HHCL takes new Pot Noodle flavour down back alleys

LONDON - Pot Noodle is introducing its new Mexican fajita flavour with a campaign building on the 'slag of all snacks' theme that was banned from television after 300 complaints.

The ad is called "seedy Sanchez" and was created by HHCL/Red Cell. Set in Mexico, it shows a doting English couple enjoying a romantic meal in a bustling town plaza.

A mariachi band approaches the couple to slowly serenade them. But what starts out as a gentle love song rapidly changes as the band reveals to the woman that her man has been secretly creeping into town looking for "backstreet action" while she sleeps.

The band then reveals the aim of his quest -- the new Seedy Sanchez Pot Noodle.

The woman is shocked and looks at her boyfriend, whose face shows that the band is telling the truth. Growing ever more angry, she slaps him and their relationship is left in tatters. The ad finishes with a shot of the man in a dark backstreet, guiltily stuffing his face with a Seedy Sanchez. It ends with the line: "Eet ees dirty and you want eet."

Jonathan Burley, creative director at HHCL/Red Cell, said: "Infidelity, public humiliation, shame, retribution and a catchy tune to boot -- advertising for Seedy Sanchez Pot Noodle gets no better than this I reckon."

The ad was created by Jonathan Thake and Lee Tan at HHCL/Red Cell and directed by Matthijs Van Heijnengen. Media planning and buying was through Initiative Media.

It is backed by a poster campaign showing a back alley. The front of the building is adorned with a large mural of the Seedy Sanchez pack and a busty senorita stands out the front, luring in passers by. It was written and art directed by Billy Faithful and Ross Neil.

The campaign builds on the "slag of all snacks" advertising first launched by HHCL in 2002. It drew more than 300 complaints from viewers and was banned from television, along with another ad that used the strapline "hurt me you slag".

The new campaign breaks on March 8.

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