Yoplait-owned yoghurt brand Petits Filous has taken inspiration from the hit 90s film The Usual Suspects for its latest TV ad campaign.
Developed in partnership with London-based indie agency Isobel, ‘Mughsots’ will be centred around a 30-second clip that shows a mischievous group of children exposed for their misdeeds in a police line-up.
Ending with the strapline: “Mischief makes us”, the creative follows in a long-held tradition of the brand’s campaigns depicting children having fun and enjoying their childhoods – but not always behaving.
“We wanted a campaign that really illustrated our ‘Mischief makes us’ positioning and we love how simple and relatable the ‘Mugshots’ campaign is, as well as how easy it’s been to translate across all our comms channels,” said Ewa Moxham, UK head of marketing at Yoplait.
”Petits Filous means ‘little rascals’ and what better way to demonstrate that?”
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Directed by Florence Noble through Missing Link Films, the work will go live across video-on-demand, online video and social media, supported by out-of-home and point-of-sale executions.
Media planning and buying was handled by Mindshare.
Isobel ECD, Simon Findlater added: “Many parents will have experienced the moment of shock (and hilarity) when you catch your little rascals in the act of mischief.”
”Mugshots felt like the perfect way to capture this while letting parents know that it’s ok, because Petits Filous has got their back.”
