Publicis targets youth audience in pounds 3m campaign for Go Ahead!

Go Ahead!, the McVitie's biscuit range, is targeting a younger

audience with new advertising that sets out to demolish some urban


A trio of films for the United Biscuits brand features a black man who

can't dance, a bald man with no sex drive and a girl who doesn't succumb

to demonic possession despite playing a record backwards.

The pounds 3 million campaign, breaking nationally this week through

Publicis, promotes three lines - Summer Strawberry Bakes, Chocolate

Caramel Crunch Bars and Caramelinis. It is part of an effort to convince

consumers that the product tastes good despite its low fat content.

The strategy is reinforced by the endline, which encourages people to

put aside their prejudice: 'Go on. Go Ahead! Give in.'

The commercials were written and art directed by Ross Jameson and

Stephen Pipe and shot on location in Los Angeles by the American

director Mark Story of Cowboy Productions. Media buying is through

Starcom Motive.

The new advertising marks a return to TV by the brand after almost a

year's absence. Mark Carden, the Go Ahead! marketing manager, said: 'We

have no doubt the films will help evolve the brand to where it should be

in 2001.'

Gerry Moira, the Publicis executive creative director, said: 'Demonic

possession, baldnes and rhythm have not been the thematic mainstays of

UK snack advertising. This campaign changes all that.'

Go Ahead was last on air at the beginning of 2000 with a campaign

featuring the spoof 'food police'. The new work is an attempt by UB to

sustain the brand in a market in which low fat products falter unless

they are seen to taste good