W+K Portland launched a new campaign for Yoplait with a 30-second spot presenting tough guy actor Dominic Purcell as “A Man of Yogurt.”
“You see this look on my face?” asks a scowl-sporting Purcell at the beginning of the ad. “That’s not anger, that’s hunger.” As he picks up a diminutive spoon and package of Yoplait Greek 100, he adds, “So I’m going to have a snack to make me feel better, and once I do you’ll see a look of satisfaction and contentment blossom across my face.”
While the tough guy defying expectations trope is hardly new to advertising, but we can’t recall seeing it in this category. That, coupled with Purcell‘s perfectly deadpan delivery, make for an entertaining and memorable spot. It’s certainly a big step up from the agency’s debut work for Yoplait Original back in June. There’s also a second spot, called “Texture” where Purcell describes Yoplait Greek 100 Whips! as “like a little fluffy cloud in my mouth.”
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