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1 March 2021

Monarch munchies.

by Syd Briscoe


McVitie's Jaffa Cakes: “Be What You Want” - 30s

McVitie's reignite the 'biscuit or cake' debate with their latest ad, focused on - what else - the ever-controversial Jaffa Cake. A shop owner finds himself hypnotised by the enduring question of how to categorise the snack, before he takes a leaf out of the orangey treat's book of self-actualisation and chases his own dreams too.

There's some feisty production design on show as the corner store transforms into a retro roller rink, complete with blacklights, flaming decorations, and pumping music. The fact there's a deeply perturbed customer in the room at the time only adds to the humour, as the main character utterly ignores her in favour of living up to his "King of the Rink" title.


Creative Agency: TBWA\London Ⓟ Ⓦ
CCO: Andy Jex
Senior Creative: Dan Kenny / Duncan Brooks
Agency Producer: Jeremy Muthana
Film Production: Sweetshop Ⓟ Ⓦ
Director: Jim Hosking Ⓟ Ⓦ
Producer: Jess Wylie
Executive Producer: Justin Edmund-White
Editor: Ellie Johnson ♀ Ⓟ Ⓦ @ tenthree Ⓟ Ⓦ
Post Production: Framestore Ⓟ Ⓦ
Sound Designer: Munzie Thind Ⓦ @ Grand Central Ⓟ Ⓦ
Music Supervision: theodore Ⓟ Ⓦ
Casting: Lesley Beastall

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