 14:35:20

'Go Compare' take note!
Morgan Lockyer
2011-02-24 15:58:20

Can't have been that bad an idea considering National Express did a similar campaign.

http://www.youtube.com/watch?v=263JgfnbDc8

And these adverts were certainly a nice change to 'the cows want it back' campaign Cravendale had previously.

http://www.youtube.com/watch?v=LNEljXQ56dw

I'll miss the Cow, Pirate and Cyclist.
Mark
2011-02-25 10:48:32

Shame, i've always really liked those adverts. 'MMMMIIILLLLLKKKKK'. All their videos have been great. Guess it's down to National Express trains to carry on the use of tiny people. If they animate them, i'll cry.

http://www.advertolog.com/national-express/print-outdoor/polo-12133105/
Abi Renshaw
2011-02-25 11:49:32

Always loved these, talk about jumping out of an ad break. Compared with all the other 'Wind-Tunnelled', perfect little films you really couldn't miss them.

I laughed every time I saw one.
Bentos
2011-02-25 13:40:09

That was the way to stop frame. It really was.
barry macey
2011-02-25 13:42:29

'A Town Called Panic' is excellent... these (along with the Cusha cats adverts) were some of the best commercials in recent memory - SAD NOW... MAY NEED TO DRINK.... A LOT....
GEORGE VRANJKOVIC
2011-02-25 13:47:28

who did the music?

I think it's been a great concept, but probably good to stay ahead of the curve now and go for something different
Qballyhoo
2011-02-25 13:48:29

We had a lot of fun extending the campaign to an interactive multiplayer game...you could press a button & challange your friends to a dance-off. "MMMMIIILLLLLKKKKK..." sadly it was killed years ago. http://www.unit9.com/archives/cravendale/
Tom
2011-02-25 13:58:04

I'm not a big fan of the characters and always felt that they could have been funnier - but then I just wish there were more comedy adverts in general. I have become a new and regular consumer of the product and so it's been working on brand builder level for me.

Can't wait to see what comes next. Perhaps a milk container that you can leave on its side and won't expel it's content's all over the inside of your fridge. Now that would be an innovation.
Jennie Wright
2011-02-25 14:01:09

Sad news, these were great adverts. Wonder what their plans are though? Cravendale have established themselves as unorthodox and inventive, so lets hope this is just a preface to something even better.

I love the song on this advert by the way..!
pickle design
2011-02-25 14:06:26

New campaign launches on Monday. Watch this space...
neil christie
2011-02-25 14:18:07

Who buys 'branded' milk anyway. It's just milk. Out of a cow. Sheeesh, what's the world coming to. We'll be buying branded water next...
Snippy
2011-02-25 14:22:29

Who buys 'branded' milk anyway. It's just milk. Out of a cow. Sheeesh, what's the world coming to. We'll be buying branded water next...
Snippy
2011-02-25 14:42:38

I'm with Chris. It was difficult to warm to these ads. They were slow, frustrating and cheap-looking. There wasn't much originality in using simple Hornby-esque figures in a faux time-lapse manner.

Time for some slightly more inspiring creative to flourish.
Rich
2011-02-25 15:24:43

anyone got any udder comments?
(sorry could not resist)
Javier Garcia
2011-02-25 16:50:53

Fun ads but I doubt that they had much to do with the reported increased brand awareness and increased sales.
Ian Watts
2011-02-26 10:04:10

i'm suprised that people here didnt like these ads..I loved them and got the impression so did a lot of other people.
Never bought the product but loved shouting the catch phrase.."MIIIIIILLLKKKK!"

am i right in saying that guys who did the animation on this had some internet animations back in the day (by back in the day i mean between 05-07??)..i swear i remember watching something like this on tinterweb before this came along.
Matt
2011-02-28 15:08:30

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