Mikado launches first ad in four years

Mikado, the Mondelez International biscuit brand, has launched its first ad in four years encouraging people to get out of the 2.16pm slump.

The ad, created by Gravity Road, shows an office at what it calls "peak slump time" when the office workers tuck into a Mikado.

It unleashes an "inner quirk" in the employees. One begins to warble and another rips his shirt open.

The ad will run through TV, video-on-demand and social media channels. There will also be online videos featuring the office workers in mockumentary interviews.

Verity Fenner handled the art direction for the ad, as well as copywriting alongside Pete Conolly. The ad was directed by Stephen Pipe through Tantrum. Media planning and buying was handled by Carat.

Helen Potter, the Mikado brand manager at Mondelez International, said: "Mikado represents a fantastic opportunity within the Mondelez portfolio.

"It’s such a fun and quirky snack, and this campaign is part of our broader investment in the brand.

"When consumers try Mikado they love it and we are keen to encourage more consumers to experience the quirky brand."

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