The great British traffic cop has been given the Haribo treatment in a hilarious new ad campaign by London agency Quiet Storm.
In the ad a dull shift is livened up with a bag of Starmix in the hands of two bored traffic cops.
The childlike happiness inspired by Haribo sweets strikes at the police officers in the latest film; part of the long-running Kids’ Voices campaign.
The police are on a routine job to monitor the speed of motorists on a particularly quiet stretch of road.
Their boredom turns to delight when one of the officers opens a bag of Haribo Starmix. This inspires his colleague to release his inner child, making up a story about cops and robbers using the sweets.
As viewers have come to expect, the adult characters in the ad are voiced by children. However, this execution focuses more on the playful imagination of child-like happiness.
“We’re in the seventh year of the Haribo Kids’ Voices campaign and all the research shows that it’s still working hard for the brand, performing significantly above norms for recall, branding and crucially, enjoyment”, Trevor Robinson OBE, Executive Creative Director at Quiet Storm, said.
Jon Hughes, Managing Director at Haribo, said: “It’s very unusual for a brand to have advertising that is so beloved by consumers, where each new instalment is eagerly anticipated.
“Kids’ Voices still serves Haribo well and really proves the power of developing long-term creative ideas.”
The campaign breaks on television in the UK on 2 March and runs until the end of October. The campaign is also appearing on VOD.