BMB and McCoy’s Want Men to Know That They’re Masculine Enough

By Patrick Coffee 

Is there any product more masculine than chips or, as our onetime rulers call them, crisps? Indie London agency BMB and client McCoy’s would answer that question with a “No, but…”

The client, one of the U.K.’s top snack companies which is owned by United Biscuits, raised a few eyebrows across the pond back in 2009 when it branded its product “Man Crisps” in an apparent attempt to remind dudes that girls don’t eat fried stuff.

Now, however, the brand would like you to forget all that. In fact, you can still be a man even if you have a propensity for belting out the occasional power ballad. Do it. Go bold.

The release tells us that McCoy’s “appreciates that the model for real men has changed and the brand is changing with it.”


We wonder where they may have heard that.

ECD Matt Waller also writes:

“Men have been enjoying ‘car-aoke’ since forever. Now with a little nudge from McCoy’s, they’re going to go large.”

The campaign includes OOH, with billboards reminding motorists that they can be real men even if they have a fondness for candlelit baths and “double denim.” This one, however, is a step too far:

pina colada

The client’s new site remains under construction, but we think it safe to say that the final product will probably not poll visitors on their choices in footwear, which apparently double as the ultimate test of one’s masculinity.

This is all well and good, though we’d tell blokes to lay off the fried stuff if they want to be “beach body ready” for next summer.

The campaign launches online and along U.K. roadways today. Admit it: you want to listen to that awful song now.

Agency: BMB London
Creative Director: Matt Waller / Jay Pond-Jones
Art Director: Rachel Miles
Copywriter: Michael Tsim
Account Director: Nick Waddell
Agency Producer: Catharine Griffiths
Photographer: Ella Nash
Director/ Production Co: Rebel @ Outsider
Producer: Omelihu Nwanguma
Editor: Assembly Rooms
Post Production: Finish
Sound Design: Tony @ Wave
Typographer: TBC
DoP: Bjorn Bratberg

Media planning/buying: Vizeum