Vaughan stars in ad to support Nescafe on-pack promotion

Johnny Vaughan is to star in a new television campaign for Nescafe Original, which encourages coffee drinkers to "love the morning".

The 30-second spot, which was created by McCann Erickson, promotes an on-pack offer, which invites consumers to text to win a prize of £100 each morning.

It opens with a man dressed in his pyjamas sitting in his kitchen drinking coffee, when Vaughan bounds in to give him £100 in cash.

The spot aims to show that Nescafe Original helps to make mornings more pleasurable. Vaughan was selected because of his association with mornings through his 95.8 Capital FM breakfast show and his stint as a presenter on Channel 4's The Big Breakfast.

The ad, which breaks this week, was written by Rob Brown, art directed by Gary Marjoram and directed by Graham Rose through Rose Hackney Barber.

It will run for one month to support the promotion.

In a media schedule planned and bought by MindShare, the campaign will air nationally on the terrestrial channels ITV, Channel 4, five, GMTV and on cable and satellite channels such as Sky, UKTV channels and E4 during peaktime programming.

Lisa Brinsdon, the assistant brand manager for Nescafe Original, said: "This new promotion is a great opportunity for Nescafe Original to ensure people see the day's positive potential."

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