To create McVitie’s latest TV campaign, Publicis worked with illustrator Paul Davis to help with the launch of Quirks.
The 30 second advert tells the story of an ordinary looking biscuit hiding a chocolate centre, and includes the tagline ‘Special on the Inside.’
The advert features Davis’ illustrations in the background of fancier looking cakes and biscuits, with the Quirks biscuit featuring in the foreground.
The campaign has already been running in cinemas, but will hit TV screens in February.
Sarah Heynen, marketing director of Sweet Biscuits, said: "We're delighted that Publicis has developed an idea that does justice to our ‘special’ new biscuit. The ad embodies the unique spirit and personality of a Quirk down to the ground."
Production of the advert was by 7 Minute Rose and directed by Dom Del Torto.