LAZY STUDENT by Colenso BBDO Auckland for Primo

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LAZY STUDENT

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Industry Non-alcoholic drinks
Media Radio
Market New Zealand
Agency Colenso BBDO Auckland
Executive Creative Director Nick Worthington
Production Liquid Studios
Released August 2010

Credits & Description

Category: Non-Alcoholic Drinks
Advertiser: FONTERRA
Product/Service: PRIMO EXTREMO LIQUID BREAKFAST
Agency: COLENSO BBDO
Executive Creative Director: Nick Worthington
Scriptwriter: Jamie Hitchcock/Josh Lancaster
Agency Producer: Gemma Heyes
Account Manager: Angela Vance
Advertiser's Supervisor: Erin Pohe/Jo Kavanagh
Production Company: LIQUID STUDIOS, Auckland, NEW ZEALAND
Sound Studio: Liquid Studios
Other Credits: Group Account Director: David Bowles; Account Director: Jo Underdown
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: COLENSO BBDO, Auckland, NEW ZEALAND

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
FVO: (Singing jingle) Primo Extremo: When There's Just No Time For Breakfast! MVO: Hi. I'm Sam Gilbert, university student. After a hard night out boozing, pissing my student loan against a wall, attempting to hook into my flatmate, watching 'Naked Wild-On' and eating kebabs in bed, it's tough trying to get up to photocopy my classmate's essays before the library closes. That's why, whatever time I wake up after lunch, I drink Primo Extremo Liquid Breakfast. FVO: (Singing jingle) Primo Extremo: When There's Just No Time For Breakfast!

Brief Explanation
Primo Extremo is a breakfast substitute, flavoured milk drink targeted at 15-24 year olds. Our idea was to bring to life the line: 'When there's just no time for breakfast' and feature over-the-top characters who have the luxury of sleeping in: a lazy student, a trust fund guy and a mature, man-eating ‘Cougar’. The tongue-in-cheek humour was further emphasised by using one voice for all characters.