TBWA\London won the McVitie’s account in October last year from Grey London, which had led the creative since 2013. This work perhaps gives a hint of why TBWA did so.
It’s led by a delightfully self-aware collection of ads promoting the biscuit brand’s partnership with Team GB ahead of the 2020 Olympic Games in Tokyo.
Each ad plays on the irony of a biscuit maker sponsoring elite athletes whose training includes a strict diet regimen.
The three-phase campaign will cover TV, out-of-home, radio, print, digital display, social media and in-store activity for three months.
Creative Agency: TBWA\London
Chief Creative Officer: Andy Jex
Creatives: Ben Brazier & Johnny Ruthven
Social Creative Director: Henry Hitchcox
Business Director: Gareth Hughes
Account Director: Max Phillips
Account Executive: Katia Lallart
Chief Strategy Officer: Anna Vogt
Head of Design: Aaron Moss
Designer: Aaron Janagal
Head of Production: Poppy Manning
Broadcast Producer: Holly Baker
Integrated Producer: Deryck Van Steenderen
Editor: Leo King @ Stitch
Post Production: Time Based Arts
Media Agency: Manning Gottlieb OMD
Partnership Agency: Fuse
PR Agency: 3 Monkeys Zeno