Work

Pladis

McVitie's Blissfuls

McVitie's "Now that's blissful" by TBWA\London

‘Now That’s Blissful’, which will appear across TV and social, dramatises the treat-like nature of the product through the lens of the ‘making of’ story, a nod to the originality of the snack and the baking mastery in every McVitie’s Blissful.

The work shows an animation of a satisfyingly in-sync baking process, with the biscuit bases being cut and stamped into shape before being filled with Belgian milk chocolate cream, and a biscuit lid dropping in place.

The creative draws inspiration from ASMR, a powerful combination of audio and visual which prompts a sensory response in the viewer and, in the case of McVitie’s Blissfuls, reflects the arresting sumptuousness of the biscuit.

The film ends with the two variants – caramel and hazelnut flavours – and the line ‘Too Good Not To Share’.

The campaign was created by Ben Brazier and Johnny Ruthven and media was planned and bought by MG OMD.

Age UK

This activation was the third burst of the We Are Undefeatable (WAU) campaign bringing together 15 leading health and social care charities with National Lottery funding and expertise from Sport England.

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