JWT launches TV spot for new Nestle snack

J. Walter Thompson launches the first television advertising this week for Nestle’s new chocolate snack, Maverick, with a tongue-in-cheek film about an American eccentric.

J. Walter Thompson launches the first television advertising this

week for Nestle’s new chocolate snack, Maverick, with a tongue-in-cheek

film about an American eccentric.



Maverick, which appeared in shops for the first time last week, will

compete against Mars and Snickers in the heavy-eating category and is

positioned as ’a more interesting eat with an unconventional

personality’.



A spokesperson at Nestle described Maverick as ’our biggest and most

exciting launch for at least 15 years.’ It is backed by a pounds 6

million media spend.



The 30-second film is shot in a reportage style - ’real’ footage is

intercut with flashbacks, which are shot as if by a camcorder.



The spot shows Curtis, a retired American car-eater, being interviewed

in his home about his past. The walls are lined with photographs of cars

he has admired and devoured. As he reminisces, he reveals he gave up his

career after he discovered Maverick. ’Fills you up like a Dodge, tastes

as good as a 66 Mustang,’ he muses.



The television campaign will be supported by bus-side advertising, which

continues the Maverick theme and uses the slogan: ’Great eats don’t come

more interesting.’



Angus Fear, JWT’s director-in-charge on Nestle, said: ’In a way, Curtis

is Mr Maverick. His car-eating activity is distinctly different from the

way most people behave.’



The ad breaks this Sunday on Channel 4 in the film, the Shawshank

Redemption.



It will then roll-out on network and satellite television aimed at

16- to 24-year-old men.



The film was created at JWT by the art director, Blaise Douglas, and the

copywriter, Simon Brooks. It was directed by Dominic Murphy through

Blink Productions. Media planning and buying is also handled by JWT.



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