HHCL & Partners has created a TV spot for King Pot Noodle, a larger-sized variant of the snack food brand. The ad, which is part of a pounds 13.2 million marketing drive, stars an imaginary character called 'Big Dave'.
The ad aims to generate trial at the same time as differentiating the product from the existing Pot Noodle line.
The 30-second TV commercial, which breaks on 16 October, opens on a young man called Tom who we see talking in a bar to his imaginary friend, Big Dave, in an animated fashion. Having decided to get something to eat, the pair pop into a local shop where Tom uses his imaginary friend as an excuse for buying the snack, which is a third bigger than the normal size Pot Noodle, saying: 'It's not for me, it's for Big Dave.'
Back at home, having devoured his King Pot Noodle, Tom is called a fat bloater by his girlfriend for eating the whole thing, but again he uses Big Dave as his excuse, saying: 'Big Dave had some too!' She ignores the claim and asks him if he's coming to bed. Big Dave follows her and a shocked Tom calls him back. The ad ends with the line: 'Blame it on Big Dave.'
A separate poster campaign also breaks this month. The posters have a similar theme, but feature cartoon-like characters who have exploded after eating too many King Pot Noodles. The line on the posters asks: 'How many King Pot Noodles can you eat before you explode?'
Gayle Peacock, the brand manager for Pot Noodle at Bestfoods, said: 'The new King Pot Noodle snacks are designed to satisfy the heartiest of appetites. This new advertising campaign sets out to differentiate the new King Pot Noodle snacks from the standard Pot Noodle.'
Both campaigns were written by Lee Tan and art directed by Jonathan Thake.
The TV ad was directed by John Birkin through Concrete. Media planning and buying is by OMD Media.