McCoy's "Introducing thick cut" by WCRS

Flavour unexpectedly calls an unsuspecting shopper to congratulate him for choosing McCoy's new thick-cut flat crisps.

The work continues the brand's "When flavour calls" campaign, which last featured office worker Tom receiving a call after opening a "fog horn of flavour".

The new ad will run across ITV, Channel 4 and Channel 5 as well as digital and online throughout 2016.