Mother kicks off spicy Super Noodles TV ads

Mother’s first pan-European campaign for Batchelors Super Noodles goes on air next week with two commercials for the brand’s spicy variety.

Mother’s first pan-European campaign for Batchelors Super Noodles

goes on air next week with two commercials for the brand’s spicy

variety.



The first spot, ’catflap’, tells the story of a man who returns home

from the pub to find that he has forgotten his keys. He ends up trying

to clamber in through the catflap and getting stuck.



His girlfriend puts a bowl of Super Noodles on the floor just out of his

reach. By the morning, he has managed to eat the Super Noodles but is

still stuck in the catflap. To make matters worse, someone has pulled

his trousers down and parked a bike in between his buttocks.



The strategy follows on from previous campaigns by promoting Super

Noodles as a snack product and dramatising eating occasions. Dialogue

has been taken out for the new ads in preparation for a pan-European

roll-out.



The second ad tells the story of a man who is scoffing his Super Noodles

and singing along to the radio. The spicy flavour of the noodles sends

his voice up a couple of octaves, at which point he digs around in the

dirty linen basket and pulls out a red slip.



Dressed in the slip, he is singing along when his two flatmates return

home from the pub. They watch him with apparent horror, but the end

frame shows all three men wearing women’s clothes and doing karaoke.



Robert Saville, a founder of Mother, said: ’The first Super Noodles ads

were original but now there is a lot of ’bloke’ advertising on TV. For

the new campaign, we have pushed the styling and the music to make the

ads more filmic.’



Jacqui Davies, the brand manager at Van den Bergh Foods, said: ’Spicy

Super Noodles is the answer for post-pub spicy cravings. These ads show

a typical outcome of a night out for the average British male.’



The ads were directed by Traktor through Partizan Midi Minuit. Media in

the UK is being handled by Initiative Media.



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