Thinkboxes September/October 2011 Winner: Yeo Valley’s 'Boy Band' by BBH London

The winner of the September/October Thinkboxes was Yeo Valley with ‘Boy band’. The dairy brand’s spot featuring rapping farmers provided one of 2010’s most memorable ads, and it was keen to build on that success.

As part of its strategy to make organic dairy modern and accessible, Yeo Valley launched its follow-up ad featuring parody boy band The Churned, singing a song called Forever.

The two-minute long video features the group of strapping young farmers pouring their heart and soul into lyrics about harmony in nature.

The ad, filmed on the Yeo Valley farm in Somerset, broke during the first live show of the 2011 series of ITV’s The X Factor.

Ben Cull, Head of Brand Marketing at Yeo Valley, said the brand wanted the ad to raise a smile on Saturday night, traditionally a family viewing occasion, and build awareness of the fact that Yeo Valley is a family-run business.

The West Country young farmers have gone on to rival The X Factor’s own contestants, with viewers calling for the ad to return.

ben_cull

We wanted to get our values across. As a generation, we have grown up with boy bands and we were looking to create a parody of the greatest boy-band videos. It’s a tongue-in-cheek moment delivered through a credible song people could enjoy on its own.

Ben Cull Head of Brand Marketing, Yeo Valley

Client Yeo Valley; Ad agency Bartle Bogle Hegarty; Creative team Jonny Durgan, Martin Reed, Rosie Arnold; Production Pulse Films; Director Jonathan Hopkins

Other ads on the podium

Thomson: Time For A Holiday? (2nd)

  • Creative agency Beattie McGuinness Bungay
  • Creative team Gavin McGrath, Stephen Reed
  • Client Jeremy Ellis
  • Production company Academy
  • Director Martin de Thurah

French Connection: I Am The Suit  (3rd)

  • Creative agency 101
  • Creative team Alice Stein, Dirk Van Doreen, Rich Flintham
  • Client Will Woodhams
  • Production company 167 Productions
  • Directors Leila and Damien De Blinkk

Also shortlisted

Lynx: My Angel Girlfriend

  • Creative agency Bartle Bogle Hegarty
  • Creative team David Kolbusz, Dominic Goldman
  • Client Tomas Marcenaro
  • Production company Moxie Pictures
  • Director Frank Todaro

O2 Get Up For England

  • Creative agency VCCP
  • Creative team Jonny Parker, John McLaughlin
  • Client Nic Fletcher
  • Production company RSA
  • Director Jesse Peretz

A view from a Thinkbox Academy member on this month's picks

leon_jaume

Television is booming. Viewing figures are rising every year, destination shows pull huge audiences and online social media is helping drive the expansion, not halt it. And look at the response from advertisers: clever, beautifully crafted, insightful and often lavish work like the examples here.

Leon Jaume Executive Creative Director, WCRS


Click here to see who won the previous award

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