HHCL & Partners has created a cheeky new commercial for CPC Pot
Noodles which marks a dramatic departure from the long-running ’Ned
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
She holds up her evidence triumphantly - a small packet of soy
’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
Mansfield becomes excited by her graphic description of
’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
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,