APL brings peas to life in new films for Batchelors brands

Ammirati Puris Lintas animates a family of emotional peas and a tubby pod in two commercials for Batchelors Mushy Peas and its new Bigga Peas variety.

Ammirati Puris Lintas animates a family of emotional peas and a

tubby pod in two commercials for Batchelors Mushy Peas and its new Bigga

Peas variety.



The animated ads are shot in the same style as the agency’s Cannes

Silver-winning 1994 ’memories’ ad for Mushy Peas, which ran in northern

England and Wales. Batchelors has now increased the above-the-line

support behind the brand, enabling the new ads to be seen

nationally.



The Mushy Peas film, called ’reunion’, opens with a pea standing on the

set of a retrospective TV show such as This is Your Life. The announcer

shouts: ’You haven’t seen them since you were separated in the pod. Come

in mum, dad and your seven baby sisters.’ Nine peas emerge from behind a

red curtain and rush towards the first pea. They all huddle together

and, caught up in the emotion of the moment, start to sob. Soon the peas

have dissolved into one big mushy mess. The endline reads: ’Only

Batchelors make peas this mushy.’



The second film for Batchelors Bigga Peas is set in a job interview

room. Several skinny pea pods bounce into the office. The interviewer

says: ’So you’d like to join us, please sit down.’ The peas sit down but

are immediately dismissed.



A fuller, rotund pod comes in. As it places its bottom on the chair, its

skin rips. ’Right, you’re in,’ the interviewer says. The voiceover

announces suggestively: ’Only peas with fuller figures get to be in

Bachelors Bigga.’



The films were written by John Peacock and art directed by Frank

Cookson.



They were directed by Ken Lidster through Loose Moose.



Media strategy and planning is by APL with buying through Initiative

Media.



Kevin Havelock, Van den Bergh Foods’ marketing director, said: ’We are

delighted with the strength and simplicity of this advertising.’



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).