True to form, the Pot Noodle adverts once again caused controversy this year, even though the campaign took a far less risqué approach than some of its predecessors, which have featured scantily-clad women and over-sized musical instruments. This time it was the Welsh community that was up in arms, with certain pockets taking exception to an ad campaign that showed a Welsh mining town digging up Pot Noodles from the ground, claiming that it was racist. The ASA didn't agree with the claims, and ruled that the depiction of Welsh miners was not derogatory to the Welsh. The ad was part of a £10m spend for the brand by owner Unilever and was set in Crumlin, a village deep in the Rhondda valley in South Wales, where a rich seam of Pot Noodles had been found. It reinforced the brand's new positioning as the Fuel of Britain, creating a new identity for the brand. Thanks to the high-profile nature of the complaints, the campaign gained some useful publicity as well. Unilever dug for noodles, but it struck gold.