British hand-cooked potato chip brand Tyrrells is going for an eccentrically English look in its first ever TV campaign, having engaged Wieden + Kennedy London as its agency.

The brand's new ads employ surreal animation reminiscent of "Monty Python," by production company Dog & Rabbit, to bring to life the black and white characters from its packaging. "It's absurd what we do before a Tyrrells gets to you," goes the voiceover, provided by comedy actor Peter Serafinowicz ("Guardians of the Galaxy," "Shaun of the Dead") as we see an absurd sequence of potatoes being carried into the factory and coming out the other end as chips. Parachuting horses, a squirrel dressed up as a baby and, in a social media spot, old ladies' hairstyles replaced by chips, and a giant descending hand all seem to pay direct homage to Monty Python animator Terry Gilliam, as do the sound effects.

Ray Shaughnessy, creative drector at Wieden + Kennedy London, says in a statement: "The world of Tyrrells is a distinctively English and barmy one and it's been a total pleasure bringing it to life. Working with Dog & Rabbit, we've taken the characters that everyone sees on pack and thrown them together with a bunch of other eccentrics, re-imagining life in Tyrrells' home of Herefordshire."