NEWS: Ambrosia ads target popularity of snacks

Delaney Fletcher Bozell has created an unusual campaign for Ambrosia Rice Pudding, aiming to establish its single-serve pots as anytime snacks, particularly for children.

Delaney Fletcher Bozell has created an unusual campaign for Ambrosia

Rice Pudding, aiming to establish its single-serve pots as anytime

snacks, particularly for children.



One 40-second and four ten-second spots have been created in a fast

moving, wacky style for the pounds 3.5 million campaign.



The 40-second ad subverts the common game-show format by asking people

in a shopping centre to draw the ‘extreme creamy satisfaction’ of

Ambrosia creamed rice. The television artist, Tony Hart, makes a guest

appearance to judge the winner - a drawing of a cow complete with

udders. As the spot closes, a Japanese man bursts through the end frame

shouting: ‘Remember, not chopsticks. Spoons.’



Each of the smaller ads continues the off-the-wall feel. In one, the

satisfaction of eating Ambrosia is compared with the therapeutic

properties of bursting bubble wrap.



In another, a group of people are schooled in what is not creamy (a

football, a cactus) and what is (Ambrosia Rice Pudding), while in a

third spot, a child chooses a shoe, rather than a sporran or a lunch

box, for carrying his Ambrosia to school.



The fourth spot highlights the portability of individual rice pots. The

acerbic compere who appears in all the ads is filmed eating an Ambrosia

Rice Pot while running past different stage backdrops, including the

Pyramids and Blackpool.



Peter Fenton O’Creevy, Delaney Fletcher’s planner on the account,

explained that the move away from more traditional advertising was

designed to emphasise the relevance of Ambrosia in individual pots to

modern lifestyles. The campaign, which was written by David Adamson and

art directed by Richard Prentice, broke on Wednesday. The commercials

were directed by Terence O’Conner and Marek Losey through Trademark

Productions.



Media was planned by Delaney Fletcher and bought by BMP DDB.