Oxo parents get suggestive over the chicken in JWT’s latest spot

J. Walter Thompson has introduced a seductive edge to its latest commercial for Oxo, starring the usually prosaic soap-opera family.

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

chicken.



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

shouts.



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

paprika.



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.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content