Saatchi & Saatchi hits the right note with Hank Marvin campaign for Mattesons

Kerry Foods, owner of British and Irish food brand Mattesons, Walls and Richmond, among others, certainly takes an eclectic view of life. It goes all ‘Oirish’ for fat-packed Richmond sausages but unleashes Saatchi & Saatchi London at its best on Wall’s (which won at Cannes this year) and now for Mattesons.

This is a brave effort, featuring hordes of ‘Hank Marvins,’ lookalikes of the celebrated veteran British guitarist who played with The Shadows. The point of the many Marvins remains elusive until the end when you see it’s for Mattesons Fridge Raiders, just the ticket for kids who come in from school ‘Hank Marvin’ – a fairly recent addition to cockney rhyming slang (maybe invented by the agency) meaning ‘starving.’

Clever stuff and nicely done. Popular too with nearly 500,000 YouTube hits.

The copywriter was Matt Skolar and the art director Eoghain Clarke. It was directed by Andy McLeod for Rattling Stick.

Update

My colleague Paul Simons tells me that ‘I’m Hank’ has been a popular alternative for hungry for decades now, more or less since the Shad’s big hit Apache in 1960. He says I’m obviously too young to recall this event, kindly.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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