How strange would life be without a body? That’s the question explored in a new campaign for the B.C. Dairy Foundation in an effort to make milk cool to teens. The TV, print and poster ads by Vancouver’s Palmer Jarvis DDB feature people – just heads with feet – trying to accomplish tasks such as going to the washroom and moving furniture. Strategy decided to get an outside view and asked Brian Howlett, CD at Toronto-based Axmith McIntyre Wicht, to give us his take on this wacky new campaign.

‘The [ads] have the tone and manner just right. It’s definitely the kind of thing that the tween market would react to. Not only did they come up with a neat idea visually, but they put that idea into interesting scenarios and came up with the right executions. I love the hair getting caught in the escalator, and the person being played with by their cat – they’re really nice little moments.

‘They were all really funny [executions]. It’s just too bad that the line ‘Don’t take your body for granted’ sounds like a parent. It would have been really cool if that line had been consistent with everything else in the campaign – something quicker, hipper, smarter, funnier. Everything else about the campaign I really liked; I think it’s going to work really well for them.’

Check out the TV spot at www.strategymag.com/screeningroom/

Credits

Client: B.C. Dairy Foundation

Agency: Palmer Jarvis DDB

Creative Director: Alan Russell

Associate Creative Directors: James Lee/Dean Lee

Managing Director: Angela Scardillo (DDB Kidthink)

Production Company: Believe Media

Special Effects/Animation: Digital Domain

Animation: Shaded Box

Editing: Beachwood Post

Sound Design: Wave Productions

Editor: Christopher Gernon

Director: John Lindauer