Beloved Aussie brand Darrell Lea is back in a big way with a new campaign launching this week via Melbourne creative agency Akkomplice to support its new range of chocolate blocks.
In a bold move, the first work in the campaign delivers a new twist on iconic Australian TV ad, ‘Not Happy Jan’, which first aired in 2000 and is still quoted today. Almost 20 years later and with Yellow Pages no longer in print, Darrell Lea managed to coax Deborah Kennedy to reprise her starring role.
The work also launches the new brand line Darrell Lea Makes it Better, to underscore the superior taste, quality and 100% sustainably sourced cocoa used in the range. It’s also a nod to the insight that from break-ups to bad days at work, there really is nothing that chocolate can’t make better. With a Darrell Lea block inserted into the narrative at just the right point, well loved moments suddenly have better outcomes.
Says Tim Stanford, marketing director, Darrell Lea: “This is big, bold and brilliant work from Akkomplice. It puts Darrell Lea back on the map and gives us the best launchpad for going up against established competitors. And this is just the beginning.”
Says Kenny Hill, founder and creative director, Akkomplice: “It was a real thrill to be able to create this work for Darrell Lea. We were at pains to respect the original work but add something to it that would get people talking and bars flying off the shelves.”
Media planning and buying for Darrell Lea is handled by Rapid Media
Client: Tim Stanford, Marketing Director Darrell Lea
Creative: Kenny Hill; Sara Oteri
Producer: Nik Round
Production Company: The Producers
Executive Producer: Noelle Jones
Director: Mitch Kennedy
DoP: Kieran Fowler NZCS ACS
Post Production: Alt.VFX
Audio Production: Bang Bang Studios
Sound Design: Tristan Dewey
Not Happy Jan Credits:
Agency: Clemenger BBDO, Melbourne
Copywriter: Tony Greenwood
Art Director: Sarah Barclay
Director: Paul Middleditch