APL brings peas to life in new films for Batchelors brands

Ammirati Puris Lintas animates a family of emotional peas and a tubby pod in two commercials for Batchelors Mushy Peas and its new Bigga Peas variety.

Ammirati Puris Lintas animates a family of emotional peas and a

tubby pod in two commercials for Batchelors Mushy Peas and its new Bigga

Peas variety.



The animated ads are shot in the same style as the agency’s Cannes

Silver-winning 1994 ’memories’ ad for Mushy Peas, which ran in northern

England and Wales. Batchelors has now increased the above-the-line

support behind the brand, enabling the new ads to be seen

nationally.



The Mushy Peas film, called ’reunion’, opens with a pea standing on the

set of a retrospective TV show such as This is Your Life. The announcer

shouts: ’You haven’t seen them since you were separated in the pod. Come

in mum, dad and your seven baby sisters.’ Nine peas emerge from behind a

red curtain and rush towards the first pea. They all huddle together

and, caught up in the emotion of the moment, start to sob. Soon the peas

have dissolved into one big mushy mess. The endline reads: ’Only

Batchelors make peas this mushy.’



The second film for Batchelors Bigga Peas is set in a job interview

room. Several skinny pea pods bounce into the office. The interviewer

says: ’So you’d like to join us, please sit down.’ The peas sit down but

are immediately dismissed.



A fuller, rotund pod comes in. As it places its bottom on the chair, its

skin rips. ’Right, you’re in,’ the interviewer says. The voiceover

announces suggestively: ’Only peas with fuller figures get to be in

Bachelors Bigga.’



The films were written by John Peacock and art directed by Frank

Cookson.



They were directed by Ken Lidster through Loose Moose.



Media strategy and planning is by APL with buying through Initiative

Media.



Kevin Havelock, Van den Bergh Foods’ marketing director, said: ’We are

delighted with the strength and simplicity of this advertising.’



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus