McVitie's is going for gold with a £10m campaign promoting the biscuit brand's partnership with Team GB ahead of the 2020 Olympic Games in Tokyo.
Created by TBWA\London and comprising three phases, the campaign kicks off with self-aware ads that read "Biscuit company sponsors people not currently eating biscuits. You couldn’t make it up", alongside a declaration of McVitie’s as the "proud (if not slightly awkward) official partner of Team GB".
Leaning in to the irony of a biscuit brand sponsoring an Olympics team on stringent diets, another execution reads: "We’ve just pressed play on a sponsorship deal with someone who’s just pressed pause on eating biscuits. No, really."
The campaign launches today (16 March) and spans TV, out-of-home, radio, print, digital display, social media and in-store activity for three months. It was created by Ben Brazier and Johnny Ruthven, and media is handled by Manning Gottlieb OMD.