As the U.K. gears up for a general election on Thursday, May 7, cake brand Mr. Kipling and agency JWT London have created a poster recalling the country's most famous political billboard.
The 1979 ad by Saatchi & Saatchi simply stated "Labour Isn't Working" and showed a snaking queue of people supposedly waiting in line at the unemployment office. Mr. Kipling substitues a line of biscuits, and the copy states "Biscuits Aren't Working" above the brand's recently-devised slogan "Life's Better With Cake." It started running in central London on May 4. Meanwhile, Brits may need plenty of comfort food to keep them going if the result of the election is as nail-bitingly close as predicted.