Go Ahead!, the McVitie's biscuit range, is targeting a younger
audience with new advertising that sets out to demolish some urban
A trio of films for the United Biscuits brand features a black man who
can't dance, a bald man with no sex drive and a girl who doesn't succumb
to demonic possession despite playing a record backwards.
The pounds 3 million campaign, breaking nationally this week through
Publicis, promotes three lines - Summer Strawberry Bakes, Chocolate
Caramel Crunch Bars and Caramelinis. It is part of an effort to convince
consumers that the product tastes good despite its low fat content.
The strategy is reinforced by the endline, which encourages people to
put aside their prejudice: 'Go on. Go Ahead! Give in.'
The commercials were written and art directed by Ross Jameson and
Stephen Pipe and shot on location in Los Angeles by the American
director Mark Story of Cowboy Productions. Media buying is through
The new advertising marks a return to TV by the brand after almost a
year's absence. Mark Carden, the Go Ahead! marketing manager, said: 'We
have no doubt the films will help evolve the brand to where it should be
Gerry Moira, the Publicis executive creative director, said: 'Demonic
possession, baldnes and rhythm have not been the thematic mainstays of
UK snack advertising. This campaign changes all that.'
Go Ahead was last on air at the beginning of 2000 with a campaign
featuring the spoof 'food police'. The new work is an attempt by UB to
sustain the brand in a market in which low fat products falter unless
they are seen to taste good