The new Hula Hoops TV ad is part of a clever intergrated campain that will also inclue promotion on 50 million packs, online, PR and in-store promotional activity. The ad will be the launch of the ” United Biscuits’ Golden Hoop Film Awards”  which will encourage consumers to be inspired by the the TV ads and produce their own Hula Hoop finger puppet films. Let’s face it everyone has put a Hula Hoop on their finger before eating it and most of us have put on a silly voice and pretended that finger+hoop = amusing character.

The new Hula Hoop ad features Village People’s iconic disco track YMCA (which was number 1 in the UK in 1979)and ends with a fitting strapline “in a hole world of their own“.

Helen Warren-Piper, marketing director responsible for Hula Hoops has been quoted as saying: “Some brands are the keepers of undeniable truths. Hula Hoops is one of those brands — anyone who tells you they can eat a bag without first putting them on their fingers and giving them a wiggle, is a big fat fibber”. It’s true!

Consumers can make their miniature film up to two minutes long and  then upload it onto the dedicated Hula Hoops website www.hulahoops.com where members of the public will vote for their favourite films. The top 100 voted films will then be short listed and an expert  panel will decide on the lucky winners who will win a family holiday to Hollywood. There will also be a People’s Award which consumers will have complete control over who will win. In addition to this, all voters will be entered into a daily prize draw to win pocket camcorders.

I can see this campaign being a great success as anyone can put one on their finger and create a character. What will be interesting will be to see how many adult versions appear on YouTube!