Rowntree's Fruit Pastilles is returning to TV with a new £4m advertising campaign.
The new TV ad, created by JWT London, will run in the UK and Ireland. It marks the return of Fruit Pastilles advertising, having last appeared on screens in 2007.
The ‘Chew Challenge’, which has been running since the 1970s, previously featured people doing impressive acts but failing to resist chewing.
The latest TV ad features a roving medieval troupe searching for a man worthy of winning the hand of their fair maiden. Only a man that can resist the chew of a Fruit Pastille will be deemed