McCain launches new iteration of ‘Nothing Special’ platform via Cummins&Partners

McCain has released the latest iteration of its ongoing brand platform, highlighting the everyday precious interactions we dismiss as ‘nothing special’.

The campaign, created by Cummins&Partners, sees the return of comedian Becky Lucas as the main character.

In the 30-second spot, McCain showcases the joyful moments in life that such as a dinner party with friends, with the longstanding tagline: “There’s something special in ‘nothing special'”.

This latest iteration, which features the McCain Pub Style chip range, marks the extension of the master brand platform for another year.

“We see this as a platform with real longevity, built on the truth that spending moments together with friends and families are the real special moments. This is the perfect part two to the story we launched 12 months ago.” said Sophie Lander, national managing director of Cummins&Partners.

The agency’s national creative director, Heath Collins, said: “This campaign has been a real success story for the brand so far, so bringing phase two to life and continuing on our journey with Becky has been a pleasure.”

Swati Jain, marketing director ANZ at McCain, adds: “Cummins&Partners continue to be a great partner in delivering high quality and effective work for us on this platform, and across our portfolio, and we are super excited about launching the campaign, once again with Becky Lucas.”

The campaign was launched across TV, OOH, BVOD, social and digital on 16 July.

Cummins&Partners started working with McCain in November 2021, overseeing media duties as well as strategic and creative work.

The agency launched the ‘nothing special’ platform in 2022, marking a new creative direction for McCain.


Client – McCain
Marketing Director ANZ – Swati Jain
Marketing Lead (Retail Potato) – Nicole Doolette
Brand Manager (Retail Potato) – Tom Bennett
Creative Agency – cummins&partners
National Managing Director – Sophie Lander
National Creative Director – Heath Collins
Head of Strategy – Phil Pickering
Art Director – Tiger Hongmung
Copywriter – Georgia Payne
Copywriter – Liam Jenkins
Creative Services Director – Steven Tortosa
Account Director – Mitchell Buck
Content Director – Matt Werkmeister
Design Director – Rowan Hammerton
Senior Retoucher – Ed Croll
Finished Artist – Emma Shaw
Editor – Aloysius Teo
Production Company – Airbag
Managing Partner – Adrian Bosich
Director – Will Horne
Executive Producer – Martin Box
DOP – Ed Goldner
Producer – Selin Yaman
Offline Edit – Arc Edit
Editor – James Ashbolt
Grade and Online – Manimal
Audio Production – Squeak E Clean Studios
Composer: Scott Langley
Sound Designer: Rob Stephens
Audio Post Producer: Laura Hesse
Music Producer: Richie Buxton
Executive Creative Producer: Karla Henwood


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