TBWA rolls out its latest McCain spot

McCain, the frozen food manufacturer, is continuing to strengthen the association of its Home Fries brand with comfort eating in new TV advertising under the theme "chin up".

A new 30-second commercial, breaking nationally on Sunday, reinforces the message by featuring a man enjoying his chips while stuck at the bottom of a well.

TBWA\London has produced the film, the latest in a campaign to create awareness of McCain products as comfort food.

Trevor Beattie, the agency's chairman and creative director, wrote the spot in which a woman walks from her caravan with a plate of sausages and Home Fries across open fields. She stops at a disused well where she lowers the plate in a bucket to her boyfriend who is stuck at the bottom.

The man takes a chip before looking up with a smile on his face.

Bil Bungay art directed the film, which was directed by Toby MacDonald through The Paul Weiland Film Company. Media is being bought by PHD Compass.

Sue Jefferson, the McCain marketing director, said: "The latest ad in our campaign builds on the insight that simple pleasures can make life's ups and downs a little more pleasurable."

Meanwhile, the brand is continuing to use tactical ads to support its message, with a national press execution based on non-league Scarborough's single goal FA Cup defeat to Roman Abramovich's multimillion-pound Chelsea team. The ad featured a picture of Scarborough's stadium, which McCain sponsors, and the caption "chin upski".