Pot Noodle unveils 'office bike' ad

HHCL/Red Cell is unveiling the latest execution in its "Slag of all snacks" campaign for Pot Noodle, which introduces the endline: "The bicycle of all snacks."

Breaking on 13 September, the new ten-second ad, entitled "office bike", continues to position the brand as a trashy snack. It features an office worker who finds himself unable to resist the temptations of a Pot Noodle.

A full 50-second version breaks the following week after 11pm and will be supported by earlier trailers endorsing its late-night showing.

The spot opens on the office newcomer, Ben, who is being introduced to his new colleagues, including Judy, "the office bike".

Judy later corners him and says: "I've seen the way you look at my Pot Noodle. You want it, don't you Ben?"

Finally he succumbs to temptation and we see the pair lying on the floor dishevelled and smeared with sauce.

The boss walks in and says: "Come on Ben, don't hog Judy and her Pot Noodle, there's other people waiting you know."

The final shot is of a Pot Noodle, accompanied by an endline that reads: "Pot Noodle. The bicycle of all snacks."

The ad was written and art directed by Charlie Johnson and Vicky Ghose.

It was directed by Jonathan Thake and Lee Tan through Blink Productions.

Media planning and buying was handled by Initiative Media.

The TV campaign, which is aimed at 17- to 24-year-olds, will be supported by a national radio element, which reinforces the core idea of Pot Noodle being trashy and satisfying. It will run during drivetime, as well as in morning, evening and late-night slots.

Dom Speciale, the Pot Noodle marketing manager, said: "The Pot Noodle brand has been built on advertising that is edgy and entertaining. The team continued this tradition with the latest execution. I'm confident that the ads will achieve great cut-through."

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