Reggae Reggae Advert

Back in February 2007 Levi Roots famously charmed Dragons’ Den’s very own Peter Jones and Richard Farleigh with a singing pitch for his Reggae Reggae Sauce.

Five years on and the product is still going from strength to strength, with the latest installment being the first TV advert for the product.

JWT London created the campaign, with the creative claymation skills at Aardman Animations bringing the advert to life.

The 50cm tall animated figure perfectly captures sauce creator Levi Roots, and took six Aardman model-makers over a month to complete the main character alone.

The full scene uses 20kg of animated clay – chicken has never looked so tasty!


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