Risque star Graham Norton makes debut for McVitie’s biscuits

The camp Irish comedian Graham Norton stars in his first commercial to promote McVitie’s biscuits in a crushproof cardboard tube.

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

campaign.



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.