BJL serves up new Friends sponsorship idents starring Zugo’s 'Human Microwave'

As part of Zugo’s continuing sponsorship of Friends on Comedy Central, integrated marketing, advertising and communications agency, BJL, has announced the completion of ten new idents airing from Monday 3 September.

The new idents mark a refresh of the existing creative which feature a ‘human microwave’, a comedy character in chefs’ whites, mimic the functions of a microwave in an office kitchen. This time the ‘human microwave’ takes time out for a dance at the office party, get caught reading a copy of ‘Ding’ magazine, and develop a rivalry with a toasters, along with several other light hearted skits.

Creative director of BJL, Pete Bastiman, commented: “Now that fans of Friends have had plenty of time to get to know the human microwave, we thought it was time to breathe a little more personality into the character.

“With the frequency and regularity of air-time the idents receive, we wanted to inject a little more variety, while having fun with the inherent challenges that come with being part man, part microwave.”

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