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Lonely Crane Driver Gets a Sweet Surprise in New McVitie's Campaign

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Grey London teams with Nexus' Smith & Foulkes to launch £9.7m 'Sweeter Together' campaign

Lonely Crane Driver Gets a Sweet Surprise in New McVitie's Campaign

McVitie's has today launched its new £9.7m masterbrand campaign 'Sweeter Together' in collaboration with Grey London. The campaign explores the importance of real human connections and shows how the simple act of sharing a biscuit has the power to bring people together. 

Sweeter Together launches with a heartwarming animated TV spot 'Crane', which is launching on UK national television at 7:50am on ITV. Produced by Nexus Studios and directed by Smith & Foulkes, the spot highlights the significant role the humble biscuit plays in everyday lives and highlights that 'sometimes the little things are actually the really big things'. The music for the ad was developed by SoundTree's Luis Almau. 

Sarah Heynen, VP of Marketing at pladis UK & Ireland, commented: "We know that despite being more connected than ever before digitally, we're drifting further away from those real human connections that can mean the most. That's why we're so excited about our new 'Sweeter Together' campaign; because it has a very real message about the importance of togetherness. And we truly believe McVitie's enables these moments every day." 

A second spot, 'Brows', will air later this year as part of the campaign, telling the tale of a woman feeling nervous during her first day in a new job. The music for this ad was developed by SoundTree's Peter Raeburn, notable for his work on Jonathan Glazer films Sexy Beast, Birth and Under the Skin.

Nick Rowland, Creative Director at Grey London, said: "The humble biscuit isn't going to change the world, but offering someone one creates a shared moment that can bring people closer. This is something that matters more to us now than ever and is why these stories of togetherness feel universal to us." 

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Advertiser: McVitie's

Media Agency

Media Agency: Wavemaker

Planner: Sarah DeLooze, Elizabeth Robinson


Designer: Cecille Carre, Joao Pedro Sustelo

Animator: Dominic Griffiths

Creative Agency

Creative Agency: Grey London

Producers: Marcus Eley, James Plaxton, Beth Sykes

Planners: Fiona Keyte. Daniel Sherrard

Creatives: Thomas Worthington, Greg Ormrod

Account Management: Sarah Quinn, Max Arkell, Sebastian van Driel

Digital Production Company

CG Supervisor: Florian Casper

Production Company

Production Company: Nexus Studios

Executive Producer: Chris O Reilly, Tracey Cooper

Director: Smith & Foulkes

Art Director: Callum Strachan

Production Manager: Maiwenn Le Borgne, Derek Walsh


Composer: Luis Almau

Music Production: Soundtree Music


Editor: David Slade

Genres: Animation

Categories: Food, Confectionery

Grey, Fri, 09 Mar 2018 11:17:53 GMT