Go Ahead

United Biscuits is set to air a new advert for Go Ahead!, its lower-calorie biscuit range.

Making its TV debut today (2 May), the 30-second commercial – which was created by Grey London and forms part of a £3.9m spend – demonstrate the ‘celebratory feeling’ you get when you make a ‘smart snacking choice’. It follows the launch earlier in the year of a new-look for the range that includes Yogurt Breaks, Crispy Slices and Fruity Bakes.

The ad – featuring music by singer-songwriter Jason Derulo – will premiere on ITV at 6.58pm, before running across high-profile programming for a seven-week period. It focuses on an office worker who bewilders her colleagues by transforming into a dancing gif after picking up a Go Ahead! bar, before snapping back to reality and smiling to herself about her choice of snack.

It is an “incredibly exciting time” for the brand, said Sarah Heynen, UB’s marketing director for sweet biscuits. “We want our products to enable consumers to ‘snack smart’ without feeling like they are compromising on anything,” she added.