Mother has used Johnny Cash's Ring of Fire to back its campaign for
limited edition Vindaloo-flavoured SuperNoodles from the Batchelors
The national TV campaign plays on the fact that eating spicy food is
known to have certain after-effects. It features three scenarios where
people who have eaten the noodles are in desperate need of a toilet.
The first spot opens on two men eyeballing each other as they throw a
look down a long corridor. In a slow motion run reminiscent of Chariots
of Fire, they jostle urgently past each other, panic etched onto their
faces. As one is tripped up, the other sprints past and reaches the
safety of the toilet, slamming the door shut behind him.
A second spot features police officers making an urgent house call while
worried neighbours stand around clamouring about the manic screams
coming from within. The police advance into the house and break down a
door only to find a man sitting on his toilet after eating Vindaloo
The third ad features a longing shot of a toilet.
The television ads will be supported by work through Naked, which
includes stickers on the backs of toilet doors and sound-triggered
cubicle installations omitting strobe lights and smoke.
Andy Bellass of Mother said: "We hold our hats up to clients who are
brave enough not to turn away from the most compelling truth surrounding
their product, even if the truth, at first glance, is something most
would shy away from. SuperNoodles over the past few years have broken
new ground in honesty and this is no exception."
The campaign was written and art directed by Mother. It was directed by
Brian Buckley through Hungry Man. Media planning and buying is through
The campaign follows on the heels of the acclaimed "karaoke" and
"catflap" executions which ran for the Spicy campaign last year.