Lowe Howard-Spink has unveiled its launch commercial for
Pillsbury’s new frozen pastry snack, Toaster Pockets, which also marks
Harry Enfield’s directing debut.
Enfield stars as the stroppy teenage character, Kevin, from his hit TV
series, in the 40-second ad. The film opens with Kevin storming into the
kitchen, opening the fridge and screaming at his mother: ’There’s never
anything to eat. I’m starving.’
Kevin’s mother, played by Louisa Rix who also stars as the mother in the
TV series, explains to her son that she can whip up some toaster pockets
in four minutes. ’Four minutes! Ugh! That is so unfair,’ he screams.
Nevertheless, Kevin soon wolfs the lot. ’Somebody enjoyed their Toaster
Pockets,’ his mother remarks. ’They’re all right,’ he replies. When his
mother asks him to pass his plate, Kevin complains: ’Ugh! I have to do
The ad ends with a shot of Pillsbury’s Doughboy icon, which has not been
seen in UK advertising since 1991.
The pounds 2 million campaign broke this Wednesday in Coronation Street.
It will run nationally on ITV, Channel 4 and Sky until 4 March. The
campaign was written by Sue Higgs and art directed by Wayne Hanson. It
was directed through Tiger Aspect. Media planning and buying is through
Tim Lindsay, Lowes’ managing director, said: ’The stroppy teenager
proved irresistible and is a perfect emblem for people who will consume
this product. It will appal and appeal to mums.’