TV game show Minute to Win It becomes a branded content extension of Cadbury's Spots vs Stripes Olympics project, developed by Fallon.
Sponsored by Cadbury, Minute to Win It, like its U.S. counterpart, will bring wacky games played with everyday household objects, in the spirit of the Spots vs Stripes campaign, to TV. Two popular TV hosts will captain groups of friends as they compete head-to-head in 60-second challenges. Games will include Face The Cookie, in which the player must transport a cookie from their forehead to their mouth, using only their facial muscles, and Temper Tantrum, where they must vigorously shake pedometers attached to both feet to register as many total clicks as possible, in the spirit of a tantrumming toddler.
British Olympic 2012 contenders such as swimmer Rebecca Adlington, track and field athlete Richard Whitehead, BMX rider Shanaze Reade, kayak sprinter Tim Brabants and ParalympicsGB wheelchair rugby player Mandip Sehmi all star in the trailer to promote the eight part show, which will air this Fall on ITV2.