Morning Update: McVitie’s ‘DeliChoc’ uses exotic animal as metaphors for taste of biscuits

McVitie’s “sweeet” campaign, which uses cute or exotic animals as metaphors for the taste of different kinds of biscuit, is hardly groundbreaking. But the ads are well-made and people like them. Besides, how edgy do you want a biscuit ad to be?

Grey London’s latest spot for the brand introduces an alpaca, as the signifier for the feeling you get when you bite into a McVitie’s DeliChoc bar. The 30-second ad shows the alpaca romping around a school library, chewing on everything in sight, to the Grange Hillsoundtrack. It was created by Mike Kennedy and Pauline Ashford, and directed by Ne-O through Stink.