McVitie's, the U.K. snack brand, uses the story of a lonely crane driver to illustrate a new tagline, "Sweeter Together," in a delightful new animated spot out of Grey London.
The film shows how the high rise crane driver feels lonely and left out when he sees his construction worker colleagues taking a tea break way down below. He tries to signal to them, but they don't appear to see him. He's so lonely he even tries to connect with the pigeons, but they fly away too. Eventually, though, it turns out his co-workers were thinking about him after all, and have sent up some biscuits (cookies in U.S. parlance) and tea on a steel beam.
The animation on the ad is by directors Smith & Foulkes through Nexus, and the final voiceover, telling us "Sometimes the little things are actually the really big things," is by Sally Hawkins, nominated for an Oscar for "The Shape of Water."
The ad is the first in a series that will illustrate a new theme for McVitie's of bringing together disconnected people over a biscuit. It's an evolution of Grey's previous campaign, taglined "Sweeeet," that revolved around puppies, kittens and other cute creatures emerging from packs of biscuits.