Hula Hoops on Hands Foil a Heist in Snack Brand's Biggest Ever TV Push

Hula Hoops, the U.K. ring-shaped snack brand made by KP Snacks, has launched a campaign around the thing that every British person knows best about it -- whether a kid or adult, it's fun to put it on your fingers.

The new campaign, by BMB, is the brand's biggest ever with a 4.5 million ($6m) media spend and launches with a spot directed by Outsider's Jim Gilchrist that features a comedic confrontation between a cashier and a bank robber. The robber bursts in and tries his luck only to be met by a cashier with Hula Hoops on her fingers who delivers the line, "Sorry, love. I've got my hands full." The ad ends with the line "When it comes to the crunchit has to be Hula Hoops."

The 30-second spot will be followed by a series of extra scenes, which reveal to viewers what happens after the robber is outwitted by the cashier. BMB also created pre-roll content where the cashier is unable to "skip" because she has her hands full with Hula Hoops.