The original strapline for the ads, 'The slag of all snacks', designed to engage youth, was scrapped from the TV ads following complaints to the Independent Television Commission that it was offensive.
The 'Desperate Dan' execution was recalled by 76% of consumers, taking Pot Noodle to second place in the Adwatch table. HHCL and Partners created the 40-second slot, in which Dan, frustrated by the sandwich his girlfriend prepares for his dinner, goes on a night-time quest for 'something filthy, like a kebab, but harder'.
After walking past stores with signs reading 'Exotic food videos' and 'Snack mags', Dan plucks up the courage to ask for a Pot Noodle, but the shop assistants are shocked at the 'seedy' nature of his request.
Dan eventually arranges to meet a sexy blonde and indulge in a Pot Noodle-eating frenzy. 'That felt so wrong and yet it felt so right!' he admits after tucking into the snack.
'Auntie Jane' and 'Bombay Bad Boy' are further television executions in the campaign. A spot entitled 'Movie' is being shown in cinemas only, and focuses on filming a dodgy Pot Noodle flick.
The amended television straplines read 'Hurt Me' (for 'Bombay Bad Boy') and 'Sounds dirty and it is' (for 'Desperate Dan' and 'Auntie Jane') 'The slag of all snacks' however, continues in cinemas.
Tanya Livesey, account director at HHCL says: "Pot Noodle is a bit like a dirty secret - most consumers will probably deny eating the stuff, or at least be a bit embarrassed about it, but the truth is they can't get enough of it."
HHCL's spots for Pot Noodle have always been irreverent. This is the second time this year a Pot Noodle ad has been highly recalled by consumers.
In March, a Pot Noodle ad in the theme of a spoof on traditional compensation ads came in at number eight in Adwatch.
A national poster campaign backs up TV and cinema activity, which will run until August. Media buying and strategy is through Initiative Media.
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