Furry, Long-Armed Beast Bursts Through Man’s Head In Latest McCoy’s Ad, Via ENGINE Creative
ENGINE Creative’s latest campaign for UK crisps brand McCoy’s introduces ‘The Beast’, a demanding creature whose cravings can only be satisfied by the “extreme flavours” of McCoy’s.
Directed by Blinkink’s Joseph Mann, the series of ads are set in everyday scenarios, where a person snacking on “very plain crisps” unleashes a furry, long-armed Beast with a craving for flavour, who seeks out the nearest pack of McCoy’s.
The first ad in the series sees a woman at work direct her Beast to a nearby convenience store, where the shopkeeper is eating new McCoy’s Peri-Peri Fire Pit.
While another commercial sees a Beast burst through the forehead and beanie of a man eating plain chips with his mate, then through an adjacent wall to grab a McCoy’s Muchos Nachos Cheese crisp from a pair of women eating them with guacamole.
ENGINE Creative said it was briefed to position McCoy’s as “a snack that turns up the taste volume on many levels”, leaving so-called boring crisps behind.
The agency’s response was to create a Beast whose craving for flavour must be satisfied, allying the truth of the brand’s intense flavour with the unexpected friction of “a cheeky Beast who lives inside all of us”, and who will stop at nothing in its craving for real taste.
“We gave ENGINE a simple brief, to convey the fact that McCoy’s is full-on flavour and that when you need a flavour hit, only McCoy’s will do,” McCoy’s marketing controller Ilan Arkin said.
“At the first stage, the agency presented a visually impactful idea, ‘don’t deny The Beast’ that delivered on McCoy’s unique tone of voice, ensuring we would grab attention and communicate our message clearly.
“The TV shoot was during lockdown, but was a seamless process and a great team effort that has produced some amazing content that everyone at KP Snacks is very proud of.”
ENGINE chief creative officer Billy Faithfull added: “Unprecedented times call for an unprecedentedly flavoursome crisp.
“McCoys has always satisfied the beast within, and that extreme craving, in this case, is naturally, represented by our beast’s arm of an indeterminable length, taking you away from that wisp of a crisp that for some reason you mistakenly chose.”
The creative agency said that much of the comedy of the Beast is in the puppet. By keeping everything in-camera, ENGINE said Mann was able to deliver performances with natural spontaneity.
Speaking about the process, he said: “Some scripts are literally a dream come true. To keep these films feeling as rooted in the real world as possible everything was shot in camera with very little post-production.
“Each long hairy flavour grabbing puppet was brought to life as a physical puppet measuring over three metres in length! Bicycle brake cables were used to give each hand its characterful articulated movements.”
ENGINE said the campaign is aimed at an audience of 25 to 44-year-old “flavour cravers” who seek stimulation and adventure in life to punctuate the mundane.
This desire to dial things up plays out in their choice of McCoy’s with its whole range of big, punchy flavours.
The 20-second and 10-second films are spearheading a campaign that will run on major terrestrial and satellite TV channels, as well as VOD on ITV, Sky and All 4, and in OOH locations close to stores. Media planning and buying is through Starcom.
Credits for the campaign are as follows:
Executive creative director: Billy Faithfull
Creative directors: Sonny Adorjan, Olly Courtney
Creative team: Andy Lee, Jonny Porthouse
Account team
Client MD: Ed Norrington
Account manager: Megan Seaby
Senior account director: Rosa Stanley
Senior account director: Alex Worthington
Strategy team
Chief strategy officer: Gen Kobayashi
Strategy director: Elisa Edmonds
Senior strategist: Laura Sammarco
Agency project manager: Louisa Lewis
Agency executive producer: Debbie Impett
Agency producer: Georgina Moxey
Agency assistant producer: Olive Andrews
Director/Production Co: Joseph Mann/Blinkink
Executive producer: Bart Yates
Producer: Joshua Smith
DOP: Alex Barber
1st AD: James Sharpe
Editors: Stitch Editing
Editor: Max Windows
Producers: Alice Clarke, Angela Hart
Post-production: Freefolk
Colourist: Paul Harrison
Flame artist: Andy Copping, Jason Watts
Post-producer: Cheryl Payne
Audio production: Wave Studios
Sound engineer: Tony Rapaccioli
Audio producer: Ornela Peka
OOH typography: Eva Cremers (Jelly London)
OOH CGI: Neil Stubbings (Jelly London)
OOH CGI packs and crisps: PICS
Media planning/buying: Starcom
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.