I remember it as if it was yesterday... It was 1993, and as a researcher for Coca-Cola, I found myself in the West End of Newcastle talking to a bunch of 15-year-old, skunk-smoking joyriders about advertising that they admired. Through thick Geordie accents and an array of expletives too strong for this family publication, they told me in no uncertain terms that the new ‘Pot TV intense snacking' execution for Pot Noodle was ‘geet canny'.
That ad - which came courtesy of Messrs Howell, Henry, Chaldecott and Lury, along with their creative understudy geniuses, Mr Robinson and Mr Young - represented a new dawn in advertising. Startlingly honest, wilfully silly and capitalising on the zeitgeist of youth (then termed rave culture), this set the tone for many HHCL campaigns, but especially Pot Noodle's own subsequent ads.
Over the years, the brand has, through its relationships with the late HHCL and, more recently, Mother, consistently delivered unashamed and self-deprecating celebrations of the product's simple truth: its ‘junk snack' status. Through culturally rich and almost disposable advertising, constantly refreshed executions have challenged and engaged us. From ‘The slag of all snacks' through to ‘Fuel of Britain, isn't it' - the irreverence of Pot Noodle has kept the nation snacking for 16 years.
So here we are in 2009. As media and production budgets are slashed, and brands inevitably feel the need to demonstrate superiority through didactic explanations and side-by-sides, we see Pot Noodle bucking the trend and maintaining its irreverent stance with a High School Musical-referencing epic, plus another nod and wink at its savvy audience.
The musical pastiche highlights that Pot Noodle has been ‘Tastified' through a hilarious 60-second song and dance routine (is that Same Difference, who came third in The X Factor in 2007, in the opening scene?).
This ad sticks to some of the core principles of what makes Pot Noodle communications great, and represents a bit of much needed ‘feel-good' fun. The lyrics also leave viewers in no doubt as to the role of Pot Noodle: ‘More fun than throwing a poodle'.
Perhaps most importantly, though, it is evidence, if we needed it, that great, effective campaigns outlive brand managers, agency chiefs and, indeed, agencies themselves.
Hats off to Unilever and Mother for brightening up our day with a good dose of post-modern irony, for bucking the trend and, vitally, sticking to their guns.
There will be some 32-year-old, skunk-smoking joyriders somewhere in Newcastle still raising their Pot Noodles to that.