The campaign, created by Lowe and AKQA, sees the return of the famous Peperami Animal, who famously ate his own arms in an earlier ad campaign. The new spot, promoting Peperami Firestick, shows him banged up in prison, where he works himself up in to such an agitated state by shouting at things that annoy him, that he eventually catches on fire.
The ads direct people to the , which features competitions and another ad deemed to hot for TV. The web-only campaign was created by .
Iain Brooksbank, brand manager for Peperami, said: "It is great to have the Animal back, but be warned -- the new firestick really is an insanely hot product, so in the ad we've gone for some Animal insanity and red-hot fury."
The campaign breaks today. It was written by Liam Butler and art directed by Matt Allen. Ken Lidster directed the campaign through the production company Loose Moose.
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