Be What You Want To Be

Jaffa Cakes

McVitie’s Jaffa Cakes is a playful snack that flouts conventions, with the product resembling both a cake and a biscuit. We see this come alive as characters are caught up in this dilemma.


The campaign launches with a McVitie’s Jaffa Cakes spot featuring a shopkeeper stacking McVitie’s Jaffa Cakes on a shelf. He absentmindedly takes a bite, and begins to debate the product’s status as a biscuit, or cake.


The realisation that a cake can be a biscuit inspires him, and the shop he’s standing in magically transforms into a roller disco. His dream has always been to be the king of the roller disco, and now he is living that very dream. Roller dancing around the store, the king of the roller disco enjoys his new existence. It ends with the strapline: ‘Be What You Want To Be’.