Joint talks real food and real pleasure for Kettle Chips

Joint London taps heavily into the vogue for “authenticity” with an ad for Kettle Chips that celebrates the joy of “real” things: baby’s cheeks, vinyl records, photos, books, arguing over maps, and plenty of kissing.

The “real” extends to the ingredients in Kettle Chips, which – in a nice touch – are not fetishised but torn open and gobbled up straight out of the packet.

Like Joint’s work for Amazon Prime, the Kettle Chips ad is engaging and gets the message across.

MAA creative scale: 7

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About Emma Hall

Emma Hall
Emma Hall is the former London Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.

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