RADIOWATCH: Radio Choice - Batchelors Super Noodles

But this ad is extremely funny. The first part parodies a rival called Grot Noodles and the way it stoops to new lows to sell its "grubby little product".

The really clever thing is the way Batchelors gets its own message across without letting the humour deflate. It pulls this off with neat self-mocking hyperbole, as the ad extols the virtues of Super Noodles' "opulent recipes".

The cast is spot-on, the sound is effective and the script is laugh-out-loud funny. And it certainly succeeds in differentiating Super Noodles from its main competitor. Until I heard this ad, I thought they were all the same thing.

This article was first published on Marketing