Bob Mortimer stars in Mini Cheddars ad blitz

Bob Mortimer, who last month made his solo advertising debut for First Direct, is set to star in Leo Burnett’s new campaign for KP Mini Cheddars.

Bob Mortimer, who last month made his solo advertising debut for

First Direct, is set to star in Leo Burnett’s new campaign for KP Mini

Cheddars.



Mortimer, who sprang to fame as one half of the Vic and Bob duo with Vic

Reeves, plays a man so obsessed with Mini Cheddars that he sees

parallels in all aspects of everyday life.



Three quirky 30-second ads form a campaign which breaks next week and is

designed to convey a brand full of contradictions. Each ends with the

strapline: ’Mini Cheddars. Or Are They?’



The first ad features a man in a hi-fi shop examining the CD facility on

a mini sound system. The assistant is just beginning his sales patter

with the line: ’Granted it’s small, but it has huge potential,’ when

Mortimer slides into view dressed in a loud suit, saying: ’I know

exactly where you’re coming from.’ He proceeds to insert a Mini Cheddar

into the CD player with the words: ’Listen and learn’, before leaving

the shop with a flourish. Behind him, there’s a huge explosion.



The second ad shows Mortimer eating a bag of Mini Cheddars while having

his luggage checked into Customs. The official enquires: ’Did you pack

the bag yourself, sir?’ Mortimer responds by opening his coat to reveal

that he is naked except for lots of bags of Mini Cheddars. The Customs

official pulls one of the bags off his chest, leaving a nasty red

mark.



The final execution shows Mortimer through the lens of a closed circuit

television camera. He is holding a Mini Cheddar, which he presses up

against the camera and then snatches away again, with the words: ’Now

it’s big, now small. Big, small, big, small.’



The ads were art directed by Adam Staples, co-written by James Rose and

Julian Borra, and directed by Julian Burkin through Tiger Aspect. Media

is also handled by Burnetts as part of its centralised United Biscuits

portfolio.



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