HHCL & Partners has introduced a new twist to the Pot Noodle
’prison’ theme in its latest series of television commercials for the
Bestfoods snack brand.
The campaign features a prisoner who has built a cardboard puppet
theatre in his prison cell.
Two spider puppets - worn as gloves on each of his hands - act out
various surreal scenes, which all result in the prisoner eating the Pot
Noodle through an opening at the back of the ’stage’.
Each commercial ends with a prison guard shouting ’lights out’ and the
sound of prison doors clinking shut. The camera pulls back to reveal the
prisoner alone in his cell with his hands in the spider gloves.
The campaign comprises two 20- and two ten-second executions, all of
which include the brand’s catchphrase: ’Spanking gorgeous Pot
The ’prison’ campaign revolves around the notion that Pot Noodle is so
tasty, it’s a punishable offence to eat it.
The commercials will first air on 28 May during the centre break of TFI
Friday on Channel 4, when three of the four executions will be shown in
The campaign will run on national terrestrial and satellite television
with media buying and planning through BMP OMD.
The ads were written by Owen Lee and art directed by Gary Robinson. They
were directed by Mick Rudman, through Park Village.