McVitie's "DeliChoc" by Grey London

McVitie's "sweeet" campaign, which uses cute or exotic animals as metaphors for the taste of different kinds of biscuit, is hardly groundbreaking. But the ads are well-made and people like them. Besides, how edgy do you want a biscuit ad to be?

McVitie’s "sweeet" campaign, which uses animals to represent different biscuits, is hardly groundbreaking. But the spots are well-made and people like them. Besides, how edgy do you want a biscuit ad to be? Grey London’s latest instalment introduces an alpaca as the embodiment of the feeling you get when you bite into a DeliChoc. It shows the animal romping around a school library, chewing on everything in sight, accompanied by the Grange Hill theme. The work was created by Mike Kennedy and Pauline Ashford, and directed by Ne-O through Stink.

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