The Clover TV commercial, conceptualised by Joe Public, expresses Clover’s philosophy of utmost care and uncompromising approach to quality, through a fantastical narrative that combines the imaginative power of creative minds and some of the latest animation technology.

“In a commodity market like milk, it is key to decommoditise the communication,” says Laurent Marty, head of strategy at Joe Public. “How do you speak about real quality processes in a way that captures the imagination of South African families? We chose to do so by telling a metaphorical, magical story and then by using animation to bring this story to life.”

Deon Veldsman, general marketing manager at Clover, says, “We wanted to launch our new positioning ‘Way Better’ with a way better approach to advertising. ‘Way Better’ expresses Clover’s core values of leadership, innovation and quality. This advertising campaign captures and epitomises that philosophy.”

Sherian King, brand manager at Clover, explains that dairy is naturally associated with childhood, and the fantasy and imagination that are related to it. The imaginary characters featured in the commercial are a metaphor for the Clover staff, as are the dedication, love and care they display to guarantee the best quality products. “It is important to point out that we follow the journey of milk as it mirrors actual and real quality processes,” says King.

The animators appointed by Joe Public who co-developed this fantasy world are Shy The Sun, Black Ginger and Cab Productions. A dedicated team of 36 animators took more than seven months to complete the production of this award-winning commercial.