McVitie’s new activity is an onslaught of cute creatures. Grey London created the £12 million campaign, which comprises three ads – for Jaffa Cakes, original Digestives and chocolate Digestives. The work was based on the idea that eating McVitie’s biscuits makes you feel comforted. The spots, which show someone opening a packet of biscuits to find kittens, puppies or a tarsier crawling out of it, end with the line: "Sweeet." They were written by Jonathan Marlow, art directed by Chris Chapman and directed by Owen Trevor through Passion Raw. Post-production was by Absolute and media was through MEC.