How do you launch a masterbrand to celebrate McVitie’s iconic status in the biscuit world, claiming its crown as the one and only TRUE ORIGINAL? Easy; you shoot a bunch of Elvis impersonators, get Sir Trevor McDonald, a big biscuit and a Little Simz. Our first work for this disruptive platform features a lineup of pretenders, from a wannabe Bond villain to a goat in a footy kit. Even Sir Trev’s voice is a cheap copy. But don’t worry, we finally switch to the great man himself with a twinkle in his eye, and McVitie’s chocolate digestive in hand. Two True Originals in one TV spot, that’s True Disruption!