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In this spot, titled 'Wrecking Balls' for client Fonterra’s Fresh ‘n’ Fruity yoghurt, Colenso BBDO’s creative director Nick Worthington pushed the limits of the product’s norm, creating a lovers quarrel between cranes ending in an exploding fusion - all played out to Groove Amada.

According to Kim Regan and Rebecca Johnson-Pond, creatives of Colsenso BBDO Auckland: “We set out to create difference in a category of sameness, by giving real meaning to the only thing that competitors can’t copy – Fresh ‘n’ Fruity’s name. In order to clearly set Fresh ‘n’ Fruity apart from its competitors, we needed a complete step change for the brand – something that would get consumers to reappraise the brand again. What’s best about this spot is its simplicity.

"All it’s really about is the two key ingredients of Fresh ‘n’ Fruity yoghurt mixing together. Combine this with its graphic beauty and what we have is something that’s really likeable and in a strange way really quite emotive to watch, even when you see it over and over again.”   

The Sweet Shop’s director Noah Marshall commented, “I can’t recall even seeing a spot like this to advertise this type of product. Whenever that happens you just have to be involved as it is a rare opportunity. The agency had three scripts that had followed the overall idea of ‘when fruit meets yoghurt’ and we worked together to get to the wrecking balls idea.

"We borrowed some things we liked out of those other ideas and added them to this final one. I have worked with Nick Worthington many times and this type of collaborative style is defiantly what he likes to do which I feel really gets the best out of the process. A great idea, no matter when in the process is always considered, then a way to implement it is devised. This makes a huge difference.”

And collaborative it was, Kim and Rebecca continued to say, “Noah contributed things that we’d never think possible, for example the opportunity to shoot in the Mojave. It just wouldn’t have been the same ad if it had been shot anywhere else.

"But ultimately he brought it all to life, he managed to turn what everyone was imagining into reality. What’s really special about Noah is his ability to create a really beautiful piece of film. He’s a strong storyteller, and his style is very cinematic. With a lot of his work you feel like you’re watching much more than a commercial.”

The Sweet with an Auckland based agency and local production company shot the spot in Los Angeles.

CREDITS

Title: Wrecking Balls
Client: Fronterra
Product: Yoghurt
Agency: Colenso BBDO, Auckland
Executive Creative Director: Nick Worthington
Writer: Kim Ragan
Art Director: Rebecca Johnson-Pond
Agency Producer: Nigel Sutton
Production Company & City: The Sweet Shop
Director: Noah Marshall
Executive Producer: Sharlene George
Producer: Tim Fermino
DOP: Glynn Speeckaert
Art Director: Dylan Khan
Editor & Company: Tim Mauger, Auckland, NZ
Post Production & City: Jon Baxter @ Perceptual Engineering, Auckland, NZ
Music and Music Publisher (Composer or Original soundtrack): ‘Purple Haze’ by Groove Armada

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