Reggae Reggae Sauce TV Ad

Hot dogs and chicken drumsticks have rarely looked as happy as they do in this new spot for Reggae Reggae Sauce, from Aardman Animations and JWT London. This is the first TV ad for the sauce, which was famously pitched by Levi Roots on UK TV show Dragon's Den, where it secured backing from Peter Jones and Richard Farleigh in 2007. The sauce has since become a huge success.

The ad uses claymation, and was crafted at Aardman Animations over three months, using 20kg of clay. The Levi Roots character alone took a dedicated team of six modelmakers four-and-a-half weeks to complete.

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