Pot Noodle, the Unilever snack brand, was positioned as filling a hole and a tongue-in-cheek film that takes that a step further showing the noodles in all sorts of holes such as a pool table pocket, a bird house and a washing machine drum.
It also makes light of the high number of potholes on Britain's roads – they are seen in the film filled with noodles.
The campaign was written by Richard McGrann and art directed by Andy Clough at Adam&EveDDB. It was shot by Frederick Paxton through Academy Films.
We caught up with the Adam&Eve team to learn more.
What was the brief?
The unenlightened believe that Pot Noodle ‘isn’t real food’. So, we needed to show them that Pot Noodle is the superior way to fill their stomachs. Hot, tasty, and ridiculously satisfying noodles ready in just 4 minutes. What could be better?
How did the initial pitch/brainstorming phase go?
Pot Noodle is one of those briefs that everyone would kill for. The main pressure comes from the legacy of great work before it. Nevertheless, it’s cathartic being tasked to write something funny when the rest of the world seems so comparatively earnest.
What was the process behind ideating the concept?
We set out to create something that would make our kids laugh and our parents question our career choices. I guess we stared at the wall until one of us wrote something that fitted the criteria.
What was the production process like?
It was a very collaborative process, we had to be flexible with executions to maximise the potential of each location. We knew that with 11 executions, some would be funnier than others, we just wanted to minimise the rate of failure. I guess the other thing that stood out was that the film was made on the back of the print, rather than the other way round.
What was the biggest challenge during production? How did you overcome it?
Time. Apart from the compressed shoot schedule, we knew we had to get the work out in early Spring when the tabloids were doing their annual venting at potholes to maximise the PR potential so the turnaround from concept to creation was super tight.
What kit/tools/software were used to create the project?
A fork and a kettle. The occasional squirt of Superglue.
What is one funny or notable thing that happened during production?
Because we wanted to capture the shot entirely in camera, we had far too many conversations about how to feasibly get noodles into spaces where they had no right to be and yet retain some remote semblance of appetite appeal.
What’s the main message of this project and why does it matter?
The main message of the campaign is nothing fills a hole like Pot Noodle. To prove that nothing fills a hole like Pot Noodle, we filled holes with Pot Noodle.
Potholes, washing machine holes, post box holes, golf holes, snooker holes, ceiling holes, bowling ball holes…even a bin hole. Convinced? We are.
How long did it take from inception to delivery?
6 weeks.
What do you hope it achieves for the brand?
Fame & sales
Credit list for the work?
Client: Unilever
Brand: Pot Noodle
Project/Campaign name: Nothing Fills a Hole Like Pot Noodle
UNILEVER
Client, General Manager Foods (Nutrition): Andre Burger
Client, Marketing Director: Georgina Bradford
Client, Marketing Manager: Shannon Lennon-Smith
ADAM&EVEDDB
Chief Creative Officer: Richard Brim
Creative Director: Mark Shanley
Copywriter: Richard McGrann
Art Director: Andy Clough
Social Creative: Judith Tulkens
Joint Head of Integrated Production: Sally Pritchett
Agency Producer: Sophie Fletcher, Amy Simmons
Senior Planner: Liora Ingram
Junior Planner: Lucy Wilson
CEO: Tammy Einav
Managing Partner: Tom White
Account Directors: Max Sullivan & Hugo Evans
Project Director: Rasha Noronha
Head of Design: Paul Knowles (KH)
Head of CGI (Retouch) : Charlie Townsend (KH)
Senior Creative Artworker/Studio Manager: Dave Callow (KH)
Creative Artworker: Sam Harris (KH)
Head of Digital Production: James Brown (c&a)
Senior Interactive Designer: Adrian Baker (c&a)
Graphic/Print Producer: Tony Hutton (c&a)
Social Film Shooting Director and Editor: Honor Northridge (c&a)
Content Director: Dan Boulton (c&a)
Assistant Producer: Jake Parker (c&a)
Motion Producer: Rebecca Hunnybun (c&a)
