Kraft Jacobs Suchard is taking its Bird’s Custard on to TV for the first
time this week with a new film from Ogilvy and Mather, at the same time
becoming the first advertiser to sign up for a new advertising
effectiveness measurement system.
The 30-second ad, written by Adam Denton and art directed by Andy
Fairless, stars a selection of puddings, a few gallons of custard and a
man in a yellow latex suit.
Directed by Chris Palmer through Gorgeous Productions, the commercial is
backed by a soundtrack of the Danny Kaye hit, Bleep Bloop.
The ad opens with a shot of the ‘custard man’ stalking around a yellow
set. A huge Bird’s Custard tin falls from the sky and the custard spills
on to a Swiss roll and proceeds to chase the yellow man, who then
becomes stuck in a sticky toffee pudding.
The ad ends with a close-up of the custard and the endline: ‘If it’s not
Bird’s, you’re a custard short of a pudding.’
The spot is being tested in the Meridian TV region, and Kraft Jacobs
Suchard has signed up as the first advertiser to try a new advertising
effectiveness measurement system called TVSpan.
The revolutionary system has been introduced by TSMS, the ITV sales
house which sells advertising airtime on a range of TV stations,
TVSpan is designed to track exposure to advertisements and match it with
product consumption. It claims to be the first single-source measurement
system to test advertising effectiveness.
Jerry Hill, the managing director of TSMS, said that TVSpan will allow
TSMS and Kraft to ‘quantify ITV’s influence on the consumer’s purchasing