HHCL changes Pot Noodles angle

HHCL & Partners has created a cheeky new commercial for CPC Pot Noodles which marks a dramatic departure from the long-running ’Ned Noodle’ campaign.

HHCL & Partners has created a cheeky new commercial for CPC Pot

Noodles which marks a dramatic departure from the long-running ’Ned

Noodle’ campaign.



The ad, written and art directed by Steve Henry, marks the advertising

debut of Peter Cattaneo, the director of the Full Monty, and aims to

excite fickle male youth in the 13- to 21-year-old age range. It breaks

on national television at the end of the month, with a second phase

planned for the summer.



The ad is a spoof of the film, the Shawshank Redemption, which was based

on a Stephen King short story and starred Tim Robbins as a prisoner

serving a life sentence.



Entitled ’Lambshank Redemption’, the ad is set in the exercise ground of

a bleak prison. A fierce female prison officer storms up to a beefy

inmate named Mansfield and accuses him of secretly eating Pot

Noodles.



She holds up her evidence triumphantly - a small packet of soy

sauce.



’I found this in your bed,’ she exclaims, adding suggestively: ’I think

you’ve been sucking Pot Noodles. I think you’ve been letting those

naughty noodles ooze down your throat!’



The film cuts to a flashback of the moment the prison warden first

discovered the flavour sachet in Mansfield’s bed.



Another flashback shows Mansfield tucking into his noodles with worrying

relish.



Mansfield becomes excited by her graphic description of

noodle-sucking.



’Pot Noodles taste spanking gorgeous. It does me ’ead in.’



The prison warder replies: ’You know it’s illegal in here. The

punishment - 150 press-ups. Here, now, nude.’ The film ends with a shot

of Mansfield completing his 143rd press-up. ’I could murder a Pot

Noodle,’ he fantasises.



’You’re a very naughty boy,’ the warden replies.



The pounds 11 million through-the line campaign will also encompass

point-of sale material, sponsorship of the Australian women’s prison

soap, Prisoner Cell Block H, and radio promotions.



Mary Stowe, the HHCL account director on the business, said: ’This is

not necessarily the end of Ned Noodle. This ad concentrates on the core

target audience of teenagers. In past ads, we were talking to mums as

well.’



HHCL introduced the Ned Noodle character in a bid to convince mothers

that the brand was healthier than they might have thought.



The ads starred Terry, a Welshman, who insisted his beloved Pot Noodle

was not healthy or, as he put it, ’faffy’ food.



A recent campaign featured the track star and Olympic silver medallist,

Roger Black.