Pot Noodle 'introduction' by Mother

In Mother's first work for Pot Noodle since winning the account in January, the potted snack is shown being mined from pits in the Welsh valleys. The ad attempts to banish its image as a guilty pleasure, by replacing the slag of all snacks endline with the "Fuel of Britain" to accompany its recent relaunch as a healthier snack. The ad, set in the real Welsh village of Crumlin, shows the beautiful countryside with miners work underground, day and night to mine the delicate seams of Noodle buried deep within the earth's crust.