“Fill a Hole”. This is a new campaign developed by Adam&EveDDB, a London agency, to highlight the hunger-satisfying abilities of a Pot Noodle. Tongue in cheek, this campaign criticizes the poor state of Britain’s roads.
Roads aside, the short film shows noodles filling every conceivable hole in the land, from a golf hole, a birdhouse, a letterbox, a pool table pocket, and a washing machine drum. The film runs without commentary, but it ends with a man slamming down a Pot Noodle onto a kitchen table. The words appear on the screen “Nothing Fills a Hole Like a Pot Noodle”. Then a car is shown squelching over a noodle-filled pothole in the road.
This film was shot by Emmy-nominated filmmaker, photographer and artist Frederick Paxton, of Academy Films. There’s more to this campaign. There’s social media activity – a selection of filled-hole images that will appear on Pot Noodle’s Instagram feed. Moreover, a bespoke GIF sticker pack will be launched on Instagram Stories for fans to add Pot Noodle to their own content and fill a hole, digitally, with the hashtag #NothingFillAHoleLikePotNoodle.
