NEWS: Bird’s Custard makes television debut with O&M’s ‘custard man’

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.

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,

including Meridian.



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

decision’.



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