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

Campaign: McVitie’s “DeliChoc” by Grey London

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.

Mumbrella Asia: Host Singapore reports first win since last April 2014 claiming Magners creative account

Host, the Sydney-headquartered creative agency that launched in Singapore just over two years ago after being acquired by Havas, has reported its first local new business win for just under a year, picking up the advertising account for cider brand Magners after a pitch.

Host is to devise campaigns for the C&C International-owned brand in Singapore and Hong Kong.

The Guardian: Google hits back at News Corp – with a GIF of a laughing baby

Google has hit out at Rupert Murdoch’s News Corp in a strident attack accusing the Wall Street Journal of “inaccuracies” – and featuring an animated GIF of a laughing baby.

News Corp has been a vocal critic of the tech giant’s dominant position in search, with chief executive Robert Thomson accusing it last year of being a “platform for piracy”.

Google’s latest blogpost, titled “Really, Rupert?” , said that Thomson had accused it of creating a “less informed, more vexatious level of dialogue in our society”. “Given the tone of some of your publications, that made quite a few people chuckle,” wrote Rachel Whetstone, Google’s senior vice-president of communications and policy, following the comment with an animated GIF of a baby laughing.

AdWeek: The Labels on These Clothes Tell the Tragic Stories of the Workers Who Made Them

The label on a piece of clothing might reveal something about its provenance, but it hardly tells the whole story. The Canadian Fair Trade Network wanted to change that. To draw attention to people around the world who are working in unsafe conditions, these remarkable ads tell their stories on the labels of clothes they make. Powerful work by agency Rethink.

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