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