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United Biscuits has launched a £4 million campaign borrowing the Backstreet Boys’ Everybody (Backstreet’s Back) to promote its Go Ahead range of snacks. The activity, created by Grey London, follows relaunches for United Biscuits’ McVitie’s and Jacob’s brands. The Go Ahead spot shows a woman at her desk taking a bite out of a snack bar when an extravagant show – involving dancers, drummers and musclemen, among others – unfolds around her. It ends with the strapline: "The most important snack of the day." The work was created by Jonathan Marlow and directed by DADDY through Fieldtrip. Media planning and buying was handled by MEC.