Even people who find cricket boring know that something amazing happened last week: they know that Kevin Pietersen scored two sixes playing a 'switch shot'. Not only that, but the MCC (cricket's somewhat traditional ruling body) decided not to ban that shot from
the game. In fact, it positively encouraged it, applauding its innovation and the excitement it brought to proceedings.
What the heck has that got to do with an ad where people bounce on branded trampolines next to a herd of cows and a couple walk past a promotional pack on a Caribbean beach? Well, when Muller first caught our imagination it was a real innovator - its corner-pack design made healthy yoghurt fun and widened its appeal beyond its traditional audience.
This latest offering suggests Muller has lost its way and decided to play it safe: the Muller Light lid trampolines (showing all the different flavours) look like a desperate attempt to up the branding. The cows? Well, the cows are there to show that the yoghurt is made from milk, not coal. And then there's some random offer without the slightest association with the product (which makes it feel more like a bribe).
The brief seems to have been, 'keep the fun, let people know we contain calcium, show some ingredients, do something clever with the music, and offer a make-over or a holiday'. I don't know whether this was the real brief - I hope not.
The agency needs to work on its relationship with the client. And perhaps the client needs to see the agency as an exciting member of its team - a group of people who will go in to bat and use their flair to get results. That way they can produce something that not only builds on Muller's undoubted heritage, but surprises and entertains at the same time.
They might even get people to switch brands.