McCain 'chip perfection' by BMB

The ad, which launched with a 40-second version during The X Factor on Saturday 1 October, showcases the loving care and attention that goes into making McCain chips, from planting seeds to testing the product for qualities such as "desirability".

The spot was written and art directed by Julia Martens, and directed by Matthias Hoene through Partizan.  Post-production was through The Mill with audio post-production from Wave.