Molenberg returns with first brand ad in four years – and it runs for 12 hours via DDB Aotearoa

It’s been a long time coming, and it’s long, but Goodman Fielder and DDB Aotearoa are reminding bread-lovers across the country just which loaf takes out the top spot when it comes to grains – with the first new advertisement the iconic brand has released in four years.

Molenberg wanted to commit once again to their ongoing message that Molenberg keeps Kiwis going – haven’t you heard? And in this latest execution, it’s keeping them going for longer. Way longer.

In the ad from Goodman Fielder and DDB Aotearoa, we meet two Kiwi women engaged in what appears to be never-ending arm wrestle – thanks to the goodness of the grains in their respective loaves of Molenberg. And because they’re both powered by this seemingly inexhaustible power supply, the audience has absolutely no clue who’s going to come out on top. Or when.

Doubling down on the ‘Go Longer’ messaging, the hero spot in the campaign comes to life as a 12-hour-long YouTube pre-roll (filled with many hidden surprises throughout).

Says Richard Howells, Goodman Fielder’s Head of Marketing and Category, Baking: “Building on the beloved and iconic Molenberg ads, this is a new iteration of a longstanding brand idea – Molenberg just keeps you going.

“Only Molenberg can say they are experts in grains – we’ve been doing it since before colour TV after all. This time around, it’s been particularly fun showing this expertise through two heroines locked in battle, fuelled by the goodness of grains.”

Says Freddie Coltart, Creative Director, DDB Aotearoa: “If Molenberg keeps you going longer, how could we do that in a mere 15, 30 or 60 second ad? We needed to actually go long. So, we created what we believe is New Zealand’s longest ever ad (and the world’s longest pre-roll), a 12-hour overnight battle. Also, the current record for world’s longest arm wrestle is 7 minutes, so we technically broke that record too. Such is the power of grains.”

This campaign rolled out across broadcast, out of home and social from Sunday, July 13 with the 12-hour edit launching on Wednesday, 29 October on YouTube and digital formats.

Client: Goodman Fielder
Frankie Coulter – Chief Marketing Officer
Richard Howells – Head of Marketing & Category, Baking

Agency: DDB Group Aotearoa

Production Company: The Sweetshop
Director: Max Barden
Managing Director/EP: Ben Dailey
Executive Producer: Jimena Murray
Casting: Adrian Dentice
DOP: Gin Loane
Production Designer: Guy Treadgold
Editor: Tim Mauger
Colourist: Matic Prusnik
VFX Artist: Stu Bedford
Audio Post Production: Liquid Studios
Composer: Peter Van Der Fluit
Stills Photography: Troy Goodall