Enfield stars in and directs Pillsbury

Lowe Howard-Spink has unveiled its launch commercial for Pillsbury’s new frozen pastry snack, Toaster Pockets, which also marks Harry Enfield’s directing debut.

Lowe Howard-Spink has unveiled its launch commercial for

Pillsbury’s new frozen pastry snack, Toaster Pockets, which also marks

Harry Enfield’s directing debut.



Enfield stars as the stroppy teenage character, Kevin, from his hit TV

series, in the 40-second ad. The film opens with Kevin storming into the

kitchen, opening the fridge and screaming at his mother: ’There’s never

anything to eat. I’m starving.’



Kevin’s mother, played by Louisa Rix who also stars as the mother in the

TV series, explains to her son that she can whip up some toaster pockets

in four minutes. ’Four minutes! Ugh! That is so unfair,’ he screams.



Nevertheless, Kevin soon wolfs the lot. ’Somebody enjoyed their Toaster

Pockets,’ his mother remarks. ’They’re all right,’ he replies. When his

mother asks him to pass his plate, Kevin complains: ’Ugh! I have to do

everything.’



The ad ends with a shot of Pillsbury’s Doughboy icon, which has not been

seen in UK advertising since 1991.



The pounds 2 million campaign broke this Wednesday in Coronation Street.

It will run nationally on ITV, Channel 4 and Sky until 4 March. The

campaign was written by Sue Higgs and art directed by Wayne Hanson. It

was directed through Tiger Aspect. Media planning and buying is through

Lowes.



Tim Lindsay, Lowes’ managing director, said: ’The stroppy teenager

proved irresistible and is a perfect emblem for people who will consume

this product. It will appal and appeal to mums.’