Darren Spiller and Lorenzo Bresciani of DDB Melbourne look at how they’ve used tone to create likeability in a low-interest category.


Issue 16: Tone in Advertising


Milk, butter and cheese are commodities these days and we tend to take them for granted. We don’t think about them too much. That’s why we had to put the personality back into the everyday – and what better way to endear yourself quickly than with humour. It created empathy, relevance, charm and above all likeability for what most people believe is not a high interest category.

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Darren Spiller

Darren Spiller was appointed Executive Creative Director of DDB Melbourne in July 2012 after spending three years as Chief Creative Officer at Fallon USA.

He’s regarded as one of the highest caliber creative leaders in this country and has a wealth of experience in both the Australian and international markets on brands such as Nike, H&R Block, Cadillac, Nestle, Devondale, Toyota and Tourism Victoria. Prior to his time in the US, Darren was Regional Creative Director of Publicis Mojo Australia/New Zealand 
and a member of the Publicis Creative Global Board.

Darren’s work is highly awarded and he has an incredible track record for making brands famous.

Lorenzo Bresciani

Lorenzo Bresciani was appointed as Managing Director of DDB Melbourne in March 2013.

Lorenzo brings a rare blend of creativity and pragmatism to this role – having been exposed to music and art by his artist/academic mother, coupled with the practical problem-solving influence of his father, an engineer. A match made in advertising heaven.

He is most at home and inspired when surrounded by creativity – and he aims to create an environment at DDB Melbourne that allows creativity to flourish both within and beyond the creative department.

Lorenzo also brings to this role an impressive background in a variety of strategy planning roles including Planning Director and Global Strategy Director in world-class advertising agencies including DDB London, Lowe London and Goodby Silverstein in San Francisco, as well as local appointments at GPY&R and Whybin TBWA.

To round out his experience even further, Lorenzo spent eight years in strategic consulting at Accenture.

His client experience includes VW, Budweiser, NAB, AFL, plus global planning responsibility for ANZ, Unilever, Hewlett Packard, Stella Artois, Becks and a number of Unilever brands.

Sunshine Bubble

This multi-award winning product launch TVC for Devondale “Fast Start” breakfast drink uses humour to communicate the downside of drinking our competitor’s soy based breakfast drink. It couples hilarious facial expressions with un-PC parenting.

Step Dad

“There’s one drawback to hard butter – it rips holes in your toast. This can often be misconstrued as a form of passive aggression. Actually, we made that last bit up, but we had great fun exaggerating the potential consequences of hard butter buttering.” –Lorenzo