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Pot Noodle 'Sticky Rib' advert

Agency: Mother

Client: Pot Noodle

Pot Noodle is launching its new Sticky Rib Chinese takeout flavour with an ad campaign starring The Blackout Crew, who were behind the massive club hit Put A Donk On It.

The ad has been created by Mother and directed by Joseph Kahn, the man behind iconic music videos including Britney Spears’ Toxic, The Backstreet Boys’ Backstreets Back, Lady Gaga’s Love Game and most recently Kylie’s For the Lovers.

The campaign breaks on June 11 on nationwide television. It promotes Unilever-owned Pot Noodle’s latest assault on the takeaway food market: the Mr Chu’s Golden Noodle No. 7 Sticky Rib flavour.

It is the latest episode of Steve and Digger’s musical world, and sees Digger’s bedroom transformed into a banging club. DJ Steve issues the clarion call for Pot Noodle lovers to ‘Rib It Up!’ while Digger busts his somewhat terrifying moves on the dancefloor.

The new flavour has been inspired by the daddy of all Chinese dishes, sticky ribs, and offers instant gratification without the mess. The new flavour is a winning combination of noodles in a Chinese style sticky rib flavour seasoning with vegetables and Peking sauce.

Nicola Waymark, marketing Manager, Pot oodle, said: “Steve and Digger’s hilarious entrance to clubland takes their unique musical world to another level for the launch of our new Sticky Rib flavour.

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