A plumber embraces his inner diva and sings along to a power ballad in a gas station in this spot for U.K. crisp brand McCoy's. The online spot, created by agency BMB and directed by Rebel at Ousider, sees him belting out "Ghost" by Ella Henderson to the bewilderment of other customers and staff, having already sung along to the track secretly in his truck.
It kicks off a new campaign for the brand that's all about men embracing guilty pleasures, and replaces the brand's previous work, themed "Man Crisps," extolling traditional notions of masculine behaviour. Outdoor work is emblazoned with rallying cries for men such as: "Go bold. Go enjoy that candlelit bath"; "Go bold. Go order that pina colada"; and "Go bold. Go double denim."
Masculine guys embracing their feminine side seems to be a popular theme in U.K. ads at the moment; other examples include Foster's new campaign featuring a male cheerleader, and Moneysupermarket.com's latest ad featuring a burly builder pole dancing. Foster's, like McCoy's, had previously focused on bloke-y humor.