A new ad from TBWA\London, whilst channelling the brand ethos at its heart, is a joyful reminder of the importance of a little bit of silliness.
We created a new brand platform for pladis-owned McVitie’s Jaffa Cakes, which launched across TV and social media on Friday 26th February. The new brand platform was inspired by the snack’s continuing defiance of categorisation as a biscuit or a cake.
Disciplines
Advertising/CreativeSector
Food & DrinkFew things are more contentious than the discussion that erupts about specific snacks. Is it a crisp or a chip, a cookie or a pastry. Or, in the case of a Jaffa Cake, a cake or a biscuit?
This defiance of categorisation is an attitude at the heart of McVitie’s latest campaign from TBWA\London, ‘Be what you want to be’.
It comes as part of a year of innovation for the brand, which includes new products and flavours and is Jaffa Cakes’ first solo TV advert for 15 years. The campaign will also be amplified through social media partnership, a new AR digital experience, PR and influencer content.
It is a playful, tongue-in-cheek slot that ultimately concludes that if a Jaffa Cake can be both a cake and a biscuit, you can be anything you want to be. As the shopkeeper in the ad decides, he can now be king of the rollerdisco, should he so choose.
The ad, whilst channelling the brand ethos at its heart, is a joyful reminder of the importance of a little bit of silliness.
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