McVitie's Jaffa Cakes "Be what you want to be" by TBWA\London

McVitie's Jaffa Cakes has reignited an ancient dispute: is it a biscuit or a cake?

The ad depicts a shopkeeper who, after debating the product’s culinary status, has the realisation that he can fulfil his own dreams. He makes the declaration, "If a cake can be a biscuit, I can be king of the roller palace", before the store transforms into a disco and he begins dancing on skates. The ad ends with the strapline: "Be what you want to be."

The work was created by Dan Kenny and Duncan Brooks, and directed by Jim Hosking through The Sweetshop.


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