Leaf UK’s Chewits brand is celebrating its 30th anniversary with a new
pounds 1.5 million campaign shot by the director of the new Loch Ness
movie, John Henderson.
Henderson has worked with Spitting Image-style puppets on the
commercial, which was created by Banks Hoggins O’Shea, with the aim of
providing a whole new world for Chewits’ hallmark ‘muncher’ monster.
The scene opens on two newscaster muncher monsters explaining that you
need to wear a helmet or hold your head while eating Chewits, because
they are so fruity and chewy that they make your head wobbly.
The film cuts to witness a muncher monster suffering from the side
effects of taking no precautions and ends with the newsreader ignoring
his own advice and having a major head wobble himself.
The 30-second spot, which breaks nationally on 15 April, is aimed at
five- to 11-year-olds. It was created by the art director, Ken Hoggins,
and his copywriter, Chris O’Shea, and produced through Bazaar Films.
The muncher monsters have been a Chewits feature since its TV
advertising began more than ten years ago. However, Banks Hoggins, which
won the business from Abbott Mead Vickers BBDO last year, aims to give
the beasts more ‘street cred’, according to agency account partner, Paul
Chewits has grown over the past 30 years to be worth pounds 30 million
and is currently the leader in Britain’s pounds 65 million fruit-chew