A New Take on Boring Butter Ads

A dance-off for butter? You gotta love it. I saw this delightfully silly, kitchy, entertaining spot last night and actually remembered the next day to look for it on youtube. Proof of its stickiness. I suspect the brief had something in there about saliency and breakthrough to overcome a horribly boring category.

As the choreographer for the music production said, "It's embedded in my head and I just can't get it out." The music director said using music like "Turn the Beat Around" harkens back to the days when popular music could drive story in a TV spot.
This is one of those instances when I wish I was the fly in the room when the agency presented the storyboard. It appears the idea was sparked by the reality dance craze we now see on TV.

I have to admit, I found the previous campaign, "The Buttertons," way to cheesy and unappealing. Bravo Unilever brand management for moving forward with the campaign!

Was the "get" always Megan Mullaly? She certainly would have high appeal and awareness among the "middle age female target" the brand seems to be going after. But the mainstream would know her more for her TV work and less for her Broadway and cabaret gigs. I remember seeing Megan at the Rose Room in the Time Warner Center in NYC, singing a duet with the grand dame of Broadway, Elaine Strich. It was magical. Great choice agency on your talent!