Feed Me Light Wins UKTV Gold Easter Egg Hunt Ad Campaign Work

Creative studio Feed Me Light has been commissioned by UKTV Gold to produce two stand out adverts as part of a larger campaign being run over this year’s Easter period.

The overall creative is driven by the theme of an Easter egg hunt with characters from iconic TV comedy shows, including Fawlty Towers and Only Fools and Horses, being represented as painted Easter Eggs. These characters are hidden in cardboard re-creations of locations related to classic clips, with viewers being invited to seek out and ‘collect’ – by watching – all the comedy classics that GOLD has to offer. 

The main 40-second advert features scenes from The Vicar of Dibley, Gavin & Stacey, The Royle Family, Fawlty Towers and Only Fools and Horses which have been carefully selected to enable one or more of the animated characters to be taken out of the scene by a human hand, as if being collected. The final scene will reveal all of these Easter Egg characters being carried off in a basket that is bursting with comedy talent. 

The 40-second ad will be supported by a 20-second cut down version, and four lower third screen overlays featuring key characters from the shows. The Easter egg hunt theme will be supported by other online and offline activations, including these overlays which will link the advert with the UKTV Gold’s programmes as they will be played over the closing credits of one of the featured shows, congratulating the viewer for collecting that particular episode. 

Peter Allinson, Head of Design at UKTV remarked, “Feed Me Light understood our ambitions and creative vision right from the start and we collaboratively worked together to create a piece that we are all proud of. They helped to create a set of beautiful illustrated 3D Easter Eggs and an expertly rendered cardboard world that included recognisable sets from the show. The egg characters will also feature across social media to maximise our campaign reach and get our viewers engaged online.”

Denis Bodart, Founder and Director at Feed Me Light explains, "It's rare that you have the opportunity to work creatively with programmes and characters which are such a major part of the UK’s cultural heritage. It has been an incredible project for Feed Me Light to take a leading role in.

“Using CGI enabled the team to go much more in-depth with the character animations than would have been possible with hand painted models in the time that we had. And the utilisation of Phenomene mouth shapes bought an additional element of realism."

Viewers are sure to be taken on a nostalgic trip back to these comedy moments with the adverts beginning to appear on UK:TV Gold in the week leading up to Easter weekend.