Creativity

A Lonely Crane Driver Finally Feels Some Love in McVitie's Delightful Animation

Grey's Latest Spot Features a Voiceover by Sally Hawkins and Direction by Smith & Foulkes

By Alexandra Jardine. Published on Mar 12, 2018

Editor's Pick

McVitie's, the U.K. snack brand, uses the story of a lonely crane driver to illustrate a new tagline, "Sweeter Together," in a delightful new animated spot out of Grey London.

The film shows how the high rise crane driver feels lonely and left out when he sees his construction worker colleagues taking a tea break way down below. He tries to signal to them, but they don't appear to see him. He's so lonely he even tries to connect with the pigeons, but they fly away too. Eventually, though, it turns out his co-workers were thinking about him after all, and have sent up some biscuits (cookies in U.S. parlance) and tea on a steel beam.

The animation on the ad is by directors Smith & Foulkes through Nexus, and the final voiceover, telling us "Sometimes the little things are actually the really big things," is by Sally Hawkins, nominated for an Oscar for "The Shape of Water."

The ad is the first in a series that will illustrate a new theme for McVitie's of bringing together disconnected people over a biscuit. It's an evolution of Grey's previous campaign, taglined "Sweeeet," that revolved around puppies, kittens and other cute creatures emerging from packs of biscuits.

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Credits

Date
Mar 12, 2018
Agency:
Grey London
Client:
McVitie's
VP of Marketing:
Sarah Hymen
Marketing Director:
Kerry Owens
Head of McVie':
Jonathan Bull
Creative Director:
Nick Rowland
Creative Director:
Lex Down
Copywriter:
Thomas Worthington
Copywriter:
Greg Ormrod
Copywriter:
Sander Vos
Copywriter:
Tom Reas
Art Director:
Thomas Worthington
Art Director:
Greg Ormrod
Art Director:
Sander Vos
Art Director:
Tom Reas
Agency Producer:
Marcus Eley
Agency Producer:
James Plaxton
Creative Producer:
Beth Sykes
Creative Planner:
Fiona Keyte
Creative Planner:
Daniel Sherrard
Business Director:
Sarah Quinn
Account Director:
Max Arkell
Account Manager:
Sebastian Van Driel
Media Agency:
Wavemaker Creative
Media Planner:
Sarah DeLooze
Media Planner:
Elizabeth Robinson
Production Company:
Nexus Studios
Executive Creative Director:
Chris O Reilly
Director:
Smith & Foulkes
Executive Producer:
Tracey Cooper
Production Manager:
Maiwenn Le Borgne
Production Manager:
Derek Walsh
Art Director:
Callum Strachan
CG Supervisor:
Florian Casper
Lead Animator:
Dominic Griffiths
Character Design:
Cecille Carre
Character Design:
Joao Pedro Sustelo
Editor:
David Slade

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