Pot Noodles are comfort food and adam&eveDDB have identified why that is so – Nothing Fills a Hole Like Pot Noodle. The agency has also turned that into a literal proposition – a fun 60 minutes of film in which Pot Noodle fills all manner of holes, including a pool table pocket, a bird house and a washing machine.
Nothing Fills a Hole Like Pot Noodle also ventures into the debate around the pot-holed state of roads in Britain, where one road in every nine miles is in urgent need of repair. The campaign, that covers digital outdoor ads, print, social media and PR, will also specifically target sites and media publications in locations notorious for potholes in Surrey, Essex and Northamptonshire.
The full campaign includes a digital ad van, which will drive down two of the potholiest roads in Surrey. Two of the targeted areas, Harlow in Essex and Brackley in Northamptonshire, are home to singer and pothole campaigner, Rod Stewart and Mr Pothole, respectively.
The campaign was shot by Emmy-nominated filmmaker, photographer and artist, Frederick Paxton, of Academy Films.
Social media activity includes a selection of filled-hole images that will appear on Pot Noodle’s Instagram feed. A GIF sticker pack will also launch on Instagram Stories, enabling fans to add Pot Noodle to their own content and fill a hole, digitally – with the hashtag #NothingFillsAHoleLikePotNoodle.
The campaign is supported by a PR partnership, created by W communications, with Mr Pothole, an advocate for pothole awareness, who will be talking to the press and media to help raise awareness around the country’s pothole problem as part of the campaign.
Richard McGrann, creative at adam&eveDDB, stated, “In today’s purpose-driven advertising, there can be no higher calling than plugging a hole on the B372 with a steaming hot portion of Bombay Bad Boy”
Andy Clough, creative at adam&eveDDB, added, “Once you’ve stuffed a postbox with Chicken & Mushroom Pot Noodle, you begin to see a world full of opportunities.”
The campaign launched on Tuesday, March 28 and is running across the week. The media is handled by Mindshare.
Credits:
Client: Unilever (Pot Noodle)
General Manager Foods (Nutrition): Andre Burger
Marketing Director: Georgina Bradford
Marketing Manager: Shannon Lennon-Smith
Agency: adam&eveDDB
Chief Creative Officer: Richard Brim
Creative Director: Mark Shanley
Copywriter: Richard McGrann
Art Director: Andy Clough
Social Creative: Judith Tulkens
Joint Head of Integrated Production: Sally Pritchett
Agency Producer: Sophie Fletcher, Amy Simmons
Senior Planner: Liora Ingram
Junior Planner: Lucy Wilson
Chief Executive Officer: Tammy Einav
Managing Partner: Tom White
Account Directors: Max Sullivan & Hugo Evans
Project Director: Rasha Noronha
Artwork: King Henry
Head of Design: Paul Knowles
Head of CGI (Retouching): Charlie Townsend
Senior Creative Artworker & Studio Manager: Dave Callow
Creative Artworker: Sam Harris
Production: Cain&AbelDDB
Head of Digital Production: James Brown
Senior Interactive Designer: Adrian Baker
Motion Producer: Rebecca Hunnybun
Graphic/Print Producer: Tony Hutton
Junior Motion Creator: Honor Northridge
Design Director: Adrian Barker
Content Director: Dan Boulton
Assistant Producer: Jake Parker
Media Agency: Mindshare UK
FCMG Agency: Kinetic
Senior Account Director: Rikul Sudra
PR Agency: W Communications
Campaign Director: Grace Jackson
Associate Creative Director: John Wilkinson
Associate Director: Jess O’Donoghue
Account Director: Paige Hartley
Senior Account Executive: Ella Bull
Production Company: Academy Films
Photographer: Frederick Paxton
Executive Producer & Head of Photography: Charlotte Long
Producer: Aidan Brooks
1st Assistant & Digi Op: Simon Wellignton
Production Manager: Daragh McCann
Production Assistant: Dara Phillips
Runners: Luca Visockaite & Tai Carter
Sound : Factory
Audio Producer: Ethan Day
Audio Creative Director: Dan Beckwith
Post-Production: 1920VFX
Colourist: Kai Van Beers
2D: Chrys Aldred
Senior Producer: Charlotte Griffin
Music: SIREN
Composer: Jon Clarke
Producer: Sian Rogers
Production Assistant: Chris Christoforou
