It would appear (according to scientific research) that the ice caps from the Antarctic are receding at an alarming rate. Evidently they have receded so much that polars bears have resorted to camping out in home freezers; in Birds Eye's latest ad campaign, a polar bear (albeit stuffed) is found exactly in that way. The ad takes on a slight hint of menace with the stuffed toy, voiced by Willem Defoe, pointing out to a housewife about her choice of frozen foods. 'You got it wrong again, didn't you...' is the (sorry for the pun) chilling tone set here. Talk about making the consumer feel like they have the brain size of an amoeba. The new campaign is far removed from the days of old Cap'n Birds Eye, but then again those ads seemed to have a whiff of 'the kid on santa's lap in the shopping centre'. A wise decision to move away from.
Agency: AMV.BBDO
View the peas advert here
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