McVitie's "Too good not to share" by TBWA\London

McVitie's has unveiled a campaign proclaiming itself "the nation's favourite biscuit", as part of its masterbrand relaunch.

The ad follows a radio station runner who can’t resist taking a bite out of a McVitie’s Chocolate Digestive, causing the studio to fall into disarray while live on-air.

It was created by Ben Brazier and Johnny Ruthven, and directed by Max Weiland through Somesuch. Media is handled by Manning Gottlieb OMD.

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