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.