HHCL changes Pot Noodles angle

HHCL & Partners has created a cheeky new commercial for CPC Pot Noodles which marks a dramatic departure from the long-running ’Ned Noodle’ campaign.

HHCL & Partners has created a cheeky new commercial for CPC Pot

Noodles which marks a dramatic departure from the long-running ’Ned

Noodle’ campaign.

The ad, written and art directed by Steve Henry, marks the advertising

debut of Peter Cattaneo, the director of the Full Monty, and aims to

excite fickle male youth in the 13- to 21-year-old age range. It breaks

on national television at the end of the month, with a second phase

planned for the summer.

The ad is a spoof of the film, the Shawshank Redemption, which was based

on a Stephen King short story and starred Tim Robbins as a prisoner

serving a life sentence.

Entitled ’Lambshank Redemption’, the ad is set in the exercise ground of

a bleak prison. A fierce female prison officer storms up to a beefy

inmate named Mansfield and accuses him of secretly eating Pot


She holds up her evidence triumphantly - a small packet of soy


’I found this in your bed,’ she exclaims, adding suggestively: ’I think

you’ve been sucking Pot Noodles. I think you’ve been letting those

naughty noodles ooze down your throat!’

The film cuts to a flashback of the moment the prison warden first

discovered the flavour sachet in Mansfield’s bed.

Another flashback shows Mansfield tucking into his noodles with worrying


Mansfield becomes excited by her graphic description of


’Pot Noodles taste spanking gorgeous. It does me ’ead in.’

The prison warder replies: ’You know it’s illegal in here. The

punishment - 150 press-ups. Here, now, nude.’ The film ends with a shot

of Mansfield completing his 143rd press-up. ’I could murder a Pot

Noodle,’ he fantasises.

’You’re a very naughty boy,’ the warden replies.

The pounds 11 million through-the line campaign will also encompass

point-of sale material, sponsorship of the Australian women’s prison

soap, Prisoner Cell Block H, and radio promotions.

Mary Stowe, the HHCL account director on the business, said: ’This is

not necessarily the end of Ned Noodle. This ad concentrates on the core

target audience of teenagers. In past ads, we were talking to mums as


HHCL introduced the Ned Noodle character in a bid to convince mothers

that the brand was healthier than they might have thought.

The ads starred Terry, a Welshman, who insisted his beloved Pot Noodle

was not healthy or, as he put it, ’faffy’ food.

A recent campaign featured the track star and Olympic silver medallist,

Roger Black.

Become a member of Campaign from just £45 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

Become a member

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


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


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).