Naked reveals new muffin ad
Communications agency Naked has unveiled the latest ad in its new creative offering.
The agency – which mainly focuses on strategy – unveiled an ad for Thredbo in June which aired to mixed reviews.
The latest ad is for George Weston Foods’ Little Bites muffin brand.
According to B&T Today, the move is part of a new Ministry Of Muffins masterbrand strategy.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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Wasn’t there a Seinfeld episode about this?
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I might be slightly biased, but I think the two are quite similar.. or is it just me? yes yes different products.. but…
https://www.youtube.com/watch?v=ttaV2UdelTs&feature=player_profilepage
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Its nice.
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Top of the muffin to YOU!
I like it. Made me want a muffin, or to top at least…
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I like it. Nice illustrative style and I liked the idea.
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What would really set this apart is a Royksopp song as background music…oh hang on, https://www.youtube.com/watch?v=lBvaHZIrt0o
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Anyone remember that Seinfeld episode? Top of the muffin to ya!
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From wiki:
“The Muffin Tops” is the 155th episode of the sitcom Seinfeld. This was the 21st episode of the eighth season. It aired on May 8, 1997.
[Elaine eats only the tops of muffins and says that it is a million dollar idea. Mr. Lippman, her former boss, decides to start a business (Top of the Muffin to You!). Kramer starts conducting “Peterman Reality Tours” on a school bus for $37.50 a piece. When the muffin top business doesn’t seem to be working, Lippman asks Elaine for advice. She tells him that he must make the whole muffin, and pop the top from the stump; she also demands that he remove the exclamation point from his sign (“It’s not top of the muffin, TO YOU!” to which Lippman replies “No, it is”). The stumps can be given to the homeless, only they don’t want them. In fact, nobody wants them. Jerry continues to shave his chest, despite Kramer’s warning about hair growth.
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Seems harsh knocking this because it seemingly takes inspiration from an old Royksopp video…
The ad industry constantly – and unblinkingly – borrows ideas from outside the ad industry: music / art / literature, any other creative industry really.
I like this TVC. It boosts Naked’s executional/production credentials – which is an area that has fallen flat in the past; Thredbo and Heidi were certainly pretty forgettable in that respect.
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As the very knowledgeable Hegarty at BBH might say – a very good product demo.
Good execution, production and it delivers a very clear message in a creative way. I’m buying some.
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Nice to see some quality creative animation for a change. Royskopp were hardly the originators of this style of info-graphic animation, it was around way before that.
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I like it. I completely agree that the size of muffins is out of control, and I now want to eat a little bite of muffin.
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I like it, even if personally I prefer muffins big enough to pitch a tent on, although that is probably of no surprise to anyone.
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Why wouldn’t they call them ‘Best Bits’ ?
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Can’t you just se the quivering lip of ‘ Detective Gezza’ as he so proudly posted his expose’ of the Seinfeld episode………only to discover that it had been brushed over by two earlier bloggers…TOUCHE!!!!!!!…..oh, erm…….
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nice little ad…cute, looking forward to what the ministry of muffins has in store next
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That’s DCI Gezza to you!
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One question about the ad – isn’t “The 00’s” and “21st century” the same time frame?
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Alice – i think you have something there..
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Boring…zzzzzz
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And here was me thinking that Muffin Tops was a Kath & Kim thing.
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https://www.youtube.com/watch?v=sHtWEH0euh4
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But i like the crunchy edges of the muffin top… !!
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Yup that’s a rip off of the Seinfeld episode.
They shoulda taken out copyright / IP protection on all this kind of stuff like the Simpsons do.
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And Matt Groenig isn’t scared to enforce his IP. Does anyone else remember when one of the breweries launched a “Duff Beer” here and ended up losing in the courts?
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Actually, it’s not a rip off of the Seinfeld episode because in the ep the best bit of the muffin is actually the top meaning the crunchy top and sides of the muffin and not the boring “base”. Whereas in this ad they CLAIM that the best part of the muffin is the center. It’s just nuts. Crazy. That is definitely NOT the best bit of a muffin. I’m with Seinfeld’s version all the way!
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Personally the joy of eating a muffin for me is ripping its top off and enjoying the crispy yet soft deliciousness 😛 That centre bit is more like eating a cake then a muffin. Anyway, I like the ad. It brought back Seinfield to me. Will i buy it? Probably not.
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