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Joey Essex, a reality TV star who is famous for being dim, fronts a new campaign for Batchelors Cup A Soup.

The link between the brand and its spokesman is that Batchelors Cup A Soup is phenomenally thick and so is Essex, but credit is due to the brand for not overselling its gimmick. Indeed, Batchelors relies on just a confused look from its spokesman at the end of the ad to make the connection. The spot first aired on TV on 1 March and was created by McCann London. The creative leads were Imogen Jones and James Rooke, and the spot was directed by Caswell Coggins through Another Film Company.