Can hard butter destroy relationships? That’s the kind of laddering that can be risky – if you stretch it far too much you run the risk of being ridiculed. The exaggeration has to be just right for it to drive home the point. Using hard butter on toast can be an irritant and a new Australian ad for Devondale Dairy Soft promises to offer a solution. It is spreadable straight from the fridge and doesn’t make the toast look like something that the cat brought in. But the humourous stretch in this ad – of suggesting that you offer hard butter to people you don’t like, drives home the point very well.
Agency: DDB
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