Fantastic Noodles launches ‘Yup to the Cup Fantastic’ campaign via Showpony Adelaide
Fantastic Noodles has launched a new campaign via Showpony Adelaide.
Staring at a supermarket shelf packed with cup noodles, they all look pretty similar. Fantastic Noodles needed a way to stand out and stay top-of-mind in this crowded category.
Says Rory Kennett-Lister, creative director of Showpony Adelaide: “With this campaign we sought to create something that ensures when people think ‘cup noodles’ they think ‘Fantastic’.”
Says Erik de Roos, chief marketing officer at Fantastic Snacks: “Fantastic has a history of embracing unexpected, quirky advertising that cuts through the clutter. For this Fantastic Cup Noodles campaign we wanted an idea that would help make the brand more memorable and distinctive in a competitive category, which Showpony delivered.”
With a younger target audience in mind, the campaign unashamedly taps into an online sensibility, pairing offbeat humour with a strong audio component and replicable ‘dance’ moves.
Says Andy Scott, senior creative of Showpony: “When we generated the first draft of the ‘Yup to the Cup Fantastic’ jingle we suspected we were onto something. When people in the office were still humming the melody days later, we knew we had the earworm we were looking for.
Adds Kennett-Lister: “Once we had the track, we worked to build a look and feel that was as distinctive as the music. Things got weird. Good weird.”
Executed across free-to-air, outdoor and digital, the campaign also solves the age-old question of what to do while your noodles cook, with a 2-minute ‘Cup Countdown’ video (below) to keep hungry Fantastic fans entertained.
Client: Fantastic Snacks
Creative Agency: Showpony Adelaide
Executive Creative Director: Parris Mesidis
Creative Director/Director of Film: Rory Kennett-Lister
Copywriter/Director of Sound: Andy Scott
Senior Art Director: Francisco Zuccato
Strategy: Ana Coelho
Account Director: Laura Prior
Senior Account Manager: Carmel Alfano
Cinematographer: Jake Viskic
Editor: Jake Viskic
Sound Engineer: Scott Illingworth
Producer: Sarah Bond
Animation: Felipe Carrasco
42 Comments
I’m trying to think of a worse ad this year?
Those 2 guys in the bath? Can’t even remember what they were selling.
Hmm.. perhaps this is it.
Saw this on tele and thought wtf… So job done.
I like it.
@worst. Don’t be a hater ya noodle
@worst
Are you crazy, you really think people won’t remember what product this is for?
say what you want. Of all the criticisms you could point out that is not one of them.
I’m going to go the other way here and say I really enjoyed this – just a bit of fun.
Skibidi wap-pa-pa-pa-pa-pa-pa-pa-pa https://youtu.be/mDFBTdToRmw
Fun, different, memorable
Great job showpony people
nup
https://www.instagram.com/p/CEQV8bnlW5o/?utm_source=ig_web_copy_link
https://digg.com/2020/roommates-dance-think-about-things-quarantine
It makes 2 minutes seem interminable, which is counter-productive. But the line’s funny.
This is how ads actually work.
Not convoluted manifestos or strategies that go over the general publics heads or brand ‘conversations’ or activations where you (if you’re lucky) notice the activation but have no idea who is behind it or what meaning it has.
This example above: Remember the product – yes Entertaining – yes. memorable – yes. Simple – yes.
In research groups in ten years kids will probably play this back. (assuming they have some media behind it and people actually see it, or, if not its lucky enough to go viral)
These are fun! Nice to see a brand not take themselves too seriously. Sharehouse-chic.
fun fact: this idea is ripped from those 2 guys in a bathtub’s most viral video.
Funner fact: those 2 guys ripped those ideas of other TikTokers.
Funniesr fact: they’re making bank by stealing content.
yay. advertising.
This is nearly exact in nature to the Inspired Unemployed uploads…Not sure how you’d give yourself a pat on the back for “coming up” with this ad idea!
You mean these bathtub guys?
https://www.facebook.com/watch/?v=1946294285495098
Mate. They would have been the mood board for it.
@@worst
Yeah… it does seem a bit ripped off that.
Young creatives these days just look at the Internet and go lets do this.
In their favour though, the song is actually the most important bit in terms of how it functions as an ad.
liked it
What about giving acknowledgment to all the people who worked on this? There’s usually 100 or so listed in the credits.
Likey. Different. Good.
‘Young creatives these days just look at the Internet and go lets do this.’
Back in your day it was so much more pure yeah?
Young creatives made this, and now young people will see this and go YUP.
“So what’s the idea? It takes 2 long minutes? Or is it just a positioning exercise? You are young, you must like noodles, look at this. What are you selling the noodles? Or the time? Why do I choose these noodles over other noodles? When does a noodle become spaghetti? Isn’t it cool that noodle rhymes with doodle. Do you like doodles? Do you believe in the magic spaghetti monster. I’m bored, has it been two minutes? I think my noodles are done”.
On a serious note, the 15sec spots and 6sec bumpers might need a rethink.
SOMEONE finished their marketing tafe course and scored a lucrative gig as marketing coordinator for Rays Outdoors!
Cool story, what’s the idea though?
It actually was more pure.
Partly, perhaps mainly, because there was no easy access to thousands of creative ideas or information on the exact problem you were trying to solve. Creatives wouldn’t sit on the net. They would sit opposite each other staring into space, so far more like to come up with something out of their heads.
Secondly the whole idea was to come up with it yourself and you felt bad if your idea was a rip off, it was frowned upon.
(Though there are some famous cases of award winning work being straight rips from other sources. Sometimes they would get the original creators involved, like ‘Creature Comforts’ which is more acceptable. Other times it was uncredited, so just as bad. But this was pretty minimal.)
Having said all that, judging by the posts above, perhaps it is still just as much frowned upon. Only now we have a different problem that you will INEVITABLY be able to find something on the internet that is similar to any idea.
I would argue – and I didn’t have anything to do with this – there is an old advertising theory, when you have a product that’s exactly the same as others, you entertain and most importantly get the brand remembered. If you need it quantified, you could say the idea here is branding.
I think we can agree on that. But what’s the idea? Please explain it.
I don’t really like this but I think the nostalgia for the good old days is misplaced. If you look at an award book from 20 or 30 years ago the ads mostly look very average – plenty of simple puns and the like. There’s definitely some good but I’d suggest the overall ratio of good to bad was probably similar or more likely worse than today.
The past 10-20 years to my mind reached a zenith in terms of craft, budget and original thinking. Sure there were a lot of Playstation ‘Get on board’ rip-offs, but at least they could fly to South America, lock down a whole city and pay for a known track. The bar is quite lower now especially in terms of production standards.
Even more brilliant it was timed perfectly to coincide with the ‘I’m saying nup to the cup’ social campaign. I doubt many people over 30 will like this or even understand it.
the fact that it’s generated 26 responses on this channel alone says something about this ad.
quirky. i love it.
@ back in the day
The ‘back in the day’ talk was about plagiarism not that this ad was a throw back. Not really suggesting that. Unless you’re talking to someone else.
So over these Airtasker clones.
Yup to the cup… Love it so catchy my daughter now calls out to me saying mum you favourite adds on!! Well done.
Who are the wonderful cast of the ad?
Creepy ad with a group of zombie like humans behaving strangely. Very off-putting, I wouldn’t eat these noodles
This ad is so bad that I will never purchase this product
Agreed. Not that i’m in the market for cup noodles but if, god forbid, i ever am, i will steer clear of this trash out of spite for this godawful ad.
The idea that a bunch of creatives sat around thinking ‘how can we attract the zoomers’ and came up with this forced-meme trash is hilarious.
I can’t believe that, apart from someone actually coming up with this ad,that someone from the fantastic snacks considered it, then approve it and then paid for it! REALLY?… gosh its bad hey!
This is the worst ad in the world. First I hated it because of the play on words for what is a good cause and raises awareness about animal cruelty, just to sell some noodles on a network that fully supports the races where cruelty occurs. Now I hate it because the song is so annoying and gets stuck in my head. Seriously, could’ve done better. I used to love these noodles as well but will never eat them again
Who is the girl in the noodle cup ad
Love this add. Excellent