The children’s biscuit brand, Burton’s Jammie Dodgers, returns to
television after four years this weekend with new advertising developed
by Saatchi & Saatchi.
The campaign, Saatchis’ first since winning the business last September,
consists of six ten-second spots, each of which shows a Jammie Dodger
getting out of a tricky situation through a stroke of amazing luck, or
One, for example, features a Jammie Dodger falling off a balcony, but
instead of smashing on to the road below, it lands in the soft cleavage
of a passing young woman. Another shows several sets of wind-up teeth
advancing on a Jammie Dodger, but running out of steam just before they
get to it.
In a similar fortuitous twist of fate, ’spider’ has a Jammie Dodger only
escaping from the ravages of a huge spider because the creature gets
sucked up by a vacuum cleaner just as it is about to devour the
Each ad concludes with the male voiceover: ’Oooh, you Jammie Dodger’ and
the endline: ’Burton’s Jammie Dodgers. They’re just so jammy.’
Written by Andrew Fisher and art directed by Dave Askwith, the films
were directed by Tony Plato through Winkle Films.
The brand is famous for its heart-shaped hole which reveals the jam
sandwiching the biscuits together. In recognition of this romantic
association, the films will break in ITV’s Blind Date this Valentine’s
Day. They will run initially for four weeks.
Media was planned and bought by TMD Carat.