Camden Town Brewery has launched its debut national TV campaign – the world’s first positive beer recall. The new campaign replicates the announcement of a real beer recall, using animation within the Camden brand world, and a product seeding mechanic to get beer lovers involved.

The 60′ spot educates viewers that pasteurising – which involves heating beer – is the biggest mistake Camden could ever make. The animated takes the format of a breaking news announcement from Camden Town Brewery, launching during Channel 4 News at 7pm. The ad is centered on an animated press conference with three illustrated spokespeople from Camden’s Beer Team. With a concerned and apologetic expression on her face, the lead character, voiced by Lolly Adefope, will announce a voluntary recall of a small batch of the brand’s popular Hells Lager which has been accidentally pasteurised.

With 50 of the pasteurised cans seeded across the UK, the recall of the inferior Hells Lager looks to educate beer drinkers on how pasteurisation impacts the freshness of Hells Lager and that Camden will go to the ends of the earth to make sure its beers are always fresh tasting. Camden drinkers will know if they have encountered one of these despicable pasteurised cans, as they are covered with warning stickers to look just as terrible as they taste.

Any ‘unlucky’ drinkers who come across one of these not-fresh pasteurised Camden Hells cans, will need to call the specially created ‘ALWAYS-FRESH-BUT-NOT-THIS-TIME’ Camden Hells Lager hotline and will be compensated with a year’s supply of fresh, never pasteurised Hells Lager.

The spot is directed by James Papper and features illustration from Vivienne Shao.

TK Maxx has launched its new brand campaign – ‘Big Wins, Small Prices’ – with three TV spots, celebrating the feeling of pride you get when you find great quality products and big brands at amazing prices.

The campaign will run in the UK, Ireland, Germany, Poland, Austria and the Netherlands, combining AV with print, digital, social, influence and PR to create a fully integrated, through-the-line campaign.

Kicking off the campaign is a trio of TV ads that depict shoppers basking in the winning feeling of their Big Win purchases from TK Maxx. The films are directed by Fredrik Bond and produced by MJZ.

Creatives Joanna Cassidy Osborne and Joseph Paul said: “Social media is full of shoppers chuffed to bits with their Big Wins at TK Maxx. We wanted to tell a range of short stories with the same proud tone as these little social brags, creating a series of premium films that retain the signature TK Maxx quirk.”