McVitie’s Jaffa Cakes’ new TV ad

Publicis has created the new television ad for McVitie’s Jaffa Cakes as part of owner United Biscuits’ £5m media spend on the brand this year.

The ad is called ‘Teeth’ and breaks on February 11 and runs until the end of March. It is the latest execution in the ‘deliciously self-centred’ ad campaign, which launched in 1999. The ad features an old couple on the sofa with the wife tucking into some Jaffa Cakes after hiding her husband’s false teeth in the bottom of a fish tank.

The creative work was overseen by Gary Biggs, who was drafted in as marketing director at McVitie’s in November, after moving from the role of director of McVitie’s Cake Company. Media is bought by Starcom Motive.

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