'Distracted' ice skaters star in Kenco Really Rich push

LONDON - Kraft Foods is using a skating theme for the latest TV advertising push for its Kenco Really Rich coffee brand, which shows impossible moves produced by a lone skater.

The 30 second ad, created by J Walter Thompson, shows the male partner of an ice-skating duo forced to perform various jumps on his own because his female partner is still in her dressing room distracted by the "new improved aroma" of the brand.

During filming, two dancers were used, but one was edited out so it appears the man is performing jumps that are, in reality, impossible to do on his own.

This is the third spot in a series under the strapline "Are you completely Kenco about coffee?", but the first to support the Kenco Really Rich soluble range.

Media was handled by Starcom and the ad was written by Geoff Cousins and Jon Iles and directed by Agust Baldursson through Annex.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.