McVitie's "Gamer" by TBWA\London

McVitie's continues its "Too good not to share" brand platform with an ad starring a sister and her gamer brother.

After absent-mindedly tucking into a McVitie’s Chocolate Digestive, a teen runs upstairs to share a snack with her brother, who is too distracted by gaming to try a biscuit. However, the biscuit eventually causes him to abandon his game, leaving his tech-obsessed friend "vaporised".

Launching alongside digital activity, the work was created by Ben Brazier and Johnny Ruthven, and directed by Max Weiland through Somesuch. Media is handled by MGOMD.

McVitie’s launched its "Too good not to share" brand platform in November. 


Chief creative officer
Senior creative team
Strategic lead
Business director
Account director
Account executive
Social lead
Broadcast producer
Senior integrated producer
Head of design
Production company
Post production
Media agency