Quiet Storm goes for 1950s feel with first Mr Brain's work

LONDON - Mr Brain's Pork Faggots is bravely wading into potentially dangerous territory with a new campaign using the strapline 'real men prefer women with brains'.

The campaign has been created by Quiet Storm, which picked up the account when Kerry Foods consolidated its business into the agency last August. It is the agency's first work on the brand.

The ad, which will run on radio and in the press, has a 1950s sound and look, even including a jingle. It was written and art directed by Cat Campbell and Jo Wallace.

The print execution features the line "99% of men said they prefer women with real Brain's", and a picture of a voluptuous woman posing on top of a packet of Mr Brain's Pork Faggots.

In the radio ad, a scaffolder says he only wolf whistles at women because it's expected of him. However, he really prefers a woman with "a nice set of Brain's in her freezer". It ends with the "Mr Brain's Pork Faggots" jingle.

The music was composed by Jamie Masters at Adelphoi Music with sound by Scramble. The photographer on the print campaign was Carl-Johan Paulin.

The print campaign will run in magazines such as Take A Break, Women's Own and Reveal, and the radio ad will run nationwide, breaking this week. Media planning and buying is through Universal McCann.

Mark Brown, senior brand manager for Mr Brain's Pork Faggots, said: "Tasked with the challenge of creating a new campaign for Mr Brain's to further drive the national growth of the brand, Quiet Strom have created an impactful, quirky campaign that plays on an age-old debate. We are confident that the campaign will reach out to new consumers and enable the brand to continue its growth in the coming months."

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