The spot shows what happens when Wallace and Gromit run out of their favourite cheese, Wensleydale, and are forced to come up with new ideas to make sure their Jacobs Cream Crackers do not go to waste.
Inventor Wallace comes up with the snackomatic, a contraption that automatically comes up with toppings for the crackers. While the snackomatic churns out various toppings, Wallace gives them all terribly punning names based on films, such as The Great Eggscape, The Hambusters and Play It Again, Salmon.
Faithful dog Gromit looks on in dismay but Wallace is too absorbed in his new snacks to notice that a cherry tomato has become trapped in the machine with usual mayhem close at hand.
The machine goes haywire and explodes, wracking up another failed invention to Wallace's name. Wallace, however, does not notice as he tucks into to his crackers saying that it needs "a little fine tuning". The ad ends with the line "Jacobs Cream Crackers. Cracking with anything".
The campaign was produced by Aardman, the film company behind 'Wallace & Gromit' and 'Chicken Run'. It was written by Phil Forster and art directed by Tim Brookes, with direction by Darren Robbie. Media planning for the campaign was by Starcom Motive and buying was through Carat.
Mohamed Elsarky, managing director of Jacobs, said: "We are delighted to join up with Aardman through Wallace and Gromit to communicate the versatility of Jacobs Cream Crackers as a tasty and convenient snack enjoyed by British consumers. This campaign is an integral part of our communication strategy in 2004."
The campaign breaks this week and runs through until August.
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