McVitie's "sweeet" by Grey London

McVitie’s new activity is an onslaught of cute creatures. Grey London created the £12 million campaign, which comprises three ads – for Jaffa Cakes, original Digestives and chocolate Digestives. The work was based on the idea that eating McVitie’s biscuits makes you feel comforted. The spots, which show someone opening a packet of biscuits to find kittens, puppies or a tarsier crawling out of it, end with the line: "Sweeet." They were written by Jonathan Marlow, art directed by Chris Chapman and directed by Owen Trevor through Passion Raw. Post-production was by Absolute and media was through MEC.

Credits

Project
Creative directors
Copywriter
Art director
Agency producer
Creative producer
Media agency
MEC
Media planner
Production company
Director
Editor
Producer
Post-production
Audio post-production

Featured in this story