Hartley's Jellies can 'Hartley control themselves' in first TV campaign from Karmarama

Hartley's Jelly is taking on TV advertising with a new campaign featuring real jelly trying to escape from mischievous toys who are working together to put them into their pots.

Created by Karmarama, the ad shows the jellies wobbling around as the toys, including an orange teddy bear, a giraffe, a dinosaur and toy diggers, chase after them.

Puppeteering techniques were used in order to make the jellies wobble with comedians and professional beatboxers providing the jelly voices. A combination of stop motion and puppetry was used to bring the toys to life.

"Not only have Karmarama managed to literally capture our mischievous jellies into pots but they've captured them in a funny, unique and entertaining way that will really resonate with our audience. Jelly has never had so much personality," commented David Atkinson, managing director, Hain Daniels.

Karmarama's executive creative director, Sam Walker, added: "For Hartley's TV debut, we wanted to create something really memorable and entertaining. We had a lot of fun on this shoot and I think it shows in the final film."

The creative closes with the endline 'They can Hartley contain themselves' and launches today (Saturday 30 August).

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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