Mother has unveiled its first campaign for The East West Noodle Company, a launch product from Unilever's Van Den Bergh Foods.
Both the campaign and the product aim to combine the culinary heritage of the East with the convenience that is demanded by Westerners.
Unilever wants to turn noodles into a staple of the British diet. The campaign will target young, urban, time-poor people who want more than just a snack.
The launch comes out of research by the company into the growing demand for food products that are both high in food values, substantial and quick to prepare.
The TV campaign, shot in Hong Kong and starring an all-Chinese cast, includes three executions. The campaign uses the saucy nature of the product as its central idea.
In one spot, a vain young man takes meticulous care not to spill sauce on his immaculate white suit. However, he is so preoccupied with looking at himself that he absent-mindedly walks into a glass door and splashes blood on his suit.
A second spot shows a model walking around the street not knowing that some of the sauce is on her cheek. Eventually, a stranger can't resist licking it off her. The third ad shows an elderly woman eating her noodles while watching late-night porn.
Richard Kingsbury, the European marketing manager for noodles at Unilever Bestfoods, said: 'We are very happy with the campaign. There's nothing like it on TV that will grab people's attention. At the same time, the ads clearly communicate the proposition of saucy noodles.'
Jim Thornton, a partner at Mother, added: 'Take a great product and add three great scripts. Then slowly stir in a fresh young American director and a hot director of photography. Marinade in an exotic location for a few weeks and what have you got? A simple but effective recipe for a great launch.'
The campaign was written and art directed by Mother. It was shot by Jesse Peretz and Chris Doyle through Cowboy Films. Media planning and buying is through Initiative.
Andy Bellass at Mother added: 'Convenience food is changing. Today, lifestyles and attitudes have changed and consumers are demanding greater food benefits without any compromise in convenience. Following on from the success of SuperNoodles, The East West Noodle Company is the first product that really begins to push noodles into the fresh pasta category.'