Created by Stuart Farquhar and Jim Saunders, the national campaign breaks with 'jukebox' today and a later episode 'quiz' will launch later in the year. The new slogan 'Man Crisps' will run across various media in the push.
The 'jukebox' execution shows a 'McCoy's bloke' wander over to the jukebox to select a track. Just as he is about to key in his selection he gets nudged and ends up selecting the wrong song. 'Puppy Love' starts to play and the pub stops dead. Everyone knows he has chosen the song and before he can rejoin his group of friends a tube comes down from nowhere and ejects him from his mans world.
Helen Warren-Piper, snacks marketing director at United, said: "McCoy's are unashamedly for men. We want to celebrate all that's great about them, by giving them a crisp they deserve and can share with their mates when they're enjoying being blokey. Publicis continues to capture the spirit of the audience and the brand perfectly"
Melissa Hopkins, brand director at Publicis, said: "The 'slip-ups' get a smile and a nod from both men and women, a key strength in all our work for the brand, and the 'tube moment' warns them that McCoy's are only for real men, or face ejection from 'blokedom'."