Mother unveils its first advertising for Batchelors Super Noodles
next week, spearheaded by four TV commercials which target the product
at adults for the first time.
The campaign kicks off with a spot featuring Malcolm, a jilted lover,
who is determined to get by without his girlfriend. His culinary skills
are stretched to the limit as he sets about preparing a plate of Super
Noodles, but he succeeds, only to remember his lost love wistfully as he
tucks into a forkful.
’Race’ shows two men engrossed in a contest between two noodles as they
watch them slide down their sitting room window, while in another
execution, a second pair of men discuss their girlfriends’ dubious
bathroom habits as they tuck into a plate of noodles. The ad ends as
they lick their plates clean and put them back into a kitchen
A fourth spot, ’selfish’, shows a man eating his Super Noodles in front
of the television while his girlfriend begs him for a taste. He hands
the plate over to the woman only when he realises it has been sampled by
All four commercials were directed by Daniel Kleinman through Limelight,
and created by Mark Waites, Libby Brockoff and Robert Saville at
Mother took the account from Ammirati Puris Lintas after winning the
brief from Van den Bergh Foods in June. Rocket handles media planning
and strategy for the campaign, while buying is through Initiative Media.