Nutella taps into morning rituals with first Australian made Nutella TVC in 8 years via BMF
Nutella is inviting Australians to rise and shine with the hazelnut spread in a new TVC created by BMF.
The ‘Sunrise’ TVC, which was directed by world-renowned director Sng Tong Beng captures the mood and warmth of our unique Australian morning routines and features real families going about their morning rituals with Nutella front and centre.
The TVC is the first created for Nutella by BMF and the first time an Australian made Nutella TVC has run here for eight years.
Says Yannick Durand, Ferrero marketing director: “We are very excited by the new Nutella communication. It clearly moves us into the emotional dimension of the brand.
“The BMF team and Director Tong Beng have done a beautiful job, of bringing this to life, with authenticity, nuance, and sensitivity. It has been a wonderful journey, ending with one of the strongest testing ads we have ever seen.”
The campaign launches Sunday 12 August with a 30-second TVC and will be supported by 60-second Cinema advertising, social, online and various POS.
Agency: BMF
Director: Sng Tong Beng
Production Company: Window
Post Production: Method Studios
Editor: Seth Lockwood
Producer: Mike Salter
Music & Sound Production: Sound Reservoir
DoP: Danny Ruhlmann
19 Comments
can we see Droga 5’s first work for ING on the blog – it’s very very good
Needs more lens flares
let’s just add a few more lens flairs.
Not one memorable moment
When 22 lens flares just isn’t enough
I don’t mind it. First time Nutella has felt at least a little Aussie.
Great track, who is it?
J.J. Abrams must’ve directed this
When the narrative centres around sunrise, its probably no that surprising that there’s lens flare.
http://www.youtube.com/watch?v=hSIR8XtItgM
And the winner for ‘most lens flares in a mood reel’ goes to….
Saw the 30′ with the wife on telly last night. It was on right after a Kellogs ad with some precocious little shit telling me about the benefits of the cereal which I care not for.
The wife and I looked at each other and both said… damn. how much do I want some banana on Nutella right now? I went out and bought some today and our young fella will be eating Nutella on toast for breakfast tomorrow.
I work in advertising but… I still buy stuff. All you wankers talking about sun flares can go sniff each others butt Nutella, it’s a nice backing track and the vision captures the spirit well for me.
I guess as a suit what the fuck do I know. Maybe you can all stop being so incredibly creative and clever and blowing peoples minds (and each other). Everyone once in a while, try to show some appreciation for a well shot ad that will probably sell a whole lot of product.
If you’re all so talented why does everything that gets posted on here get torn to pieces. Can’t handle your own work being lambasted so you have to have a crack at other peoples work?
Sad.
Lovely spot, led by a great music track. Good work.
Looks like 5D by the ugly highlights.
Nice. Makes me feel like headin to Byron to stay in a tree house and cook up chocolate and banana pancakes for brekky! Well done.
As a suit (or indeed otherwise) the completely generic nature of the setting / strategy / spot itself might be a concern.
Could you bung about 16 different products in there instead of Nutella, and still make the spot work perfectly? Yep. Would these still make sense with “Rise And Shine” as the sign-off? (a line I’ve seen for one cereal brand and one juice brand, thus far)? Yep.
So it’s more than just lens flare issues. On the plus side, I think it’s a great use of music, there are some nice shots in the ad (flarey in places : ) and I’m not going to argue with a Nutella-banana pancake, if anyone’s got one. Yum!
Hey, it made me feel good, like eating Nutella. To its credit, there was a new jar on the kitchen bench this morning – back lit by a sun flare. Nutella pancakes..mmm,mmm.
Im with you. I think Vegemite would have rocked this. And probably far more realistic that we’re all eating Vegemite on toast – not Nutella.
Yes, the advertisement is about the joys of Nutella in the morning with a happy family. Great.
And the music is very catchy.
But no one seems to have commented on the WORDS of the song, or the origin of the song.
It is the song ‘Morning Time’ from the 1990 album “Salutation Road” performed by Martin Stephenson and the Daintees.
Very catchy.
But the words are NOT family-friendly and breakfasty. Instead they are about LEAVING a family.
As far as I can snatch them from the soundtrack,
“I’m sittin’ on the coach,
An’ I’m feelin’ fine —
Leavin’ my folks ‘n cares behind …
I’m going to find them antelopes and northern pines”
Very catchy, but, “Bye, bye, family and troubles and breakfast …”