McCann London creates new Cup a Soup advert starring Joey Essex

29 February 2016

McCann London has created a new ad for Batchelor’s Cup a Soup and its Deliciously Thick range starring Joey Essex from ITV’s The Only Way is Essex. The spot sees a topless Joey saunter into a swish kitchen and make a Cup a Soup backed up by a classical soundtrack.

The ad mimics the trend for adverts to seductively sell any household item as a luxury product like coffee, ice cream and even cat food, but cleverly undercuts the extravagance with Joey’s Tim Nice But Dim reputation for being a little slow-witted. A voiceover declares the soup as “Incredibly tasty. Phenomenally thick,” as Joey smiles and then realises the jibe. A gourmet play from Batchelor’s, the ad remains just relatable enough for us to reach for the kettle.

Share Article

About the Author

Rebecca Fulleylove

Rebecca Fulleylove is a freelance writer and editor specialising in art, design and culture. She is also senior writer at Creative Review, having previously worked at Elephant, Google Arts & Culture, and It’s Nice That.

It's Nice That Newsletters

Fancy a bit of It's Nice That in your inbox? Sign up to our newsletters and we'll keep you in the loop with everything good going on in the creative world.