332. So Much More Than More Than Plain.
Mar 7, 2011 at 08:42PM
jj

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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