McCain, purveyor of oven chips and other old-style comestibles, was one of adam&eve/DDB’s many successful pitches in 2014 and now the agency makes its debut with a pretty old-style ad, depicting the joys of family tea time with the rather bland line, ‘Now You’re Talking.’
But what can you say about chips without the health lobby dropping on you like a ton of quinoa?
Adam&eve joint MD Matt Goff says: “The first thing we did when we started working on the business was to go and eat tea with some McCain families. We were instantly struck by the contrast between mum’s perception of the occasion and how much good, fun family stuff was going on around the meal time. We’ve worked with real families to build a campaign to remind mum that, however frenetic and chaotic it might feel, these family teas really are where the good stuff happens.”
This ad could be the result of an unlikely forced mating between Wieden+Kennedy (make the food the hero) and DLKW Lowe (show ordinary people with a bit of respect).
But the key thing with the first campaign for a new client is not to drop the ball.
MAA creative scale: 6.