Today, McCoy’s – the UK’s number one ridged crisp – is back on TV screens with a £1m campaign to launch the brand’s ‘Win Gold’ competition.

Fans of money and crisps will love the new McCoy’s ‘Win Gold’ competition, giving McCoy’s lovers the chance to win £10,000 if they find 1 of 5 golden crisps hidden inside a pack of McCoy’s.

The campaign launches today with a TV ad and social film that rip up the rule book and bring the maverick world of Flavour to life.

In the 30” TV spot, we revisit the character of Thomas from the latest core McCoy’s ads, receiving another mysterious call from Flavour. As he picks up the golden receiver, and digs for gold in his packet of McCoy’s, his drab office is instantly transformed into a high octane, gold-fuelled world of mayhem.

The TV ad is supported by a knowingly cheesy social infomercial, inviting those who like money and crisps to stop digging for gold like traditional amateurs and instead search for the McCoy’s gold.

The campaign will run on TV and across social channels until 17th April.

Our ECD Billy Faithfull said:McCoy’s don’t do things by halves. So we weren’t about to let this one go without a goldie-looking T-Rex in a psychedelic shower of coins and carriage clocks. Obviously. It called for a simple solution to a simple promotion. It called for Flavour with a capital ‘F’. And we felt only one approach would do. Goldmageddon.”

Full credits:

Client: KP
Agency: WCRS
Executive Creative Director: Billy Faithfull
Creatives: Tian Murphy, Charlie Gee
Agency Producer: Joseph Pawsey, Nosisa Majuqwana, Liz Boothby
Account Handling: Nick Fokes, Rosa Stanley, Phoebe Rees
Planning: Olivia Stubbings, Alex Willimott, Dea-Marie Watson
Media Agency: Vizeum
Animation Company: Passion Pictures
Director/Animator:  Tim Hope
Producer:  Matt Saxton
Sound Design:  Ben Leeves @Grand Central
Post-Production: Coffee & TV