Bristol's Aardman help bring Reggae Reggae Sauce advert to life
AARDMAN Animations has been asked to give its unique take on one of the best known entrepreneurs in the country.
The Bristol-based firm has joined forces with Levi Roots, the founder of the Reggae Reggae Sauce brand, for a £2 million advertising campaign.
And in true Aardman style they have turned the entrepreneur into a larger than life cartoon character, complete with dreadlocks.
The former reggae musician became an overnight sensation after he appeared on Dragons' Den with his Jamaican-style sauce. And the businessman has now been turned into a cartoon character for the advertising campaign.
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The advert features Mr Roots cooking a barbecue in the back garden of a house in Brixton, singing the "It's so nice I had to name it twice" Reggae Reggae Sauce song.
Tim Beard, who works for the Reggae Reggae Sauce firm, said: "It's been five years since Levi was last on our TV screens on Dragons' Den and we know from research that there are consumers who have neither seen Levi's original pitch nor heard his Reggae Reggae Sauce song.
"Therefore we wanted to introduce Levi to them just as he was before he and his sauce became famous; an ordinary man on a mission to put some Caribbean flavour into everyday British meals.
"We decided to put the Reggae Reggae Sauce song at the heart of the TV advertising creative to rekindle the memory of Levi singing and playing an acoustic guitar during his Dragons' Den performance when he slayed the Dragons and won the nation over with his performance."
The £2 million campaign is being launched on ITV and will also be screened in cinemas.