Listen to the 'Don' in your head

5 November 2014

Creative Agency: DDB Melbourne

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That voice coming from the meat aisle? It's not your conscience, it's Don and he's here to help.

Not just with your smallgoods decisions either. With life, love and confidence building. Probably with running the country too if you asked him.

It's part of a new campaign by DDB Melbourne for purveyor of cold cuts (and now life decisions) Don Smallgoods, using Don's distinctive voice appearing in the minds of shoppers and helping them make the right choices. And Don always knows the right choices, even if he's a little cut-throat about them.

DDB Melbourne chief creative officer Darren Spiller said: “The iconic Don character has been loved by all Australians for generations. We wanted to pay tribute to this heritage, but at the same time take it somewhere new.”

“People are bombarded with choice when shopping for smallgoods. Thankfully, the Don’s authentic voice of reason is always there to help guide them through their deli dilemma."

The commercials were directed by Benji Weinstein of Exit Films.

The TVC will also run in cinema and be supported by national point of sale.



Chief Creative Officer – Darren Spiller
Creative Director – Simon Bagnasco
Art Director – Mike Fritz
Copy Writer – Chris Hanrahan
Head of Onscreen – Simon Thomas
Executive Planning Director – Ian Forth
Group Business Director – Sarah Bailey
Business Director – Katie Kouts / Stephanie Luxmoore
Business Executive – Blair Panozza

Production Company: Exit Films
Managing Director/Executive Producer: Corey Esse
Executive Producer: Emma Lawrence
Producer: Jodi Matterson
Director: Benjamin Weinstein
DOP: Lachlan Milne

Editor: Jack Hutchings, The Butchery
Grade: Martin Greer, The Refinery 
Online Edit: Eugene Richards, The Refinery
The Butchery/The Refinery Producer: Freya Maddock 
Sound Design: Paul Le Couteur, Flagstaff Studios
Flagstaff Producer: Ceri Davies/Kate Gibson

Vizeum Media

Client Team
Marketing & Sales Director – Paul Mealor
Marketing Manager – Cathy Bertoncello
Senior Product Manager – Karl Morton
Product Manager – Lisamarie Pejovnik

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