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Britain has a pothole epidemic, with one road for every nine miles in urgent need of repair. Local groups around the country even hold protests on National Pothole Day in January.
Unilever food brand Pot Noodle has proposed a bizarre solution to this problem: fill the holes with noodles.
A new campaign, by U.K.-based agency adam&eveDDB, calls Pot Noodle “the ultimate hole-filling meal.” The play on words refers to the product’s ability to satisfy hunger, while illustrating this in quite literal terms.
Spanning outdoor, print, social media and PR, the ads show all manner of holes–including a pool table pocket, a bird house and a washing machine drum–being filled with noodles.
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