In a new U.K. campaign for potato chip brand McCoy's, an office worker gets a mysterious phone call -- from the chip packet he's just opened. It's the smooth, somewhat creepy, persuasive "voice" of the ridged chips' strong flavor that will engage viewers' attention, as it lures him into digging deeper into the packet, while his bemused colleagues look on.

The ad was directed by veteran director Danny Kleinman at Rattling Stick, for WCRS London. It's the first work the agency has created for the brand, which it won in August last year.