New TV ads for Ambrosia's Splat! in-a-tube ambient custard snacks poke fun at the gimmicky toys offered with many kids' products. On screens throughout this month and again in September for the start of the new school term, the ads are aimed at children from four to 11 years old. They show a group of youngsters fighting villains and troopers from outer space. They try unsuccessfully to convert the Ambrosia Splat! tubes into laser guns, action figures or some kind of weapon they can use against the baddies. The lighthearted strapline says: Top snacks, rubbish toys.' The ad features the voices of Ant and Dec, presenters of SMTV:Live! Ambrosia Splat! is already linked to the pair through its ongoing sponsorship of their programme. Brand owner Unilever Bestfoods is investing £4.5m in the brand this year and expanding its portfolio. Milkshakes were added in January and the tube format, which takes the brand nearer to the confectionery category, launched in March. Brand manager Tim Brindle said that besides driving awareness of the brand and the tube snack format, the ads' humour and choice of voiceovers would build the brand's credibility. l Ambrosia Splat! is also linking up with fast food chain KFC to include strawberry and chocolate tubes in Pink Panther children's meals. There will also be branding on tray liners and meal boxes during the six week initiative. {{MARKETING - P&P }}