AUCKLAND, Today: Goodman Fielder and DDB Aotearoa are back after four years with a new Molenberg ad, reminding Kiwis which loaf truly leads the grain game, and this one goes the distance.
Molenberg’s latest campaign reinforces its long-running message that the bread “keeps Kiwis going” — and this time, it’s taking that promise literally.
In the ad, two Kiwi women are locked in an epic, never-ending arm wrestle powered by the grains in their Molenbergloaves. With both equally fuelled, it’s impossible to tell who’ll win, or when.
Pushing the Go Longer idea to the extreme, the campaign’s hero spot is a 12-hour-long YouTube pre-roll, complete with hidden surprises for viewers brave enough to stick around.
“Building on the beloved and iconic Molenberg ads, this is a new iteration of a longstanding brand idea – Molenberg just keeps you going,” said 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.” – Richard Howells, Goodman Fielder’s Head of Marketing and Category, Baking
“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,” said Howells.
DDB Aotearoa Creative Director, Freddie Coltart said, “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.”
The campaign launched across broadcast, out of home, and social on Sunday, July 13, with the 12-hour version dropping on YouTube and digital formats on Wednesday, October 29.
CREDITS
Client credits: Goodman Fielder
Chief Marketing Officer: Frankie Coulter
Head of Marketing & Category, Baking: Richard Howells
Agency credits: 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
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