The ad launches today and features a pair of window cleaners revealing the family of toys behind a window. The two men are surprised to see the toys and become smitten with them.
It was created by Grey London and directed by Sam Hibbard. The media agency was MEC.
The ad is part of a £3 million promotional campaign that launches today, and will run for three weeks. There will also be activity through PR, in-store, social media, digital advertising and media partnerships including BuzzFeed.
The toys include the BN owl, the Chocolate Digestives kitten, the Digestives puppy and the Jaffa Cakes tarsier.
Sarah Heynen, the UB sweet biscuits marketing director, said it is offering the toys with one in ten packs in response to customer requests. Consumers must send a text to find out if they have won a toy.
Heynen said: "What better way to celebrate the anniversary of the launch of our McVitie’s Sweeet masterbrand campaign than to answer the countless requests for us to create the family of sweeet characters for them to own.
"We’re thrilled to give our consumers the chance to have their very own sweeet friend, and with a one in ten chance of winning, we know there is going to be millions of happy customers this spring."