Saatchi puts Jammie Dodgers back on TV

The children’s biscuit brand, Burton’s Jammie Dodgers, returns to television after four years this weekend with new advertising developed by Saatchi & Saatchi.

The children’s biscuit brand, Burton’s Jammie Dodgers, returns to

television after four years this weekend with new advertising developed

by Saatchi & Saatchi.



The campaign, Saatchis’ first since winning the business last September,

consists of six ten-second spots, each of which shows a Jammie Dodger

getting out of a tricky situation through a stroke of amazing luck, or

jamminess.



One, for example, features a Jammie Dodger falling off a balcony, but

instead of smashing on to the road below, it lands in the soft cleavage

of a passing young woman. Another shows several sets of wind-up teeth

advancing on a Jammie Dodger, but running out of steam just before they

get to it.



In a similar fortuitous twist of fate, ’spider’ has a Jammie Dodger only

escaping from the ravages of a huge spider because the creature gets

sucked up by a vacuum cleaner just as it is about to devour the

biscuit.



Each ad concludes with the male voiceover: ’Oooh, you Jammie Dodger’ and

the endline: ’Burton’s Jammie Dodgers. They’re just so jammy.’



Written by Andrew Fisher and art directed by Dave Askwith, the films

were directed by Tony Plato through Winkle Films.



The brand is famous for its heart-shaped hole which reveals the jam

sandwiching the biscuits together. In recognition of this romantic

association, the films will break in ITV’s Blind Date this Valentine’s

Day. They will run initially for four weeks.



Media was planned and bought by TMD Carat.



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