Behind the Scenes of Maynards TV ad by Aardman

Aardman have created a miniature world bringing the hedgehog family to life with stopframe animation for Maynards Discovery Patch. These are a new range of fun-shaped fruit flavour jelly and foam sweets. The ad took nearly three weeks to shoot, frame by frame.

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Directors Karni and Saul had a very specific visual treatment in mind for the spot: “We were looking for a textured, intimate and handmade look so we decided to opt for needle felting finish which gives the puppets a realistic, yet cosy feel.

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“The challenge was creating a world – part hedgehog, part person – that humans can relate to. It was loads of fun coming up with the small details in the set like the nature themed elements.”

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The advert, which runs from 9th May, features a family of hedgehogs trying Maynards Discovery Patch for the first time and exploring the questions on pack. The ad has been produced by Aardman, the studio famous for popular characters including Wallace & Gromit, Shaun the Sheep and Morph.

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The Maynards Discovery Patch range includes four themed variants – Discovery Patch Animals, Discovery Patch Body Bits, Discovery Patch Myths & Monsters and a multipack of treatsize Discovery Patch Mini Creatures. All packs feature fun facts or quizzes on the back of pack to inspire moments of family discovery. There is also a Maynards Discovery Patch app which you can unlock by scanning the pack, giving families an opportunity to discover even more through an augmented reality experience.

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The TV campaign is part of a £3 million UK media investment of this year, which will also include cinema, video on demand, out of home (close to stores), digital, experiential PR and in-store activity.

Kaitlin Williams, Brand Manager for Candy at Mondelēz International, said: “We’re hugely excited to be working with Aardman for our first TV campaign for Discovery Patch. The hedgehogs are the perfect fit with the quirky and curious personality of the product, and we expect the ad’s going to be a big hit with consumers.

Watch the ad: www.youtube.com/watch?v=aGfGJIhZkb0

Making of the ad: www.youtube.com/watch?v=ku7u2gygtAg

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