MPC gets 'dirty' with Pot Noodle

The Moving Picture Company (MPC) have posted a five-ad national campaign for Pot Noodle, directed by Traktor at Partizan for HHCL and Partners.
The ads, which were all shot in Prague, are based around Pot Noodle being 'The Slag of all Snacks', where the Pot Noodle is seen as a “dirty” object of desire.
In a special cinema commercial 'Movie' a movie director gets excited as he tells the actress to “get dirty” with her Pot Noodle for a dodgy Pot Noodle flick. 'Movie' which was shot on DV, the graded footage was then transferred to NTSC, then back to PAL before being recorded three times from VHS to VHS. This was in order to achieve the cheap movie look.
'Bombay Bad Boy' features a dominatrix who has brought her “usual filth” – an array of Pot Noodles – for her seductee, feeding him the new Bombay variety. In 'Bombay Bad Boy' Inferno artist Alex Lovejoy composited in a full-screen fire and manipulated it to flare up at the appropriate time. He also added a reflection of the flames in the dominatrix’s eyes and composited the wall of fire into the end shot.
While 'Auntie Jane' opens with a typical family scene, with the mother telling her son that only dirty people eat Pot Noodle. “Is that why daddy eats it with Auntie Jane?” says the son.
In 'Desperate Dan' we see a frustrated husband who, sick of his wife’s sandwiches, goes searching for “something filthy”, trawling the food red-light district for a Pot Noodle. Another ad depicts a man kissing his girlfriend, who then accuses him of “doing Pot Noodle again”. For 'Desperate Dan' Alex had to composite sign replacements in shop windows for the food red-light district scene and 'Auntie Jane' required animals being added into the background of the family shot. The effects took a total of three days in Inferno to complete.
All of the ads were graded by MPC Senior Colourist and Director, Jean-Clement Soret.
MPC, www.moving-picture.com
(GMcG)