- WCRS's first work for Trebor Bassett's Butterkist popcorn brand breaks on national television on 18 April in a new campaign worth £3.6 million.
The new work -- Butterkist's first return to television in more than five years -- aims to reposition Butterkist as a snack, as well as boosting awareness of the brand.
It comprises five commercials which all feature a pair of practical jokers who are constantly munching on big bags of Butterkist and causing havoc wherever they go.
Their slap-stick stunts, such as replacing golf balls with eggs and wearing a wig to the barber's, reflect Danish director Johan Gulbranson's passion for off-the-wall humour.
The endline "The Fun's Never Done" reinforces the sentiment that Butterkist is at the heart of all the fun. The commercials were written and art directed by Alan MacCuish and Darren Bailes of WCRS, with production by Outsider.
"With this campaign Butterkist should start to become an alternative to crisps and peanuts, in a market that will heighten its potential considerably" said Stephen Woodford, managing director of WCRS.
The top and tail ads will run for a minimum of 12 weeks on all national and satellite TV, targeting 16 to 24 year old adults with a bias towards mums and kids. Media planning and buying is through Motive.