Saatchi & Saatchi has unveiled a dramatic new look for the Mr Kipling brand, which shows the legendary gentleman wreaking unintentional havoc on the world.
The campaign targets families by attempting to 'own' emotional values of cakes in order to distinguish Kipling cakes from supermarket own-label brands.
The three 30-second ads, breaking on 19 March, are built around the premise that no matter what, Mr Kipling should be forgiven because his cakes taste so good.
In 'golf', two groundsmen sit eating their tea as an elderly gentleman smashes divots out of their course. One asks why Mr Kipling is allowed on the course, to which the other replies: 'Because he makes exceedingly good cakes.'
'Dog' shows Mr Kipling throwing sticks for a small dog as its owners sit nearby eating a picnic. As the dog plunges into a foaming river, the little girl says: 'Mummy, Mr Kipling's drowned Scruffy.' Her mother replies: 'I know darling, but he does make exceedingly good cakes.'
In 'horse', Mr Kipling's car backfires at a pony club meet, resulting in a stampede. An anxious pupil rushes to tell an unconcerned teacher, who is chomping on a cake.
Saatchi & Saatchi's executive creative director, Dave Droga, said the campaign was the first radical repositioning of the brand since it was launched by RHM in the 60s.
'We've kept the famous strapline 'exceedingly good', but have a new positioning for Mr Kipling. We've retained the attachment people have with the Mr Kipling character while bringing the brand up to date and using a dry sense of humour to capture the passion people have for the brand,' he said.
The campaign was written by Rupert Jordan and art directed by Stuart Mills and was directed by John Marles through RSA Films. It was filmed near Sydney in Australia to capture the image of a lush English summer.
Earlier this month, the brand was given its own online presence through a site designed by Zinc. The total marketing activity also includes new packaging and a new logo.