Keeping it very real

spam

Spam wanted to drive consideration for the Spam-curious and remind the Spam fan base up North. The idea I came up with was to create a TV chef superfan played By Nigella Lawson. She would play a Northern version of herself living in a humble little 2 up 2 down. Sadly the budget didn’t get us there so I invented a more economical version which the client bought. The superfan would instead be a Northern no-nonsense bloke called Nigel, but with hair that would look exactly like Nigella’s. Everything his TV chef heroes could create, he could create in his humble down-to-earth way. Where TV chefs would use posh complicated ingredients, Nigel would simply use Spam with surprisingly delicious results. The line ‘Keeping it real’ refers both to the idea of no-nonsense one-upmanship (Anything you can cook, I can do with Spam) but also to highlight that Spam is pure ham, with no funny bits added. A number of scripts for both 30s and 10s TVC and social films were created.

Unfortunately, as a freelancer I was not part of the production of this. As a result do we feel some of the humour has been lost? Perhaps ;)

Freelance Art Director / Copywriter

Agency: Cheeky