Created by TBWA\London, the new McVitie’s Jaffa Cakes TV spot encourages people to imagine freely and be whatever they want to be.
McVitie’s Jaffa Cakes is a biscuit-cake, which cannot be labeled as either. It is a combination that can only be enjoyed if one stops wondering what to call it. Drawing a parallel, Jaffa Cakes had launched a TV spot, nudging people to be whoever they want to be. The spot features Ray Emmet Brown and Nicole-Katherine Riddell. It has been directed by Jim Hosking. For the social media leg of the campaign, TikTok is being leveraged heavily.
The spot features a shopkeeper who is stacking McVitie’s Jaffa Cakes on a shelf. He, absentmindedly, takes a bite and begins to debate the product’s status as a biscuit, or cake. He is so engrossed in his train of thoughts that he completely forgets about a customer who is trying to pay for the goods they have just bought at his shop.
The realization that a cake can be a biscuit inspires him, and the shop he’s standing in magically transforms into a roller disco. His dream has always been to be the king of the roller disco, and now he is living that very dream. Roller dancing around the store, the king of the roller disco enjoys his new existence. It ends with the strapline: ‘Be What You Want To Be’