The Yummies, a new group of cartoon characters, will be splatted each week in the sponsorship credits of SM:TV Live in HHCL & Partners' first work for Ambrosia.
HHCL won the pounds 3 million Ambrosia account from Delaney Lund Knox Warren & Partners in February. A branding campaign for Ambrosia is in development and will launch in March 2001.
SM:TV Live, the Saturday morning TV children's show, has extended its sponsorship deal with Splat!, the flavoured custard snack from Ambrosia, for another year.
The Yummies sponsorship idents will make their first appearance on 11 November introducing five cartoon characters to target an audience of seven- to 11-year-olds.
Each week the Yummies are shown in a real-life scenario where they are splatted. At a building site the unlucky Yummies are squashed by bricks, swallowed by a cement mixer or suffer the ultimate indignity of being sat on by a builder's bum.
The work was art directed by James Spence and written by Roderick Fenske.
The Yummies were designed and computer generated by Vehicle at Nexus Animation and the sponsorship deal was negotiated by OMD.