The eight shortlisted ads all got their time in the sunshine, but it’s Butterkist’s ‘Wagatha Christie’-inspired tactical ad that has been voted May’s ad of the month
Bought and planned by Starcom and brought to life by creative agency St Lukes, this cheeky ad imagined a courtroom on tenterhooks as the country waited for the latest news to come out of the Wagatha Christie trial.
Not only does the creative brilliantly lean into instantly-recognisable court imagery to give a glimpse into how the public stands must have looked, but it also uses ad placement and context to great effect by placing the ad right next to the report on the previous day in court across the page.
Butterkist used similar tactics in January as the government Partygate scandal continued to rock Westminster, placing a billboard outside of Downing Street and handing out packets of popcorn to passers-by eagerly awaiting the publication of the Sue Gray report.
Nick Brown, Starcom’s commercial display director, commented on the campaign, saying: “From brief to live took just two days which highlights how reactive and relevant National Press can still be.”
He added: “Metro have an audience who like to see the funnier side and this advert slots in perfectly with the editorial to deliver maximum attention.”
Starcom managing partner Danny Weitzkorn commented: “Butterkist are a heritage brand that has played a role in popular culture for many years, #gograbthebutterkist has provided the perfect platform for the brand to further cement their role in consumers lives.
“Better still it’s unlocked a cultural and social currency that popcorn lovers around the country are after, giving them even more reasons to pick up a bag to enjoy.”
See the full shortlist of stand out ads this May here.