J. Walter Thompson has introduced a seductive edge to its latest
commercial for Oxo, starring the usually prosaic soap-opera family.
Entitled ’some like it hot’, the ad features Lynda Bellingham, the Oxo
mum, demonstrating her resourcefulness with a few lumps of raw
The film opens with Bellingham taking the chicken out of the fridge and
muttering something about turning it into a honey-roast dish. Just at
that moment, her son, Jason, bursts into the kitchen, shouting: ’Aha,
chicken kebabs. Nice one, Mum.’ Bellingham considers for a second and
then decides to change her plans.
But then Alison, her daughter, walks in: ’Chicken stir-fry. Yes!’ she
Bellingham is pondering the merits of a stir-fry when her husband,
Michael, arrives home. ’Oh, don’t tell me, chicken paprika?’ he says,
gleefully, putting his arms around her and whispering: ’It always gives
me the hots.’
Later, when the family sits down at the dinner table, they all get what
they want. Jason gets kebabs, Alison stir-fry and Michael chicken
As Bellingham passes him his dish, she says: ’And for you Michael, I’ve
got the hots.’ She raises her eyebrow suggestively as she takes a bite
out of a spicy chicken leg.
’Some like it hot’ was created at JWT by the copywriter, Richard
Saunders, and the art director, Pete Celiz. It was directed by Derek
Coutts, who has directed all the Oxo family films, through BFCS. The
spot breaks on national TV on 1 November.
The Oxo family campaign has been running since 1983.