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Top 6: September 8th 2021
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Fox's: Skimming a StoneTop 6: September 8th 2021
Joint has unwrapped its debut work for Valeo Confectionery with its ‘Satisfyingly Long Lasting’ campaign for Fox’s sweets. Fox’s wanted to modernise the brand in order to become more relevant and get their sweets out of the glove box, or your nan’s purse, and into people’s hands. Joint capitalised on the long-lasting nature of Fox’s sweets, which can be enjoyed for six minutes on average, as the creative hook for the campaign with the wishful suggestion ‘If only everything lasted as long as a Fox's sweet’. Directed by Ben Gregor of Knucklehead, the TV campaign imagines what life might be like if other activities lasted a little longer. The debut creative depicts a man enjoying Fox’s sweets with his girlfriend as he skims a stone into the sea. Having failed in his first attempt, he sucks on a Fox’s and his second throw, sees his stone skim across oceans and continents, surprising submariners, penguins, and whales before circumnavigating the globe and landing back at his feet.
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