St Luke's unveils Fox's Biscuits TV ads

St Luke's is launching a campaign for Fox's Biscuits that develops

the theme of its biscuits bringing people together.

The campaign, consisting of three 30-second and three 20-second spots,

features stories about people that rely on technology rather than

communicating face-to-face.

The ads build on last year's 'London needs biscuits' campaign. It breaks

on 21 May in all regions except London.

The first spot features a woman who is unable to speak to her husband

except via her mobile phone. In another, a man becomes obsessed with

computer games and is unable to deal with the real world. The third

shows a man who is unable to interact with colleagues because he is so

reliant on communicating via the internet.

Each ad shows a Fox's worker attempting to use biscuits to break the ice

and get people talking again. Three different Fox's brands, Big Softies,

Rocky and Echo all feature in the ads with the endline: 'Get face to

face with Fox's.'

Sue McGrath, the account director at St Luke's, said: 'The more

communications technology people use, the less time they spend actually

talking to one another. We then saw the potential to reframe the role of

biscuits as a sort of social catalyst.'

The ads were art directed by Suzanne Hails and Alistair Campbell is the

writer. They were directed by Declan Lowney through Tomboy Films. Media

is through Equinox Communications.

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