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332. So Much More Than More Than Plain.

I introduce you to one of the prettiest and most poetic spots for yogurt that you'll ever see. Mullen, Boston is helping the popular brand, FAGE, launch in the US with a spot called, Plain Extraordinary. It's a rare mix of 3D CGI, video compositing and editing (done by Psyop ) combined with the following poem set to a rich VO:

Plain was the same as it ever was the same.
Plainly plain...
Samely same...
But then...someone lit the flame.
Plain rode away on lion's mane.
Where plain met fruits with strangely names.
Such wonderful things they did contain.
A shot of life to a hungry vein.
The captive beast who broke the chain.
And there upon that fruited plane,
is where plain became what plain became.
So much more than more than plain.
Plain will never be the same.

Obviously a lot of craft went into making this spot that is a level or two more intellectual than most commercials you'll see on the tube these days. Take a look at a few of these screengrabs below, which include a weird bovine cameo, but is otherwise gorgeous. (And be sure to check out their redesigned site, which was part of the work from Mullen as well.)

And Here is the Final Spot:


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Reader Comments (7)

So...who is the author of the poem? Isn't that a bit of important information?
March 8, 2011 | Unregistered CommenterLaura
It is important. I just don't know it. Not sure if it's a copywriter or if it's being pulled from somewhere. (I'm still trying to find out.) Thanks for the comment!
March 8, 2011 | Registered Commenterjj
I love this poem! ...and the spot stopped me in my tracks a couple of times. Yes, please do tell when you discover the author.
March 9, 2011 | Unregistered CommenterShaun
Sounds like Ken Nordine's writing style...I wouldn't be surprised if the author was influenced by Ken's 'Colors' spoken word record (which was based on ads he wrote for different paint colors back in the 60's/70's)...
March 12, 2011 | Unregistered Commenterlimesparks
I just viewed the movie ""He Loves Me" with Heather Locklear. In the movie this poem was read after she saw her husband kissing another woman. I'm 65 years old and I have heard this poem before...perhaps in a literature class, I can't remember when or where. The poem is so thought provoking that it deserves a lesson in a lit class.

Please tell who the auther is.
March 13, 2011 | Unregistered CommenterLinda
The poet is Brian Tierney. I really thought it was some nearly unknown and obscure poem of Lewis Carroll.
March 28, 2011 | Unregistered CommenterShelby
Shelby - Thanks for finding and posting the author. Brian Tierney. Very cool.
March 29, 2011 | Registered Commenterjj

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