New Crunchie ad turns back time

Fallon, the agency behind Cadbury's Gorilla and Sony's Balls, has turned to Tina Turner's We Don't Need Another Hero in a TV campaign featuring a 1980s-era wannabe rocker for Crunchie Rocks. The multi-million pound ad campaign, Fallon's first work for Crunchie since winning the business last year, is shown tonight. Crunchie's rock-themed campaign opens with a caravan-dwelling man blow drying his mane of hair as he gets dressed. As he does so he is bizarrely prepped by a team of Crunchie "Friday Engineers" to find himself, still in a bathrobe, singing Turner's famous number to a massive festival crowd in Leicester complete with backing band. The TV campaign will run across stations including Channel 4, E4, ITV and Sky1. It will be supported by a similarly rock-themed national outdoor and digital ad campaign. Crunchie's ad campaign is being supported by a PR push to be handled by Red Consultancy. Media planning and buying is by media agency PHD. The campaign will also include a social media game, called Friday Town, developed by agency nDreams. • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. • If you are writing a comment for publication, please mark clearly "for publication".