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Philadelphia Angels Return to the Screen in JWT London's Latest Campaign

J. Walter Thompson London, 5 months ago

Hungry Man's Ric Cantor directs the cheeky angels in new pan‐European push

Philadelphia Angels Return to the Screen in JWT London's Latest Campaign

For its first campaign since renewing its Philadelphia relationship, J. Walter Thompson has revived and modernised its famous Angels characters for a pan‐European push.

The cheeky characters first flew onto TV screens in 1994 and successfully ran in a series of humorous ads in a number of countries around the world for 12 more years, helping Philadelphia become one the world’s best‐selling soft cheese brands.   

By modernising the much‐loved Angels for a new generation Philadelphia is delivering an inherently female personality with light and witty humour, creating an easy way to interact with both the brand and contemporary cultural topics important to its consumers.  

The campaign will leverage Philadelphia’s inherent strengths and heritage of a product which delivers a cool and creamy taste that everyone loves while modernising the messaging and subject matter for its target audience. An audience who love sharing light hearted moments over food, enjoying themselves and don’t want brands to take themselves too seriously.

For example, in one execution an excitedly nervous angel is getting ready for a first date while her grown up daughter calms her down with a bit of dating advice. The spot ends with the daughter angel waiting up for the mother angel who eventually gets home in the small hours.

Toby Hoare, CEO J. Walter Thompson Europe said: “We are bringing back an iconic idea with a modern twist and introducing Philadelphia’s witty and fun angels to a new generation.”

Greta Hammel, Marketing Director EU Meals, Mondelez International, said: “We are excited about making our angels relevant for today’s audience, Philadelphia is a product where friends and family have enjoyed its rich and creamy taste over generations, and we believe this new campaign leverages the strengths inherent in the brand’s heritage but retains the wit, charm and warmth of the original characters and allows us to remind our consumers of the simple pleasure of Philadelphia.”  

The campaign has first launched on the 14th of April in Portugal, Austria and Denmark and will run in a total of 11 countries on TV with support on digital, social and instore.

Creative Agency

TV Producer: (Sr) Denise Connell, Edmund Thorn

Creative Director: Jaspar Shelbourne

Planner: (Jr) Marina Lindsay‐Brown

Business Director : Shereen Daver, Gillian Milner

CEO: Toby Hoare

Senior Account Manager: Lauren Carlin, Morgan Collins

Creative Agency: J. Walter Thompson London

Account Executive: Rachel Womersley

Project Manager: Caroline Saines

Planners: Jo Scott‐Weston

Creatives: Senan Lee and Pansy Aung

Senior Planner: Megan Van Someren

Account Management: Florence Wong

Media Agency

Media Agency: Carat

Planner: Jack Rosevear

Music and Sound

Sound Design: Jungle Sound


Editor: Billy Mead @ Ten Three

Production Company

Director: Ric Cantor

Production Company: Hungry Man Production

Category: Food , Sauces and spreads

Genre: Comedy , Storytelling