This new TV creative centres on a school boy who finds he's just "gotta dance". As classmates look on in amazement, we see him dance his way through the ad, finally stopping to enjoy a Cheestring with his friend at the end. The campaign incorporates the new strapline: "Cheestrings. You just gotta", which will be the overarching theme of this year's marketing campaign. The 2007 plan will also include a raft of new products for the brand and a consumer-driven on-pack promotion to boost sales over the summer period. The spot was art directed by Trevor Robinson, written by Becky Hamilton and Neal Colyer. Robinson directed the ad through Quiet Storm Films.