J. Walter Thompson pays homage to the 70s disco anthem, Staying
Alive, in its latest commercial for Colman’s English Mustard.
The 40-second film sees the animated Brummie pig, star of recent
Colman’s commercials, trying to save his bacon by calling for the
mustard to be banned.
’Staying alive’ opens with the pig hitting a jar of mustard with a
’You can tell by the way I’m made of pork, I’m not a Colman’s fan, I
think we should talk,’ wails the pig to the tune of Staying Alive. He
continues: ’I’m a walking pie, a sausage roll, a Scottish egg, for all I
know. It’s not all right, it’s not OK. I’d like to see another day.’
The film is shot in the style of a 70s pop promo with the pig strutting
his stuff through a medley of kitsch effects accompanied by three
chickens as backing singers.
The pig’s musical complaint continues throughout the ad intercut with
the refrain: ’Staying alive, I’m just staying alive.’
At the end of the film, a giant jar of mustard falls out of the sky and
squashes the pig. ’Very funny,’ mumbles the pig from beneath the
Richard Kingsbury, Colman’s brand manager, said: ’We know that the pig
is now appreciated by consumers as a Colman’s brand equity and that
Colman’s English Mustard is a hugely famous and powerful brand. These
facts gave us the freedom to break the mould and have some fun with this
execution - it will do a great job for the brand.’
Jaspar Shelbourne, JWT’s executive creative director, said: ’We have
done something difficult but desirable: we have done something hot for
’Staying alive’ was created at JWT by the copywriter, Richard Spencer,
and the art director, Jo Dickerson. The director was Matt Forrest
The ads break on national television this weekend to coincide with the
opening of the Saturday Night Fever stage show.