Same MMMMMMM!

Client: McCain Lighter Home Chips
Brief: ‘Lightness that doesn’t compromise taste’
Agency: adam&eveDDB, London
Campaign: OOH
Role: Art director and Copywriter

The goal of this McCain campaign for their product Lighter Home Chips was to debunk consumer misconception that a lighter calorie product means less taste.

The foundation of this campaign was the line “Same MMMMMMM only lighter”, then we set out to capture an everyday meal in a beautiful way, so much so that the audience would want to reach out and grab a chip for themselves.

A challenge I faced was making the districting that the product within the still was the lighter calorie product. The solution was capturing the chips in a mid-serve snapshot giving the illusion of them floating from the plate. This off-guard moment in a family home draws you into the scene with the low shot angle and warm, homely colour palate.

Photographer: Alex Telfer