HHCL & Partners claims to be pioneering an animation technique never seen in the UK in its latest TV campaign for Bestfoods' Pot Noodle.
The two 40-second and two ten-second ads, which began a two-month run on Thursday, use a technique developed by the New York-based production company Curious Pictures.
The ads were shot live, and then animated to give a 'real feel', according to the agency. They are part of a pounds 13.2 million marketing drive planned for this year.
In one spot, 'tongue', a teacher is called to help a pupil whose tongue has stuck to a frozen climbing frame in the playground. She reassures him as she rushes to boil a kettle but, on seeing a Pot Noodle in the kitchen, she ignores the boy's cries for help and devours the snack.
Another ad, 'ants', features a pest control operator who suggests boiling a kettle of water to tackle an infestation of ants. Explaining to his stressed customer that he needs equipment from his van, he disappears only to return with a Pot Noodle.
The new campaign dumps the 'everything else is just pants' slogan in favour of: 'Pot Noodle - it's all me, me, me, me, me.'
The HHCL account director on the business, John Hadfield, said: 'We have consciously moved away from the 'slice of life' advertising used by the majority of our competitors by using this unique production technique. It also fits perfectly with the iconography of the brand.'
The ads were written by Zane Radcliffe, art directed by Mike Oughton, directed by Steve Bendelack through Baby Films and animated by Curious Pictures. Media is through Initiative.