Prison Break's Dominic Purcell Gets Oddly Intense Over Yoplait Yogurt

W&K's Spots Contrast Creamy Yogurt With Actor's Tough Guy Persona

By Alexandra Jardine. Published on Sep 21, 2015

Editor's Pick

Actor Dominic Purcell, best known for playing Lincoln Burrows in "Prison Break," is Yoplait's latest pitchman in two humorous new spots from Yoplait, contrasting his hard man intensity to the world of creamy yogurt.

The ads, by W&K Portland and directed by Mark Romanek of Anonymous Content, pitch Purcell as a "Man of Yogurt," his tough demeanor never leaving his face as he uses a tiny spoon to have a "little snack to make me feel better" or, in another short spot, describes Yoplait Greek 100 Whips as "like a little fluffy cloud." It's a brilliant, and perfectly nuanced, performance.

According to Yoplait in a statement, the idea for the tough guy character came about when the Wieden & Kennedy creative team was brainstorming ways to avoid using the typical smiling yogurt spokesperson.

"Where the most fun came in was when you took what makes Yoplait Greek 100 so unique -- its great taste, its unique flavors and its light and fluffy texture when it's whipped -- and applied those softer, gentler attributes to our tough guy," said Karl Lieberman, creative director, Wieden & Kennedy. "Suddenly, this man of pure intensity gained a lighter, softer side that made the whole thing pretty funny and interesting in our minds. We talked about various potential 'tough guys' for the campaign, but Dominic was inevitable."

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Sep 21, 2015
Wieden & Kennedy, Portland
Creative Director:
Karl Lieberman
Creative Director:
Eric Baldwin
Shaine Edwards
Art Director:
Matt Carroll
Ben Grylewicz
Strategic Planning:
Angela Jones
Strategic Planning:
Carly Presho-Dunne
Media/Comms Planning:
Zenith Optimedia
Media/Comms Planning:
W+K Media
Account Team:
Ken Smith
Account Team:
Kelly Quinn
Business Affairs:
Anna Beth Nagel
Project Management:
Carolyn Domme
Executive Creative Director:
Joe Staples
Executive Creative Director:
Mark Fiztloff
Head of Production:
Ben Grylewicz
Production Company:
Anonymous Content
Mark Romanek
Executive Producer:
Eric Stern
Line Producer:
Paul Ure
Director of Photography:
Robert Hardy
Editorial Company:
Joint Editorial
Steve Sprinkel
Post Producer:
Lauren Pullano
Post Executive Producer:
Leslie Carthy
VFX Company:
Joint Editorial
VFX Supervisor:
Alex Thiesen
Flame Artist:
Pilon Lectez
Music+Sound Company:
Extreme Music
Sound Designer:
Noah Woodburn


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