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Realise Your Wildest Dreams in McVitie’s Jaffa Cakes Joyful Return to TV

TBWA\London launches a new brand platform for pladis-owned McVitie’s

Realise Your Wildest Dreams in McVitie’s Jaffa Cakes Joyful Return to TV

TBWA\London has created a new brand platform for pladis-owned McVitie's Jaffa Cakes, which launches across TV and social media on Friday 26th February.

The idea for the work is that McVitie's Jaffa Cakes is a playful snack that flouts conventions, with the product arguably resembling more of a cake than a biscuit (it's all in the name!).

We see this idea come alive in the campaign where characters are caught up in the dilemma of whether the snack is a cake or a biscuit. Being both a cake & a biscuit, acts as proof (albeit tongue firmly in cheek proof) that we can all be anything we set our minds to.

The campaign launches with a McVitie's Jaffa Cakes spot featuring a shopkeeper stacking McVitie's Jaffa Cakes on a shelf. He absentmindedly takes a bite, and begins to debate the product's status as a biscuit, or a cake.

The realisation that a cake can be a biscuit inspires him, and the shop he's standing in magically transforms into a roller disco. His dream has always been to be the king of the roller disco, and he is now living that very dream. Roller dancing around the store, the king of the roller disco enjoys his new existence. It ends with the strapline: 'Be What You Want To Be'.

The McVitie's Jaffa Cakes campaign was created by TBWA's Dan Kenny & Duncan Brooks, and directed by Jim Hosking through The Sweetshop. Media was planned and bought by MGOMD.

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Brand: McVitie’s Jaffa Cakes


Client: pladis

Chief Creative Officer: Andy Jex

Senior Creative Team: Dan Kenny & Duncan Brooks

Strategic Lead: Elisa Edmonds

Business Director: Gareth Hughes

Account Director: Max Phillips

Account Executive: Katia Lallart

Account Executive: James Graham

Social Lead: Henry Hitchcox

Broadcast Producer: Jeremy Muthana

Senior Integrated Producer: Deryck van Steenderen

Head of Design: Aaron Moss

Designer: Aaron Janagal


Production company: Sweetshop

Director: Jim Hosking

DOP: Stephen Keith-Roach

Producer: Jessica Wylie

Executive Producer: Justin Edmund-White, Morgan Whitlock

Editor: Ellie Johnson at Ten Three

Casting: Lesley Beastall

Post Production

Post Production: Framestore

Sound: Munzie Thind @ Grand Central

Music Supervision: Theodore Music


Media Agency: MGOMD

Category: Food , Sweet

Genre: Comedy , Dialogue , People