The camp Irish comedian Graham Norton stars in his first commercial
to promote McVitie’s biscuits in a crushproof cardboard tube.
The pounds 5 million campaign, created by Publicis, is designed to
persuade the public that they should eat McVitie’s biscuits while they
are out and about rather than just eating them at home.
’The symbolism of Graham Norton and ’coming out’ is highly relevant for
McVitie’s. It reflects the snacking potential of McVitie’s now that
they’re in portable tubes,’ Stephen Meade, the client services director
at Publicis, explained.
Publicis has created three different executions, each opening on
real-life characters indulging in a moment of mindless absurdity. They
are each caught in the act by the risque comedian, however, who advises
them all that they should ’get out more’.
The first execution, which was written by Ira Joseph and art directed by
Jackie Steers, breaks this week and is supported by a nationwide poster
It features two women collapsing helplessly in giggles. The viewer has
no idea what is causing their mirth until the camera zooms in to reveal
that it is the phallic connotations of a rising and falling telephoto
lens that started them off.
The ads, which follow on from ten-second teasers released last month,
were directed by the real-life specialist Brian Baderman through All
Films. Media on the campaign is being handled by Starcom Motive.