The annoying Honey Monster is back. This time directed by Garth Jennings of Hammer & Tongs, best known for Hitch Hikers Guide to the Galaxy and Son of Rambow. Working with kids and monsters is always tricky hence - a bonus outtakes reel.

On 15 September, Britain’s most iconic yellow monster will explode back onto our screens in a charming television ad for Honey Waffles. The ad returns the Honey Monster to his true self and draws on his monster personality and undying love of honey. The campaign will extend online across kid’s websites and a partnership with the hugely successful Bin Weevils.

Charlie is a boy with a secret. His best friend is the Honey Monster, who he has to keep hidden from the rest of the family. It’s no easy task because the Honey Monster loves honey and regularly escapes to search for his beloved Honey Waffles. The resulting carnage threatens to expose them both but luckily there’s a scapegoat to take the blame. The spot ends with the Honey Monster whispering “don’t tell ‘em about the honey, mummy”, a nod to the original 1970s endline.

Damon Collins, Executive Creative Director at RKCR/Y&R said, “It’s an honour to be trusted to look after such an iconic British advertising property. Wherever he’s viewing it from, I just hope John Webster approves of the direction we’re taking the Monster in”.

Jane James, Marketing Director at Honey Monster Foods said, “We’re thrilled with the ad and look forward to seeing its impact on the future growth of the Honey Waffles brand. We think it perfectly recaptures the naïve and lovable personality that has given the Honey Monster such an enduring appeal for adults and children over the years”.

Client: Jane James, Marketing Director
Advertising Agency: Rainey Kelly Campbell Roalfe / Y&R
Executive Creative Director: Damon Collins
Art Director/Copywriter: Nicola Hawes
Art Director/Copywriter: Andy Forrest
Head of Planning: Lori Meakin
Planner: Tom Barnes
Board Account Director: Mark Newnes
Account Manager: Ed Gardiner
Agency Producer: Claudio Gorini
Director: Garth Jennings
Production Company: Hammer and Tongs


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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has worked in New York, London, Amsterdam, Copenhagen and Stockholm.