Pot Noodle unveils new press ad

A spoof "picture dictionary" for tourists is to run as a national press campaign promoting a holiday offer linked to Unilever Bestfoods' Pot Noodle brand.

HHCL/Red Cell has produced the ad, which will break on 1 May, to publicise the offer of 50 holidays, each worth £1,500, and £5 off a Thomas Cook holiday for every lid.

The campaign reinforces the brand's reputation for advertising packed with smutty innuendo with the message that "it's filthy abroad" and therefore the perfect place for Pot Noodle users to go and misbehave.

The "dictionary" features a series of quirky illustrations, from "emergency gin" to "foreign toilet". It was produced by the HHCL creative team of Lee Tan and Jonathan Thake with illustrations by Andy Ward.

Initiative Media is handling media planning and buying for the latest burst of advertising, which will appear in tabloid newspapers and men's magazines and be supported by a radio campaign.

It follows hard on the heels of a TV campaign that made its debut last month to support Pot Noodle's Mexican fajita flavour. The commercial reinforces the brand's appeal to twentysomething young men with its tongue-in-cheek references to "backstreet action".

The brand has a history of controversial print ads. In 2002, the Advertising Standards Authority upheld 288 complaints against a poster campaign that called the product "the slag of all snacks".

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