Beattie McGuinness Bungay created the campaign, which centres on a film running online and on video-on-demand channels.
The spot opens on a plumber belting out Ella Henderson’s Ghost in his car. When the protagonist gets to a petrol station to buy some McCoy’s, he breaks into song again, adding a few dance moves for good measure.
The film will be backed by print ads with messages that encourage men to eschew masculine stereotypes, for instance: "go bold. Go enjoy that candlelit bath".
Matt Waller, BMB’s executive creative director, said: "Men have been enjoying ‘car-aoke’ since forever. Now with a little nudge from McCoy’s, they’re going to go large."
The work was created by Michael Tsim and Rachel Miles, and directed by Rebel through Outsider.
McCoy’s is owned by KP Snacks. BMB handles the parent company’s advertising excluding McCoy’s, but was asked to create the campaign while the crisp brand holds a pitch to find a new creative agency.