Commotion creates TV ads for Topps novelty brand

Topps International have 'gone public' with the identity of their latest novelty confectionery product, first announced in February.

Called Sliderz, the product is the latest in a long line of international bestselling sweets that combine flavour and "fiddle-factor".

The launch is being supported by a major TV advertising push, featuring a campaign written by creative hot-shop agency Commotion.

Innovation backed by audience insight is key to Topps' continuing success, and the new TV work reflects this commitment.

Airing throughout Europe from 1 June, the ad campaign features a combination of state-of the-art animation and live action.

References have been taken from computer gaming and street dancing and the soundtrack uses a process called "vocoding" to create a contemporary feel.

Against the back-drop of a drive to limit the advertising and marketing of HFSS products to children, Commotion's knowledge of the legislative landscape has been invaluable in assisting Topps produce advertising that is at once memorable and legally compliant.

Commotion MD Mike Kearney said: "In this increasingly competitive sector, effective advertising is all about points of difference within a legal framework.

"The TV work bears witness to Topps' desire to create cut-through and remain category leaders".

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