Mikado gets cheeky with new TV ad

Tuesday, 14 April 2009

Mikado, the unique chocolate biscuit snack launched in the UK in February this year, is coming to TV with a quirky new ad aimed at young adults

The 30-second advert, which is part of a massive £3 million UK media investment in 2009, opens in an office, where a man is snacking on Mikado while he photocopies his documents. He leaves his Mikado pack on top of a shelf, and a woman waiting for the copier attempts to reach them by climbing onto the copierBut disaster strikes - her knee slips and she hits the copy button as she falls onto the machine. The man returns to the room to retrieve his Mikado, only to discover her apparently making photocopies of her underwear! The ad finishes with the line "new Mikado, more than a little bit tempting", drawing attention to the irresistible nature of Mikado.

Jack Pipe, convenience sales director at Kraft Foods UK and Ireland, said: "Mikado is a unique snack - ultra-thin, crunchy biscuit sticks covered with wonderfully smooth milk chocolate, with one end left uncoated to make on-the-go eating even easier.
"The ad reflects the cheeky and quirky personality of Mikado, and the embarrassing lengths people will go to in order to get their hands on it!

"The advertising campaign and the ongoing marketing investment is likely to have mass appeal, getting people excited about the brand, encouraging trial purchases and building on what has already been a successful launch."

The ad will run until May 11 supported by outdoor and digital activity throughout the year.Source: Kraft

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Rick25 said:

	... you see what you want to see. if you wanted to see a dirty old man and a girl who looks 11 then you did so its not the advert thats wrong. you must be very lonely to have to complain about an advert just because it has some potential s*xual implication...im guessing lynx adverts are bad too? do you also stereotype and look for the worst in people too?
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September 05, 2009
Votes: +1

Troy said:

	... I agree with Helenj21 & Miss C. I saw this advert as depicting a dirty old man and a girl dressed a bit like a school kid. The innuendos were obvious. If I had a daughter aged 8-13 I wouldn't like her seeing that. I wouldn't have minded so much if the girl in it had looked older. Have complained to advertising standards agency.
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August 28, 2009
Votes: -4

Niggle said:

	... Get a life peeps. The advert is bereft of dirty old men, the man in the advers shows his disgust at what he THINKS the girl is doing. It's an ad about an accident taken the wrong way by the man who is obviously the girls boss. No attraction is shown by the man.
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August 21, 2009
Votes: +3

robd said:

	... there is no dirty old man in the ad - just a boss who is shocked at what he thinks he is seeing. too many folk out there with dirty minds who only see what they want to see.
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August 03, 2009
Votes: +5

izzyx*x said:

	... i think the advert is cool and funny, don't see the point of people moaning about this advert being inappropriate, how could it hurt anyones feelings or something ????????????????????????????
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June 05, 2009
Votes: +6

Kingjimbo said:

	... You complainers, what's the problem?!? I hadn't seen this advert until after reading this article. From your comments I was expecting scandal... having JUST seen the advert on youtube there's nothing to complain about! You guys need to lighten up a bit. Nobody is being hurt. It's just a bit of fun!
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May 11, 2009
Votes: +4

Ross F said:

	... Chill out guys, its a funny advert.I bet people like you watch adverts all day just!! looking for something to moan about
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April 28, 2009
Votes: +8

Miss C said:

	... Ad is inapproriate for daytime TV - shocked to see it today at noon and have logged a complaint with Advertising Standards. Degrades a human being anytime of the day it is shown.
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April 27, 2009
Votes: -13

mdcsimp said:

...
Pathetic adequately describes both the advert and the response from 'sparro'. I would prefer to avoid both but unfortunately just had the advert foisted on me at 3.05pm on a Sat**day afternoon. It no doubt appeals to the Johnathan Ross generation (he's older than me by the way) but I wish advertisers wouldn't a*sume that everyone lives by those standards, or that families want to have to sit through such rubbish.