The ad, directed by Seth Watkins, opens to reveal the Pot Noodle van arriving into a typically urban scene, complete with bored teens attempting a bit of parkour, a man having a pee in the street, and a gang of blinged-up youths loitering outside the local fried chicken store, Chicken Bits.
The van’s arrival is serenaded by choral voices singing “The noodle van is here”, in a reference to Coca-Cola’s Christmas refrain “The holidays are coming”, and as it travels through town, the locals can’t help but drop everything and follow, until a firmly 2010 family Christmas scene is unveiled.
The ad is all in all a most British affair, if perhaps not the image the coalition government would like to promote to the world. Adding to its charm are references to a few of the more bizarre news stories to hit the headlines last year. In its opening scenes, we witness a character place a cat in a bin in a nod to the Coventry woman who sparked outrage last summer, and later on the ‘Peckham Terminator’ makes an appearance, a man who abused customers on a London bus before smashing his way out of the exit doors. Happily these events all seem much more charming when reenacted in claymation.